Glossary
Glossary: ads, feeds and sales measurement
Each term opens with a one-sentence definition, then a plain explanation, where you see it in the app and the most common mistake.
The demo has sample data; the login comes to your e-mail.
Terms A to Z
- Attribution windowThe time after an ad click or view in which a platform may credit a purchase to that ad.Read
- Consent Mode v2A Google mechanism that tells its tags the visitor’s advertising and analytics consent choices.Read
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- Conversions API GatewayA ready-made Meta server you run in your own cloud to pass Pixel events to the Conversions API.Read
- Cost per purchaseAd spend divided by the number of purchases a platform reported.Read
- Custom Audience (customer list)An ad audience built from your customer list, matched by hashed data.Read
- Custom label (custom_label_0–4)Five optional feed attributes for grouping products in Google campaigns.Read
- Enhanced conversions (Google Ads)A Google Ads feature that supplements conversion measurement with hashed customer data from the shop.Read
- Event ID and deduplicationA shared identifier that lets Meta count a purchase from the Pixel and the server once.Read
- Event Match Quality (EMQ)A score (0–10) of how well the customer data in an event lets Meta match it to an account.Read
- fbp and fbcTwo browser identifiers that help Meta tie a purchase to an ad click.Read
- Google product categoryA feed attribute holding a product category from Google’s predefined taxonomy.Read
- GTIN (EAN, UPC)A product identification number (EAN, UPC, ISBN) assigned by the manufacturer.Read
- Hold rateThe share of viewers who watched 3 seconds of a video and went on to a ThruPlay.Read
- Hook rateThe share of video ad impressions that end up with at least 3 seconds played.Read
- Learning phaseThe period in which Meta, after an ad set changes, is still working out how to deliver its ads.Read
- MCP (Model Context Protocol)An open standard for connecting AI applications to external systems: data, tools and workflows.Read
- MER (Marketing Efficiency Ratio)Shop revenue divided by all ad spend, with no purchases credited to particular ads.Read
- Merchant Center misrepresentationA Google policy on offers and sites that mislead users.Read
- Meta catalogue (Commerce Manager)A container of product information that Meta draws catalogue ads and shops from.Read
- Meta PixelA JavaScript snippet on a shop page that sends browser events to Meta.Read
- Omnibus: lowest price in 30 daysAn EU rule: a price reduction must refer to the lowest price of at least 30 days before it.Read
- Product feedA file or address with the shop’s product list that Google, Meta and comparison sites read.Read
- ROAS (return on ad spend)The value of purchases credited to an ad divided by what was spent on that ad.Read
See also
- IntegrationsEvery shop platform has its quirks. Here is how Basketly reads orders and products from yours, how to connect it and what to expect.Read
- ComparisonsA table, sources with dates and an answer to when someone else is the better pick. Facts about competitors come only from their own pages.Read
- Feed errorsMerchant Center speaks in generalities. Here each error has its own page: what it means, how to fix it by hand and what Basketly does with it.Read
- Knowledge baseRead
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