The Knowledge Base.

Advantage+ catalog ads (formerly Dynamic Product Ads, DPA) are ads that automatically pull products from your catalog and show each user the items most relevant to them — for example products they've viewed or added to cart.

Brand searches are searches that contain your name (people who already know you). Generic (non-brand) searches are category and product searches from people who haven't yet chosen you.

ABO (Ad Set Budget Optimization) means budget is set manually per ad set. CBO (Campaign Budget Optimization / Advantage+ campaign budget) means a single budget is set at campaign level, and Meta distributes it automatically toward the best-performing ad sets.

A custom audience is an audience you build from your own data: customer lists, website visitors (via pixel/CAPI), app activity, video viewers or engagement on Meta.

Custom labels (custom_label_0 through 4) are optional fields in the product feed where you can tag products with your own criteria — for example margin, bestseller status, season or stock level.

Enhanced conversions is a Google Ads feature that supplements conversion data with hashed first-party information (like email), so Google can better match conversions to the clicks that created them.

A lookalike audience is an audience Meta builds by finding new users who statistically resemble a seed audience you provide — for example your buyers or your most valuable customers.

Match types determine how closely a user's search must match your keyword before your ad shows: broad match (widest), phrase match (medium) and exact match (narrowest).

Negative keywords are search terms you exclude from your campaigns, so your ads don't show on searches that contain them.

Search term insights (search terms) are the report of the actual search queries users typed when your ads showed — as opposed to the keywords you chose to bid on.

SPF, DKIM and DMARC are email authentication standards that let the recipient's mail server verify that an email really was sent from the domain it claims — and therefore isn't spoofed.

UTM parameters are small tags you add to the end of a link (source, medium, campaign and more), so analytics tools can record which source, channel and campaign a visitor came from.

A data layer is a structured JavaScript object on a website where important data (product, price, order, customer) is placed consistently, so tags and tracking tools can read it reliably.

A post-purchase flow is an automated sequence triggered after a purchase — with an order confirmation, product onboarding and a nudge toward the next order.

A replenishment flow triggers based on when a customer is expected to be running low on a consumable product — reminding them to reorder in time.

A sign-up popup is an overlay on the website that asks visitors to subscribe to email or SMS — often in exchange for an incentive like a discount or access.

A sunset flow gradually steps profiles that haven't engaged over a longer period down and eventually out of active sending — to protect your sender reputation.

A welcome flow is an automated email/SMS sequence triggered when someone joins your list — typically a welcome, brand story and a nudge toward the first purchase.

A winback flow triggers when a former customer has been inactive for a while — and tries to get them buying again before they're considered lost.

Ad Rank is the value that determines your ad's position in Google's search auction. It's calculated roughly as your bid times your Quality Score, plus the expected impact of ad extensions and context.

Advantage+ Shopping Campaigns (ASC) is a heavily automated Meta campaign type for e-commerce, where the algorithm itself controls audience, placement and creative mix toward a single conversion goal.

An abandoned checkout flow is triggered when a customer starts the purchase but doesn't complete it — reminding them to finish the order via email or SMS.

An attribution window is the time period after a click or view within which a subsequent conversion is credited to the ad. Meta's default is 7-day click and 1-day view.

AOV (Average Order Value) is your total revenue divided by the number of orders in a given period. It's what an average customer puts in the cart per purchase.

Attribution is the method that distributes the credit for a conversion across the touchpoints the customer met along the way. The model decides which channel gets the credit — and therefore where budget flows.

Blended ROAS is your total revenue divided by your total ad spend across every channel. Unlike platform ROAS, it isn't built on attribution and therefore can't be double-counted.

Break-even ROAS is the ROAS at which contribution margin exactly covers the ad cost — neither loss nor gain. It's calculated as 1 divided by your margin.

A browse abandonment flow triggers when a customer views a product or category without adding anything to the cart — and follows up with a relevant reminder.

CAC (Customer Acquisition Cost) is your total sales and marketing costs divided by the number of new customers in the same period. It's the price of winning one customer.

Churn rate is the share of customers or subscribers who leave you in a given period. A 32% churn means just under a third of customers aren't back next period.

CLTV (Customer Lifetime Value) is the total gross profit an average customer contributes across their entire lifetime as a customer — from first purchase to last.

A cohort analysis divides customers into groups (cohorts) by a shared starting point — typically their first purchase month — and follows each group's behavior over time, e.g. retention, repeat purchases and accumulated CLTV.

Consent Mode v2 is Google's framework that adjusts how tags behave based on the user's consent choices — and lets Google statistically model conversions for users who've rejected cookies.

Contribution margin is revenue minus the variable costs (cost of goods, shipping, fees, returns). It's the amount each order contributes toward covering fixed costs and creating profit.

Conversion rate (CVR) is the number of conversions divided by the number of visitors, expressed as a percentage. If 2 out of 100 visitors buy, CVR is 2%.

“Cookieless” describes a digital landscape where third-party cookies are gone and first-party cookies are restricted — forcing measurement and targeting onto new methods.

CPC (Cost Per Click) is ad spend divided by the number of clicks. Pay €55 for 100 clicks and your CPC is €0.55.

CPM (Cost Per Mille) is the price for 1,000 ad impressions. Spend €6 to reach 1,000 people and your CPM is €6.

CTR (Click-Through Rate) is the number of clicks divided by the number of impressions, expressed as a percentage. If an ad gets 30 clicks from 1,000 impressions, CTR is 3%.

Deduplication is the process that prevents the same conversion from being counted multiple times when it's sent from both the browser (pixel) and the server (CAPI) — typically by both sources sharing the same event_id.

Deliverability is the share of your sent emails that actually land in the recipient's inbox rather than in spam or getting rejected entirely.

Double opt-in is a sign-up method where a new contact must confirm their subscription via a link in an email before they're added to your active list.

Event Match Quality (EMQ) is a score from 0 to 10 that measures how well Meta can match a conversion event to a user, based on the customer parameters you send (hashed email, phone, name, external ID and more).

First-party data is data you collect directly from your own customers and channels — purchases, website behavior, email engagement, contact details — and which you own and control.

GA4 (Google Analytics 4) is Google's analytics platform where all measurement is built around events rather than page views, and where web and app can be measured in a single property.

Google Merchant Center is the platform where you upload and manage your product feed, so products can appear in Shopping ads, Performance Max and free product listings.

Gross margin is gross profit as a percentage of revenue — that is, revenue minus cost of goods, divided by revenue. Sell for €100 with €40 in cost of goods, and gross margin is 60%.

Hold rate is the share of viewers who keep watching the ad after the first few seconds — typically measured as the share who reach ThruPlay or watch a meaningful portion of the video.

Hook rate is the share of ad impressions that turn into 3-second video views — that is, how many people stop in the first few seconds instead of scrolling past.

Impression share is the number of impressions your ads received, divided by the estimated number of impressions they were eligible to get.

Incrementality is the added effect a marketing effort creates: the sales that happened only because the ad ran. Sales you'd have gotten anyway aren't incremental — whatever the platform credits.

App Tracking Transparency (ATT), introduced with iOS 14.5, requires apps to ask permission before tracking users across other apps and websites. Most users opt out — which reduced the data platforms like Meta receive.

List growth is the rate at which your email and SMS list grows with new, consented contacts — net of unsubscribes and removals.

Marketing Mix Modeling (MMM) is a statistical method that estimates how much each marketing channel (and factors like seasonality and price) contributes to total sales — based on aggregated, historical data instead of individual tracking and attribution.

Maximize Conversion Value is a smart bidding strategy that spends the entire budget to achieve the highest possible total conversion value — optionally with a tROAS target.

MER (Marketing Efficiency Ratio) is your total revenue divided by your total marketing spend across every channel. It ignores the platforms' own attribution and shows how efficiently the whole marketing machine is working.

nCAC (new Customer Acquisition Cost) is marketing spend divided by the number of first-time buyers. Unlike ordinary CAC, it counts only new customers — not repeat purchases from existing ones.

Net margin is net profit as a percentage of revenue — that is, what's left once both variable and fixed costs, tax and interest are subtracted.

Payback period (CAC payback) is the time it takes before the profit a new customer generates has covered what it cost to acquire them. The shorter the payback, the faster capital can be reinvested in growth.

Performance Max (PMax) is a Google campaign type that runs across all of Google's inventory — Search, Shopping, YouTube, Display, Gmail and Maps — steered by one algorithm toward a single conversion goal.

PMax cannibalization is when Performance Max spends budget on, and credits itself for, conversions that would have happened regardless — typically brand searches and bestsellers — so its reported performance is artificially inflated.

POAS (Profit on Ad Spend) is your gross profit divided by ad spend. Where ROAS measures revenue per ad euro, POAS measures what you actually keep — after cost of goods, shipping and fees.

Profitmetrics is a tool that calculates the real profit (contribution margin) per order and sends it back to the ad platforms as the conversion value — so bidding can optimize for profit rather than revenue.

Prospecting is top-of-funnel advertising aimed at new, cold audiences that have had no prior contact with the brand. The purpose is to build awareness and win entirely new customers.

Purchase frequency is the average number of purchases per customer in a given period. If a customer buys 2.4 times a year on average, the annual purchase frequency is 2.4.

Quality Score is a rating from 1 to 10 that Google assigns your keywords based on three factors: expected click-through rate, ad relevance and landing page experience.

Refund and return rate is the share of orders (or revenue) that end up returned or refunded in a given period.

Repeat purchase rate is the share of customers who have made more than one purchase. If 35% of customers have come back, the repeat purchase rate is 35%.

Retargeting (remarketing) is advertising aimed at people who've already interacted with you — visited the site, viewed a product, or added to cart without buying.

Retention rate is the share of customers who are still active from one period to the next. A 68% retention means a good two-thirds of customers buy again.

RFM segmentation scores each customer on three dimensions: Recency (how recently they bought), Frequency (how often) and Monetary (how much for). The scores divide the base into segments like VIPs, loyal, dormant and lost.

ROAS (Return on Ad Spend) is the revenue generated by ads divided by ad spend. A ROAS of 4 means €4 in revenue for every ad euro — but says nothing about what you actually keep.

ROI (Return on Investment) is the net return on an investment divided by the investment's cost: (return − cost) / cost, expressed as a percentage.

Server-side GTM (sGTM) is a Google Tag Manager container that runs on your own server instead of in the user's browser — so data is processed and sent to the platforms server-side rather than client-side.

Server-side tracking sends conversion events from your own server (e.g. via a server-side Google Tag Manager container and Meta's Conversions API) instead of from the user's browser — so data isn't lost to ad blockers, cookie restrictions and iOS limitations.

SMS marketing is marketing via text messages to customers who've given consent — typically used for time-sensitive messages like launches, offers and flow-triggered reminders.

Standard Shopping is a Google campaign type that shows product ads (image, price, store) based on your product feed, with more manual control than Performance Max.

The learning phase is the period where Meta's delivery system is still gathering data to figure out who converts on a new or significantly edited ad set. It's typically exited after roughly 50 optimisation events per week.

The Meta pixel is a piece of JavaScript placed on your website that records visitor actions (page views, add-to-carts, purchases), so Meta can measure conversions and optimise ads.

tROAS (target ROAS) is a smart bidding strategy in Google Ads that automatically adjusts bids to hit a set target for return on ad spend.

UGC (User Generated Content) is ad content in a raw, authentic format that looks like it was created by an ordinary user or customer — rather than a polished, produced spot.

Zero-party data is data the customer proactively and voluntarily shares with you — like preferences, size, goals or birthday — typically via quizzes, profile questions or preference centers.

A campaign is a single email or SMS sent to a segment at a set time. A flow is an automated sequence triggered by a customer's behavior (like a sign-up or a purchase) that runs on its own.

Guide · 12 min.

The Meta Ads structure that scales in 2026

The full playbook: clean signal architecture (CAPI, EMQ, dedup), a consolidated account structure, the learning phase, creative testing as the engine, and profit-led scaling — how we build Meta accounts that can take more budget without breaking.

Guide · 12 min.

POAS-driven bidding in Google Ads

From tROAS to profit: how we feed contribution margin in as the conversion value, build the feed to match the right searches, structure Performance Max by margin, and steer bidding toward what you actually earn.

Guide · 11 min.

Klaviyo flows that pay the rent

The whole retention engine: the automated flows that lift CLTV and shorten payback, how flow logic is built with conditions and smart sending, segmentation on RFM and predictive data — and how deliverability is kept alive.

Guide · 6 min.

How to set your POAS target

A POAS target isn't found in a table — it's found in your P&L. Here's how to work out the number that actually secures a profit.

Guide · 6 min.

Incrementality testing in practice: geo-lift and holdout

Attribution can't tell you whether a sale would have happened anyway. Here's how to run a geo-lift or holdout test and measure the real added effect.

Guide · 6 min.

Budget allocation across channels

How do you split budget between Meta, Google and the rest when every platform lies about its own share? Here's how we steer by the total.

Guide · 5 min.

7 mistakes that kill your Meta scaling

Most Meta accounts that can't scale fail on the same points. Here are the seven — and all of them are fixable.

Guide · 5 min.

5 signs your tracking is broken

Bad tracking drains performance quietly. Here are five warning signs that your data foundation is leaking — and costing you money.

Guide · 5 min.

10 Klaviyo flows you're probably missing

Most stores run three or four flows and leave the rest. Here are the ten a well-run Klaviyo account has — and why each one makes money.

Guide · 5 min.

6 feed mistakes costing you sales in Google Shopping

In Shopping, the feed is your keywords. Here are six common feed mistakes that silently cap your visibility — and your revenue.

Guide · 5 min.

Why your dashboard lies about your ROAS

The sum of your channels' ROAS often exceeds your actual revenue. Here's why the dashboard lies — and what to trust instead.

Guide · 8 min.

CRO: how to lift conversion rate (and the whole account's economics)

Conversion rate optimization improves the economics of all your traffic at once. Here's the method — from where you find the leaks to how you test properly.

Industry · 5 min.

Performance marketing for fashion & apparel

Fashion runs on visual content and impulse — but return rates and seasonality can eat the margin. Here's how we build profitable growth in apparel.

Industry · 5 min.

Performance marketing for beauty & cosmetics

Beauty runs on social proof, UGC and repeat purchase. Here's how we build an engine where acquisition and retention work together to lift customer value.

Industry · 5 min.

Performance marketing for furniture & interiors

Furniture has high order value and long consideration cycles. Here's how we build full-funnel growth where AOV and patient nurturing carry the economics.

Industry · 5 min.

Performance marketing for jewellery

Jewellery combines high margin, gift occasions and strong brand value. Here's how we build growth where CLTV and emotion drive the economics.

Industry · 5 min.

Performance marketing for food & supplements

Food and supplements run on repeat purchase and predictable consumption. Here's how we build a subscription- and replenishment-driven engine with high CLTV.

Industry · 5 min.

Performance marketing for subscription

Subscription businesses live and die by churn. Here's how we build growth where payback, retention and predictable CLTV steer everything.

Industry · 5 min.

Performance marketing for B2B e-commerce

B2B commerce has long cycles, high order value and repeat purchase. Here's how we build growth where CLTV and relationships weigh more than the single order.

Comparison · 4 min.

POAS vs. ROAS: what should you actually steer by?

ROAS measures revenue per ad euro; POAS measures profit. Here's the difference — and why POAS should drive your budget decisions.

Comparison · 4 min.

MER vs. ROAS: why the total beats attribution

Platform ROAS double-counts across channels; MER measures the total without attribution. Here's when to trust which.

Comparison · 4 min.

CAC vs. CLTV: the ratio that decides your growth

CAC is the price of winning a customer; CLTV is what that customer is worth. The ratio between them sets how hard you can scale.

Comparison · 4 min.

Meta vs. Google Ads for e-commerce

Meta creates demand, Google harvests it. Few brands actually have to choose — most win by using each for its own job.

Comparison · 4 min.

Performance Max vs. Standard Shopping

PMax gives you reach and automation; Standard Shopping gives you control and visibility. Here's when to pick which.

Comparison · 4 min.

Advantage+ vs. manual targeting

Should you hand targeting to Meta's algorithm or build it yourself? For most e-commerce accounts with clean data, automation wins today.

Comparison · 4 min.

Klaviyo vs. Mailchimp for e-commerce

Mailchimp is a generalist newsletter tool; Klaviyo is built for e-commerce. For a store that wants to drive retention on data, the difference is real.

Comparison · 4 min.

Agency vs. growth partner

A classic agency delivers hours on individual channels. A growth partner owns the total result. Here's the difference — and when it matters.

Comparison · 4 min.

Agency vs. freelancer: which should you choose?

A freelancer usually handles one channel well and cheaply. An agency ties the whole system together. The choice depends on whether you're missing a hand or a system.

What it costs · 4 min.

What does Google Ads cost?

Google Ads doesn't cost a fixed amount — most of it is your own ad budget. Here's what the price actually consists of, and how to make sure it pays for itself.

What it costs · 4 min.

What does Meta Ads cost?

Meta Ads (Facebook and Instagram) has no fixed price — most of it is your own ad budget. Here's what the price covers, and what decides whether it pays off.

What it costs · 3 min.

What does Klaviyo cost?

Klaviyo has a free starting tier and scales with your number of contacts. Here's how the price is built up — and why it typically pays for itself many times over.

What it costs · 5 min.

What does a marketing agency cost?

Agencies typically price on a retainer, a percentage of ad spend, or performance. Here are the models, their biases — and what you're really paying for.

What it costs · 4 min.

What does performance marketing cost?

Performance marketing costs three things: media budget, management and tech. Here's how they fit together — and why working spend should make up the most.