Glossary

Core concepts

• Funnel stages: Awareness → Consideration → Conversion → Loyalty.
• Buy Box: PDP placement that often requires the item to win the marketplace buy box.
• Reserve price: A minimum effective auction floor for premium placements.

Common metrics

• ROAS: Revenue / ad spend. Primary efficiency metric.
• CTR: Clicks / impressions. Used to judge creative + audience fit.
• CVR: Conversions / clicks. Used to judge listing quality + traffic intent.
• VCR / View-through: Video completion behavior; use for creative effectiveness.
• Halo sales: Incremental sales beyond the directly advertised item (directional).

Audience terms

• Persona audiences: pre-built audiences based on omnichannel signals.
• Brand audiences: recent buyers, lapsed buyers, loyalists.
• Behavioral targeting: retargeting based on prior actions (views, carts, etc.).