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ClearSaleing Lexicon of Terms

Just getting started in attribution management, or simply want a primer on what a particular term means? Here are some of the industry’s most common terms:

Ad Team

All of the ads in the Purchase Path that had an impact on conversion.

Advertising Portfolio

The entire spectrum of online and offline campaigns included in a marketer’s advertising. An advertising portfolio can consist of pay-per-click campaigns, social media efforts, email marketing, banner ads, print and broadcast campaigns, and more.

Attribution Management

The science of determining how much credit an ad or ad team should receive for creating a conversion event, like a sale or a lead.

Closer

Within the Purchase Path, the ad or ads that immediately preceded the conversion event.

Conversion

Occurs when the site visitor completes the desired reaction. Sample conversion events can include completing a purchase, submitting a lead form, etc.

Cross-Media Tracking

Tracking the success of campaigns across a variety of media, including online, offline, telephone and more.

Influencer

Within the Purchase Path, the ad or ads between the introducing and closing ads that helped push the visitor closer toward a conversion event.

Introducer

Within the Purchase Path, the ad or ads first seen or clicked on that helped introduce the product, service or brand to the visitor.

“Last Click” Credit

The common, but misleading, practice of attributing credit for a conversion to the last ad clicked before the conversion event occurred.

Purchase Path

The route the visitor took, including the ads viewed, on the way to completing a conversion.