Ad-Tech Glossary
Plain-English definitions for every term we use in our teardowns — with real examples from scraped campaign data.
C
Creative Testing
A structured process for running controlled experiments to identify which ad creatives — images, videos, copy, headlines — drive the best performance for a given audience and objective.Meta Ads
Customer Acquisition CostCAC
The total cost of acquiring a single new customer, including all marketing and sales expenses divided by the number of new customers gained.Measurement & Attribution
Customer Lifetime ValueLTV
The total net revenue a business expects to earn from a customer over the entire duration of their relationship.Measurement & Attribution
D
Dynamic Creative OptimizationDCO
An automated ad-serving method that assembles the best-performing combination of creative elements in real time for each individual viewer.Meta Ads
Dynamic Product AdsDPA
A Meta ad format that automatically pulls product images, prices, and copy from your catalog to serve personalized ads to shoppers who have already shown interest in specific products.Meta Ads
M
Meta Ad Library
A public, searchable database of all active ads running across Meta's platforms — Facebook, Instagram, Messenger, and the Audience Network — available to anyone without an account.Competitive Intelligence
Meta Advantage+ ShoppingASC
Meta's fully automated campaign type that uses AI to handle creative testing, audience targeting, placement, and budget allocation for e-commerce advertisers with minimal manual configuration.Meta Ads
R
Retargeting
A paid advertising strategy that serves ads specifically to people who have already visited your website or interacted with your brand, rather than cold audiences.Audience & Targeting
Return on Ad SpendROAS
The revenue generated for every dollar spent on advertising, calculated as total revenue divided by total ad spend.Measurement & Attribution