1
A media plan outlines details about where, when, and how often ads will appear across digital media channels, including target audience, budget, media mix, duration, and KPIs.
2
Business goals are desired outcomes for a company (e.g., growing revenue), marketing goals support business goals (e.g., raising brand awareness), and performance goals provide specific, measurable targets for campaigns.
3
Return on Ad Spend (ROAS) is calculated as revenue generated divided by ad spend, often expressed as a ratio, number, or percentage.
4
A/B testing (split testing or bucket testing) compares two variants of an ad or webpage to determine the better-performing option based on user interactions.
5
Google Analytics 4 (GA4) properties allow tracking across both websites and mobile apps, organizing data through reports, real-time metrics, life cycle insights, and attribution models.