Crawl budget is the set of URLs Googlebot can and wants to crawl on a website in a given period, decided by the site’s crawl capacity limit (how much load

A redirect loop is an error where a URL redirects to another URL that eventually redirects back to the first, so browsers, Googlebot and ad crawlers never reach a final

UTM parameters are short tags added to the end of a URL that tell your analytics tool where a visitor came from. The five standard ones are utm_source, utm_medium, utm_campaign,

GBRAID and WBRAID are URL parameters that Google Ads adds to landing page URLs for some iOS traffic, where the usual GCLID may not be available. WBRAID helps measure web

Enhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as an email address, along with your normal conversion tags. Google uses the hash to match

Offline conversion import (OCI) sends sales or lead outcomes that happen outside your website, such as a closed deal in your CRM, back to Google Ads. Each outcome is matched

Auto-tagging is a Google Ads setting that adds a click ID, called the GCLID, to your landing page URL every time someone clicks your ad. Google Analytics and Google Ads

A lookback window is the number of days a platform looks back from a conversion to find touchpoints that can earn credit. Anything older than the window is ignored. In

A view-through conversion (VTC) is a conversion credited to an ad that someone saw but did not click or interact with. It is counted only if the person converts

TACoS (Total Advertising Cost of Sale) is an e-commerce metric that shows total ad spend as a percentage of total sales, paid and organic combined, calculated as ad spend divided

Contribution margin is the money left from a sale after subtracting all variable costs, the costs that rise with every order such as product cost, shipping, payment fees and returns.

CAC (Customer Acquisition Cost) is the total sales and marketing spend a business needs to win one new paying customer, calculated as acquisition costs in a period divided by the

Blended ROAS (blended return on ad spend) is total business revenue divided by total ad spend across all paid channels for the same period. A blended ROAS of 3x means

Marketing Mix Modelling (MMM) is a statistical method that uses aggregated historical data, such as weekly sales and spend by channel, to estimate how much incremental revenue each marketing channel

Cannibalisation in marketing is when two or more of your own assets, such as web pages, ad campaigns or products, compete for the same searches, audience or buyers, so they

Conversion lift is the number of extra conversions your advertising causes, measured by comparing a group exposed to your ads with a control group that was held back from seeing

A holdout group is a randomly selected slice of your audience that is deliberately kept from seeing a campaign, so you can compare its results with the exposed group and

.iROAS (Incremental Return on Ad Spend) is a marketing metric that measures the extra revenue an ad campaign actually causes, beyond sales that would have happened without the ads, for

Data-driven attribution (DDA) is an attribution model that uses machine learning and an advertiser’s own conversion data to split credit for each conversion across the ad interactions that led to

Last-click attribution is a marketing measurement model that gives 100% of the credit for a conversion to the last ad, channel or keyword a customer clicked before converting, and zero

A conversion path is the ordered sequence of marketing touchpoints, such as ad clicks, organic searches, emails and direct visits, that a customer interacts with between first discovering a brand

Multi-touch attribution (MTA) is a marketing measurement method that splits the credit for a sale or lead across every tracked touchpoint in the customer journey, such as ad clicks, video

An assisted conversion is any touchpoint that helped a sale but wasn’t the final click. See the formula, where to find it, and how to use it.

Incrementality measures the conversions your ads actually caused, not the ones they got credit for. Get the formula, a worked example and a test plan.

MER (Marketing Efficiency Ratio) is total revenue divided by total marketing spend. Formula, break-even math with benchmarks and a rupee example.

An attribution window sets how long after a click or view an ad gets credit for a conversion. Google, Meta and LinkedIn defaults, plus how to pick yours.

What marketing attribution is, how models and windows change your reported numbers, and how to stop double-counting Google and Meta conversions.

GCLID is the Google Click Identifier that ties every ad click to a campaign and keyword. Learn auto-tagging, the 90-day window and CRM imports.

What ROAS means, how to calculate it, and the break-even ROAS your margin actually needs. Clear formula, rupee examples and mistakes to avoid.