Every Google Ads term, defined once.
A 129-term lexicon — the metrics, bid strategies, match types, asset slots, campaign types, and operational bits we use every day, written plainly. One definition per term, one place to point a teammate or a client.
Six lanes, volume-ordered.
Lanes are how we work — Measurement first because that's where most search arrivals land, Basics last because it's where you go when nothing else made sense. Inside each lane, the raw sub-category becomes a chip you can toggle.
The numbers everyone is looking up.
Core metrics — impressions, clicks, conversions, ROAS, ACOS — and the quality signals stitched on top of them. Most search arrivals land here.
Ad Rank
Ad Rank is the score Google uses to determine your ad's position and whether it shows at all.
Advertising Cost of SalesACOS
Advertising Cost of Sales is the ratio of ad spend to ad-attributed revenue, expressed as a percentage.
Bounce Rate
Bounce Rate is the percentage of single-page sessions where users left a landing page without further interaction.
Click Share
Click Share is the estimated percentage of total achievable clicks your ads received in Google Ads.
Click-Through RateCTR
Click-Through Rate is the percentage of impressions that result in a click on your Google Ads ad.
Conversion Rate
Conversion Rate is the percentage of ad clicks that result in a conversion action in Google Ads.
What tells the auction how to spend.
Bid strategies (Smart Bidding, Target ROAS, Manual CPC), budget controls, and the second-price-auction mechanics that turn intent into a paid click.
Bid Adjustments
Bid Adjustments are percentage modifiers that increase or decrease bids based on device, location, time, or audience.
Cost Per View (CPV) Bidding
Cost Per View bidding is a pricing model where you pay when a user watches your video ad.
Enhanced CPCECPC
Enhanced CPC is a semi-automated bidding strategy that adjusts your manual bids based on conversion likelihood.
Manual CPC
Manual CPC is a bidding strategy where you set the maximum cost-per-click for each keyword or ad group.
Maximize Clicks
Maximize Clicks is an automated bidding strategy that sets bids to get the most clicks within your budget.
Maximize Conversion Value
Maximize Conversion Value is an automated bidding strategy that sets bids to generate the highest total conversion value within your budget.
How a query is matched to an ad.
Keywords, match types, audience signals, and the negative lists that keep traffic on-topic. Where most account hygiene work happens.
Affinity Audiences
Affinity Audiences are Google-defined audience segments based on users' long-term interests, habits, and lifestyle patterns.
Audience Segments
Audience Segments are predefined or custom groups of users in Google Ads based on their interests, behaviors, demographics, or interactions with your business.
Broad Match
Broad Match is a keyword match type in Google Ads that triggers ads for searches related to your keyword, including synonyms, related queries, and variations.
Custom Audiences
Custom Audiences are user-defined audience segments in Google Ads built from keywords, URLs, and apps that represent your ideal customer's interests and behaviors.
Customer Match
Customer Match is a Google Ads feature that lets you upload first-party customer data to target or exclude known customers across Google properties.
Demographic Targeting
Demographic Targeting in Google Ads lets you adjust bids or restrict ad delivery based on age, gender, household income, and parental status.
The slots the ad renders into.
Headlines, descriptions, sitelinks, callouts, image and video assets, plus the responsive-ad slot machine that picks combinations.
Ad ExtensionsAssets
Ad Extensions, now called Assets in Google Ads, are additional pieces of information that expand your ad with extra links, phone numbers, promotions, and other details.
Ad Groups
Ad Groups are organizational units within a Google Ads campaign that contain a set of related keywords, ads, and bids sharing a common theme.
Ad Rotation
Ad Rotation is a Google Ads campaign setting that determines how multiple ads within an ad group are served relative to each other.
Ad Strength
Ad Strength is a Google Ads diagnostic indicator that rates the quality and diversity of your Responsive Search Ad assets on a scale from Poor to Excellent.
Call Extensions
Call Extensions are Google Ads assets that display a clickable phone number alongside your ad, enabling users to call your business directly from search results.
Callout Extensions
Callout Extensions are non-clickable text snippets in Google Ads that highlight key business features, offers, or selling points alongside your ad.
How accounts are shaped.
Campaign types, Performance Max specifics, agency-level constructs (MCC, sub-accounts, billing). The skeleton everything else hangs off.
App Campaigns
App Campaigns promote mobile app installs and in-app actions across Google Search, Play, YouTube, and Display.
Asset Groups
Asset Groups are collections of creative assets in Performance Max campaigns that Google combines to generate ads across all channels.
Asset Performance Labels
Asset Performance Labels are Google's ratings (Best, Good, Low, Pending) assigned to individual assets in Performance Max and responsive search ads.
Audience SignalsPMax
Audience Signals are targeting suggestions provided to Performance Max campaigns that guide Google's AI toward your ideal customers.
Auto-Created Assets
Auto-Created Assets is a Google Ads feature that automatically generates text and image assets for your campaigns using AI.
Brand Campaigns
Brand Campaigns target your own brand name and variations as keywords in Google Ads Search.
The vocabulary everything else assumes.
Features (extensions, drafts, experiments), technical bits (UTMs, conversion tracking, GTM), and industry shorthand (PPC, SEM, attribution).
Ad Fatigue
Ad Fatigue is the decline in ad performance that occurs when the same audience sees the same ad creative too many times.
Ad Fraud
Ad Fraud is the deliberate manipulation of digital advertising metrics through fake clicks, impressions, or conversions to drain advertiser budgets.
Ad Preview and Diagnosis Tool
The Ad Preview and Diagnosis Tool shows how your ads appear in search results without generating impressions or affecting performance data.
Ad Relevance
Ad Relevance is a Quality Score component that measures how closely your ad copy matches the intent behind a user's search query.
API Rate Limits
API Rate Limits are quotas imposed by the Google Ads API that restrict the number and frequency of requests an application can make within a given time period.
Attribution Models
Attribution Models are rules that determine how conversion credit is distributed across the multiple ad interactions in a customer's path to conversion.
Nothing matched .
Or just scroll the index.
Compact alphabetical list — the page the SEO crawlers love and the page you reach for when you forgot which lane a term lives in. Anchored from the strip above.
- Ad ExtensionsAssets Ad Extensions, now called Assets in Google Ads, are additional pieces of information that expand your ad with extra links, phone numbers, promotions, and other details.
- Ad Fatigue Ad Fatigue is the decline in ad performance that occurs when the same audience sees the same ad creative too many times.
- Ad Fraud Ad Fraud is the deliberate manipulation of digital advertising metrics through fake clicks, impressions, or conversions to drain advertiser budgets.
- Ad Groups Ad Groups are organizational units within a Google Ads campaign that contain a set of related keywords, ads, and bids sharing a common theme.
- Ad Preview and Diagnosis Tool The Ad Preview and Diagnosis Tool shows how your ads appear in search results without generating impressions or affecting performance data.
- Ad Rank Ad Rank is the score Google uses to determine your ad's position and whether it shows at all.
- Ad Relevance Ad Relevance is a Quality Score component that measures how closely your ad copy matches the intent behind a user's search query.
- Ad Rotation Ad Rotation is a Google Ads campaign setting that determines how multiple ads within an ad group are served relative to each other.
- Ad Strength Ad Strength is a Google Ads diagnostic indicator that rates the quality and diversity of your Responsive Search Ad assets on a scale from Poor to Excellent.
- Advertising Cost of SalesACOS Advertising Cost of Sales is the ratio of ad spend to ad-attributed revenue, expressed as a percentage.
- Affinity Audiences Affinity Audiences are Google-defined audience segments based on users' long-term interests, habits, and lifestyle patterns.
- API Rate Limits API Rate Limits are quotas imposed by the Google Ads API that restrict the number and frequency of requests an application can make within a given time period.
- App Campaigns App Campaigns promote mobile app installs and in-app actions across Google Search, Play, YouTube, and Display.
- Asset Groups Asset Groups are collections of creative assets in Performance Max campaigns that Google combines to generate ads across all channels.
- Asset Performance Labels Asset Performance Labels are Google's ratings (Best, Good, Low, Pending) assigned to individual assets in Performance Max and responsive search ads.
- Attribution Models Attribution Models are rules that determine how conversion credit is distributed across the multiple ad interactions in a customer's path to conversion.
- Auction Insights Auction Insights is a Google Ads report that shows how your ads perform compared to competitors participating in the same auctions.
- Audience Manager Audience Manager is the Google Ads tool for creating, managing, and analyzing audience segments used for targeting and observation across campaigns.
- Audience Segments Audience Segments are predefined or custom groups of users in Google Ads based on their interests, behaviors, demographics, or interactions with your business.
- Audience SignalsPMax Audience Signals are targeting suggestions provided to Performance Max campaigns that guide Google's AI toward your ideal customers.
- Auto-Apply Recommendations Auto-Apply Recommendations is a Google Ads feature that automatically implements selected recommendation types without manual approval.
- Auto-Created Assets Auto-Created Assets is a Google Ads feature that automatically generates text and image assets for your campaigns using AI.
- Auto-Tagging Auto-Tagging is a Google Ads setting that automatically appends a GCLID parameter to ad click URLs for conversion tracking and analytics attribution.
- Automated Rules Automated Rules are scheduled actions in Google Ads that automatically adjust bids, budgets, and campaign status based on conditions you define.
- Bid Adjustments Bid Adjustments are percentage modifiers that increase or decrease bids based on device, location, time, or audience.
- Bounce Rate Bounce Rate is the percentage of single-page sessions where users left a landing page without further interaction.
- Brand Campaigns Brand Campaigns target your own brand name and variations as keywords in Google Ads Search.
- Brand ExclusionsPMax Brand Exclusions are Performance Max settings that prevent your ads from showing on search queries containing specific brand names.
- Brand Safety Brand Safety is the practice of ensuring your ads do not appear alongside content that could harm your brand's reputation.
- Broad Match Broad Match is a keyword match type in Google Ads that triggers ads for searches related to your keyword, including synonyms, related queries, and variations.
- Bulk Operations Bulk Operations are methods for making large-scale changes to Google Ads campaigns, keywords, ads, and bids across multiple entities simultaneously.
- Call Extensions Call Extensions are Google Ads assets that display a clickable phone number alongside your ad, enabling users to call your business directly from search results.
- Callout Extensions Callout Extensions are non-clickable text snippets in Google Ads that highlight key business features, offers, or selling points alongside your ad.
- Campaign Groups Campaign Groups are organizational containers in Google Ads that let you group related campaigns together for collective performance tracking.
- Change History Change History is a Google Ads audit log that records every modification made to your account, including who made it and when.
- Click Fraud Click Fraud is the deliberate, repeated clicking of pay-per-click ads with no intent to engage, designed to drain an advertiser's budget.
- Click ID A Click ID is a unique identifier assigned to each individual ad click, used for tracking, attribution, and deduplication across advertising platforms.
- Click Share Click Share is the estimated percentage of total achievable clicks your ads received in Google Ads.
- Click-Through RateCTR Click-Through Rate is the percentage of impressions that result in a click on your Google Ads ad.
- Client Account A Client Account is an individual Google Ads account that contains campaigns, ads, and billing for a single advertiser.
- Conversion Rate Conversion Rate is the percentage of ad clicks that result in a conversion action in Google Ads.
- Conversion Tracking Conversion Tracking is the system that measures when ad clicks lead to valuable actions like purchases, sign-ups, or phone calls.
- Conversion Tracking Tag A Conversion Tracking Tag is a JavaScript code snippet placed on your website that records when ad clicks lead to defined conversion actions.
- Cost Per AcquisitionCPA Cost Per Acquisition is the average cost to acquire one conversion in Google Ads.
- Cost Per ClickCPC Cost Per Click is the amount you pay each time someone clicks your Google Ads ad.
- Cost Per Conversion Cost Per Conversion is the average cost to generate one conversion action in Google Ads.
- Cost Per MilleCPM Cost Per Mille is the cost an advertiser pays for 1,000 ad impressions in Google Ads.
- Cost Per View (CPV) Bidding Cost Per View bidding is a pricing model where you pay when a user watches your video ad.
- Cross-Account Reporting Cross-Account Reporting is a Google Ads MCC feature that generates consolidated performance reports spanning multiple client accounts.
- Custom Audiences Custom Audiences are user-defined audience segments in Google Ads built from keywords, URLs, and apps that represent your ideal customer's interests and behaviors.
- Custom Columns Custom Columns are user-defined metrics in Google Ads that combine existing data fields with formulas to create calculated columns in reporting tables.
- Customer Acquisition CostCAC Customer Acquisition Cost is the total cost to acquire a new paying customer, including all marketing and sales expenses.
- Customer Match Customer Match is a Google Ads feature that lets you upload first-party customer data to target or exclude known customers across Google properties.
- Data-Driven Attribution Data-Driven Attribution is Google's machine-learning attribution model that distributes conversion credit based on the actual impact of each ad interaction.
- Demand Gen Campaigns Demand Gen Campaigns run visually rich ads across YouTube, Discover, and Gmail to drive mid-funnel engagement.
- Demographic Targeting Demographic Targeting in Google Ads lets you adjust bids or restrict ad delivery based on age, gender, household income, and parental status.
- Device Targeting Device Targeting in Google Ads lets you adjust bids or restrict ad delivery based on whether users are on mobile, desktop, or tablet devices.
- Display Campaigns Display Campaigns show visual banner and responsive ads across Google's network of over 3 million websites and apps.
- Enhanced Conversions Enhanced Conversions is a Google Ads feature that improves conversion measurement accuracy by sending hashed first-party customer data.
- Enhanced CPCECPC Enhanced CPC is a semi-automated bidding strategy that adjusts your manual bids based on conversion likelihood.
- Exact Match Exact Match is a keyword match type that triggers ads only when a search closely matches the exact meaning and intent of your keyword.
- Expanded Text AdsLegacy Expanded Text Ads were a Google Ads search ad format with fixed headlines and descriptions that was retired in June 2022 in favor of Responsive Search Ads.
- Expected Click-Through Rate Expected Click-Through Rate is a Quality Score component that predicts how likely your ad is to be clicked when shown for a specific keyword.
- FiltersGoogle Ads Filters are Google Ads interface controls that narrow the data displayed in tables by applying conditions based on metrics, attributes, or labels.
- Final URL Expansion Final URL Expansion is a Performance Max setting that allows Google to replace your specified landing page with other pages on your site it deems more relevant.
- GAQLGoogle Ads Query Language GAQL is the SQL-like query language used to retrieve data from the Google Ads API, supporting resource selection, filtering, ordering, and metric aggregation.
- GCLIDGoogle Click ID GCLID is a unique tracking parameter appended to ad click URLs that links individual clicks to conversions, campaigns, and keywords in Google Ads.
- Google Ads API The Google Ads API is a programmatic interface that allows developers to build applications that interact directly with the Google Ads platform.
- Google Ads Editor Google Ads Editor is a free downloadable application for managing Google Ads campaigns offline with bulk editing capabilities.
- Google Ads Scripts Google Ads Scripts are JavaScript-based programs that run inside Google Ads to automate tasks, generate reports, and manage campaigns programmatically.
- Google Analytics Integration Google Analytics Integration connects Google Ads with Google Analytics 4 to share audience, conversion, and engagement data between platforms.
- Google Taggtag.js Google Tag is a single JavaScript snippet that enables conversion tracking, remarketing, and analytics measurement across Google products.
- Image Extensions Image Extensions are Google Ads assets that add relevant visual images alongside your search ad text to increase engagement and click-through rates.
- Impression Share Impression Share is the percentage of eligible impressions your ads actually received in Google Ads.
- In-Market Audiences In-Market Audiences are Google-defined audience segments of users who are actively researching or comparing products and services in a specific category.
- Invalid Clicks Invalid Clicks are clicks on Google Ads that Google determines to be illegitimate, including accidental double-clicks, bot traffic, and click fraud.
- LabelsGoogle Ads Labels are custom tags in Google Ads that you apply to campaigns, ad groups, keywords, and ads for organization, filtering, and reporting.
- Landing Page Experience Landing Page Experience is a Quality Score component that evaluates how relevant, useful, and navigable your landing page is for users who click your ad.
- Lead Form Extensions Lead Form Extensions are Google Ads assets that display an in-ad form allowing users to submit their contact information without leaving the search results page.
- Lifetime ValueLTV Lifetime Value is the total revenue a business expects to earn from a customer over the entire relationship.
- Listing GroupsPMax Listing Groups are the product targeting structure in Performance Max campaigns that determines which products from your feed appear in each asset group.
- Local Campaigns Local Campaigns were a Google Ads campaign type designed to drive foot traffic and local store visits.
- Location Extensions Location Extensions are Google Ads assets that display your business address, map, and distance information alongside your ad to drive foot traffic and local trust.
- Location Targeting Location Targeting in Google Ads controls where your ads are shown based on geographic areas such as countries, cities, postal codes, or radius around a point.
- Manager Account A Manager Account is Google's official name for the MCC (My Client Center) account type used to manage multiple Google Ads accounts.
- Manual CPC Manual CPC is a bidding strategy where you set the maximum cost-per-click for each keyword or ad group.
- Marketing Efficiency RatioMER Marketing Efficiency Ratio is the total revenue divided by total marketing spend, measuring overall marketing efficiency.
- Maximize Clicks Maximize Clicks is an automated bidding strategy that sets bids to get the most clicks within your budget.
- Maximize Conversion Value Maximize Conversion Value is an automated bidding strategy that sets bids to generate the highest total conversion value within your budget.
- Maximize Conversions Maximize Conversions is an automated bidding strategy that sets bids to get the most conversions within your budget.
- MCC AccountManager Account An MCC Account (My Client Center) is a Google Ads Manager Account that provides centralized access to multiple Google Ads accounts from a single login.
- Negative Keyword Lists Negative Keyword Lists are shared collections of negative keywords in Google Ads that can be applied across multiple campaigns simultaneously.
- Negative Keywords Negative Keywords are terms you add to a Google Ads campaign to prevent your ads from showing on irrelevant searches.
- Offline Conversions Offline Conversions is a Google Ads feature that imports conversion data from CRM systems or offline sources to connect ad clicks with real-world outcomes.
- Optimization Score Optimization Score is a percentage from 0% to 100% that estimates how well your Google Ads account is set up to perform.
- Performance Max Campaigns Performance Max is a goal-based Google Ads campaign type that runs across all Google channels from a single campaign.
- Performance Max Insights Performance Max Insights is a reporting section that reveals how Google's AI is targeting, spending, and performing across channels within PMax campaigns.
- Performance Planner Performance Planner is a Google Ads forecasting tool that projects how changes to bids and budgets will affect campaign performance.
- Phrase Match Phrase Match is a keyword match type that triggers ads when a search includes the meaning of your keyword in the correct word order.
- Portfolio Bid Strategies Portfolio Bid Strategies apply a single automated bidding strategy across multiple campaigns in Google Ads.
- Price Extensions Price Extensions are Google Ads assets that display a set of clickable pricing cards beneath your ad, each showing a product or service with its price and a link.
- Promotion Extensions Promotion Extensions are Google Ads assets that highlight specific sales, discounts, or promotional offers directly in your ad with a tagged price tag icon.
- RecommendationsGoogle Ads Recommendations are Google's AI-generated suggestions for improving campaign performance, organized by category and impact.
- Remarketing ListsRLSA Remarketing Lists for Search Ads (RLSA) are audience segments of past website visitors that you can target or adjust bids for in Search campaigns.
- Responsive Search AdsRSA Responsive Search Ads are Google Ads' default search ad format where you provide multiple headlines and descriptions that Google dynamically combines to find the best-performing variations.
- Return on Ad SpendROAS Return on Ad Spend is the revenue generated for every dollar spent on Google Ads advertising.
- Search Campaigns Search Campaigns show text ads on Google Search results when users search for your targeted keywords.
- Search Impression Share Search Impression Share is the percentage of Search Network impressions your ads received out of the total you were eligible for.
- Search Terms Report The Search Terms Report shows the actual search queries that triggered your ads, revealing what users typed into Google before clicking.
- Search ThemesPMax Search Themes are keyword-like inputs in Performance Max campaigns that guide Google's AI toward relevant search queries.
- SegmentsGoogle Ads Segments are Google Ads reporting breakdowns that split performance data by dimensions like device, time, network, or conversion action.
- Shared Budgets Shared Budgets are a Google Ads feature that pools a single daily budget across multiple campaigns, letting Google allocate spend where demand is highest.
- Shared Library The Shared Library is a Google Ads section containing reusable resources like negative keyword lists, shared budgets, and audience lists that apply across campaigns.
- Shopping Campaigns Shopping Campaigns display product listing ads with images, prices, and store names on Google Search and the Shopping tab.
- Similar AudiencesDeprecated Similar Audiences were Google Ads audience segments that found new users resembling your existing remarketing lists. This feature was deprecated in 2023.
- Sitelink Extensions Sitelinks are ad assets that add additional clickable links below your Google Ads, directing users to specific pages on your website.
- Smart Campaigns Smart Campaigns are a simplified, fully automated Google Ads campaign type designed for small businesses.
- Structured Snippet Extensions Structured Snippets are ad assets that display a predefined header and list of values to highlight specific aspects of your products or services.
- Target CPA Target CPA is an automated bidding strategy that sets bids to achieve a specified average cost per conversion.
- Target Impression Share Target Impression Share is an automated bidding strategy that sets bids to achieve a specific impression share percentage.
- Target ROAS Target ROAS is an automated bidding strategy that optimizes bids to achieve a specified return on ad spend.
- URL ExclusionsPMax URL Exclusions are rules in Performance Max campaigns that prevent Google from sending ad traffic to specific pages on your website.
- UTM Parameters UTM Parameters are URL tags that track the source, medium, campaign, and other attributes of traffic arriving at your website from marketing channels.
- Video Campaigns Video Campaigns run video ads on YouTube and across the Google Video Partners network.
- View-Through Conversions View-Through Conversions count users who saw your ad, did not click, but later converted on your site.
- Viewability Viewability is a digital advertising metric that measures whether an ad was actually visible to a user on screen, not just technically served.
Run the audit.
Keep the findings.
Connect your account and let Lyra run its 8 tools for 14 days. If the projected waste recovery isn't worth at least 10× the $49, don't pay. You keep every insight either way.
Read-only connect · write access opt-in per tool · GDPR compliant