THE REFERENCE SHELF / 08 ENTRIES

Less jargon.
More useful.

Definitions you can take into a meeting without bringing a translator.

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8 entries. All substance.

Measurement

Primary versus secondary conversions ↗

Decide which events should influence bidding and which should help you observe.

Acquisition

The query is a clue to a job someone wants done. Read the clue before buying the click.

Acquisition

A previous visit is context for a useful next message—not permission to follow someone forever.

Conversion

The unnecessary work between interest and a useful next step.

Measurement

Allocating credit is useful. Confusing credit with complete causality is expensive.

Lead quality

Same spend. Different denominator. Often a very different decision.

Measurement

Tell the advertising system what happened after the form—not just that the form existed.

Lead quality

Three labels that become useful only when everyone agrees what earns them.