63 Digital Advertising Terms Every Marketer Should Know

Act-On

Ad Banner : The most common form of digital advertising. A Carmax banner ad. Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. With first-touch attribution, the ad would get the entire credit for the sale.

63 Digital Advertising Terms Every Marketer Should Know

Marketing Action

Ad Banner : The most common form of digital advertising. A CarMax banner ad. One image from an animated CarMax ad, with the same message and offer as the banner. Another image from an animated CarMax ad, with the same message and offer as the banner. Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated.

The ROI of Paid Social Media Ads

Marketo

You can pay for advertisements on a cost-per-click basis (CPC) or an impressions basis (CPM). First-Touch Pipeline (FT Pipeline) allocates the entire opportunity to the Program that sourced the primary contact for a deal. While that can be useful, we pay more attention to Multi-Touch Pipeline (MT Pipeline). Here are our results; as a rule of thumb, we like to see a ratio of multi-touch pipeline to investment greater than 10X.