Ad-Tech Glossary
Click Fraud
Click fraud is the deliberate generation of fake or invalid ad clicks, by bots or humans, to drain budgets or earn illegitimate payouts.
measurement
Ad-Tech Glossary
View-Through Attribution (VTA)
View-through attribution credits a conversion to an ad a user saw but never clicked, as long as it happens within a set window.
Ad-Tech Glossary
Attribution Window
An attribution window is the set time period after an ad click or view during which a conversion is credited back to that ad.
Ad-Tech Glossary
Tracking Pixel
A tracking pixel is a tiny, often invisible image or code snippet that fires when a page loads, recording user activity for measurement and attribution.
Ad-Tech Glossary
Impression Share
Impression share is the percentage of eligible ad impressions your ads actually won out of the total available for your targeting and budget.