Aggressive Targeting

A targeting option for Google Display Network campaigns that uses conversion tracking to find additional customers around your current cost per customer (or cost per acquisition). Aggressive targeting is designed to achieve as many conversions as possible and can vary from your current cost per customer.

All Conversions

A count of all the conversions from your conversion tracking and estimated conversions for actions like phone calls, cross-device conversions, store visits and more.

App Extension

Allows you to include a link to your app on Google Play and the Apple App Store. The headline of the ad will continue to link through to your website.

Assisted Conversion

When someone clicks on an ad and later converts after clicking another ad, then the first click will be seen as assisting the conversion inside Google AdWords.


Attribution allows you to control how credit for conversions is given to the campaign, ad group, keyword, match type and device inside Google AdWords. You can choose from this range of attribution models inside your account: first interaction attribution, last interaction attribution, last google ads click attribution, last non-direct click attribution, linear attribution, time decay attribution, position based attribution


Allows you to target users based on previous behavior. Audience lists are used for remarketing, including people who’ve previously been to your website (website visitors), used your mobile app (mobile app users), provided their email address (customer emails) or engaged with your content on YouTube (YouTube users). Audiences can also be targeted based on Google’s understanding of user behavior, they include affinity audiences and in-market audiences.


A query parameter that is automatically added to the URL of your landing pages that is then used by Google Analytics to pull data about the click (and other attributes) into your reports. See also GCLID.

Automatic Placement

Unless you’re specifying where you want your ads to appear on the Google Display Network, Google will automatically place your ads based on the targeting methods that have been selected. See also managed placement.

Average Position

Provides detail about where ads are placed and is calculated by dividing the actual position by the number of impressions. For example, if you received 2 impressions with one impression in position 1 and the other impression in position 2, then you would have an average position of 1.5 reported inside Google AdWords.

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