A-Z
Falcon Glossary
A practical, plain-language glossary of commerce media, retail media, and post-purchase monetization terms used across Falcon's product, reporting, and partnerships.
A practical, plain-language glossary of commerce media, retail media, and post-purchase monetization terms used across Falcon's product, reporting, and partnerships.
A
A
A/B Testing
A controlled experiment that compares two variants (A and B) to learn which performs better on a defined metric (e.g., CTR, conversion rate, revenue per order).
A/B Testing
A controlled experiment that compares two variants (A and B) to learn which performs better on a defined metric (e.g., CTR, conversion rate, revenue per order).
Ad Attribution
The process of assigning credit for an outcome (e.g., purchase, signup) to an ad exposure or click, based on a defined methodology and time window.
Ad Attribution
The process of assigning credit for an outcome (e.g., purchase, signup) to an ad exposure or click, based on a defined methodology and time window.
Ad Creative
The visual and written assets of an ad or offer (image/video, headline, body text, CTA) shown to the shopper.
Ad Creative
The visual and written assets of an ad or offer (image/video, headline, body text, CTA) shown to the shopper.
Ad Exchange
A marketplace where ad impressions are bought and sold, often through real-time bidding.
Ad Exchange
A marketplace where ad impressions are bought and sold, often through real-time bidding.
Ad Fatigue
When repeated exposure to the same ad or offer reduces engagement or worsens customer experience over time.
Ad Fatigue
When repeated exposure to the same ad or offer reduces engagement or worsens customer experience over time.
Ad Inventory
The total set of ad-eligible placements available on a site or app (e.g., confirmation page slots, order status page modules).
Ad Inventory
The total set of ad-eligible placements available on a site or app (e.g., confirmation page slots, order status page modules).
Ad Ranking System
A set of rules or models that determines which eligible ads or offers show, and in what order, for a given impression.
Ad Ranking System
A set of rules or models that determines which eligible ads or offers show, and in what order, for a given impression.
Ad Server
Technology that delivers ads/offers, enforces rules (targeting, frequency), and records impressions, clicks, and other events.
Ad Server
Technology that delivers ads/offers, enforces rules (targeting, frequency), and records impressions, clicks, and other events.
Ad Unit
A specific format used to display an ad or offer (e.g., card, carousel, banner, native module), usually tied to a placement.
Ad Unit
A specific format used to display an ad or offer (e.g., card, carousel, banner, native module), usually tied to a placement.
Affiliate Marketing
A performance marketing model where a publisher (affiliate) earns a commission for driving a defined outcome, typically a sale or lead.
Affiliate Marketing
A performance marketing model where a publisher (affiliate) earns a commission for driving a defined outcome, typically a sale or lead.
AOV (Average Order Value)
Average dollars per order over a period: total revenue divided by total number of orders.
AOV (Average Order Value)
Average dollars per order over a period: total revenue divided by total number of orders.
ARPU (Average Revenue Per User)
Average revenue generated per user over a defined period.
ARPU (Average Revenue Per User)
Average revenue generated per user over a defined period.
Attribution
A measurement approach that assigns credit for outcomes to marketing touchpoints such as impressions or clicks.
Attribution
A measurement approach that assigns credit for outcomes to marketing touchpoints such as impressions or clicks.
Attribution Window
The lookback period during which an exposure or click can receive credit for a conversion (e.g., 7-day click, 1-day view).
Attribution Window
The lookback period during which an exposure or click can receive credit for a conversion (e.g., 7-day click, 1-day view).
Audience
A group of users defined for targeting or measurement, often built from first-party signals (e.g., purchasers in a category).
Audience
A group of users defined for targeting or measurement, often built from first-party signals (e.g., purchasers in a category).
Audience Extension
Reaching a retailer's shoppers offsite by using retail/commerce data to target those audiences beyond the retailer's owned properties.
Audience Extension
Reaching a retailer's shoppers offsite by using retail/commerce data to target those audiences beyond the retailer's owned properties.
Audience Segment
A subset of users grouped by shared attributes or behaviors (e.g., high AOV buyers, pet owners, recent purchasers).
Audience Segment
A subset of users grouped by shared attributes or behaviors (e.g., high AOV buyers, pet owners, recent purchasers).
B
B
BOFU (Bottom of Funnel)
The stage where shoppers are closest to converting, focused on decision-making and purchase completion.
BOFU (Bottom of Funnel)
The stage where shoppers are closest to converting, focused on decision-making and purchase completion.
Brand Lift
A measurement of changes in brand outcomes (awareness, consideration, favorability) attributable to advertising.
Brand Lift
A measurement of changes in brand outcomes (awareness, consideration, favorability) attributable to advertising.
Bundling
Packaging multiple products or services into a single offer, often to increase perceived value or AOV.
Bundling
Packaging multiple products or services into a single offer, often to increase perceived value or AOV.
C
C
CAC (Customer Acquisition Cost)
The average cost to acquire a new customer, typically total acquisition spend divided by new customers acquired.
CAC (Customer Acquisition Cost)
The average cost to acquire a new customer, typically total acquisition spend divided by new customers acquired.
Category
A product taxonomy grouping used in merchandising, reporting, targeting, and relevance (e.g., skincare, running shoes).
Category
A product taxonomy grouping used in merchandising, reporting, targeting, and relevance (e.g., skincare, running shoes).
Click
A user interaction that opens an offer, landing page, or advertiser destination.
Click
A user interaction that opens an offer, landing page, or advertiser destination.
Click-Through Rate (CTR)
The percent of impressions that result in a click: clicks divided by impressions.
Click-Through Rate (CTR)
The percent of impressions that result in a click: clicks divided by impressions.
Closed-Loop Attribution
Attribution based on a direct link to transaction data (e.g., purchase events), rather than only proxy signals like clicks.
Closed-Loop Attribution
Attribution based on a direct link to transaction data (e.g., purchase events), rather than only proxy signals like clicks.
Closed-Loop Measurement
Measurement that connects ad exposure and engagement to downstream transactions, enabling more reliable performance reporting.
Closed-Loop Measurement
Measurement that connects ad exposure and engagement to downstream transactions, enabling more reliable performance reporting.
Commerce Media
Media powered by commerce data (shopping and purchase signals) that can be activated across digital properties and measured against sales outcomes.
Commerce Media
Media powered by commerce data (shopping and purchase signals) that can be activated across digital properties and measured against sales outcomes.
Control Group
A set of users who do not receive an exposure, used as a comparison baseline in incrementality testing.
Control Group
A set of users who do not receive an exposure, used as a comparison baseline in incrementality testing.
Conversion
A completed desired action (e.g., purchase, signup, install), defined by campaign objectives.
Conversion
A completed desired action (e.g., purchase, signup, install), defined by campaign objectives.
Conversion Rate
The percent of clicks that result in a conversion: conversions divided by clicks.
Conversion Rate
The percent of clicks that result in a conversion: conversions divided by clicks.
Conversion Window
The time period after a click or view during which conversions are counted for reporting.
Conversion Window
The time period after a click or view during which conversions are counted for reporting.
CPA (Cost Per Acquisition)
A pricing model where the advertiser pays when a defined conversion occurs (e.g., purchase, lead, subscription).
CPA (Cost Per Acquisition)
A pricing model where the advertiser pays when a defined conversion occurs (e.g., purchase, lead, subscription).
CPC (Cost Per Click)
A pricing model where the advertiser pays for each click.
CPC (Cost Per Click)
A pricing model where the advertiser pays for each click.
CPM (Cost Per Mille)
Cost an advertiser pays for 1,000 impressions.
CPM (Cost Per Mille)
Cost an advertiser pays for 1,000 impressions.
Curation
Selecting and arranging offers or products (manually or algorithmically) to optimize relevance, performance, and experience.
Curation
Selecting and arranging offers or products (manually or algorithmically) to optimize relevance, performance, and experience.
Customer Experience (CX)
How customers perceive the brand across the journey, including clarity, trust, and usefulness at key moments.
Customer Experience (CX)
How customers perceive the brand across the journey, including clarity, trust, and usefulness at key moments.
Customer Lifetime Value (LTV)
The expected total value a customer will generate over their relationship with a brand (revenue or margin-based, depending on definition).
Customer Lifetime Value (LTV)
The expected total value a customer will generate over their relationship with a brand (revenue or margin-based, depending on definition).
D
D
Deterministic Matching
Linking events or users using a direct identifier (e.g., hashed email) rather than probabilistic inference.
Deterministic Matching
Linking events or users using a direct identifier (e.g., hashed email) rather than probabilistic inference.
Dynamic Creative Optimization (DCO)
Automatically tailoring creative elements (image, copy, CTA) to the viewer or context to improve performance.
Dynamic Creative Optimization (DCO)
Automatically tailoring creative elements (image, copy, CTA) to the viewer or context to improve performance.
E
eCPM (Effective CPM)
Revenue per 1,000 impressions actually earned (useful for comparing performance across CPM, CPC, and CPA campaigns).
eCPM (Effective CPM)
Revenue per 1,000 impressions actually earned (useful for comparing performance across CPM, CPC, and CPA campaigns).
Eligible Impression
An impression opportunity that meets rules to show an offer/ad (e.g., placement exists, user is eligible, page loads).
Eligible Impression
An impression opportunity that meets rules to show an offer/ad (e.g., placement exists, user is eligible, page loads).
Exposed Group
Users who were served an impression for a campaign or offer (used in reporting and testing).
Exposed Group
Users who were served an impression for a campaign or offer (used in reporting and testing).
F
F
Fill Rate
Percent of eligible impressions that actually render an offer/ad: filled impressions divided by eligible impressions.
Fill Rate
Percent of eligible impressions that actually render an offer/ad: filled impressions divided by eligible impressions.
First-Party Cookie
A cookie set by the site a user is visiting; often used for measurement and personalization within that domain.
First-Party Cookie
A cookie set by the site a user is visiting; often used for measurement and personalization within that domain.
First-Party Data
Data a retailer or brand collects directly from its customers (e.g., purchases, browsing, loyalty activity) and owns.
First-Party Data
Data a retailer or brand collects directly from its customers (e.g., purchases, browsing, loyalty activity) and owns.
Frequency
How often a user sees the same campaign or offer within a period (e.g., 3 impressions per week).
Frequency
How often a user sees the same campaign or offer within a period (e.g., 3 impressions per week).
Frequency Cap
A rule that limits how many times a user can see a campaign within a set timeframe.
Frequency Cap
A rule that limits how many times a user can see a campaign within a set timeframe.
G
G
GMV (Gross Merchandise Value)
Total value of merchandise sold over a period (commonly used in ecommerce marketplaces and retail reporting).
GMV (Gross Merchandise Value)
Total value of merchandise sold over a period (commonly used in ecommerce marketplaces and retail reporting).
H
H
Halo Effect
When media influences outcomes beyond the directly measured conversion (e.g., future purchases, offline sales, or other channels).
Halo Effect
When media influences outcomes beyond the directly measured conversion (e.g., future purchases, offline sales, or other channels).
Holdout Test
An incrementality test where a portion of users is withheld from exposure to estimate true lift.
Holdout Test
An incrementality test where a portion of users is withheld from exposure to estimate true lift.
I
I
Impression
A recorded instance of an offer/ad being shown to a user.
Impression
A recorded instance of an offer/ad being shown to a user.
Impression Share
The proportion of total available impressions you captured versus what was available for your targeting and budget.
Impression Share
The proportion of total available impressions you captured versus what was available for your targeting and budget.
Incremental Revenue
Revenue attributable to a placement or offer that would not have occurred otherwise, accounting for cannibalization.
Incremental Revenue
Revenue attributable to a placement or offer that would not have occurred otherwise, accounting for cannibalization.
Incrementality
The causal lift created by advertising or an offer compared with a baseline (often estimated using holdouts or matched methodologies).
Incrementality
The causal lift created by advertising or an offer compared with a baseline (often estimated using holdouts or matched methodologies).
K
K
Keyword Targeting
Targeting based on search terms or keywords associated with shopper intent.
L
L
Landing Page
The destination page a user reaches after clicking an offer; designed to complete the next step (purchase, signup, install).
Landing Page
The destination page a user reaches after clicking an offer; designed to complete the next step (purchase, signup, install).
Last-Click Attribution
An attribution method that assigns conversion credit to the last click before conversion within the attribution window.
Last-Click Attribution
An attribution method that assigns conversion credit to the last click before conversion within the attribution window.
Lookalike Audience
An audience built to resemble a seed group (e.g., purchasers) using modeled similarities.
Lookalike Audience
An audience built to resemble a seed group (e.g., purchasers) using modeled similarities.
M
M
Media Mix Modeling (MMM)
A statistical approach that estimates how different channels contribute to business outcomes, often using aggregated time-series data.
Media Mix Modeling (MMM)
A statistical approach that estimates how different channels contribute to business outcomes, often using aggregated time-series data.
Multi-Touch Attribution (MTA)
Attribution that distributes credit across multiple touchpoints in a customer journey, based on a defined model.
Multi-Touch Attribution (MTA)
Attribution that distributes credit across multiple touchpoints in a customer journey, based on a defined model.
N
N
Native Unit
A format designed to match the look and feel of the host site/app, improving UX while remaining measurable.
Native Unit
A format designed to match the look and feel of the host site/app, improving UX while remaining measurable.
O
O
Offer
What the shopper is presented: value proposition, creative, destination, and terms (e.g., discount, subscription trial, complementary product).
Offer
What the shopper is presented: value proposition, creative, destination, and terms (e.g., discount, subscription trial, complementary product).
Offsite Retail Media
Retail media activated outside a retailer's owned properties, using retailer data to reach shoppers elsewhere.
Offsite Retail Media
Retail media activated outside a retailer's owned properties, using retailer data to reach shoppers elsewhere.
Onsite Retail Media
Retail media delivered on a retailer's owned properties such as its website or app.
Onsite Retail Media
Retail media delivered on a retailer's owned properties such as its website or app.
Order Confirmation Page
A page or view confirming an order was placed and summarizing purchase details; often a strong surface for post-purchase engagement and offers.
Order Confirmation Page
A page or view confirming an order was placed and summarizing purchase details; often a strong surface for post-purchase engagement and offers.
Order Status Page (Track-My-Order)
A destination customers revisit to check shipping and delivery updates; high repeat traffic makes it valuable for customer-friendly monetization.
Order Status Page (Track-My-Order)
A destination customers revisit to check shipping and delivery updates; high repeat traffic makes it valuable for customer-friendly monetization.
P
P
Personalization
Tailoring offers, content, or ranking based on context and signals (e.g., cart contents, category affinity, geo, device).
Personalization
Tailoring offers, content, or ranking based on context and signals (e.g., cart contents, category affinity, geo, device).
Pixel
A small piece of code used to record events (impressions, clicks, conversions) for measurement and optimization.
Pixel
A small piece of code used to record events (impressions, clicks, conversions) for measurement and optimization.
Placement
A defined location where an offer/ad can render (measurable, selectable, and reportable).
Placement
A defined location where an offer/ad can render (measurable, selectable, and reportable).
Post-Click
Events or behavior that happen after a click (e.g., site visits, add to cart, purchases).
Post-Click
Events or behavior that happen after a click (e.g., site visits, add to cart, purchases).
Post-Purchase Cross-Sell
A complementary offer shown after checkout that adds value without competing with what the customer just bought.
Post-Purchase Cross-Sell
A complementary offer shown after checkout that adds value without competing with what the customer just bought.
Post-Purchase Moment
The high-intent window immediately after checkout when customers are often most receptive to relevant value-add actions.
Post-Purchase Moment
The high-intent window immediately after checkout when customers are often most receptive to relevant value-add actions.
Post-Purchase Monetization
Generating incremental revenue on post-checkout pages (e.g., confirmation and order status) without adding friction to checkout.
Post-Purchase Monetization
Generating incremental revenue on post-checkout pages (e.g., confirmation and order status) without adding friction to checkout.
Probabilistic Matching
Linking users or events using statistical signals (device, behavior) rather than a direct identifier.
Probabilistic Matching
Linking users or events using statistical signals (device, behavior) rather than a direct identifier.
Programmatic
Automated buying, selling, and optimization of media using software, rules, and data-driven decisioning.
Programmatic
Automated buying, selling, and optimization of media using software, rules, and data-driven decisioning.
Publisher
A site, app, or merchant that owns the customer experience and provides placements where offers/ads can appear.
Publisher
A site, app, or merchant that owns the customer experience and provides placements where offers/ads can appear.
R
R
Reach
The number of unique users exposed to a campaign within a defined time period.
Reach
The number of unique users exposed to a campaign within a defined time period.
Relevance
How well an offer matches a shopper's needs or context; often correlated with higher engagement and better CX.
Relevance
How well an offer matches a shopper's needs or context; often correlated with higher engagement and better CX.
Retail Media
Advertising inventory and data assets owned by a retailer or marketplace offered to brands across onsite, offsite, and in some cases in-store channels.
Retail Media
Advertising inventory and data assets owned by a retailer or marketplace offered to brands across onsite, offsite, and in some cases in-store channels.
Retention
A brand's ability to bring customers back for repeat purchases, commonly tracked by cohort repurchase behavior.
Retention
A brand's ability to bring customers back for repeat purchases, commonly tracked by cohort repurchase behavior.
Return Rate
The share of orders or items returned; important for understanding true net value of sales-driven campaigns.
Return Rate
The share of orders or items returned; important for understanding true net value of sales-driven campaigns.
ROAS (Return on Ad Spend)
Revenue attributed to ads divided by ad spend, based on defined attribution rules.
ROAS (Return on Ad Spend)
Revenue attributed to ads divided by ad spend, based on defined attribution rules.
RPM (Revenue per Mille)
Revenue earned per 1,000 impressions (often used from the publisher perspective).
RPM (Revenue per Mille)
Revenue earned per 1,000 impressions (often used from the publisher perspective).
RPO (Revenue Per Order)
Revenue earned divided by number of orders (useful when monetization is tied to post-purchase order volume).
RPO (Revenue Per Order)
Revenue earned divided by number of orders (useful when monetization is tied to post-purchase order volume).
S
S
SKU (Stock Keeping Unit)
A unique identifier for a specific product variant used for inventory and catalog management (e.g., size, color).
SKU (Stock Keeping Unit)
A unique identifier for a specific product variant used for inventory and catalog management (e.g., size, color).
T
T
Target ROAS
A bidding or optimization approach that aims to hit a specified ROAS goal.
Target ROAS
A bidding or optimization approach that aims to hit a specified ROAS goal.
Targeting
Rules that determine who can see a campaign or offer based on signals (e.g., category purchased, geo, device, frequency caps).
Targeting
Rules that determine who can see a campaign or offer based on signals (e.g., category purchased, geo, device, frequency caps).
Thank-You Page
The first page after checkout confirming the purchase and setting expectations; prime real estate for post-purchase education and offers.
Thank-You Page
The first page after checkout confirming the purchase and setting expectations; prime real estate for post-purchase education and offers.
Third-Party Data
Data collected by an external party not directly from the brand/retailer relationship; increasingly restricted by privacy and platform changes.
Third-Party Data
Data collected by an external party not directly from the brand/retailer relationship; increasingly restricted by privacy and platform changes.
Transaction-Level Data
Order- and item-level data generated at purchase (e.g., products, categories, price, cart value) used for relevance and measurement.
Transaction-Level Data
Order- and item-level data generated at purchase (e.g., products, categories, price, cart value) used for relevance and measurement.
U
U
Upsell
An offer that encourages a customer to choose a higher-value option (e.g., premium version, upgrade, add-on) relative to their initial selection.
Upsell
An offer that encourages a customer to choose a higher-value option (e.g., premium version, upgrade, add-on) relative to their initial selection.
UTM Parameters
Tags appended to URLs to help analytics tools identify traffic source, medium, campaign, and content.
UTM Parameters
Tags appended to URLs to help analytics tools identify traffic source, medium, campaign, and content.
V
V
View-Through Attribution
Attribution that credits a conversion to an ad impression (view) without a click, within a defined time window.
View-Through Attribution
Attribution that credits a conversion to an ad impression (view) without a click, within a defined time window.
Z
Z
Zero-Friction Monetization
Monetization that does not introduce extra checkout steps, form-fill, or disruption, keeping the purchase complete while unlocking value afterward.
Zero-Friction Monetization
Monetization that does not introduce extra checkout steps, form-fill, or disruption, keeping the purchase complete while unlocking value afterward.
