Glossary
The terms that actually decide an ad account
Definitions written from our own book — 19 terms across Amazon advertising, paid media, measurement and AI search. Where a benchmark is quoted it comes from ATIL's managed portfolio, measured through platform APIs. We only add a term when we have something specific to say about it beyond the dictionary definition.
Amazon Advertising
Amazon Advertising
ACOS
Advertising Cost of Sale
Advertising Cost of Sale — the definition, formula and how we use it.
DSP
Demand-Side Platform
Demand-Side Platform — the definition, formula and how we use it.
Halo Effect
Advertising halo / organic lift
The halo effect is the organic sales that advertising creates indirectly — rank improvements, review velocity and brand recall that keep producing revenue after the click is paid for.
Negative Keywords
Negative keyword targeting
Negative keywords stop your ads serving on search terms you have decided are not worth paying for.
NTB (New-to-Brand)
New-to-Brand
New-to-Brand (NTB) is an Amazon Ads metric that counts orders from customers who haven't bought that brand on Amazon in the previous 12 months.
SQP
Search Query Performance report
Search Query Performance (SQP) is a Brand Analytics report showing, for every search term your ASINs appeared on, the total impressions, clicks, cart-adds and purchases that happened on Amazon — and your brand's share of each.
TACoS
Total Advertising Cost of Sale
Total Advertising Cost of Sale — the definition, formula and how we use it.
Paid Media
Paid Media
CPC
Cost Per Click
Cost Per Click — the definition, formula and how we use it.
CPM
Cost Per Mille
Cost Per Mille — the definition, formula and how we use it.
CTR
Click-Through Rate
Click-Through Rate — the definition, formula and how we use it.
CTWA
Click-to-WhatsApp advertising
Click-to-WhatsApp (CTWA) ads open a WhatsApp conversation instead of sending traffic to a landing page.
Dayparting
Ad scheduling by hour and day
Dayparting is restricting or adjusting ad delivery by hour and day of week, so budget concentrates in the windows where your audience actually converts.
Measurement
Measurement
Conversions API
Server-side conversion tracking
Server-side conversion tracking — the definition, formula and how we use it.
MER
Marketing Efficiency Ratio
MER (Marketing Efficiency Ratio) is total revenue divided by total advertising spend across every channel — not just the revenue platforms claim credit for.
ROAS
Return on Ad Spend
Return on Ad Spend — the definition, formula and how we use it.
AI Search & GEO
AI Search & GEO
AI Mode
Google AI Mode
AI Mode is Google's conversational search surface, built for questions that need exploration, reasoning or comparison across several sources — the sort of research that used to take a series of separate searches.
AI Overviews
Google AI Overviews
AI Overviews are AI-generated summaries Google shows above classic results for questions where a synthesised answer adds something, with links to the pages that support it.
GEO
Generative Engine Optimization
Generative Engine Optimization — the definition, formula and how we use it.
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