Active View
A technology on YouTube and certain Display Network websites and apps, which allows Google to determine if an ad impression was viewable by a potential customer.
Ad event
A user interaction with an ad, such as a view or click.
Aggregate function
A set of SQL functions that summarize the contents of multiple rows into a single value.
Aggregation requirements
Thresholds governing the minimum number of users required for a given results set to be considered sufficiently aggregated. 10 for queries that only access clicks and conversions, 50 for all other types.
Analyst
A user access role granting permission to write, edit, manage, and run queries.
Analytic functions
A set of SQL functions that compute values over a group of rows and return a single result for each row. Note: all analytic functions are blocked in Ads Data Hub.
BigQuery
Fully-managed and serverless enterprise data warehouse for storing and querying massive datasets.
BigQuery ML
Capability inside BigQuery that lets you build and deploy machine learning models on massive structured or semi-structured datasets using SQL.
Child account
Sub-account under the main Ads Data Hub account. Used for data linking in dual-tier account structures, when the Ads Data Hub account owner is not also the owner of the linked ad platform account.
Click Through Conversion (CTC)
A conversion that is associated with a click on an ad.
- CTCs can be broken out on Android only
- CTCs are not available on iOS. These will be represented by
INTERACTION, to match the buying door.
Cloud Identity and Access Management (IAM)
Cloud Identity and Access Management (IAM) is an access control tool that lets you manage permissions to your Google Cloud resources.
Cloud Functions
Event-driven, serverless compute platform that lets you create functions which respond to Google Cloud events without managing a server or runtime environment.
Cloud Pub/Sub
Fully-managed, real-time messaging service that lets you send and receive messages between independent applications.
Cloud Scheduler
Managed cron service that lets you schedule units of work to be executed at defined times or regular intervals.
Cloud shell
Interface that provides command-line access to your Google Cloud resources directly from your browser
Cloud Source Repository
Fully-featured, scalable, and cloud-based Git repository to store, manage, and track code.
Compute Engine
Infrastructure as a Service component of Google Cloud that lets you launch and use a scalable number of virtual machines on demand.
Data-driven attribution
(DDA, data driven attribution)
Data-driven attribution is a model in which partial credit is awarded to each of an ad's touch points that contributed to a single conversion. See also: last-click attribution.
Deployment Manager
Infrastructure deployment service that automates the creation and management of Google Cloud resources.
Difference checks
A category of privacy check that examines the difference between a current result and historical query results.
Engaged View Conversion (EVC)
EVCs are a method of counting conversions that works by registering an engagement event after a user watches a skippable in-stream video ad for 10 seconds, even if the user doesn't ultimately click that ad. For UAC App campaigns:
- EVCs can be broken out on Android only
- EVCs are not available on iOS. These will be represented by
INTERACTION, to match the buying door.
European Economic Area (EEA)
The European Economic Area consists of the member states of the European Union (EU) and three countries of the European Free Trade Association (EFTA)—Iceland, Liechtenstein and Norway.
Filtered row summary
A catch-all row that tallies data that was filtered due to privacy checks. Importantly, this row itself can be filtered from your results if it reports on fewer users (in total) than aggregation requirements allow.
First-party data (1PD)
First-party data is information you collected from your websites, apps, physical stores, or other situations where customers shared their information directly with you. To learn more, see Customer data in the Policies page.
Floodlight
The conversion tracking system used by Google Marketing Platform.
Frequency cap
A limit on the number of times that an ad can be shown to a given user.
Full join
A SQL join-type that returns all rows from both tables, even if they don't meet the join criteria. If a given row doesn't join, the columns from the other table will return NULL.
gcloud
Unified command-line tool for Google Cloud and distributed using Google Cloud SDK.
Google data
Google owned and operated, O&O
Data from a Google-owned and operated product. Examples: YouTube, Search, Shopping, Gmail, Performance Max, Chrome. Learn more about the data that can be linked to Ads Data Hub and the rules for joining data.
Google service
A product or a service, such as online advertising services, online search engines, and video-sharing platform services. Examples of Google services are Ads, Search, and YouTube. Learn more about Google services.
Inner join
A SQL join type that returns all rows that meet the join condition. Only rows satisfying the join condition, or intersection, are returned.
Invalid traffic
Invalid traffic is any activity that doesn't come from a real user with genuine interest. It can include accidental clicks caused by intrusive ad implementations, fraudulent clicking by competing advertisers, advertising botnets and more.
Last-click attribution
(LCA, last click attribution)
Last-click attribution is a model in which full credit is awarded to the final click that contributed to a single conversion. See also: data-driven attribution.
Left join
A SQL join type that returns all rows from the "left" table. If a record in the right table doesn't join to anything in the left table, it will return NULL for all columns in the right table.
Parent account
In a dual-tier account structure, a parent account is the main Ads Data Hub account and contains child accounts. Used for data linking when the Ads Data Hub account owner is not also the owner of the linked ad platform account.
Personally Identifiable Information (PII)
Information that could be used on its own to directly identify, contact, or precisely locate an individual. Examples include email addresses or phone numbers.
Relationship manager
A user access role granting permission to link and unlink data in an account.
Remarketing
Targeting users who have previously interacted with your ads, website, or app.
Right join
A SQL join type that behaves symmetrically to left joins.
Static checks
A category of privacy check that looks for potential privacy issues that can be identified before or during query execution.
Superuser
A user access role granting full control and access to an account.
TrueView
An ad format for YouTube in which users are given the choice to either skip or opt-in to an ad. If the ad is skipped, you aren't charged.
Viewability
A metric measuring whether an ad was viewable or not.
- A display ad qualifies as viewable when 50% or more of its area is visible on-screen for on1 or more seconds.
- A video ad qualifies as viewable when 50% or more of its area is visible on-screen while the video plays for 2 or more seconds.