← Back to glossaryCommonly Confused

Brand vs Performance

Brand = awareness/perception. Performance = direct response/conversions.

Related Terms in Commonly Confused

Reach vs Impressions
Reach = unique people. Impressions = total views including repeats.
CPC vs CPA
CPC = cost per any click. CPA = cost per conversion/acquisition.
CTR vs CVR
CTR = clicks from impressions. CVR = conversions from clicks.
ROAS vs ROI
ROAS = revenue/ad spend only. ROI = net profit/total investment.
CPM vs eCPM
CPM = cost to advertiser. eCPM = revenue to publisher per 1000 imps.
DSP vs SSP
DSP = buyer side (advertisers). SSP = seller side (publishers).
PMP vs PG
PMP = priority access, no guarantee. PG = fixed price and volume.
Retargeting vs Remarketing
Often interchangeable. Retargeting = ads. Remarketing = email/owned.

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