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Full-Funnel Strategy

Campaign architecture spanning awareness to conversion.

Related Terms in Fundamentals

Single instance of ad display. 1 person × 5 views = 5 impressions, 1 reach.

Unique users who saw your ad at least once.

Average times each unique user sees your ad. Optimal: 2-4x awareness, 5-8x conversion.

Gross Rating Point. Reach% × frequency. 80% reach × 3 freq = 240 GRPs.

Share of Voice. Your impressions as % of total category impressions.

Time period a campaign runs. Flighting = alternating on/off to stretch budget.

Rate of budget spend. Accelerated spends faster; standard distributes evenly.

Scheduling ads for specific hours/days. B2B: weekdays. B2C: evenings/weekends.

METRIX — Advertising Intelligence Platform