Master Social Media Scrolling Virality Addon with 60 free flashcards. Study using spaced repetition and focus mode for effective learning in Marketing.
When there’s a chance to show an ad, advertisers compete to win that impression; the platform picks a winner based on bid and predicted performance/value.
CPM is cost per 1,000 impressions—an ad pricing metric focused on views rather than clicks.
CPC is cost per click—an ad pricing metric focused on paying for clicks.
CTR is click-through rate (clicks ÷ impressions); it indicates how compelling an ad/content is and affects optimization decisions.
Measuring whether ad viewers take desired actions (purchase, sign-up) later, to optimize delivery and ROI.
Attribution assigns credit for a conversion to one or more ad exposures or clicks (often imperfectly).
Less tracking data can reduce targeting/measurement accuracy, pushing platforms toward on-platform signals and aggregated measurement.
On-platform signals come from in-app behavior (watch, like, share); off-platform signals come from outside actions (web visits, purchases) when available.
Instead of maximizing clicks, platforms may optimize for higher-value outcomes (purchases, subscriptions) based on predicted conversion value.
They’re scalable, consistent, and immediate; true satisfaction is harder to measure directly and often delayed.
How long you linger on a post (even without liking); it can signal interest and influence future ranking.
Pausing suggests attention and processing; it often predicts interest better than quick scrolling.
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