Google/Meta Ads: Anki cloze cards

Here is a complete set of Anki cloze cards based on your advertising terminology glossary.

To keep the learning flow smooth and brain-friendly, I have kept the cards concise (1–3 sentences) and limited them to a maximum of 4 clozes per card. I’ve also grouped them into three main thematic sections so you can easily import them or study them by category. 🧠🚀

Campaign Structure, Targeting & Budgets 🏗️

Account & Business Manager

The highest-level container that holds billing, users, and all campaigns is the {{c1::Account / Business Manager}}.

Campaign Hierarchy

In an ad account, the {{c1::Campaign}} determines the highest-level objective (e.g., Sales), while the {{c2::Ad Set / Ad Group}} is where targeting and delivery settings live.

Platform Differences (Hierarchy)

On Meta, targeting settings live in the {{c1::Ad Set}}, whereas on Google Ads, they are found in the {{c2::Ad Group}}.

Ad Level & Objectives

The actual content users see is the {{c1::Ad / Creative}}, while the specific action the platform optimizes toward is called the {{c2::Objective / Goal}}.

Audiences & Targeting

The group of people you want to reach is your {{c1::Audience}}, which is defined by applying {{c2::Targeting}} filters like location, age, and interests.

Custom Data Matching

An audience built from your own data (like email lists) is called a {{c1::Custom Audience}} on Meta and {{c2::Customer Match}} on Google.

Expansion Audiences

To find new users who resemble your best customers based on a seed audience, you can create a {{c1::Lookalike Audience}} (Meta) or a {{c2::Similar Segment}} (Google).

Retargeting & Placements

Showing ads to people who have already visited your site is known as {{c1::Remarketing / Retargeting}}, while the specific locations where those ads appear (e.g., Reels, Search) are called {{c2::Placements}}.

Budgets & Pacing

A {{c1::Daily budget}} sets the average spending per day, whereas a {{c2::Lifetime budget}} dictates total spend over the campaign's run. The speed at which this spend is distributed over time is called {{c3::Pacing}}.

Bidding Strategy & The Auction

Your {{c1::Bid / Bidding Strategy}} determines how you compete in the real-time {{c2::Auction}} to decide which ad shows, to whom, and at what price.

Performance Metrics, Tracking & Attribution 📊

Views & Reach

An {{c1::Impression}} is logged every single time an ad is shown, whereas {{c2::Reach}} only counts the unique people who saw the ad.

Click & Cost Metrics

The percentage of impressions that result in clicks is the {{c1::CTR (Click-Through Rate)}}, while the amount spent divided by clicks is the {{c2::CPC (Cost Per Click)}}.

CPM Metric

The standard metric used to calculate the cost per 1,000 ad impressions is {{c1::CPM (Cost Per Mille)}}.

Conversions & CVR

Desired actions like purchases or signups are called {{c1::Conversions}}. The percentage of clicks that result in these actions is the {{c2::CVR (Conversion Rate)}}.

Acquisition Metrics

To evaluate lead generation or customer acquisition costs, advertisers look at {{c1::CPA / CPL (Cost Per Acquisition / Lead)}}, calculated as Spend ÷ Conversions.

Revenue Metrics

Revenue attributed to ads divided by the ad spend is known as {{c1::ROAS (Return on Ad Spend)}} (e.g., 3.0 means \$3 in revenue for each \$1 spent).

Order & Lifetime Value

The average revenue per order is tracked via {{c1::AOV (Average Order Value)}}, and the total expected revenue from a customer over time is their {{c2::LTV / CLV (Lifetime Value)}}.

Tracking Codes

The tracking code installed on your site is called a {{c1::Pixel}} on Meta and a {{c2::Tag}} on Google. Tracked actions (like `Purchase`) are called {{c3::Events}}.

UTM Parameters

URL tags appended to links (such as `utm_source`) to send data to analytics tools like GA4 are called {{c1::UTM Parameters}}.

Attribution

The rules (or windows) used for assigning credit to an ad for a conversion are referred to as {{c1::Attribution}}.

Server-Side Tracking

To improve measurement when browser tracking is blocked, advertisers use server-side tracking, known as {{c1::Conversion API / CAPI}} on Meta and {{c2::Enhanced Conversions}} on Google.

Strategy, Creative & Optimization 🎨

Creative & Copy

An ad's visual asset plus messaging is the {{c1::Creative}}, the text portion is the {{c2::Copy}}, and the clickable button prompt is the {{c3::CTA (Call to Action)}}.

Landing Pages & Offers

The webpage users arrive at after clicking is the {{c1::Landing Page}}, which typically highlights the primary value proposition or {{c2::Offer}}.

Ad Fatigue

If you notice a performance decline because your audience has seen the exact same creative too many times (indicated by high Frequency), your ad is suffering from {{c1::Ad Fatigue}}.

The Funnel

In a typical marketing funnel, {{c1::TOF}} represents awareness (top), {{c2::MOF}} represents consideration (middle), and {{c3::BOF}} represents conversion (bottom).

Audience Intent Temperatures

Audiences that have never interacted with you are {{c1::Cold}}, those who have engaged previously are {{c2::Warm}}, and high-intent users (like cart abandoners) are {{c3::Hot}}.

Prospecting vs. Incrementality

Reaching completely new people is called {{c1::Prospecting}}. Measuring whether conversions happened specifically *because* of your ads (and wouldn't have occurred naturally) is assessing {{c2::Incrementality}}.

Testing Variations

Comparing two variants (like two landing pages) under controlled conditions is an {{c1::A/B Test / Split Test}}, whereas systematically testing formats and hooks is {{c2::Creative Testing}}.

The Learning Phase

The initial period where an ad platform's delivery system is stabilizing and gathering performance data is known as the {{c1::Learning Phase}}.

Scaling Campaigns

Increasing ad spend while maintaining efficiency is known as {{c1::Scaling}}. Raising budgets directly on winning ads is {{c2::Vertical}} scaling, while expanding to new audiences or formats is {{c3::Horizontal}} scaling.