January 21, 2008

Google Adsense Glossary Terms List

Many new Google Adsense publishers have no idea what they are reading when they read the Google Adsense FAQs, well short story is don't worry anymore. Google Adsense just released a brand new glossary term list that has the meaning to just about every Google Adsense jargon you can come up with. But the only problem is that it's all on different pages meaning you have to click to a word in order to view the meaning also the full glossary terms aren't even organized like this other one from Google groups.

So I've decided to organize the full terms in the Google Adsense Glossary Term List by subject and to have the meaning right under the word. So all you have to do is bookmark this page and anytime there is a term you don't know just ctrl-find and you can view the meaning here.Or you can just browse by category. So without further a due from All About Google Adsense I present to you the Google Adsense Glossary Term List:

Google Adsense Content

- Google AdSense
- Google AdSense for search
- Referrals

Account Settings

- Account email
- Account creation
- Account type
- Account activation
- Address, Valid Mailing
- Login

Ad Creation and Display

- Ad code
- Ad format
- Ad unit
- AdSense unit
- Ad rank/Positioning
- Alternate ads
- Color palette
- Competing ads
- Destination URL
- Display URL
- Image Ad
- Incentives
- Link unit
- Network performance
- Public service ad (PSA)

Earnings & Payments

- Actual cost-per-thousand-impressions
- Ad impression
- Adjustments
- Ad unit impression
- Balance at end of month
- Conversion
- Cost-per-action (CPA)
- Cost-per-click (CPC)
- Cost-per-thousand-impressions (CPM)
- Electronic Funds Transfer (EFT)
- Invalid click or impression
- Maximum cost-per-thousand-impressions
- Personal Identification Number (PIN)
- Revenue share
- Revenue


- Channel
- Competitive Ad Filter list
- Custom channel
- Preview Tool
- Section targeting
- URL channels


- Click
- Clickthrough rate (CTR)
- Effective CPM
- Emailable report
- Page Impression
- Payments
- Report template
- Sign-ups
- Top queries

Technical Terms

- Adware
- Browser cache
- Client-side software
- Cookies
- Crawler
- Cybersquatting
- Frames
- IP Address
- JavaScript
- Publisher

Other Programs Relating to Google Adsense

- Blogger
- Contextual Advertising
- Editorial Guidelines
- Distribution preference
- Firefox
- Geo-Targeting
- Google Account
- Google Advertising Network
- Google AdWords
- Google Analytics
- Picasa
- Placement targeting

Google Adsense Content

Google AdSense

AdSense allows web publishers to deliver Google ads that are relevant to what their readers see on their webpages and increase their site's revenue potential.

Google AdSense for search

AdSense for search is one feature of Google AdSense that allows you to offer users Google search right from your site. You can view the top queries users performed on your search box, and you'll generate earnings when users click on ads on the search results pages.


The referrals feature of AdSense allows publishers to refer users to products and services in order to generate more revenue. Products and earnings vary depending on your location.

Account Settings

Account email

The email address that you use to log in to your AdSense account. This is the address to which we'll send all AdSense-related communications to you.

Account type

Generally, if you are a business with 20 or more employees, you should apply as a Business account. Individual publishers, or businesses with less than 20 employees, should sign up as an Individual account. There's no difference in the services or payment structure between Individual and Business accounts. Business account payments will be made payable to the Company Name, while Individual accounts are paid out to the Payee Name of the account holder.

Account activation

After submitting an AdSense application and verifying your email address, the AdSense team will evaluate your application and send you an email within 1-2 days. If accepted into the program, you'll be able to log in to your new account and copy-and-paste the AdSense ad code into your webpages to begin serving ads. This activates your AdSense account.

Account creation

An AdSense account will be created for you if your application to the program is accepted. You'll then be able to log in to and activate your account.

Address, Valid Mailing

A valid mailing address is a full and complete physical address. Participation in AdSense requires a valid mailing address in order to receive your Personal Identification Number (PIN).


Your AdSense login is also referred to as your account email. This is the email address you use to log in to your Google AdSense account.

Ad Creation and Display

Ad code

The HTML that is placed on any page of an approved site by the publisher who owns the site, allowing ads to be shown on that page in a specific ad layout format.

Ad format

The way the ads are displayed on a publisher's site. You can choose the format that best fits your site. For example, the banner ad layout will display up to 2 ads horizontally across the page and the skyscraper will display up to 4 ads vertically. All formats can be viewed on our Ad Formats page.

Ad unit

A set of ads displayed as a result of one piece of the AdSense ad code.

AdSense unit

An AdSense unit is a saved ad unit with a specific set of ad settings that you've customized within your account. When you create an AdSense unit and paste the code for that unit to your pages, you can update the AdSense unit settings within your account to see changes on all pages displaying that AdSense unit code.

Ad rank/Positioning

An ad's position on a webpage is determined by a combination of its maximum cost-per-click (price) and clickthrough rate (performance).

Alternate ads

Alternate Ads allow you to monetize your ad space in the event that Google is unable to serve targeted ads to your page. By specifying an image or ad server of your choice, you can make sure that your advertising space is always being used effectively, either by targeted AdSense ads, or by your own choice of content. Alternate Ads, if specified, will be shown when there are no targeted ads available for your page. The ad space will not be branded as 'Ads by Google.'

Color palette

AdSense offers publishers the ability to customize the colors of ads that appear on their sites. Color palettes allow you to make sure that the ad text, background, and border colors complement your website. For added variety and freshness, you can even choose to rotate through up to 4 different color palettes at a time.

Competing ads

Competing ads are any content-targeted ads as well as text-based ads that mimic Google texts ads or appear to be associated with Google text ads on your site. As noted in the AdSense program policies, competing ads aren't permitted to be displayed on the same page or site as Google ads. However, we do allow affliate or limited-text links.

Destination URL

This is the URL to which ads link. This is the page users see when they click through to an advertiser's site from an ad. You will need to know this URL if you would like to add it to your URL filter list and block an advertiser's ads from appearing on your site.

Display URL

This is the URL displayed on ads to identify the advertiser's site to users.

Image Ad

Image ads are graphical ads offered in several ad formats. Examples of image ads are available on our Ad Formats page.


Webpages may not include incentives of any kind for users to click on ads. This includes encouraging users to click on the ads or to visit the advertisers' sites as well as drawing any undue attention to the ads. For more details, review our program policies.

Link unit

Link units are a type of ad format that displays a list of links relevant to the content of any page. When a user clicks on a link, they're taken to a page of related advertisements. You can view examples of all available link unit formats on our Ad Formats page.

Network performance

Network performance is a star rating that can help you decide which products to refer. Once we have enough data to make reliable predictions, we assign each product a star rating that indicates how we expect it to perform relative to other products that you may select. Please keep in mind that that these predictions aren't always exact and that performance will vary greatly depending on a variety of factors, including how you decide to implement the ad on your site.

Public service ad (PSA)

PSAs are non-profit organization ads that are served to pages when targeted ads are unavailable, or when Google is unable to gather content from the page. Publishers do not receive earnings for clicks made on PSAs.

Earnings & Payments

Actual cost-per-thousand-impressions

This is the amount an advertiser actually pays for each impression of his/her ad. The AdWords Discounter automatically gives advertisers the lowest possible price in order to maintain their ad's position. The actual CPM will be equal to or less than the maximum CPM specified.

Ad impression

An ad impression is reported whenever an individual ad is displayed on your website. Different ad formats will display varying numbers of ads; for example, each time a vertical banner appears on your site, you'll see two ad impressions in your reports. In addition, keep in mind that the number of ads in any ad unit may vary depending on whether the ad unit is displaying standard text ads, expanded text ads, or image ads.


Your earnings may include debits or credits for various reasons, all of which are listed on your Payment History page. Possible adjustments include:
* AdSense for search fees: as stated in the Google AdSense Terms and Conditions, your AdSense for search earnings may be offset by fees. This applies to a small number of publishers only - for more information, browse AdSense Support.
* Check fees: costs associated with special delivery of checks, or stop payment requests * Invalid clicks: publishers are not remunerated for clicks that are discovered to be invalid. If clicks currently showing in your reports are deemed to be invalid, the earnings will be adjusted and advertisers will be reimbursed.
* Other: this covers debits or credits not included in other categories, such as those associated with earnings transfers or costs related to secured express delivery. This category may also include occasional deductions of earnings accrued from advertisers who have defaulted on payment, as noted in the Payment section of our Terms and Conditions.

Ad unit impression

An ad unit impression is generated every time a user views an ad unit on your page. For example, if you have a page displaying three ad units and it is viewed twice, you will generate six ad unit impressions and two page impressions.

Balance at end of month

Your Payment History page will show the balance in your AdSense account at the end of every month. This amount reflects verified earnings at the close of that month. If your account balance at the end of the month is greater than US$100 and there are no payment holds on your account, you should be scheduled for a payment the following month.


A conversion, for the purposes of your referral reports, occurs whenever a user you've referred completes the necessary actions in order for you to receive earnings for that referral. The exact event and earnings for each referral vary by product.

Cost-per-action (CPA)

The cost-per-action (CPA) is the amount an advertiser pays when a user completes a certain action. For example, an airline might pay a certain CPA every time a user clicks on their ad and then purchases a plane ticket.

Cost-per-click (CPC)

The CPC is the amount an advertiser pays each time a user clicks on his/her ad. Google AdWords has a CPC pricing system.

Cost-per-thousand-impressions (CPM)

The CPM is the amount an advertiser pays for every 1000 times a user views his/her ad and an impression is recorded.

Electronic Funds Transfer (EFT)

Electronic Funds Transfer, or EFT, is a payment method that directly deposits your AdSense earnings into your bank account. It is available to publishers in a number of locations.

Invalid click or impression

Clicks or page impressions generated through prohibited means, and intended to artificially increase click or impression counts on a publisher account. Google's proprietary technology analyzes clicks and impressions to determine whether they fit a pattern of use intended to artificially drive up an advertiser's clicks or a publisher's earnings. Clicks or impressions deemed by us to be invalid should not be included in your earnings.

Maximum cost-per-thousand-impressions

The maximum cost-per-thousand-impressions (CPM) an advertiser is willing to pay. The AdWords Discounter automatically reduces this amount so that the actual CPM the advertiser is charged is just one cent more than the minimum necessary to keep his/her ad's position on the page.

Personal Identification Number (PIN)

In order to become eligible to receive payments for your AdSense account, all publishers are required to enter a Personal Identification Number (PIN). PINs are printed on white 4.5 x 6 inch (11.4 x 15.2 cm) postcards and sent via standard mail.

Revenue share

Each AdSense publisher receives a percentage of the cost an advertiser pays for user clicks or impressions on their ad. This percentage is referred to as the revenue share. Google does not disclose the revenue share for AdSense.


Your AdSense revenue is comprised of the earnings you receive from all AdSense products. This includes AdSense for content earnings from users clicks and/or impressions on Google ads, AdSense for search earnings from clicks on ads on search results pages, and referral earnings from successful conversions.



A publisher-specified group of pages used for reporting purposes. Publishers can create channels to track specific metrics across pages, sites, and domains.

Competitive Ad Filter list

A list that AdSense publishers can create and store in their accounts in order to block ads from certain URLs from running on their sites. After a publisher adds a URL to the list, ads for that website list will not run on his/her site.

Custom channel

Custom channels are a tool you can use to view more detailed reports about the performance of specific pages and ad units. Our Optimizing with Channels guide provides a good, detailed explanation of how to use custom channels effectively.

Preview Tool

The Google AdSense preview tool is a tool for Windows users that allows you to preview the ads that may show on any webpage. You can check the destination of ads to add to your filter list, view the ads users in other locations will see, or sample different ad formats and colors.

Section targeting

Our section targeting feature allows you to improve your ad targeting by highlighting specific sections of HTML and text content that you'd like our crawler to emphasize or ignore.

URL channels

URL channels are a tool you can use to view more detailed reports about the performance of ads on specific domains. Our Optimizing with Channels guide provides a good, detailed explanation of how to use URL channels effectively.



In AdSense publisher reports, a click corresponds to a user's click on any ad on a publisher's page. The Click column may also include clicks that are deemed to be invalid, and for which no earnings are generated. Clicks on PSAs are not included in publisher reports.

Clickthrough rate (CTR)

In AdSense publisher reports, clickthrough rate (CTR) is the number of clicks an ad receives divided by the number of times the ad, ad unit, or page is shown, depending on the type of impressions you're viewing.

Effective CPM

From a publisher's perspective, the effective cost-per-thousand impressions (eCPM) is a useful way to compare revenue across different channels and advertising programs. It is calculated by dividing total earnings by the number of impressions in thousands. For example, if a publisher earned $180 from 45,000 impressions, the eCPM would equal $180/45, or $4.00. However, please keep in mind that eCPM is a reporting feature that does not represent the actual amount paid to a publisher.

Emailable report

An emailable report is a saved report template that you can schedule to be emailed to you using the Report Manager page within your account.

Page Impression

A page impression is generated every time a user views a page displaying Google ads. We will count one page impression regardless of the number of ads displayed on that page. For example, if you have a page displaying three ad units and it is viewed twice, you will generate two page impressions and six ad unit impressions.


The Payments column on your Payment History page will display payments that have been sent to you, either by check or by Electronic Funds Transfer. You can click on the details link associated with any payment for additional details about the payment date and amount, as well as tracking information and exchange rates, if applicable.

Report template

A report template is an advanced report with settings that you've named and saved for quick access in the future. Saved report templates will appear on your Overview page and can be accessed with one click. Any report template can be sent to you by email.


The Sign-ups column displayed in your referral reports will show statistics when a user signs up for a product such as AdSense or AdWords. Not all referral products will require a sign-up.

Top queries

AdSense for search publishers can view the top 25 terms, or queries, users searched for using their AdSense for search boxes. Only queries performed more than once will be displayed.

Technical Terms


Software that collects a user's information without their knowledge through the user's Internet connection. This information is often used for the purposes of displaying advertisements through pop-ups or other means. Sites associated with Adware are not allowed to run the AdSense ad code.


An application programming interface, or API, is an interface that a computer application or system can use to access a set of third party functions or programs. More specifically, the AdSense API is a free beta service that allows website developers to integrate AdSense into their website offerings.At the moment, the AdSense API is only supported in English.

Browser cache

Your browser cache is a temporary record of your internet activity, including images, sounds, and downloads, that is stored within a file on your computer for a short while. Clearing your cache can make it easier or faster to access some AdSense functions.

Client-side software

Any software application that is used to access or make better use of the internet and is installed on the user's machine, such as browsers, email clients, and internet messaging programs. This often includes hidden downloads or interferes with other applications.


For internet purposes, cookies are small text files downloaded to a user's computer that can be used to store user information and preferences. Many sites use cookies to customize and improve functionality on repeat visits to a site.


A crawler, also known as a spider or a bot, is the software Google uses to process and index the content of webpages. The AdSense crawler visits your site to determine its content in order to provide relevant ads.


Sites such as these are not allowed to run the AdSense ad code. Cybersquatting is using a domain name with bad-faith intent to profit from the goodwill of a trademark belonging to someone else. Typosquatting is a form of cybersquatting, based on the probability that a certain number of Internet users will mistype the name of a URL when surfing.


Webpages can be built with frames such that there are multiple sections of independent HTML code. The AdSense ad code should be placed within the frame containing the content you wish to target with the ads.


Hyper Text Markup Language (HTML), is the coded language used to create webpages. In order to participate in AdSense, you need to have access to the HTML code of your webpage.


An IFRAME is an HTML tag used in web design that allows a webpage to be displayed in a frame within another webpage.

IP Address

Every computer connected to the Internet is assigned a unique number known as an Internet Protocol (IP) address. Since these numbers are usually assigned in country-based blocks, an IP address can often be used to identify the country from which a computer is connecting to the Internet.


JavaScript is a scripting language commonly used in webpages. The ad code you'll use to add Google ads to your site is composed of JavaScript, and you'll need to have it enabled in your browser in order to view Google ads on a website.


A participant in the AdSense program, who is running a website with ad code on one or more of their webpages.


A Uniform Resource Locator, better known as a URL, is the address or location of a webpage or file on the Internet. Google's URL, for example, is http://www.google.com.

Other Programs Relating to Google Adsense


Blogger is a web-based tool that allows users to quickly and easily create and publish content on a weblog or "blog."

Contextual Advertising

Google leverages our award-winning search technology to deliver relevant ads to content pages of sites and products in our network (including AdSense web sites). Our technology draws upon our understanding of the billions of pages in our search index and our ability to crawl webpages to figure out which keywords would lead a user to the page. Then, we match ads to the page based on those keywords.

Editorial Guidelines

To run AdWords ads on Google, search, and content sites or products in our growing ad network, all AdWords advertisers must follow these guidelines.

Distribution preference

The distribution preference selected by an AdWords advertiser indicates whether he/she elects to show his/her ads on the search and/or content sites or products in the Google network. Not all Google ads will appear on AdSense webpages.


Mozilla Firefox is a web browser with pop-up blocking, tabbed browsing, and privacy and security features. AdSense publishers can generate earnings by referring users to download Firefox using the AdSense referrals feature.


AdWords advertisers can choose to show their ads only to certain locations and languages. The AdWords ads served on an AdSense web site will therefore depend on the advertiser's geo-targeting and a user's settings.

Google Account

A Google Account functions as a master Google login, made up of a single email address and password. The Google Accounts Help Center has more information about Google Accounts.

Google Advertising Network

Google AdWords ads are displayed across Google as well as the Google advertising network. Sites and products in the network include:
* Search sites: America Online, CompuServe, Netscape, AT&T Worldnet, EarthLink, Sympatico, and others.
* Content sites: New York Post Online Edition, Mac Publishing (includes Macworld.com, JavaWorld, LinuxWorld), HowStuffWorks, and others.

Google AdWords

Google's advertising program based on cost-per-click pricing. For more information, visit the AdWords Help Center.

Google Analytics

Analytics is Google's website analytics product that provides website owners with information about how your visitors found their sites and how they interact with their sites. More information can be found in the Google Analytics Help Center.


Picasa is Google's photo organization and sharing software. By using the AdSense referrals feature to refer users to Picasa, AdSense publishers can generate more revenue.

Placement targeting

Advertisers use this to target their ads to individual placements in the AdSense network on which they would like their ads to run. An ad placement can be an entire website or a specific sub-set of ad units within that site, such as only ad units on sports pages or all ad units at the top of the page.

I'll keep it updated as more words are added or if you have terms that you think should be included in the Google Adsense Glossary Term List put them in the comments and I'll add them if they are relevant. Please try to get a complete definition. Thank You