CTA stands for Call-To-Action, encouraging users to take specific actions.

Advertisers can test headlines, images, CTAs, audiences, and placements.

A/B testing compares two versions of ads or landing pages to determine better performance.

Landing pages improve conversion rates by matching user intent and ad messaging.

A landing page is a webpage designed specifically to convert ad traffic.

Multi-touch attribution distributes credit across multiple touchpoints.

Last-click attribution gives full credit to the final interaction before conversion.