Core concepts
Plain-English definitions of every term you'll see — ACOS, ROAS, attribution, confidence, and more.
The vocabulary you'll see across the product
If you're new to Amazon advertising, or just want a refresher on how INGB uses these terms, this is your one-stop glossary. Every feature in the platform builds on these.
Spend, sales, and attribution
Funnel metrics
Campaign anatomy
Campaign
The top-level container. Holds a budget, a targeting type (auto / manual), and one or more ad groups.
Ad group
Groups ads + targets together so they share bid context. One campaign can have many ad groups.
Ad
The product (ASIN) being advertised, plus creative for Sponsored Brands / Display.
Target
What triggers the ad — a keyword, a product target (ASIN), an audience segment, or an automatic strategy.
Search term
What the shopper actually typed. Multiple search terms can match a single broad/phrase keyword.
Match types
Exact
Precise match, no extra words
Phrase
Keyword in order, modifiers allowed
Broad
Keyword in any order, with synonyms and variants
Auto
Amazon chooses targets for you
Product
Target a specific ASIN, brand, or category