← GlossaryPaid media
Audience Segment
An audience segment is a defined subset of a larger audience grouped by shared characteristics — demographic, behavioral, psychographic, or stage in the funnel. Segments enable differentiated messaging and bidding. Well-built segment architecture is the foundation of effective paid media; treating an audience as one undifferentiated mass wastes spend on people for whom your message doesn't fit.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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