Glossary
Terms used across this portal and internal runbooks.
Account (ad platform)
The commercial entity on the ad network that owns billing and permissions—not the RTSFZH user account.
Campaign hierarchy
Campaign → Ad group → Ad / keyword depending on network. Bulk APIs mirror this tree.
Lookback window
Date range for attribution or reporting queries; must align with network policy (often 7, 14, or 30 days).
Pacing
Distribution of spend or impressions across the schedule period; rules can throttle when ahead of pace.
ROAS
Return on ad spend: revenue divided by ad cost, expressed as a ratio or percentage depending on report config.