Cross Platform Terms

Cross-Platform Advertising Terminology

Account Hierarchy

Level	Google	Meta	Microsoft	Amazon	TradeDesk
Top	MCC	Business Manager	Manager Account	Portfolio	Partner
Account	Customer ID	Ad Account	Account	Advertiser	Advertiser
Container	Campaign	Campaign	Campaign	Campaign	Campaign
Targeting	Ad Group	Ad Set	Ad Group	Ad Group	Ad Group
Creative	Ad	Ad	Ad	Ad	Creative

Metrics

Concept	Google	Meta	Microsoft	Amazon
Cost	cost_micros (÷1M)	spend (dollars)	Spend (dollars)	cost (dollars)
Clicks	clicks	link_clicks	Clicks	clicks
Impressions	impressions	impressions	Impressions	impressions
Conversions	conversions	actions	Conversions	purchases
Revenue	conversions_value	action_values	Revenue	sales

Bidding Strategies

Strategy	Google	Meta	Microsoft
Max Clicks	MAXIMIZE_CLICKS	LOWEST_COST_WITHOUT_CAP	MaxClicks
Target CPA	TARGET_CPA	COST_CAP	TargetCpa
Target ROAS	TARGET_ROAS	MINIMUM_ROAS	TargetRoas
Manual CPC	MANUAL_CPC	BID_CAP	ManualCpc

Match Types (Search)

Type	Google	Microsoft	Description
Broad	BROAD	Broad	Widest reach
Phrase	PHRASE	Phrase	Must contain phrase
Exact	EXACT	Exact	Must match exactly

Meta and Amazon don't use keyword match types — they use interest/behavior and product targeting.

Auth Methods

Platform	Auth	Key Fields
Google	OAuth 2.0 + Dev Token	client_id, client_secret, refresh_token, developer_token, customer_id
Meta	Long-Lived Token	access_token, app_id, app_secret, ad_account_id
Microsoft	OAuth 2.0	client_id, client_secret, refresh_token, developer_token, account_id
Amazon	OAuth 2.0 + LWA	client_id, client_secret, refresh_token, profile_id
TradeDesk	API Key	partner_id, api_key