Feature Creep

Feature creep, more commonly known as scope creep, refers to adding an excessive amount of features to a product that makes it ultimately too complicated or difficult to use for the end user. These extra features go beyond the initial functionality and can result in ‘software bloat’ and over-complication.


A display advertising metric which counts the average number of times a user views an ad.

Friction Points

Elements that slow down user engagement or make it difficult for a website visitor to complete an action such as buying, completing a lead form, or browsing your content.


In social media, a follower represents a user who chooses to see all of another user’s posts in their content feed. Getting users to follow their accounts is a primary objective for online businesses with a social media presence.

First-Party Data

Data about a user audience that advertisers collect directly from their website analytics, as opposed to data collected by a third-party analytics/tracking system.

Facebook Pixel

A special tracking code that should be inserted on the merchant website to record user interactions and events back to Facebook Ads Manager prior to the start of a campaign.