rank tracking – The process of tacking a website’s organic search engine rankings for certain keywords over time.
rate card – Document detailing prices for various ad placement options.
reciprocal links – Links between two sites, often based on an agreement by the site owners to exchange links.
rectangle ad – Any one of the large, rectangular banner sizes suggested by the IAB.
referral traffic – In analytics, the visitors who arrived via a link on another website.
rel canonical – An HTML element that tells the search engines the preferred URL for indexing content.
remarketing – Google’s term for retargeting, an advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.
rep firm – Ad sales partner specializing primarily in single-site sales.
responsive display ad (RDA) – An ad format for Google Ads, where marketers enter text and visual elements, and Google combines the elements in various ways to fit available ad space and optimize performance.
responsive search ad (RSA) – A text ad format for Google Ads, where marketers enter up to 15 headlines and 4 description lines, and Google tests different combinations to see which perform better.
retargeting – An advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.
return days – The number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.
rich media – New media that offers an enhanced experience relative to older, mainstream formats.
ROAS (Return On Ad Spend) – An advertising metric that measures the relationship of revenue to ad spend, expressed as a percentage of ad spend.
robots.txt – A file using the robots exclusion standard to tell web crawlers which URLs on a site they are allowed to access.
ROI (return on investment) – The ratio of profits (or losses) to the amount invested.
RPV (Revenue Per Visitor) – The average amount of revenue generated per visitor to a website, calculated by dividing total revenue by total visitors.
run of network (RON) – Ad buying option in which ad placements may appear on any pages on sites within an ad network.
run of site (ROS) – Ad buying option in which ad placements may appear on any pages of the target site.
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