Reference
Topple Advertising
Glossary
Plain-English definitions for every Topple-specific term used across this Support Center.
A
Account Balance
A prepaid credit balance held in your Topple account. Campaigns draw from your Account Balance as impressions are delivered. When the balance reaches zero, active campaigns stop serving until funds are added.
Learn more: Account Balance vs. Ad Spend Plan →Attribution Window
The period after a qualifying click on a Topple ad during which an eligible conversion can be attributed to that campaign. Topple offers 30-, 60-, and 90-day attribution window options.
Learn more: How Topple Attribution Works →Ad Spend Plan
Topple's 5-tier subscription system: Self-Serve, Essential, Growth, Scale, and Advanced. Your tier determines your bid floor and which features are available. Managed from 'Manage Ad Spend Plan' in the dashboard navigation.
Learn more: Account Balance vs. Ad Spend Plan →Account Tier
The Ad Spend Plan tier your account is currently on (Self-Serve, Essential, Growth, Scale, or Advanced). Your tier determines your bid-floor discount and which features are unlocked.
Attributed Revenue
The portion of a customer's purchase revenue that Topple connects to a qualifying click, based on the selected attribution window and Count setting.
Learn more: How Topple Attribution Works →B
Bid Floor
The minimum price per impression before any tier discount is applied. Higher-tier Ad Spend Plans lower the bid floor, making your budget more competitive at the same spend level.
C
Conversion Pixel
A snippet placed on your goal-completion page (e.g., order confirmation, thank-you page). When it fires, Topple records a conversion event and attributes it to the campaign that last received a qualifying click from that user within the attribution window.
CPV (Cost Per View)
A pricing model used for video ad placements. You are charged when a user views the video ad, rather than per impression.
Learn more: Display CPM vs. Video CPM →Campaign Pacing
How Topple distributes your Maximum Daily Budget within each day. Fast pacing spends the day's budget as quickly as auctions allow; Even pacing spreads that same daily budget evenly across the hours of the day. Neither setting spreads spend across the campaign's full flight — that is controlled by Total Budget and your campaign's end date.
Learn more: Fast vs. Even Pacing →CPM (Cost Per Mille)
Cost per 1,000 impressions — the standard unit for display advertising pricing. See also Dynamic CPM (Topple's default bidding mode) and Maximum CPM (the ceiling you set on how much Topple will bid).
Learn more: Display CPM vs. Video CPM →Clicks
The number of times a user clicked your ad. Alongside impressions, clicks are used to calculate CTR (click-through rate).
Conversions
Completed goal actions recorded via a Conversion Pixel — for example, a purchase, form submission, or sign-up. Topple attributes a conversion to a campaign if the user clicked an ad from that campaign within the selected attribution window (30, 60, or 90 days) before completing the goal.
Click-Based Attribution
A methodology that connects a conversion to a qualifying click on a Topple ad rather than assigning conversion credit solely because an ad impression occurred. This is the basis of Topple's attribution methodology.
Learn more: How Topple Attribution Works →Count
The setting that determines whether attributed revenue reflects only the customer's initial qualifying purchase (One) or all qualifying purchases made during the attribution window (Multiple).
Learn more: How Topple Attribution Works →D
Dynamic CPM
Topple's default bidding mode. Rather than a fixed per-impression price, Dynamic CPM lets the platform adjust bids based on audience, placement, and competition — up to your Maximum CPM ceiling — to maximize delivery and performance within your budget.
Day-Parting
Scheduling your campaign to serve ads only during specific hours or days of the week. Useful for advertisers whose audience is most active at particular times, or for aligning ad delivery with business hours.
Display CPM
The actual pricing and billing unit for display campaigns — cost per 1,000 impressions, set via Maximum CPM and Dynamic CPM bidding. The CPM shown in a display campaign's reports reflects what you actually paid to reach 1,000 people.
Learn more: Display CPM vs. Video CPM →F
Frequency Cap
A limit on how many times a single user can see your ad within a defined time period. Frequency caps prevent ad fatigue and reduce wasted impressions on users who have already been exposed multiple times.
G
Goal Auto-Optimization
An optional campaign setting that instructs Topple to automatically shift spend toward placements and audiences that are driving your selected conversion goal. Requires conversion tracking to be active.
I
Impressions
The number of times your ad was displayed to a user. One impression = one ad display. Impressions do not measure whether the user clicked or engaged with the ad.
M
Maximum Daily Budget
A soft daily spending cap. Topple will not spend more than this amount on a given calendar day. It does not limit total campaign spend on its own — set a Total Budget for that.
Maximum CPM
The highest price per 1,000 impressions you are willing to pay. Topple will never exceed this ceiling, but may bid below it when Dynamic CPM determines a lower bid is sufficient to win the impression.
Multiple
A Count setting that includes qualifying purchases made during the attribution window — not just the first — in a campaign's attributed revenue. Useful for understanding the broader revenue generated by customers acquired through Topple.
Learn more: How Topple Attribution Works →N
No Value / Fixed Value / Dynamic Value Conversion Tags
Three variants of the Conversion Pixel. No Value records a conversion without a revenue figure. Fixed Value always records the same dollar amount. Dynamic Value reads a revenue figure passed via the data-value attribute on the pixel tag — useful for e-commerce orders where order value varies.
Learn more: Fixed Value vs. Dynamic Value Conversion Tags →P
Prospecting
Targeting net-new users who have not previously visited your site or interacted with your brand. Prospecting campaigns use geo, interest, and device targeting to reach new audiences.
Pixel Test
Confirming that a Conversion Pixel — especially a Dynamic Conversion Pixel — is firing and passing data correctly to Topple. A pixel fire alone is not sufficient proof; a Pixel Test requires completing a real test purchase and verifying the resulting Conversion Value in Topple reporting.
Learn more: Pixel Testing & Troubleshooting →Pixel Test Campaign
A short live campaign launched by a Topple Admin specifically for testing a pixel. Requested by providing your name, company, which pixels to test, and a destination URL. Once live, a 300×250 test ad appears on the Pixel Test Page for you to click through and complete a real test purchase.
Learn more: Pixel Testing & Troubleshooting →Pixel Test Page
The operational page at /pixel-test where the 300×250 test ad zone lives. Use it to request a Pixel Test Campaign, complete the test procedure once your ad appears, and verify your results — either by having Topple review them or by checking the Conversion Value yourself in Topple reporting.
Learn more: Pixel Test Page →R
Retargeting
Serving ads to users who previously visited your site. Retargeting requires a Retargeting Pixel installed on your site so Topple can recognize those users when they appear on the Topple network.
Retargeting Pixel
A small JavaScript snippet placed on your website. It fires when a user visits a page, enabling Topple to add that user to a retargeting audience. A separate Conversion Pixel is used to record goal completions.
Run-of-Network
A targeting mode that removes geo, interest, and device filters, letting Topple serve your ad across the full publisher network. Often used to maximize reach or to test performance before applying narrower targeting.
ROAS
Return on ad spend — attributed revenue divided by Topple ad spend. For example, $10,000 in attributed revenue against $2,000 in ad spend is a 5.0x ROAS. Because ROAS is calculated from attributed revenue, it reflects the advertiser's selected attribution window and Count setting.
Learn more: How Topple Attribution Works →T
Total Budget
A hard cap on the total amount a campaign is allowed to spend across its entire run. Once reached, the campaign stops serving even if the campaign end date has not been reached.
V
Video CPM
A reporting-only metric for video campaigns — cost per 1,000 video impressions (starts). Video campaigns are billed on CPV (Cost Per View), not CPM; the Video CPM figure is shown for cross-campaign reference only and isn't directly comparable to a display campaign's CPM.
Learn more: Display CPM vs. Video CPM →View-Through Attribution
An attribution approach used elsewhere in advertising that can assign conversion credit after an ad impression even when the user did not click the ad. Topple does not treat an impression alone as sufficient evidence to claim a conversion.
Learn more: How Topple Attribution Works →