Common terms used throughout the MediaLake documentation.
Ad account — A single billable account within an ad platform (e.g., one Meta act_… ID). One MediaLake source maps to one ad account.
Attribution window — The period after an ad interaction during which a conversion is credited to that ad. Platforms report the same conversion differently depending on the window; see Metrics Reference.
Backfill — A one-time sync of historical data for a date range that precedes your normal sync window. See Backfills.
Connector — MediaLake's platform-specific extraction module (e.g., the Meta Ads connector).
Cursor — An opaque token used to paginate through large API result sets.
Data freshness — How recently the data in a table reflects the source. See Data Freshness.
Destination — Where normalized data is delivered: your warehouse or the MediaLake API.
Entity — A logical object pulled from a source, such as a campaign, ad set, ad, or insight row.
Incremental sync — A sync that pulls only new or changed records since the last run, as opposed to a full refresh.
Normalized schema — MediaLake's consistent, cross-platform table and column naming applied on top of raw source fields.
Source — A connected external account.
Sync — A single scheduled or manual extraction run.
Webhook — An HTTP callback MediaLake sends to your endpoint when an event (like sync completion) occurs. See Webhooks.