Localization for marketing platforms: a metric is named the same as in the ad account

A marketing platform user constantly switches between it and the ad accounts. If "impressions", "reach" and "conversions" in your report are named differently than in the ad account, they stop trusting the numbers. We localize platforms with a glossary tied to ad system terminology in every language and check reports and dashboards in the interface, not in a string table.

What is special about martech

The main difficulty is not volume but the tie to external terminology. Ad platforms have already translated their interfaces into Russian, Kazakh and other languages of the region, and users have learned those names. Your platform's localization must match them, not invent its own. The second specific is reports: numbers, currencies, periods and time zones must display in the market's format in every language, otherwise report discrepancies will be taken for data errors.

• Terminology: metrics, campaign statuses, bid and goal types — by a glossary checked against ad system interfaces.
• Reports and dashboards: column names, axis labels, legends, tooltips — with length checks in real widgets.
• Formats: spend currencies and amounts, percentages, periods, time zones — for the market.
• Documentation and knowledge base: guides to connecting accounts, configuring rules, reading reports.
• Emails and alerts: notifications about spend, campaign stops, discrepancies — short, with correct figures.
• Onboarding and interface hints: the most-read text of the product, translated by a native speaker.

A glossary tied to ad systems

First we collect your platform's terms and map them to how the same concepts are named in the localized interfaces of ad systems in the target language. Where variants differ between systems, we choose one and fix it. The glossary becomes an annex to the contract and stays yours: it is needed not only for the interface but for support, which answers users in the same words.

LQA of reports and dashboards

1. Checks in real widgets: long metric names break tables and legends — we go through every report with real data.
2. Format checks: spend amounts in the market's currency, thousands and decimal separators, percentages, period dates.
3. Time zone checks: the report period in the user's local time matches the period in the ad account.
4. Export checks: spreadsheet exports keep localized names and formats.
5. Alert and email checks: the figures in a notification match the dashboard at the time of sending.

Documentation and training

Platforms for marketers live on documentation: connecting accounts, configuring auto-rules, analysing discrepancies. We translate documentation with the same glossary, update it after every release and, if needed, keep a support knowledge base in the same language. For products entering several markets of the region, Russian documentation covers most of the audience, while the interface is needed in the local language as well.