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Marketing has too much jargon. This glossary translates 182+ terms into plain English.
Comparing two versions to see which performs better.
Account-Based Marketing – targeting specific high-value companies rather than broad audiences.
Using artificial intelligence to automatically improve marketing campaign performance.
Identifying unusual patterns or outliers in data.
Average Order Value – the average amount spent per transaction.
Application Programming Interface – how different software systems connect and share data.
Average Revenue Per User – average revenue generated per customer or user.
Annual Recurring Revenue – the yearly value of subscription revenue.
Determining which marketing touchpoints get credit for conversions.
Hints that help Google's AI find the right audience for Performance Max campaigns.
Business-to-Business – companies that sell products or services to other businesses.
Business-to-Consumer – companies that sell directly to individual consumers.
A link from another website to yours, important for SEO authority.
The approach used to set bids in digital advertising auctions.
Bottom Of Funnel – marketing focused on conversion and closing sales.
The percentage of visitors who leave after viewing only one page.
Any online reference to your brand, whether tagged or untagged.
A keyword match type that shows ads for searches related to your keyword, including variations.
Customer Acquisition Cost – the total cost to acquire one new customer.
The preferred URL for a page when multiple URLs access the same content.
When shoppers add items to cart but leave without completing purchase.
Facebook/Instagram campaign objective optimized for purchases from your product catalog.
Automated software that simulates conversation with users for support or sales.
The percentage of shopping cart sessions that complete the purchase.
The percentage of customers who stop doing business with you over a given period.
The percentage of email openers who clicked a link—measuring content effectiveness.
Content Management System – software for creating and managing digital content.
Building and nurturing engaged communities around your brand on social platforms.
AI that interprets and analyzes visual content.
A structured review of existing content to assess performance and gaps.
A schedule that organizes when and where content will be published.
The process of promoting content across channels to reach the right audience.
Creating valuable content to attract and engage your target audience.
A plan for how content supports business goals across the funnel.
AI technology enabling natural, human-like dialogue between users and software.
The percentage of visitors who complete a desired action.
Google's metrics for measuring page loading, interactivity, and visual stability.
Cost Per Acquisition – how much you pay to acquire one customer or conversion.
Cost Per Click – the amount you pay each time someone clicks your ad.
Cost Per Lead – the cost to generate one qualified lead.
Cost Per Mille (thousand impressions) – what you pay for 1,000 ad views.
The number of pages search engines will crawl on your site within a given time.
Using technology to automatically generate, adapt, and optimize marketing creative.
The ecosystem of independent content creators who monetize their audiences and skills.
Running ads through a creator's handle to leverage their credibility.
Customer Relationship Management – software for managing customer interactions and data.
Conversion Rate Optimization – systematically improving the percentage of visitors who convert.
Click-Through Rate – the percentage of people who click your ad after seeing it.
The complete experience a customer has with your brand, from discovery to purchase and beyond.
The total revenue a customer generates throughout their entire relationship with your business.
Direct-to-Consumer – brands that sell directly to customers, bypassing retailers.
Data Management Platform – software for collecting and organizing audience data.
A score (0-100) predicting how well a website will rank in search engines.
Ahrefs' metric (0-100) measuring the strength of a website's backlink profile.
An email signup process that requires users to confirm their subscription.
An automated series of emails sent on a schedule based on triggers or time intervals.
Demand-Side Platform – software that automates digital ad buying across multiple sources.
Automatically assembling personalized ads from creative components in real-time.
Retargeting ads that automatically show products users previously viewed.
A timeline for publishing content across channels.
Using software to send targeted emails automatically based on triggers, behaviors, or schedules.
The percentage of emails that couldn't be delivered to recipients.
The percentage of email recipients who click a link in an email.
The ability of your emails to successfully reach recipients' inboxes.
The rate at which your email subscriber base increases over time.
Tailoring email content based on subscriber data or behavior.
Dividing your email list into groups based on shared characteristics for targeted messaging.
The process of gradually increasing email sending volume to build sender reputation.
Numerical representations of text or images used to compare similarity.
The percentage of people who interact with your content (likes, comments, shares, clicks).
A keyword match type that shows ads only for searches very closely matching your keyword.
A highlighted answer box that appears at the top of Google search results.
Training an AI model on a specific dataset to improve performance on a narrow task.
Data collected directly from your customers and website visitors.
The average number of times each person saw your ad.
The stages a customer moves through from awareness to purchase.
Google Analytics 4 – Google's latest analytics platform for measuring website and app activity.
Google Tag Manager – a tool for managing tracking codes without editing website code.
When an AI model generates information that is incorrect or fabricated.
A plan for selecting and using hashtags to increase content reach.
An HTML attribute that tells search engines which language or regional version of a page to show.
Each time your ad or content is displayed, whether or not it's clicked.
The total cost of working with an influencer, including fees and production.
Partnering with social media personalities to promote your brand to their audiences.
Links between pages on the same website that guide users and search engines.
When multiple pages on your site compete for the same keyword.
The percentage of times a keyword appears on a page.
A score estimating how hard it is to rank for a keyword.
The process of identifying valuable search terms your audience uses to find content.
Key Performance Indicator – a measurable value that shows how effectively you're achieving objectives.
A standalone page designed specifically to convert visitors from a marketing campaign.
A machine learning model trained on vast text data to generate and understand language.
Ranking leads based on their likelihood to become customers.
The process of acquiring backlinks from other websites.
The practice of maintaining a clean, engaged email list by removing inactive or invalid addresses.
The practice of keeping email lists clean and up to date.
Large Language Model – AI systems trained on text data that can understand and generate human language.
Optimizing your online presence to attract customers from local searches.
Targeting people similar to your existing customers or website visitors.
Lifetime Value – the total revenue a customer generates over their entire relationship.
AI systems that improve automatically through experience without explicit programming.
Software that automates repetitive marketing tasks like emails, social posts, and workflows.
The summary text shown under a page title in search results.
HTML tags that provide metadata about a page to search engines and social platforms.
Google primarily uses the mobile version of your site for ranking and indexing.
Google's approach of using the mobile version of a site for indexing and ranking.
When an AI model's performance degrades as real-world data changes.
Middle Of Funnel – marketing focused on consideration and evaluation.
Marketing Qualified Lead – a lead that marketing has identified as sales-ready.
Monthly Recurring Revenue – the monthly value of subscription revenue.
Paid ads designed to match the look and feel of the platform they appear on.
AI techniques that enable machines to understand and analyze human language.
Keywords that prevent your ads from showing for irrelevant searches.
The percentage of email recipients who open your email.
The number of unique users who see your content without paid promotion.
Visitors who find your website through unpaid search engine results.
How quickly a webpage loads and becomes usable for visitors.
The number of unique users who see your content through paid advertising.
Tailoring marketing messages and experiences to individual users based on their data.
Software that delivers individualized experiences across channels based on user data.
A keyword match type that shows ads for searches including the meaning of your keyword.
A comprehensive page that covers a topic and links to related content.
A piece of code that tracks user behavior on your website for advertising platforms.
Planning and automating the timing of social media posts.
Pay-Per-Click – advertising where you pay only when someone clicks your ad.
Using historical data and machine learning to forecast future outcomes and behaviors.
The snippet of text shown after the subject line in an email inbox.
A structured file containing product data used for shopping ads and marketplace listings.
Automated buying and selling of digital ads using technology and data.
The skill of crafting inputs to get optimal outputs from AI language models.
A technique that manipulates AI prompts to produce unintended outputs.
Google's rating (1-10) of your ad's relevance and quality.
Retrieval-augmented generation that combines AI with a knowledge base.
The number of unique users who saw your ad or content.
AI system that suggests relevant products or content based on user behavior and preferences.
The percentage of customers who make more than one purchase.
Showing ads to people who previously visited your website or engaged with your brand.
Return On Ad Spend – revenue generated for every dollar spent on advertising.
Instructions that tell search engines which pages or files to crawl.
A file that tells search engines which pages they can or cannot crawl.
Return On Investment – the profitability of your marketing investment.
Real-Time Bidding – automated auction system for buying and selling ad impressions instantly.
Structured data code that helps search engines understand your content better.
Search Engine Advertising – same as SEM, primarily used in Europe.
The underlying goal or purpose behind a user's search query.
The underlying goal behind a user's search query.
Search Engine Marketing – paid advertising on search engines like Google.
Using data to determine the best time to send emails.
A score email providers use to determine whether your emails should reach the inbox.
Using AI to determine the emotional tone and opinion expressed in text content.
Search Engine Results Page – the page Google or other search engines show after a query.
Sending data directly from your server to platforms instead of through browser pixels.
A group of user interactions on your website within a given time period.
Your brand's visibility in the market compared to competitors.
Product-based ads showing images, prices, and merchant names in search results.
How quickly your website loads and becomes interactive.
Google's automated bidding strategies that use machine learning to optimize for conversions.
The ability to buy products directly within social platforms.
The percentage of followers or viewers who interact with your social content.
Monitoring social media for mentions of your brand, competitors, and industry topics.
The measurement of performance across social channels and content types.
The return generated from social media investments.
Signals that others trust or use a product, increasing credibility.
The percentage of recipients who mark your email as spam.
A rating predicting how likely your email is to be flagged as spam.
Sales Qualified Lead – a lead that sales has verified has genuine purchase intent.
Supply-Side Platform – software that helps publishers sell ad inventory programmatically.
Code that helps search engines understand and display your content with rich results.
The headline of an email that influences whether it is opened.
Optimizing website infrastructure and code to help search engines crawl and index content.
Cookies set by domains other than the one you're visiting, used for tracking across sites.
Top Of Funnel – marketing focused on awareness and reaching new audiences.
A group of related content pieces linked to a central pillar page.
Automated emails triggered by user actions, like order confirmations or password resets.
User-Generated Content – content created by customers or users, not the brand.
The percentage of email recipients who opt out of your mailing list.
Urchin Tracking Module – parameters added to URLs to track campaign performance.
The number of new users generated by each existing user.
When content spreads rapidly through social sharing, reaching audiences far beyond original distribution.
An automated email sequence sent to new subscribers to onboard and engage them.
A file listing all important pages on your site to help search engines discover content.
A file that lists site URLs to help search engines crawl and index pages.
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