📖 Marketing A–Z Glossary

A method of comparing two versions of something to determine which performs better.

ABM is a strategic marketing process where sales and marketing is used to target high value clients and delivery uniquely tailore content.

Content visible without scrolling; considered prime real estate.

Text or content used in advertisements to promote a product/service.

The number of times an ad is shown.

Promoting other people’s products and earning a commission.

A rule or set of rules that determines how credit for sales is assigned.

Companies selling products/services to other businesses.

Companies selling directly to consumers.

An incoming hyperlink from one web page to another website.

Image-based advertising placed on websites.

The decision stage where leads are close to converting.

How familiar people are with your brand.

Percentage of visitors who leave a site after viewing only one page.

The cost of acquiring a new customer.

A prompt encouraging users to take a specific action.

The rate at which customers stop doing business with you.

Prediction of net profit from the entire relationship with a customer.

Software used to manage and host digital content, like a website's media gallery.

Creating and sharing valuable content to attract customers.

The percentage of visitors who take a desired action.

The cost to acquire one paying customer.

Amount paid per ad click.

Cost per 1,000 impressions of an ad.

A system for managing interactions with customers.

Selling related products to an existing customer.

Percentage of users who clicked a link vs. those who viewed it.

Percentage of users who converted from a campaign or landing page. Conversions can happen when someone lands on your website from a campaign, or submit a form, call or message.

Visitors who come to your site by typing the URL directly.

A set of marketing emails sent automatically on a schedule.

Using email to promote products or services.

A metric measuring user interaction with content.

Content that remains relevant over time.

Percentage of visitors who leave from a particular page.

The latest version of Google’s web analytics platform.

Delivering content or ads based on a user’s location.

Low-cost marketing techniques for rapid growth.

One of Google's tool platforms used to implement and track website and app usage.

A visual representation of user behavior on a webpage.

The percentage of impressions your ads receive compared to total available.

Attracting customers via content, SEO, and social media.

A visual representation of data or information.

Partnering with influencers to promote your brand.

Words or phrases people search for online.

Percentage of times a keyword appears in content.

A measurable value to evaluate success.

A standalone web page created for a marketing campaign.

Free item or service given away to gather contact details.

Developing relationships with buyers at every stage.

Another term for Customer Lifetime Value.

Dividing a market into smaller groups with similar needs.

Using software to automate marketing actions.

A summary of a webpage’s content shown in search results.

Ads that match the look and feel of the media format.

A metric for customer satisfaction and loyalty.

Number of people who see content without paid distribution.

Any media that is paid for, like Google Ads.

An instance of a page being loaded in a browser.

A fictional character representing a user type.

A model where advertisers pay when their ad is clicked.

A prospect deemed more likely to become a customer.

Showing ads to users who’ve already visited your site.

A form of online advertising that targets previous visitors.

Revenue earned for every unit of ad spend.

A measure of profitability from investments.

Software accessed via the cloud.

Stages a customer goes through before buying.

Dividing your audience into groups for targeted messaging.

Improving rankings in search engine results.

The page displayed after a search query.

A visit to your site within a time frame.

Aligning sales and marketing teams.

Paid content placements within Snapchat.

Evidence that others have used and approved a product.

Identifying strengths, weaknesses, opportunities, and threats.

A specific group of people you want to reach.

Initial stage of the customer journey.

One of Google's previous formats of their Google Analtyics platform. They switched to GA4.

Content created by users rather than brands.

Encouraging customers to buy more expensive items.

How a person feels when using a product or site.

What makes your product different and valuable.

Metrics that look good but don’t indicate true performance.

Marketing that spreads rapidly through word-of-mouth.

Video format of a sales pitch.

A seminar conducted online.

An in-depth guide or report on a specific topic.

Term used to descripe the blank empty space of a document or page.

An automated sequence of tasks or actions.

A search where the user gets their answer on the SERP.

Page not found error on a website.