Digital marketing dictionary

50 terms · A B C D E F G H I K L M Q R S U

• A/B TestStrategyControlled comparison of two variants.
• AOVBusinessAverage Order ValueAverage revenue per order.Revenue ÷ Orders
• AttributionAnalyticsAssigning conversion credit to touchpoints.
• BacklinkSEOA link from another site to yours.
• Break-even ROASBusinessMinimum ROAS to avoid a loss.1 ÷ Gross margin
• CACBusinessCustomer Acquisition CostCost to acquire one new customer.Acquisition spend ÷ New customers
• Canonical TagSEOTells search engines the preferred URL.
• CDPAnalyticsCustomer Data PlatformUnified first-party customer profiles.
• CM360Ad TechCampaign Manager 360Ad server and measurement platform.
• Conversions APIAnalyticsCAPIServer-side event sharing with Meta.
• Core Web VitalsSEOGoogle's user experience metrics.
• CPAPaid MediaCost per Acquisition / ActionCost of each conversion.Spend ÷ Conversions
• CPCPaid MediaCost per ClickAverage cost of each click.Spend ÷ Clicks
• CPMPaid MediaCost per MilleCost per 1,000 impressions.Spend ÷ Impressions × 1000
• CPVPaid MediaCost per ViewCost of each video view.Spend ÷ Views
• Crawl BudgetSEOHow much a search engine crawls a site.
• CTRPaid MediaClick-Through RateShare of impressions that result in a click.Clicks ÷ Impressions × 100
• CVRAnalyticsConversion RateShare of visits or clicks that convert.Conversions ÷ Sessions (or Clicks)
• DMPAd TechData Management PlatformPlatform that organises audience data for targeting.
• DSPAd TechDemand-Side PlatformSoftware advertisers use to buy programmatic inventory.
• DV360Ad TechDisplay & Video 360Google's enterprise DSP.
• E-E-A-TSEOExperience, Expertise, Authoritativeness, Trust.
• FrequencyPaid MediaAverage times a person saw an ad.Impressions ÷ Reach
• FunnelStrategyModel of the customer journey stages.
• GA4AnalyticsGoogle Analytics 4Google's event-based analytics platform.
• GBPSEOGoogle Business ProfileLocal listing on Google Search and Maps.
• GDNPaid MediaGoogle Display NetworkGoogle's network of display ad placements.
• GSCSEOGoogle Search ConsoleGoogle's search performance and indexing tool.
• GTMAnalyticsGoogle Tag ManagerTag management system.
• hreflangSEOAnnotation for language/region versions.
• Impression SharePaid MediaShare of eligible impressions you received.Impressions ÷ Eligible impressions
• IncrementalityAnalyticsConversions caused by marketing.
• KPIStrategyKey Performance IndicatorA metric tied directly to an objective.
• Lookalike AudiencePaid MediaAudience similar to a seed list.
• LTVBusinessCustomer Lifetime ValueTotal value a customer brings over time.Avg order value × purchase frequency × lifespan × margin
• MMMAnalyticsMarketing Mix ModellingStatistical model of channel impact.
• Quality ScorePaid MediaGoogle's 1–10 keyword diagnostic.
• ReachPaid MediaUnique people who saw an ad.
• RemarketingPaid MediaAdvertising to previous visitors or engagers.
• ROASPaid MediaReturn on Ad SpendRevenue generated per unit of ad spend.Revenue ÷ Ad Spend
• ROIBusinessReturn on InvestmentProfit relative to cost.(Gain − Cost) ÷ Cost
• RTBAd TechReal-Time BiddingAuction per impression in milliseconds.
• SA360Ad TechSearch Ads 360Enterprise search campaign management.
• Schema MarkupSEOStructured data vocabulary.
• SEMPaid MediaSearch Engine MarketingPaid search advertising (sometimes used to include SEO).
• SEOSEOSearch Engine OptimizationImproving visibility in unpaid search results.
• SERPSEOSearch Engine Results PageThe page of results a search engine shows.
• Share of VoiceStrategyYour share of market visibility.
• SSPAd TechSupply-Side PlatformSoftware publishers use to sell inventory.
• UTMAnalyticsUrchin Tracking Module parametersURL tags identifying traffic source.