Marketing Glossary: Marketing Terms & Definitions

A controlled experiment that shows two versions of something to similar groups to see which performs better.

See also: Conversion Rate Optimization, Call to Action, Landing Page, Subject Line, CTR, CVR

• Related tool: Campaign URL Builder — To tell test variants apart in analytics, give each variant's link its own utm_content (or campaign) value. The builder names and tags the links; it does not split traffic or run the test.

A B2B strategy that targets a defined list of high-value companies with campaigns tailored to each.

See also: Ideal Customer Profile, B2B Marketing, Demand Generation, Lead Generation

A route through which a business attracts new customers or users, such as search, social media, email, referrals or paid ads.

See also: Marketing Channel, Traffic Source, CAC, CAC Payback Period, LTV to CAC Ratio

The point at which a new user first experiences the core value of a product, such as completing a first project or making a first purchase. It shows whether sign-ups become real users.

See also: Customer Lifecycle, Customer Journey

The written text of an ad, such as the headline, body text and call to action, written to get a specific audience to take a specific action.

See also: Call to Action, Ad Creative

The visual and written elements of an ad, such as the image or video, headline and copy, that the audience actually sees.

See also: Ad Copy, Ad Fatigue

• Related tool: Ad Creative Renamer — Keeps creative files consistently named by campaign, concept, placement, version and similar details so results can be matched to the right creative. It does not design or test creatives.

A decline in an ad's performance after the same audience has seen it many times, often visible as falling engagement and rising costs.

See also: Ad Creative, Audience Targeting

A container inside an ad campaign that groups ads sharing the same targeting, placements or budget settings. The name and rules vary by platform.

See also: Bid Strategy, Audience Targeting

The location where an ad appears, such as a search results page, a social feed, a website banner slot or within a video.

See also: Display Advertising, Paid Social

The clickable words of a link. Descriptive anchor text tells readers and search engines what the linked page is about.

See also: Backlink

The process of assigning credit for a conversion or sale to the marketing touchpoints that influenced it.

See also: UTM Parameters, Retargeting, Attribution Window, First-Click Attribution, Last-Click Attribution, Multi-Touch Attribution, Touchpoint, ROAS, CAC, CPA, MER, ROI

• Related tool: Campaign URL Builder — Attribution can only credit a campaign if its visits are tagged. The builder adds campaign parameters to your links; it does not choose or apply an attribution model.
• Related tool: UTM Analyzer — Paste a tagged link to see which parameters it carries and spot gaps that would weaken attribution. It analyzes one URL, not your reports.

The period after an interaction, such as a click or view, during which a conversion can still be credited to it. Platforms and reports use different default windows.

See also: Attribution, Touchpoint, ROAS

Choosing who sees an ad based on attributes such as demographics, interests, behavior, location or previous interactions with the brand.

See also: Target Audience, Lookalike Audience, Retargeting

The average time a site or app was in focus per session in Google Analytics 4.

See also: Web Analytics, Engagement, GA4 Engagement Rate, Bounce Rate, Views per Session

The average revenue per order.

See also: Upselling, Cross-Selling, Product Detail Page, RPV, Purchase Frequency, LTV

The average position of a site's results in Google Search, as Search Console reports it.

See also: Search Engine Results Page, Search Engine Optimization, Organic Traffic, Organic Click-Through Rate

Marketing aimed at other businesses rather than individual consumers, usually involving longer sales cycles and several decision-makers.

See also: Account-Based Marketing, Ideal Customer Profile

Marketing aimed at individual consumers, often with shorter decisions and a greater emphasis on emotion, convenience and brand.

See also: Target Audience, Social Commerce

A link from another website to yours, used by search engines as a signal and by people as a path.

See also: Anchor Text, Search Engine Optimization, Organic Traffic, Referral Traffic

A rectangular graphic ad shown on a web page or in an app, usually linking to the advertiser's landing page.

See also: Display Advertising, Ad Placement

The rule that decides how much to bid in an ad auction, such as manual bids, a target cost per action, or maximizing clicks or conversions within a budget.

See also: Pay-Per-Click, Ad Group, CPA, CPC, Impression Share

The share of website sessions that were not engaged, as Google Analytics 4 defines it.

See also: Web Analytics, Landing Page, Traffic Source, GA4 Engagement Rate, Views per Session, Average Engagement Time per Session

How familiar people are with a brand and how easily they recognize or recall it.

See also: Brand Identity, Brand Equity

The set of colors a brand uses consistently across its logo, website, packaging and marketing materials.

See also: Brand Identity, Brand Guidelines

• Related tool: Color Palette Generator — Generates complementary, analogous, triadic and other palettes from a base color, which can be a starting point for exploring options. It does not replace a brand-identity process.
• Related tool: Color Picker — Reads colors, including the dominant ones, from an image such as a logo or photo so you can note their HEX and RGB values.

The commercial value a brand adds beyond the product itself, shown in how much more customers will pay for it, prefer it or recommend it.

See also: Brand Awareness, Brand Positioning

A document that sets out how a brand should look and sound, including logo use, colors, typography, imagery and tone of voice.

See also: Brand Identity, Brand Voice

The visible and verbal elements a brand uses to express itself, such as its name, logo, colors, typography and tone.

See also: Brand Guidelines, Tagline

The place a brand aims to occupy in customers' minds relative to competitors, defined by who it is for and what makes it different.

See also: Unique Value Proposition, Target Audience

The consistent personality and style of a brand's written and spoken communication, such as formal, friendly or playful.

See also: Brand Guidelines, Copywriting

A semi-fictional profile of a typical customer, built from research and data.

See also: Target Audience, Ideal Customer Profile, Market Segmentation, Customer Journey

How many months of gross profit from a customer it takes to recover the cost of acquiring them.

See also: Customer Lifecycle, Cohort Analysis, Acquisition Channel, CAC, LTV, LTV to CAC Ratio

A prompt that tells the audience what to do next, such as “Start free trial” or “Shop now”.

See also: A/B Testing, Landing Page, Ad Copy, CTR

• Related tool: Campaign URL Builder — To compare CTA wording or placement, tag each variant's link with its own utm_content value. The builder adds the tag; it does not choose or test the CTA.

Recording which campaign, channel or link brought a visit or conversion, typically by tagging URLs with campaign parameters and reading them in an analytics tool.

See also: UTM Parameters, Traffic Source

• Related tool: Campaign URL Builder — Adds consistent campaign parameters to a destination URL.
• Related tool: Bulk UTM Builder — Does the same for many links at once from pasted or uploaded rows.

The preferred URL for a page that can be reached at several addresses, which search engines are told to treat as the main version to avoid duplicates.

See also: Technical SEO

The share of shopping carts that are created but not turned into a purchase.

See also: Conversion, Product Detail Page, CVR, AOV, RPV

A detailed account of how a customer used a product or service to solve a specific problem, usually covering the context, the approach and the results.

See also: Content Marketing, Thought Leadership

The share of customers lost over a period.

See also: Customer Lifecycle, Cohort Analysis, Loyalty Program, Customer Retention Rate, LTV, CAC Payback Period

A single action of a user selecting a link, ad or button. Clicks are a raw count; the share of impressions that become clicks is measured by click-through rate.

See also: Impression, Landing Page, CTR, CPC

A unique identifier an ad platform can append to a landing-page URL so it can match a visit or conversion back to a specific ad click.

See also: UTM Parameters, Campaign Tracking

• Related tool: UTM Cleaner — Removes ad-network click IDs and UTM tags from a URL while keeping other parameters, useful when you want a clean link to share.

The percentage of impressions that result in a click.

See also: Click, Impression, Pay-Per-Click, Paid Search, CPC, CPM, Organic Click-Through Rate, Email Click-Through Rate, ROAS

The share of people who opened an email and then clicked.

See also: Email Marketing, Subject Line, Email Click-Through Rate, Email Open Rate

Grouping users by a shared starting point, such as sign-up month, and comparing how each group behaves over time.

See also: Customer Lifecycle, Conversion, Activation, CAC Payback Period, Churn Rate, Customer Retention Rate

Building and moderating an online community around a brand, including replying to comments and messages, handling questions and encouraging conversation.

See also: Social Media Marketing, User-Generated Content, Follower Growth Rate

Researching competitors' products, pricing, positioning and marketing to understand where a business can compete and differentiate.

See also: SWOT Analysis, Brand Positioning

A schedule that plans what content will be published, on which channels and when, along with who is responsible.

See also: Content Marketing, Content Distribution

Getting content in front of its audience through owned channels (such as a website or email list), earned attention (such as shares and press) and paid promotion.

See also: Content Marketing, Repurposing Content

• Related tool: Campaign URL Builder — Tag the links you use to share a piece of content on each channel, so analytics shows which channel drove readers. It does not publish or schedule content.

Publishing useful material for a defined audience to build trust and attention that lead to customer action over time.

See also: Buyer Persona, Content Calendar, Lead Magnet, Search Engine Optimization, Content Distribution

• Related tool: Campaign URL Builder — Tag the links you use to promote a piece of content (newsletter, social posts, partner mentions) so analytics shows which channel drove readers. It does not create or schedule content.

A completed action the business has defined as valuable, such as a purchase, sign-up or form submission.

See also: Conversion Tracking, Marketing Funnel, Conversion Rate Optimization, Attribution, Cart Abandonment Rate, CVR, CPA

The share of visitors, sessions or clicks that complete a chosen goal.

See also: Conversion, Conversion Rate Optimization, Landing Page, A/B Testing, CPA, CTR, Cart Abandonment Rate, RPV

Systematically increasing the share of visitors who complete a desired action by testing improvements.

See also: A/B Testing, Landing Page, Conversion, Marketing Funnel, CVR, RPV

Measuring when visitors complete a defined goal, such as a purchase or sign-up, and recording where they came from. It relies on tags, pixels or events set up in advance.

See also: Conversion, Tracking Pixel, CPA

A small piece of data a website stores in the visitor's browser, used for things like keeping a session, remembering preferences and, in some cases, tracking across visits. Browser and legal rules about cookies vary and change.

See also: First-Party Data, Tracking Pixel

Writing text intended to persuade or prompt an action, such as ad copy, landing-page text and email.

See also: Ad Copy, Call to Action

The average cost of getting one defined conversion action.

See also: Conversion, Conversion Tracking, Bid Strategy, Attribution, CAC, CPL, CVR, ROAS

The average amount paid for each click on an ad.

See also: Click, Pay-Per-Click, Paid Search, Bid Strategy, CTR, CPM, CPA

The average advertising cost of generating one lead.

See also: Lead, Lead Generation, Lead Magnet, CPA, CAC, Lead-to-Customer Rate

The cost of 1,000 ad impressions.

See also: Impression, Display Advertising, Programmatic Advertising, CTR, CPC

Suggesting related or complementary products to a customer who is buying or considering another product, such as a case with a phone.

See also: Upselling, Product Detail Page, AOV, Repeat Purchase Rate

The average cost of winning one new customer over a given period.

See also: Customer Journey, Lead Generation, Acquisition Channel, CPA, LTV, CAC Payback Period, LTV to CAC Ratio, ROAS

The full sequence of interactions a person has with a brand, from first awareness through purchase and beyond.

See also: Touchpoint, Marketing Funnel, Buyer Persona, Customer Lifecycle, CAC, CSAT

The stages a customer moves through in a relationship with a business over time, often described as acquire, convert, retain and grow.

See also: Customer Journey, Activation, LTV, Customer Retention Rate, Churn Rate, CAC Payback Period

The total value a customer is expected to generate over the whole relationship.

See also: Customer Lifecycle, Loyalty Program, Upselling, CAC, LTV to CAC Ratio, Customer Retention Rate, Churn Rate, AOV

The practices and software used to record and manage a company's interactions with customers and prospects, including contact details, communications and sales history.

See also: Lead Scoring, Marketing Automation, CSAT, NPS

The share of customers kept over a period.

See also: Customer Lifecycle, Cohort Analysis, Loyalty Program, Churn Rate, LTV, Repeat Purchase Rate

The share of customers who report being satisfied with an experience.

See also: Customer Relationship Management, Customer Journey, NPS, Customer Retention Rate

Marketing that builds awareness of and interest in a company's products across a target market.

See also: Lead Generation, Content Marketing, Inbound Marketing, Attribution

Visits that analytics cannot attribute to a referring source, for example when someone types the address, uses a bookmark, or follows an untagged link from an app or document.

See also: Traffic Source, Referral Traffic

• Related tool: Campaign URL Builder — Tagging links you share in emails, documents and apps gives those visits a source instead of leaving them as direct traffic. It adds the tags; it does not change how your analytics classifies other visits.

Advertising shown as images, video or interactive units on websites, apps and other digital properties, as opposed to text results on a search page.

See also: Banner Ad, Programmatic Advertising, CPM

A sign-up process in which a new subscriber must confirm their address, usually by clicking a link in a confirmation email, before being added to a list.

See also: Email List, Email Deliverability, Unsubscribe Rate

A series of pre-written messages sent automatically over time, usually triggered by an action such as signing up or downloading something.

See also: Email Automation, Lead Nurturing, Email Click-Through Rate

• Related tool: Email Campaign URL Builder — Tag the links in each message of the sequence so analytics can show which step drove the visit. It does not write, send or schedule email.

Emails sent automatically when a defined trigger or schedule is met, such as a welcome message after sign-up or a reminder after an abandoned cart.

See also: Drip Campaign, Marketing Automation

• Related tool: Email Campaign URL Builder — Tag the links in automated messages so analytics can attribute their visits to the right email. It does not build or run the automation.

The share of sent emails that were not delivered.

See also: Email Deliverability, List Hygiene, Sender Reputation, Unsubscribe Rate, Email Open Rate, Spam Complaint Rate

The share of delivered emails that produced a click.

See also: Email Marketing, Newsletter, Drip Campaign, CTOR, Email Open Rate, CTR, Unsubscribe Rate

Whether your emails actually reach recipients' inboxes rather than being rejected or filtered to spam.

See also: Sender Reputation, Double Opt-In, List Hygiene, Email Marketing, Email Bounce Rate, Email Open Rate, Spam Complaint Rate

A collection of email addresses of people who have agreed to receive messages from an organization.

See also: Double Opt-In, List Hygiene

Using email to promote products, share content and build relationships with subscribers and customers.

See also: Newsletter, Email Deliverability, CTOR, Email Click-Through Rate, Email Open Rate, Unsubscribe Rate

• Related tool: Email Campaign URL Builder — Tag links in newsletters and campaigns so analytics can attribute clicks to the right email. It does not send email.

The share of delivered emails that were recorded as opened.

See also: Email Marketing, Subject Line, Email Deliverability, Email Click-Through Rate, CTOR, Email Bounce Rate

Dividing an email list into groups, for example by behavior, purchase history or location, so each group receives more relevant messages.

See also: Email List, Audience Targeting

Interactions people have with content, such as likes, comments, shares, saves, clicks and replies. It is a raw measure of activity; an engagement rate relates it to audience size or views.

See also: Social Media Marketing, Average Engagement Time per Session, GA4 Engagement Rate, Social Engagement Rate

Content that stays relevant and useful over a long period rather than being tied to a date or news event.

See also: Content Marketing, Search Engine Optimization

An attribution model that gives all the credit for a conversion to the first recorded touchpoint.

See also: Attribution, Last-Click Attribution, Multi-Touch Attribution

Information a business collects directly from its own audience, such as purchases, sign-ups and on-site behavior, with whatever permissions apply.

See also: Cookie, Web Analytics

The net change in followers over a period as a share of the starting count.

See also: Social Media Marketing, Community Management, Influencer Marketing, Social Engagement Rate

The share of sessions that were engaged sessions in Google Analytics 4.

See also: Web Analytics, Engagement, Traffic Source, Bounce Rate, Views per Session, Average Engagement Time per Session, Social Engagement Rate

Content that visitors can access only after giving something in return, usually contact details through a form.

See also: Lead Magnet, Lead Generation

A plan for how a company will bring a product or service to a specific market and reach its target customers, covering positioning, pricing, channels and sales approach.

See also: Marketing Plan, Marketing Mix

A mindset and set of tactics focused on rapid experimentation across marketing and product to find the fastest ways to grow, often on a small budget.

See also: A/B Testing, Referral Marketing

A word or phrase preceded by # that groups posts on a topic and helps people find them on social platforms.

See also: Social Media Marketing, Social Engagement Rate

A description of the type of organization or customer that gets the most value from a product and is the best fit to sell to, defined by traits such as industry, size, needs and budget.

See also: Buyer Persona, Account-Based Marketing

One instance of an ad being displayed to a user. Counting rules differ between platforms, so impressions are not always directly comparable.

See also: Click, CTR, CPM, Impression Share

The share of the impressions an ad was eligible to receive that it actually received.

See also: Impression, Paid Search, Bid Strategy, CTR, CPC

Attracting customers by publishing helpful content and experiences they find on their own, such as through search, social and email, rather than interrupting them with outbound messages.

See also: Content Marketing, Demand Generation

Working with people who have an engaged audience to promote a product or message to that audience.

See also: Micro-Influencer, Social Media Marketing, Promo Code, User-Generated Content, Follower Growth Rate, Social Engagement Rate

• Related tool: Social Media UTM Builder — Create a distinct tagged link for each creator or post so analytics shows which one sent visitors. It does not find creators or manage partnerships.

Finding and analyzing the words people search for, to decide which topics to create content for.

See also: Search Intent, Long-Tail Keyword, Search Engine Optimization, On-Page SEO

A standalone page a visitor arrives on after clicking an ad or link, built around a single goal.

See also: Call to Action, Lead Magnet, Conversion Rate Optimization, A/B Testing, Bounce Rate, CVR

• Related tool: Campaign URL Builder — Adds campaign parameters to the link that points to the landing page, so analytics can credit visits to the right source and campaign. It does not build the page.
• Related tool: UTM Analyzer — Paste the final link to check which campaign parameters it carries before you launch.

An attribution model that gives all the credit for a conversion to the last recorded touchpoint before it.

See also: Attribution, First-Click Attribution

A person or organization that has shown interest in a product or service, for example by filling in a form, and could become a customer.

See also: Lead Generation, Marketing Qualified Lead, CPL, Lead-to-Customer Rate

Attracting people who may be interested in a product or service and capturing their contact details.

See also: Lead Magnet, Landing Page, Lead Nurturing, Marketing Qualified Lead, Demand Generation, CAC, CPL

• Related tool: Campaign URL Builder — Tag links to your lead forms and landing pages by channel to see which sources produce leads. It does not capture or score leads.

A free resource offered in exchange for a visitor's contact details.

See also: Lead Generation, Landing Page, Gated Content, Double Opt-In, CPL

• Related tool: Campaign URL Builder — Tag links to the lead-magnet landing page by channel and campaign to see which sources produce the most downloads. It tags links; it does not build the page or the form.

Building relationships with leads who are not yet ready to buy by giving them relevant information over time, often through email and content.

See also: Lead Generation, Email Automation, Lead-to-Customer Rate, MQL-to-SQL Rate

Assigning points to leads based on who they are and what they do, such as job title or pages visited, to prioritize which are most ready for sales follow-up.

See also: Marketing Qualified Lead, Sales Qualified Lead, Lead-to-Customer Rate, MQL-to-SQL Rate

The share of leads that become paying customers.

See also: Lead, Lead Nurturing, Lead Scoring, Marketing Funnel, MQL-to-SQL Rate, CPL, CAC, CVR

A single link in a social profile's bio that points to a page listing a creator's or brand's important links, used where posts themselves cannot carry clickable links.

See also: Social Media Marketing, Influencer Marketing

• Related tool: Social Media UTM Builder — Tag the bio link (or each link on the page it opens) so analytics can tell which platform sent the visit. It does not build the link page.

Regularly removing invalid, inactive or unengaged addresses from an email list to keep it accurate and protect sender reputation.

See also: Email List, Sender Reputation, Email Bounce Rate, Spam Complaint Rate, Unsubscribe Rate

A longer, more specific search phrase that is searched less often than a broad term but usually shows clearer intent, such as “waterproof hiking boots for wide feet”.

See also: Keyword Research, Search Intent

An advertising audience built by a platform to resemble an existing group, such as your customers, so ads reach new people with similar characteristics. Availability and naming differ by platform.

See also: Audience Targeting, Retargeting

A scheme that rewards repeat customers with points, discounts or perks to encourage them to keep buying.

See also: Customer Lifecycle, Referral Marketing, Customer Retention Rate, Repeat Purchase Rate, NPS, LTV

Customer lifetime value divided by the cost of acquiring the customer.

See also: Customer Lifecycle, Acquisition Channel, LTV, CAC, CAC Payback Period

Dividing a market into groups of customers with similar needs or characteristics, so that each group can be reached with a more relevant offer and message.

See also: Target Audience, Buyer Persona

Software and workflows that automate repetitive marketing tasks, such as email sequences, lead scoring and campaign triggers, based on rules and audience behavior.

See also: Email Automation, Lead Nurturing

A route through which a business reaches its audience or delivers its message, such as search, social media, email, events or retail partners.

See also: Acquisition Channel, Omnichannel Marketing, MER

Total revenue divided by total marketing spend over the same period.

See also: Marketing Mix, Marketing Channel, Attribution, ROAS, ROI, CAC

A model of how a large audience narrows to customers as people move from awareness to purchase.

See also: Customer Journey, Conversion, Conversion Rate Optimization, Lead Generation, Lead-to-Customer Rate

The controllable elements a business combines to bring a product to market, commonly framed as the 4 Ps.

See also: Market Segmentation, Brand Positioning, Unique Value Proposition, Go-to-Market Strategy, MER, ROI

A document that sets out marketing goals, the audience, strategies, tactics, budget and timeline for a period, and how results will be measured.

See also: Go-to-Market Strategy, SWOT Analysis, ROI

A lead that marketing has judged more likely to become a customer than other leads, based on agreed criteria such as engagement and fit, and ready to be passed toward sales.

See also: Lead Scoring, Sales Qualified Lead, MQL-to-SQL Rate

A platform where many independent sellers list products to a shared audience, with the platform providing the storefront and often handling payments.

See also: Product Feed, Social Commerce

An HTML tag that summarizes a page's content. Search engines may show it as the snippet under the title in results, though they can choose different text.

See also: Title Tag, Search Engine Results Page, Organic Click-Through Rate

• Related tool: Character Counter — Counts characters so you can check the length of a draft description before publishing. Search engines decide how much of it to show.

A creator with a relatively small but often highly engaged and niche audience. The follower range that counts as “micro” varies by source.

See also: Influencer Marketing

The share of marketing-qualified leads that sales accepts as sales-qualified.

See also: Marketing Qualified Lead, Sales Qualified Lead, Lead Scoring, Lead Nurturing, Lead-to-Customer Rate, CPL, CVR

Attribution models that spread credit for a conversion across several touchpoints instead of giving it all to one.

See also: Attribution, Touchpoint

Keywords an advertiser excludes from a search campaign so ads do not show for irrelevant searches, such as excluding “free” when selling a paid product.

See also: Paid Search, Pay-Per-Click

A customer loyalty score based on how likely customers are to recommend you.

See also: Customer Relationship Management, Customer Lifecycle, Loyalty Program, CSAT, Customer Retention Rate, LTV

A recurring email, or other publication, sent to subscribers, usually with updates, articles or offers from one sender.

See also: Email Marketing, Content Distribution, Email Click-Through Rate

• Related tool: Email Campaign URL Builder — Tag the links in each issue so analytics can show which newsletter, and which link, brought a visit. It does not send the newsletter.

Giving customers a consistent, connected experience across all channels, such as web, mobile, email, social and physical stores, so they can move between them without starting over.

See also: Marketing Channel, Customer Journey

Optimizing the content and HTML of individual pages, such as titles, headings, copy, internal links and images, so search engines and visitors understand what each page is about.

See also: Title Tag, Meta Description

The share of impressions in organic search results that led to a click.

See also: Search Engine Results Page, Meta Description, Title Tag, Organic Traffic, Average Position, CTR

Visits that come from unpaid search engine results, as opposed to paid ads, social posts or email.

See also: Search Engine Optimization, Traffic Source, Average Position, Organic Click-Through Rate

Advertising that appears alongside or above search engine results, triggered by the keywords people search for.

See also: Pay-Per-Click, Search Engine Marketing, Negative Keywords, CPC, CTR, Impression Share, ROAS

• Related tool: Google Ads URL Builder — Tags landing-page links for Google Ads campaigns so paid search visits can be identified in analytics. It does not create or manage the ads.

Advertising bought on social media platforms to reach people in their feeds, stories or video, as opposed to unpaid (organic) posting.

See also: Social Media Marketing, Retargeting, ROAS

• Related tool: Meta Ads UTM Builder — Tags landing pages for Facebook, Instagram, Messenger or Threads ads with the matching paid-social source and medium.
• Related tool: Social Media UTM Builder — Tags links for posts or ads on platforms such as Facebook, Instagram, LinkedIn, X, TikTok and Pinterest.

An advertising model in which the advertiser pays each time someone clicks the ad, rather than when it is shown.

See also: Paid Search, Search Engine Marketing, Retargeting, CTR, ROAS, CPC

• Related tool: Google Ads URL Builder — Tags the landing-page URL of a Google Ads campaign, with an optional tracking template, so paid clicks are identifiable in analytics. It does not set bids or run the ads.

The page of an online store that presents a single product, with its images, description, price, options and add-to-cart button.

See also: Landing Page, Cross-Selling, AOV, Cart Abandonment Rate, RPV

A structured file listing a store's products and their attributes, such as title, price, availability and image, that is sent to ad platforms, comparison sites and marketplaces.

See also: Marketplace, Display Advertising

Buying and placing ads through automated systems that purchase ad space in real time rather than through manual negotiation with each publisher.

See also: Display Advertising, Audience Targeting, CPM

A code a customer enters at checkout to get a discount or other offer, often used to measure which campaign or partner drove a sale.

See also: Campaign Tracking, Influencer Marketing

The average number of orders each customer places in a period.

See also: Loyalty Program, Customer Lifecycle, Repeat Purchase Rate, AOV, LTV

Using QR codes on print, packaging, signage or screens to send people to a specific web page, so offline placements can be tracked online.

See also: Campaign Tracking, Call to Action

• Related tool: QR Generator — Creates the QR code from a URL.
• Related tool: Campaign URL Builder — Tag the destination URL before encoding it, so visits from each placement show up as a separate source in analytics.

Encouraging existing customers or partners to recommend a business to others, often with a reward or referral program.

See also: Loyalty Program, Influencer Marketing

Visits that arrive from a link on another website. How analytics tools group social, search and email visits separately from referrals varies by tool.

See also: Traffic Source, Backlink

The share of customers who buy more than once.

See also: Loyalty Program, Cross-Selling, Customer Lifecycle, Purchase Frequency, Customer Retention Rate, AOV

Reworking existing content into other formats or for other channels, such as turning a webinar into articles, clips and a checklist.

See also: Content Distribution, Content Marketing

Advertising aimed at people who have already interacted with a brand, to bring them back to complete an action.

See also: Attribution, UTM Parameters, Audience Targeting, Lookalike Audience, Paid Social, ROAS, CTR

• Related tool: Meta Ads UTM Builder — Tags the landing-page links of your Facebook, Instagram, Messenger or Threads ads so analytics can separate retargeting traffic from other paid social. It does not build audiences.
• Related tool: Google Ads URL Builder — Tags the landing-page links of your Google Ads campaigns, including remarketing ones, so analytics can tell them apart from other traffic. It does not create audiences or lists.

The revenue attributed to advertising for each unit of currency spent on it.

See also: Attribution, Attribution Window, Paid Search, Paid Social, ROI, MER, CAC, CPA, CTR

The net return on a cost, as a percentage of that cost.

See also: Marketing Plan, Marketing Mix, Attribution, ROAS, MER, CAC

The average revenue generated by each visitor.

See also: Conversion Rate Optimization, Product Detail Page, AOV, CVR

A lead that the sales team has accepted as a real opportunity worth pursuing, after confirming need, fit and interest.

See also: Marketing Qualified Lead, Lead, MQL-to-SQL Rate

The practice of gaining visibility in search engines, most often used to mean paid search advertising and sometimes to include SEO as well.

See also: Paid Search, Search Engine Optimization

• Related tool: Google Ads URL Builder — Tags landing-page links for paid search campaigns so their visits can be identified in analytics.

Improving a website so it appears higher in unpaid search results for relevant queries.

See also: Keyword Research, Search Intent, On-Page SEO, Technical SEO, Backlink, Organic Traffic, Average Position

The page a search engine shows in response to a query, typically combining organic results, ads and other features such as maps, images or answer boxes.

See also: Search Engine Optimization, Meta Description, Average Position, Organic Click-Through Rate

The underlying goal behind a search query: what the person is trying to find out, do or buy.

See also: Keyword Research, Long-Tail Keyword, Search Engine Optimization, Landing Page

How mailbox providers judge a sender, based on signals such as complaints, bounces, authentication and recipient engagement, which influences whether messages reach the inbox.

See also: Email Deliverability, List Hygiene, Email Bounce Rate, Spam Complaint Rate

Sending promotional or transactional messages to people's phones by text, typically to those who have opted in. Rules about consent and sending vary by country.

See also: Email Marketing, WhatsApp Marketing

• Related tool: SMS Campaign URL Builder — Tags the links you put in a text message so visits from SMS are identifiable in analytics. It does not send messages.

Selling products directly within social media platforms, from discovering a product to checking out, without leaving the app.

See also: Social Media Marketing, Marketplace

Social media interactions as a share of an audience measure such as reach, impressions or followers.

See also: Engagement, Social Media Marketing, Influencer Marketing, Hashtag, Follower Growth Rate, GA4 Engagement Rate, CTR

Tracking and analyzing online conversations about a brand, competitors, products or topics to understand sentiment and spot trends or issues.

See also: Social Media Marketing, Community Management

Using social media platforms to promote a brand, publish content, interact with an audience and drive traffic or sales.

See also: Influencer Marketing, Paid Social, Community Management, Follower Growth Rate, Social Engagement Rate

• Related tool: Social Media UTM Builder — Tag links in organic or paid posts by platform and campaign so analytics shows what each post or platform drove. It does not publish or schedule posts.

The share of messages that recipients report as spam.

See also: Email Deliverability, Sender Reputation, List Hygiene, Unsubscribe Rate, Email Bounce Rate, Email Open Rate

The short text shown in the inbox before a message is opened, which influences whether it gets opened.

See also: Email Marketing, A/B Testing, CTOR, Email Open Rate

A planning framework that lists an organization's internal Strengths and Weaknesses and external Opportunities and Threats.

See also: Competitive Analysis, Marketing Plan

A short phrase that sums up what a brand stands for or promises, used repeatedly alongside its name.

See also: Unique Value Proposition, Brand Identity

The specific group of people a product, campaign or message is intended to reach, defined by traits such as demographics, interests, needs or behavior.

See also: Buyer Persona, Market Segmentation

The part of SEO concerned with how well search engines can crawl, understand and index a site, covering things like site structure, speed, mobile friendliness, canonical tags and sitemaps.

See also: Canonical URL, Search Engine Optimization

Content that presents an organization's or person's expertise and original perspective on topics in their field, to build credibility rather than promote a product directly.

See also: Content Marketing, Case Study

The HTML title of a page, shown in browser tabs and often as the clickable headline in search results.

See also: Meta Description, On-Page SEO, Organic Click-Through Rate

• Related tool: Character Counter — Counts characters so you can check the length of a draft title. Search engines decide how much of a title to show.

A group of related pages built around one broad topic: a central pillar page covers the topic generally and links to more detailed pages, which link back to it.

See also: Content Marketing, Keyword Research

Any interaction between a person and a brand, such as seeing an ad, opening an email, visiting a page or contacting support.

See also: Customer Journey, Attribution

A small piece of code or tiny image that loads when a page or email is viewed, letting a platform record the view or action and, with consent where required, match it to an audience or ad.

See also: Conversion Tracking, Cookie

Where a visit came from, such as a search engine, social platform, email campaign or another website. Analytics tools usually describe it by a source and a medium.

See also: UTM Parameters, Direct Traffic, Referral Traffic, Bounce Rate, GA4 Engagement Rate, Views per Session

• Related tool: Campaign URL Builder — Sets the source and medium (and campaign) for a link, so visits from it are labeled the way you chose.
• Related tool: UTM Analyzer — Checks an existing link to see which source, medium and campaign values it carries.

A clear statement of the specific benefit a product delivers to a defined customer and why it is better or different.

See also: Brand Positioning, Tagline, Target Audience, Landing Page

The share of delivered emails that led to an unsubscribe.

See also: List Hygiene, Email Marketing, Double Opt-In, Email Bounce Rate, Spam Complaint Rate, Email Click-Through Rate

Encouraging a customer to buy a more expensive or upgraded version of the product they are considering.

See also: Cross-Selling, AOV, LTV

The readable part of a URL that identifies a page, such as “campaign-url-builder” in /tools/campaign-url-builder, usually lowercase words separated by hyphens.

See also: On-Page SEO, Canonical URL

• Related tool: Text to Slug — Converts a title or phrase into a clean, hyphenated slug.

Content such as reviews, photos, videos and posts created by customers or fans rather than by the brand itself.

See also: Social Media Marketing, Influencer Marketing

Tags added to a URL's query string that tell analytics tools which source, medium and campaign sent a visit.

See also: Attribution, Campaign Tracking, Traffic Source, Click ID, CTR

• Related tool: Campaign URL Builder — Builds a tagged URL with the standard UTM fields, with channel presets for common platforms.
• Related tool: Simple UTM Builder — The minimal form: just source, medium and campaign name.
• Related tool: Bulk UTM Builder — Generates many tagged links at once from pasted or uploaded rows.
• Related tool: UTM Analyzer — Reads an existing URL and lists its parameters, flagging issues such as uppercase source names or a missing campaign.
• Related tool: UTM Cleaner — Removes UTM tags and ad-network click IDs from a URL while keeping other parameters, useful when you want a clean link to share.

Ads delivered as video, such as in-stream ads before or during other video content, short vertical video in social feeds or video on connected TV.

See also: Display Advertising, Paid Social

The average number of pages or app screens viewed per session.

See also: Web Analytics, Traffic Source, Bounce Rate, GA4 Engagement Rate, Average Engagement Time per Session

Marketing that spreads quickly as people share it with others, usually because the content is entertaining, surprising or useful. Virality can be encouraged but not guaranteed.

See also: User-Generated Content, Social Media Marketing

Collecting and analyzing data about how people reach and use a website or app, to understand traffic, behavior and conversions.

See also: Conversion Tracking, Traffic Source, Average Engagement Time per Session, Bounce Rate, GA4 Engagement Rate, Views per Session

Using WhatsApp, usually through its business tools, to message customers who have agreed to hear from a business, for example with updates, support and offers.

See also: SMS Marketing

• Related tool: WhatsApp Campaign URL Builder — Tags links shared in WhatsApp broadcasts, click-to-WhatsApp ads or customer messages so those visits are identifiable. It does not send messages.

A detailed report that explains a problem and argues for an approach or solution, usually used in business-to-business marketing.

See also: Gated Content, B2B Marketing