Marketing Glossary

The clickable text in a hyperlink.

HTML tag that tells Google which version of a duplicate page to index.

Google's UX metrics that affect SEO rankings.

Moz's 1-100 score predicting how well a domain ranks.

Experience, Expertise, Authoritativeness, Trustworthiness. Google's quality framework.

The boxed answer Google shows at the top of search results.

Free Google business listing that powers map results and local search.

HTML tag for telling Google which language/region version of a page to serve.

Links within your site that pass authority between pages.

Google's information box about a brand, person, or entity.

Multi-word, low-volume, high-intent search queries.

The 3-result Google Maps box that appears for local queries.

File that tells crawlers which parts of your site to skip.

Structured data that helps search engines understand your content.

Why a user typed a query: informational, navigational, commercial, or transactional.

Search Engine Results Page. The page Google shows for a query.

Depth and breadth of content on a specific subject area.

Your Money or Your Life. High-stakes content categories where Google demands extra E-E-A-T.

Google's formula for ranking ads in the auction.

Meta's automated campaign type, similar to Google's PMax.

Loosest Google Ads keyword match type. Triggers on synonyms and related queries.

Server-side data feed to Meta or other ad platforms.

Cost Per Acquisition. Total spend per conversion event.

Cost Per Click. Average price you pay each time someone clicks your ad.

Cost Per Mille. Cost per 1,000 ad impressions.

Decline in ad performance as the same audience sees creative repeatedly.

Click-Through Rate. Clicks divided by impressions.

Adjusting bids based on time of day or day of week.

Banner and image ads shown on websites in Google Display Network.

Maximum times your ad shows to the same user in a period.

Audience modeled to resemble your existing customer list.

Local Services Ads. Pay-per-lead Google ads for service businesses.

Audiences you exclude from a campaign.

Keywords you exclude so your ads do not show.

Google's all-inventory automated campaign type.

Profit on Ad Spend. ROAS adjusted for product margin and fulfillment.

Google Ads metric (1-10) scoring keyword + ad + landing page relevance.

Ads shown only to users who already visited your site or engaged.

Return on Ad Spend. Revenue divided by ad spend.

Text ads triggered by keyword queries on Google or Bing search results.

Conversion credited to an ad that was seen but not clicked.

How long after an ad click or view a conversion is credited to that ad.

Customer Acquisition Cost. Total marketing + sales spend divided by new customers in a period.

Grouping users by signup date or first action to compare behavior over time.

Google's framework for respecting user cookie preferences while still collecting modeled conversions.

JavaScript object that holds page and event data for analytics tools to read.

Customer data you collect directly (email, purchase history, on-site behavior).

Tracking conversion rates between each step of a defined journey.

Google Analytics 4. Event-based analytics platform that replaced Universal Analytics in 2023.

Experiment that measures true lift from a marketing channel.

Lifetime Value. Total revenue a customer is expected to generate before they churn.

Statistical model that attributes revenue to marketing channels at the channel level.

Sending conversion data to ad platforms from your server instead of the browser.

URL query strings that pass campaign source data to your analytics.

Clicks divided by opens. Measures email body quality.

Whether your emails actually reach the inbox versus spam.

Email subscription that requires confirmation via clicked link.

Automated email sequence triggered by a customer action.

Gradually increasing send volume on a new sender or domain to build reputation.

Dividing your email list into targeted subgroups.

Percentage of recipients who open an email.

Soft = temporary (mailbox full), hard = permanent (address invalid).

Email address used by anti-spam orgs to identify senders with bad list hygiene.

Email authentication DNS records that prove you are who you say you are.

Independent creators monetizing audiences directly via platforms.

Traffic from private channels (DM, WhatsApp, Slack) that has no referrer.

Likes, comments, shares, saves divided by reach (or follower count).

Number of unique accounts that saw your content.

Monitoring brand mentions and competitor activity across social platforms.

User-Generated Content. Content created by customers or paid creators that looks native.

Person paid to create user-generated-content-style videos for brands.

Comparing two versions of a page or element to determine which performs better.

Percentage of visitors who complete a defined goal.

Field-by-field tracking of form abandonment.

Visualization of where users click, move, or scroll on a page.

Prioritization framework: Impact × Confidence × Ease.

Smallest lift your A/B test can statistically detect given sample size.

Testing multiple element variations at once to find best combination.

Showing different content to different users based on attributes or behavior.

Video replay of an individual user's session on your site.

Evidence that other people use, trust, or recommend your product.

LLM-based system that can take actions, not just answer questions.

Automated phone agent that answers, qualifies, and books inbound calls.

How much text an LLM can consider in one prompt.

Training a base LLM on your specific data for better domain performance.

Large Language Model. The AI behind ChatGPT, Claude, Gemini.

Cloud workflow automation tool similar to Zapier.

Anthropic's open standard for connecting LLMs to tools and data sources.

Open-source workflow automation platform.

Designing the instructions you give an LLM to get reliable outputs.

Retrieval-Augmented Generation. Giving an LLM your specific data to ground its answers.

The unit LLMs charge by. Roughly 4 characters of English per token.

Percentage of customers who cancel in a given period.

Customer Satisfaction Score. Single-question satisfaction survey.

Strategy for bringing a product to market: who, how, what messaging, what price.

Self-reinforcing system where output of one user generates the input for the next.

Ideal Customer Profile. The exact type of company you serve best.

A structural advantage competitors cannot easily copy.

Monthly Recurring Revenue. Predictable subscription revenue per month.

The single metric that best captures your product's customer value.

Net Promoter Score. Likelihood to recommend on a 0 to 10 scale.

When customers love the product so much they pull it from you faster than you can sell.

Your brand's share of conversation versus competitors in a category.

Total / Serviceable / Obtainable market sizes.

Growth strategy of broadening the addressable market over time.