Marketing Glossary
We've compiled the terms you'll most often encounter in digital marketing, advertising, and SEO, explained in plain English.
Advertising
ROAS
Return on Ad Spend. Measures the revenue generated for every unit of currency spent on an ad campaign.
CTR
Click-Through Rate. The percentage of people who click on an ad or link after seeing it.
CPC
Cost Per Click. The average amount paid for each click on an ad.
CPM
Cost Per Mille. The amount paid for one thousand impressions of your ad.
Meta Pixel
A tracking snippet added to your site to measure Meta (Facebook/Instagram) ad performance and build audiences.
Finance
ROI
Return on Investment. Shows, as a percentage, how much profit an investment generated relative to its cost.
Customer
CLV / CLTV
Customer Lifetime Value. The total revenue a customer is expected to generate over their entire relationship with your business.
CAC
Customer Acquisition Cost. The total marketing and sales cost of acquiring a new customer.
Analytics
Conversion Rate
The percentage of visitors to your site who complete a desired action (a purchase, a form submission, etc.).
Organic Traffic
Visitors who arrive at your site through search engine results, without paid advertising.
Bounce Rate
The percentage of visitors who leave your site without navigating to a second page.
A/B Test
A method of comparing two versions of a page or ad to determine which one performs better.
Search Engine
SEO
Search Engine Optimization. The set of practices that help a website rank higher organically in search engine results.
SEM
Search Engine Marketing. Gaining visibility in search results through paid campaigns like Google Ads.
Technical SEO
Core Web Vitals
Google's technical performance metrics for page speed, visual stability, and interactivity readiness — they directly affect search ranking.
Open Graph
A meta tag protocol that determines how a page's title, description, and image appear when shared on social media.
SEO
Backlink
A link from another website pointing to yours. Search engines treat it as a trust and authority signal.
Design
UI/UX
User Interface (UI) and User Experience (UX). The disciplines covering a digital product's visual design and ease of use.
Responsive Design
A design approach that ensures a website displays properly across desktop, tablet, and mobile screens.
Marketing
Landing Page
A focused web page designed to receive visitors from an ad or campaign and guide them toward a specific action.