Marketing Glossary

A/B Testing

Comparing two versions of a page, email, or ad to determine which performs better.

Attribution

The process of identifying which marketing touchpoints contribute to a conversion.

Backlinks

Hyperlinks from external websites pointing to your site — a key SEO ranking signal.

Bounce Rate

The percentage of visitors who leave a website after viewing only one page.

CAC

Customer Acquisition Cost — total cost to acquire one paying customer.

Content Marketing

Creating and distributing valuable content to attract and engage a target audience.

Conversion Rate

The percentage of visitors who complete a desired action (purchase, signup, etc.).

Conversion Rate Optimization

The systematic process of increasing the percentage of visitors who take a desired action.

CPA

Cost Per Acquisition — the average cost to acquire one customer or lead.

CPC

Cost Per Click — the amount paid each time someone clicks on a paid advertisement.

CPM

Cost Per Mille — the cost per 1,000 ad impressions.

CTR

Click-Through Rate — the percentage of people who click on a link after seeing it.

Customer Lifetime Value

The total revenue a business can expect from a single customer over the entire relationship.

Demand Generation

Marketing activities that create awareness and interest in a product or service.

Domain Authority

A third-party score (1–100) predicting how likely a domain is to rank in search engines.

Marketing Technology

First-Party Data

Data collected directly from your own customers and website visitors.

Influencer Marketing

Partnering with individuals who have engaged audiences to promote products or services.

Keyword Difficulty

A score estimating how hard it is to rank for a specific keyword in organic search.

Lead Generation

The process of attracting and capturing interest from potential customers.

Marketing Technology

Marketing Automation

Using software to automate repetitive marketing tasks such as emails, social posts, and lead nurturing.

Marketing Funnel

A framework describing the customer journey from awareness to purchase.

Organic Traffic

Website visitors who arrive via unpaid search engine results.

Performance Marketing

Advertising where brands pay only when a specific action (click, lead, sale) occurs.

Programmatic Advertising

Automated buying and selling of digital ad space using algorithms and real-time bidding.

Retargeting

Showing ads to users who have previously visited your website or engaged with your brand.

ROAS

Return On Ad Spend — revenue earned for every dollar spent on advertising.