MARKETING GLOSSARY · A—Z
Clear definitions, practical examples and the essential acronyms for better decisions—not just better meetings.
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A comparison between two versions of a page, ad or message to learn which one performs better.
Test two email subject lines and keep the one with more opens.
The average position recorded for a site’s search impressions. Search Console aggregation considers the highest-ranking result for the property or page.
Hypothetical example: positions 2 and 4 across two equivalent impressions produce an average position of 3.
The level of recognition and familiarity an audience has with a brand.
Measure how many people recall the company without seeing a list of names.
The deliberate management of a brand's positioning, identity, experience and market perception.
Define the promise, voice and visual codes used across every touchpoint.
Customer Acquisition Cost: total marketing and sales investment divided by new customers in a period.
$20,000 spent to win 40 customers produces a CAC of $500.
The percentage of customers or revenue lost during a period, usually through cancellations.
Losing 5 out of 100 active customers in a month means 5% customer churn.
Click interactions recorded by a measurement source. In search reports, they represent visits initiated from search results under that report’s counting rules.
Hypothetical example: 200 clicks on a page in a search report help track its ability to attract visits.
Planning and distributing useful content to create demand, educate the market and support decisions.
Publish comparisons that answer real questions people ask before buying.
A valuable action completed by a person, such as buying, booking a call, signing up or downloading a guide.
Submitting a contact form is a conversion for a B2B company.
The percentage of people who complete a desired action out of everyone who had the opportunity to do it.
50 enquiries from 2,000 visits equal a 2.5% conversion rate.
Persuasive writing that helps an audience understand an offer and take action.
Rewrite a page to clarify the problem, the proof and the next step.
Cost per action: media spend divided by the conversions defined for the campaign, within the same period and scope.
Hypothetical example: R$1,200 in ad spend and 40 conversions give a CPA of R$30.
Cost per Click: the average amount paid for each click received by an advertising campaign.
$1,000 in media spend and 500 clicks equal a $2 CPC.
Cost per Lead: marketing investment divided by the number of leads generated.
$3,000 spent to generate 100 contacts produces a $30 CPL.
Cost per Mille: the price paid for one thousand ad impressions.
A $18 CPM means that amount is paid for every thousand ad displays.
A system and method for managing customer relationships, contacts, opportunities and sales history.
Track the source, stage and potential value of every sales opportunity.
Conversion Rate Optimization: the continuous process of improving experiences to increase conversions.
Simplify a form after finding that one field causes excessive abandonment.
Call to Action: a prompt that clearly communicates the next action a user should take.
‘Book a diagnostic’ is a more specific CTA than ‘Learn more’.
Click-Through Rate: the percentage of impressions that resulted in a click.
200 clicks from 10,000 impressions represent a 2% CTR.
Interactions that signal attention or participation, such as comments, saves, clicks and replies.
Saves may show more intent than likes on an educational post.
A growth approach based on experiments, data and improvements across acquisition, retention and revenue.
Test new channels while fixing the activation step that keeps customers from seeing value.
The total number of times a piece of content or an ad was displayed, including repeats to one person.
One person seeing the same ad three times creates three impressions and one in reach.
A strategy for attracting and developing demand through useful content, search, relationships and nurturing.
A guide found on Google starts a sequence that prepares a lead for a conversation.
Key Performance Indicator: a priority measure that shows whether a business objective is moving forward.
If the goal is efficient revenue, CAC may be a KPI; likes probably are not.
A page built around one offer and one primary action, with minimal distraction.
A dedicated page for requesting a software demo.
A person or company that has shown interest and shared information that enables further contact.
A visitor who requests a quote becomes a lead.
A scoring model used to prioritise leads based on fit, intent and behaviour.
Add points for the right role, a pricing-page visit and a demo request.
Lifetime Value: the estimated value or margin a customer generates across the full relationship.
A $300 subscription retained for 20 months has $6,000 in revenue LTV.
Technology used to run and personalise repeatable tasks such as lead nurturing and messaging.
Send a useful content sequence after someone downloads a guide.
Marketing Qualified Lead: a lead considered ready to progress based on criteria agreed by marketing and sales.
A target-market manager who consumed content and requested an assessment.
Queries for which a tool identifies the site in organic search results. Counts depend on the keyword database, country and reporting period.
Hypothetical example: a report identifies 300 queries where the site ranks in the selected database and country.
Visits earned without direct payment per click or impression, mainly through search and content discovery.
A visit from a non-sponsored Google result is organic.
Visits and exposure generated by investing in digital advertising platforms.
Google Ads and Meta Ads campaigns buy distribution to selected audiences.
A research-based representation of a customer profile, including motivations, barriers and decision context.
Map why a director selects a solution and who influences that choice.
The number of unique people who saw a piece of content or an ad at least once.
An ad seen by 12,000 different people had a reach of 12,000.
Reaching people again after they interacted with a brand, while respecting consent and privacy.
Show proof of results to someone who visited a service page but did not convert.
Return on Ad Spend: revenue attributed to advertising divided by direct ad spend.
$40,000 in revenue from $10,000 in media spend represents a 4x ROAS.
Return on Investment: the financial return compared with the total cost of an investment.
Subtract the investment from the gain, then divide the result by the investment.
A model of the stages someone moves through from first contact to purchase and sometimes retention.
Visitor, lead, opportunity, proposal and customer are possible stages.
Search Engine Optimization: improving content, technology and authority to earn organic search visibility.
Answer a query well and make sure the page is fast, crawlable and trustworthy.
Search Engine Results Page: the page a search engine displays in response to a query.
A SERP can include links, maps, videos, ads and AI-generated answers.
Sales Qualified Lead: an opportunity validated by sales as a good fit with real potential to buy.
An MQL becomes an SQL after need, timing and buying capacity are confirmed.
Parameters added to a URL to identify the source, medium and campaign that generated a visit.
UTM parameters distinguish an email click from a paid-ad click.
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Cluster connects strategy, media, content, data and sales in one operation.
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