Affiliate marketing
A partnership model in which a publisher earns commission for a sale or another predefined action generated through its traffic.
Terms without the jargon
Marketing glossary
A/B test and split test
A controlled experiment comparing two or more page or creative variants to learn which one reaches a defined goal more often.
Benchmark
A reference value used to compare the performance of a campaign, channel or business with a previous period or the market.
Brand awareness
The level of brand recognition among a target audience: how many people know the brand or correctly associate it with a product.
Branding
The systematic process of building and differentiating a brand through its name, identity, communication and customer experience.
B2B and B2C
B2B means selling to businesses, while B2C means selling products or services directly to end consumers.
Bounce rate
The share of visits or sessions without another meaningful interaction; the precise definition depends on the analytics platform.
Bumper ads
Short, usually six-second non-skippable YouTube video ads designed to communicate one message quickly.
Cookie
A small file stored by a browser that may remember settings, identify a session, or support measurement and personalisation.
Content marketing
Creating and distributing useful content that attracts an audience, builds trust and supports business goals.
Call to action (CTA)
A prompt or interactive element guiding a user to the next step, such as making contact, registering or buying.
Frequency capping
A limit defining how many times an ad may be shown to the same user during a selected period.
Target audience
A specific group of people or organisations for whom a product, service or marketing message is intended.
CPA
Cost per action or acquisition is the price of a desired action, such as an order, registration or submitted form.
CPT and CPM
The cost of one thousand ad impressions; CPM means cost per mille and CPT means cost per thousand.
CTR
Click-through rate is the number of clicks divided by impressions for an ad or link, usually expressed as a percentage.
CMS
A content management system lets people create and manage website content without programming every change.
CPV
Cost per view is a pricing model in which an advertiser pays for a qualified video view according to the platform rules.
Direct traffic
Visits without a recognised referrer, often from typing an address, using a bookmark or following an untracked link.
Engagement rate
The share of interactions such as clicks, reactions, comments or shares compared with a selected base metric.
Google Analytics
A Google analytics service for measuring traffic, user behaviour and results across websites and apps.
KPI
A key performance indicator is a metric used to track progress toward a specific objective.
Conversion and conversion rate
A conversion is a desired user action; conversion rate is conversions divided by visits, users or clicks.
PPC
Pay per click is an online advertising model in which the advertiser pays when someone clicks an ad.
PageRank
A Google algorithm that evaluates page importance through links; it is only one of many search signals.
Personas
Research-based profiles of typical customers that guide product, content and communication decisions.
ROI
Return on investment expresses the net benefit relative to the amount invested.
Retargeting
Advertising to people who already visited a website or interacted with a brand in order to bring them back.
Reach
The number of unique people or accounts that saw a piece of content or an advertising campaign.
Remarketing
Re-engaging previous visitors or existing contacts, often through advertising, email or first-party audiences.
SEO
Search engine optimisation improves a website’s technical quality, content and authority to attract relevant organic traffic.
SWOT analysis
A method assessing strengths, weaknesses, opportunities and threats to support strategy and decisions.