Marketing glossary

An experiment comparing two variants of a page, email, or ad to determine which performs better against a defined metric.

The visual and copy elements of an advertisement, including images, video, headlines, and body text.

The average number of times a single user sees your ad within a campaign period. High frequency can cause fatigue.

An autonomous system that uses an LLM to plan, execute, and iterate on tasks with minimal human intervention.

Average Revenue Per User. Total revenue divided by the number of active users over a given period.

Annual Recurring Revenue. The annualized value of all active subscriptions, a key SaaS health metric.

A framework that assigns credit for conversions to different marketing touchpoints along the customer journey.

The time period after an ad interaction during which a conversion is credited to that ad (e.g., 7-day click, 1-day view).

A hyperlink from an external website pointing to your site. Backlinks are a key ranking signal for search engines.

Analysis of user actions (clicks, page views, feature usage) to understand how people interact with a product or website.

The percentage of visitors who leave a website after viewing only one page, often used as a signal of content relevance or UX quality.

The consistent personality and tone a company uses across all communications, from website copy to social posts.

Customer Acquisition Cost. The total sales and marketing spend divided by the number of new customers acquired.

An HTML element that tells search engines which version of a page is the primary one, preventing duplicate content issues.

The percentage of customers who stop using a product or cancel their subscription within a given time period.

Grouping users by a shared characteristic (signup date, acquisition channel) and tracking their behavior over time.

A document outlining the goals, audience, keywords, structure, and tone for a piece of content before it is written.

A comprehensive, authoritative piece of content on a core topic that supports a cluster of related subtopic pages.

The percentage of users who complete a desired action (purchase, signup, download) out of total visitors or ad clicks.

A set of Google metrics (LCP, INP, CLS) that measure real-world page load speed, interactivity, and visual stability.

Cost Per Acquisition. The average amount spent to acquire one customer or conversion through advertising.

Cost Per Click. The price paid each time someone clicks on your ad.

Cost Per Mille. The price paid per 1,000 ad impressions, commonly used in display and video advertising.

The number of pages a search engine bot will crawl on your site within a given timeframe. Larger sites must manage this carefully.

Customer Relationship Management. Software that tracks interactions with prospects and customers across the sales and support lifecycle.

Click-Through Rate. The percentage of people who click your search result after seeing it in the SERP.

The complete sequence of interactions a person has with a brand from first awareness through purchase and retention.

A centralized repository that stores structured data from multiple sources for reporting and analysis.

Daily Active Users divided by Monthly Active Users. A ratio that measures product stickiness and engagement frequency.

The average speed at which deals move through the sales pipeline from opportunity creation to close.

A score (0-100) predicting how likely a website is to rank in search results, based on backlink profile and other factors.

Experience, Expertise, Authoritativeness, Trustworthiness. Google's framework for evaluating content quality and credibility.

A schedule that maps planned content to publication dates, channels, and responsible team members.

Numerical vector representations of text that capture semantic meaning, used for search, clustering, and recommendations.

The percentage of people who interact (like, comment, share, click) with a piece of content relative to those who saw it.

Extract, Transform, Load. The process of pulling data from sources, reshaping it, and loading it into a destination system.

Recording specific user interactions (button clicks, form submissions, video plays) as discrete data points for analysis.

Content that remains relevant and valuable over a long period, continuing to attract traffic without frequent updates.

A highlighted answer box that appears at the top of Google search results, pulled from a ranking page's content.

Providing a small number of examples in a prompt to guide an LLM's output format and behavior.

Training a pre-existing model on a specific dataset to improve its performance on a narrow task or domain.

Measuring the conversion rate between sequential steps in a user flow, from entry to completion.

Go-To-Market. The strategy and execution plan for launching a product or entering a new market, spanning sales, marketing, and product.

When an AI model generates information that sounds plausible but is factually incorrect or fabricated.

The opening line or visual element designed to immediately capture attention and stop a user from scrolling past.

Ideal Customer Profile. A description of the company type (industry, size, tech stack) most likely to become a high-value customer.

The number of times your page or listing appears in search results, regardless of whether it was clicked.

A score estimating how hard it is to rank on the first page for a given search term, based on competitor strength.

Key Performance Indicator. A measurable value that indicates how effectively a team or campaign is achieving its objectives.

Assigning numerical values to leads based on their attributes and behaviors to prioritize sales outreach.

Large Language Model. A neural network trained on massive text data that can generate, summarize, and reason about language.

A specific, multi-word search phrase with lower volume but higher intent and less competition than broad terms.

An ad targeting option that finds new users who share characteristics with your existing customers or high-value segments.

Lifetime Value. The total revenue a business expects to earn from a single customer over the duration of their relationship.

Monthly Recurring Revenue. The predictable revenue earned from subscriptions each month.

Net Promoter Score. A metric from -100 to 100 that measures how likely customers are to recommend your product.

Website visitors who arrive through unpaid search engine results rather than ads, direct visits, or referral links.

A formula measuring how fast revenue moves through your pipeline: (deals x win rate x avg deal size) / sales cycle length.

The practice of crafting inputs to an LLM to reliably produce desired outputs, including system prompts and few-shot examples.

A Google Ads metric (1-10) that rates the relevance and quality of your keywords, ads, and landing pages.

The percentage of a sales rep's target that they actually achieved in a given period.

Retrieval-Augmented Generation. A technique that feeds relevant external data into an LLM at query time to ground its responses in facts.

The total number of unique users who see a piece of content, distinct from impressions which count repeat views.

Adapting existing content into different formats (blog to video, podcast to article) to extend its reach and lifespan.

Serving ads to people who previously visited your website or interacted with your content but did not convert.

The percentage of users who continue using a product over a defined time period, typically measured in weekly or monthly cohorts.

Return On Ad Spend. Revenue generated divided by the amount spent on advertising. A ROAS of 4x means $4 earned per $1 spent.

Providing sales teams with the content, tools, training, and data they need to close deals more effectively.

Structured data added to HTML that helps search engines understand page content and display rich results.

The underlying goal behind a search query: informational, navigational, commercial, or transactional.

Search Engine Results Page. The page displayed by a search engine in response to a query.

A playback of a user's interactions on a website, including mouse movements, clicks, and scrolls, used for UX analysis.

Evidence that others trust or use a product (reviews, testimonials, case studies), which influences buying decisions.

Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. Three layers of market sizing.

Dividing a market into geographic or segment-based territories and assigning sales reps to maximize coverage.

Content that establishes a person or brand as an authority by sharing original insights, data, or perspectives.

The basic unit of text processed by an LLM, roughly equivalent to 3/4 of a word. Models have token limits for input and output.

User-Generated Content. Content created by customers or fans rather than the brand itself, often used for social proof.

The percentage of qualified opportunities that result in a closed deal. A core indicator of sales effectiveness.

Using software to execute repetitive tasks automatically based on triggers and rules, reducing manual effort across marketing operations.

Asking an LLM to perform a task with no examples, relying entirely on the model's pre-trained knowledge and instructions.