The marketing terms glossary.

A method of comparing two variants (A and B) on real traffic to statistically determine which performs better.

Optimizing for AI search (ChatGPT, Perplexity, Google AI Overviews) so a brand gets cited and recommended in generated answers.

Assigning credit for a conversion to the individual marketing channels and touchpoints along the customer journey.

A link from another website to yours — one of the strongest authority signals Google uses to judge a page's trustworthiness.

The share of visits where the user leaves without further interaction or moving to another page.

The degree to which a target audience knows and recognizes your brand and associates it with a given field.

Customer Acquisition Cost — total marketing and sales cost divided by the number of newly acquired customers.

Tracking the behavior over time of groups of users (cohorts) sharing a common trait — typically their acquisition month.

The strategy of creating and distributing valuable content that attracts and retains an audience — building trust instead of pitching directly.

The share of visitors who complete a desired action (purchase, enquiry, sign-up) out of all visits.

Cost Per Acquisition — the average cost of winning one conversion, such as an order or an enquiry.

Cost Per Click — how much an advertiser pays on average for a single click on an ad.

Cost Per Mille — a model where the advertiser pays for every 1,000 ad impressions, typical for awareness building.

Call To Action — an element prompting the visitor to take the next step: a button, link or line like "Order now".

Click-Through Rate — the ratio of clicks to impressions, a key measure of ad and search-result relevance.

The full sequence of interactions a person has with a brand, from first contact through purchase and beyond.

The ratio of interactions (likes, comments, shares, saves) to reach or follower count.

Data a company collects directly from its own customers and visitors — the most valuable, durable data source in the post-cookie era.

The purchase funnel — a model of the customer's path from first contact through consideration to conversion and repeat purchases.

Google Analytics 4 — Google's current-generation analytics tool, built on an event-based, cross-platform model.

The total number of times content or an ad was displayed, including repeat views by the same people.

Partnering with content creators who hold trust and reach with a relevant audience to promote a brand.

Analyzing the search queries your audience uses — the foundation for content creation and site structure.

Key Performance Indicator — a measurable metric that shows progress toward a business goal.

A contact for a potential customer who has shown interest — for example by filling in a form or downloading material.

Gradually warming leads with relevant content and communication until they're ready to buy.

A longer, more specific search query with lower volume but higher buying intent and less competition.

Lifetime Value — how much a customer brings a company on average over the whole relationship.

Automating repetitive marketing tasks and communication based on behavior and data — from emails to entire campaigns.

A short page summary (~155 characters) shown in search results — it doesn't affect rankings but strongly affects click-through.

Activities beyond your own site — chiefly link building and mentions — that raise a domain's authority and trust.

Optimizing elements on the page itself — content, headings, meta tags and internal links — so search engines and users understand it better.

The share of recipients who opened an email out of all messages delivered.

The number of people who saw content without paid support — purely through the algorithm, shares and engagement.

A model profile of the ideal customer — a semi-fictional character summarizing the target audience's needs, motivations and behavior.

The place you aim to occupy in the customer's mind relative to competitors, and how you differ from them.

Pay-Per-Click — a paid advertising model where the advertiser pays only when a user clicks the ad.

A Google Ads score (1–10) rating the relevance of keyword, ad and landing page — it directly affects both cost and ad position.

The number of unique people who saw your content or ad. It differs from impressions, which can repeat.

Targeting ads at people who already visited a site or engaged with the brand, aiming to bring them back to convert.

Return On Ad Spend — how much revenue each unit of currency invested in advertising brings back.

Dividing an audience into smaller groups by shared traits so communication becomes more relevant and effective.

Search Engine Optimization — the practices that increase a website's visibility in the unpaid results of Google and other search engines.

The Search Engine Results Page — what Google shows after a query, including organic and paid results.

Monitoring and analyzing mentions of a brand, competitors and topics across social media and the web.

Optimizing a site's technical foundation — speed, indexability, mobile and structure — so search engines can crawl it without friction.

A brand's communication tone — the consistent style and personality of its expression across all copy and channels.

The degree to which Google sees a site as a trustworthy source in a field, earned through deep, comprehensive coverage of the topic.

User-Generated Content — reviews, photos and videos created by real customers rather than the brand.

Unique Selling Proposition — the concrete reason a customer should choose you specifically.

Tags added to a URL that let analytics distinguish the source, medium and campaign of incoming traffic.