Marketing Dictionary

• A/B testingTracking & analytics A/B testing (split testing) A/B testing compares two versions of an ad, page or email by splitting the audience between them, so the data shows which one performs better.
• AOVE-commerce Average Order Value AOV is the average amount a customer spends in one order. Raising it (bundles, upsells, free-shipping thresholds) makes every ad click worth more.
• ASOSEO & GEO App Store Optimization ASO is improving an app’s store listing (name, icon, screenshots, description and ratings) so it ranks higher in App Store and Google Play searches and more visitors install it.
• BacklinksSEO & GEO Backlinks A backlink is a link from another website to yours. Links from relevant, trusted sites are one of the strongest signals that your site deserves to rank.
• Break-even ROASPaid ads Break-even Return on Ad Spend Break-even ROAS is the lowest ROAS at which your ads stop losing money. Below it you lose money on every sale; above it you make a profit.
• CACE-commerce Customer Acquisition Cost CAC is the total cost of winning one new customer, including ads and other marketing costs. Healthy businesses keep LTV well above CAC.
• Cart abandonmentE-commerce Cart abandonment Cart abandonment is when a shopper adds products to the cart but leaves without buying. Reminders by email, WhatsApp or retargeting ads can win many of them back.
• Conversion ratePaid ads Conversion rate (CVR) Conversion rate is the percentage of visitors or clicks that take the action you want, such as buying, booking or sending a message.
• Conversions APITracking & analytics Meta Conversions API (CAPI) The Conversions API sends events like purchases from your server directly to Meta, alongside the Pixel, so fewer events are lost to browsers and ad blockers.
• Core Web VitalsSEO & GEO Core Web Vitals Core Web Vitals are Google’s three page-experience metrics: LCP (loading, good within 2.5 seconds), INP (responsiveness, good at 200 ms or less) and CLS (visual stability, good at 0.1 or less).
• CPAPaid ads Cost per Acquisition CPA is the average amount you pay in ads to get one result, such as a sale, a sign-up or a lead.
• CPCPaid ads Cost per Click CPC is the average amount you pay each time someone clicks your ad.
• CPLPaid ads Cost per Lead CPL is what you pay in ads, on average, for one lead: a form, a call or a WhatsApp message from someone interested.
• CPMPaid ads Cost per 1,000 Impressions CPM is what you pay for your ad to be shown 1,000 times. The “M” is the Roman numeral for 1,000.
• CTRPaid ads Click-through Rate CTR is the percentage of people who saw your ad and clicked it. It shows how attractive and relevant the ad is.
• FrequencyPaid ads Ad frequency Frequency is how many times, on average, each person saw your ad. Too high and people get bored; too low and they may not remember you.
• GEOSEO & GEO Generative Engine Optimization GEO is optimising your content so AI assistants like ChatGPT, Gemini and Google AI Overviews mention and cite your brand in their answers.
• Google Search ConsoleSEO & GEO Google Search Console Google Search Console is Google’s free tool that shows which searches your site appears for, your clicks and positions, and any indexing problems.
• HookContent & creative Video hook The hook is the first 1–3 seconds of a video or ad that make people stop scrolling. If the hook fails, most people never see the rest.
• Key events (GA4)Tracking & analytics Key events in Google Analytics 4 Key events are the actions you mark as most important in Google Analytics 4, like a purchase, a lead form or a WhatsApp click. Google renamed GA4 “conversions” to “key events” in 2024.
• Lookalike audiencePaid ads Lookalike audience A lookalike audience is a group of new people the ad platform finds because they resemble a source list you give it, such as your buyers.
• LTVE-commerce Customer Lifetime Value LTV is the total revenue you expect from one customer over the whole relationship, not just their first order.
• Match typesGoogle Ads Keyword match types Match types decide how closely a search must match your keyword for your ad to show. Broad match reaches the widest range of related searches; phrase and exact match are tighter.
• Meta PixelTracking & analytics Meta Pixel The Meta Pixel is a piece of code on your website that tells Meta what visitors do, like viewing a product, adding to cart or buying, so ads can be measured and optimised.
• Negative keywordsGoogle Ads Negative keywords Negative keywords are search terms you tell Google Ads NOT to show your ad for, which stops you paying for clicks that will never buy.
• Performance MaxGoogle Ads Google Performance Max campaigns Performance Max is a Google Ads campaign type that uses one campaign and Google’s automation to show your ads across Search, YouTube, Display, Discover, Gmail and Maps.
• Quality ScoreGoogle Ads Google Ads Quality Score Quality Score is Google Ads’ 1–10 rating of how your keyword, ad and landing page compare with other advertisers. It is based on expected click-through rate, ad relevance and landing page experience.
• Reach vs impressionsPaid ads Reach and impressions Reach is the number of different people who saw your ad. Impressions are the total number of times it was shown, so one person can create several impressions.
• RetargetingPaid ads Retargeting (remarketing) Retargeting means showing ads to people who already visited your website, engaged with your page or added a product to their cart, but did not buy yet.
• ROASPaid ads Return on Ad Spend ROAS is how much revenue you get back for every 1 JOD you spend on ads. A ROAS of 4 means every 1 JOD in ads brought back 4 JOD in sales.
• Schema markupSEO & GEO Schema markup (structured data) Schema markup is code that labels what a page is about, such as a course, a business, a product or an event, so search engines and AI assistants understand it clearly.
• SEOSEO & GEO Search Engine Optimization SEO is improving your website so it ranks higher in Google’s organic (unpaid) results for the searches your customers make.
• UGCContent & creative User-Generated Content UGC is content made by customers or creators rather than the brand, like reviews, unboxing videos and selfie-style testimonials. It often blends into the feed better than polished ads.
• UTM parametersTracking & analytics UTM tracking parameters UTM parameters are tags you add to the end of a link (like utm_source=instagram) so Google Analytics can tell exactly where each visit and sale came from.

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