- A/B test: An A/B test compares two variants, for example of an ad or page, under otherwise equal conditions to see which performs better.
- Attribution: Attribution is the assignment of a success (for example a purchase) to the marketing touchpoints before it.
- Average order value (AOV): Average order value (AOV) is the mean revenue per order.
- Brand awareness: Brand awareness describes how many people in a target group know a brand.
- Brand lift study: A brand lift study measures through surveys how awareness, recall or purchase intent change due to a campaign, usually comparing a group exposed to the advertising with one that was not.
- CAC (customer acquisition cost): CAC (customer acquisition cost) is the average cost of winning a new customer.
- Churn: The churn rate is the share of customers who end the business relationship in a period.
- Conversion rate: The conversion rate is the share of visitors who take a desired action, for example buying or submitting a form.
- CPA: CPA (cost per acquisition or cost per action) is the cost of a defined conversion, for example a purchase or an enquiry.
- CPC: CPC (cost per click) is the average cost of one click on an ad.
- CPM: CPM (cost per mille) is the cost of 1,000 ad impressions.
- CTR (click-through rate): CTR (click-through rate) is the share of ad impressions that lead to a click.
- Customer journey: The customer journey is a customer’s path across all touchpoints with a brand, from first awareness through purchase and beyond.
- DOOH (digital out-of-home): DOOH (digital out-of-home) is digital outdoor advertising on screens in public spaces whose content can be scheduled and changed.
- Frequency: Frequency states how often a person has seen an ad on average.
- GRP (gross rating point): GRPs (gross rating points) measure advertising pressure: they add up the percentages of the target group reached across all contacts of a campaign.
- Impression: An impression is a single display of an ad or piece of content on a screen.
- KPI: A KPI (key performance indicator) is a metric used to measure progress toward a goal.
- Landing page: A landing page is the page visitors arrive on after clicking an ad or link, built around one goal.
- Lead: A lead is a contact with recognisable interest who has left their details, for example via a form or an enquiry.
- Lookalike audience: A lookalike audience consists of people similar to your existing customers or prospects.
- LTV (customer lifetime value): LTV (customer lifetime value) is the profit a customer contributes over the whole duration of the relationship.
- Marketing funnel: The marketing funnel describes the stages a prospect passes through until purchase, usually awareness, consideration and purchase.
- Marketing ROI: Marketing ROI (return on investment) relates the profit from marketing activities to their cost.
- Programmatic advertising: Programmatic advertising is the automated buying and selling of ad space in real time via platforms, usually by auction.
- Reach: Reach states how many different people have seen an ad or piece of content at least once.
- Retargeting: Retargeting addresses people again who have already had contact with your brand, for example website visitors or cart abandoners.
- ROAS: ROAS (return on ad spend) measures how much revenue each euro of ad budget generates.
- SEA (paid search): SEA (search engine advertising) means paid ads in search results, billed per click or impression.
- SEO: SEO (search engine optimisation) covers all measures that make a website easier to find in unpaid search results.
- Share of voice: Share of voice is the share of your own advertising presence (for example ad spend or reach) in the total advertising presence of a category.
- Touchpoint: A touchpoint is any point of contact between customer and brand, such as an ad, website, email, store or customer service.
- UTM parameters: UTM parameters are additions to a URL (for example utm_source, utm_medium, utm_campaign) that make the origin of visitors visible in web analytics.
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Related: marketing calculators, marketing templates and the ad archive.