Marketing Terms: Definitions

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In marketing and advertising, there are a lot of words used within analytics which I'll breakdown to help understand what each mean. We will break marketing analytics down into three categories: marketing metrics, marketing intelligence and marketing measurement.

Table of Contents

Ad Click

A click on an advertisement.

Ad Copy

The text used in an advertisement to promote a product or service.

Ad Impressions

The number of times an advertisement is displayed to a user.

Ad Network

A platform that connects advertisers with websites or apps that display their ads.

Ad Rank

A score assigned by search engines to an advertisement based on factors such as ad relevance, landing page quality, and bid amount.


The advertising platform owned by Google that allows businesses to create and display ads on Google's search results pages.


A link from one website to another. Backlinks are important for SEO because search engines consider them as a signal of a website's authority and relevance.

Bounce Rate

The percentage of visitors to a website who leave after only viewing one page.


The process of setting a maximum price you are willing to pay for an ad placement in an auction-based advertising platform, such as Google Ads or Facebook Ads.

Click-Through Rate (CTR)

The percentage of people who click on an advertisement compared to the number of times the ad is displayed.

Content Marketing

A strategy that focuses on creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Conversion Rate

The percentage of visitors to a website who complete a desired action, such as making a purchase or filling out a form.

Cost Per Click (CPC)

The amount an advertiser pays for each click on an ad.

Cost Per Impression (CPM)

The amount an advertiser pays for every thousand impressions of an ad.

Display Advertising

Advertising that involves creating visual ads, such as banners or video ads, and displaying them on websites or apps.

Domain Authority

A metric developed by Moz that predicts how well a website will rank on search engine results pages based on the quality and quantity of backlinks it has.

Duplicate Content

Content that appears on more than one web page, either on the same website or on different websites.

Email Marketing

A form of direct marketing that involves sending promotional messages or newsletters to a list of subscribers via email.

Engagement Rate

The percentage of users who interact with a piece of content, such as liking, commenting, or sharing a social media post.

Evergreen Content

Content that remains relevant and valuable to readers over an extended period of time.


The journey that a potential customer takes from the moment they become aware of a product or service to the point of making a purchase.


The average number of times an ad is displayed to a user.

Facebook Ads

The advertising platform owned by Facebook that allows businesses to create and display ads on Facebook and Instagram.

Google Analytics

Google Analytics is a free web analytics service provided by Google that tracks and reports website traffic. It allows website owners to see how visitors interact with their website, including the number of visitors, their geographic location, how they found the website, which pages they visited, how long they stayed on each page, and which actions they took on the website. This data can be used to improve website performance and user experience, and to track the effectiveness of online marketing campaigns. Google Analytics uses a tracking code that is added to each page of a website, and the data is displayed in a dashboard format for easy analysis.

Google My Business

A free tool offered by Google that allows businesses to manage their online presence across Google, including search and maps.


A keyword or phrase preceded by the # symbol that is used to categorize and organize social media content.


The title or main text of an article, advertisement, or webpage.


A visual representation of where users click or hover their mouse on a webpage. Heatmaps can be used to optimize the layout of a webpage to improve user engagement.

Inbound Marketing

A strategy that focuses on attracting customers by creating content and experiences that are tailored to their interests and needs.


The number of times an ad is displayed to a user, whether they click on it or not.

Influencer Marketing

A type of marketing that involves partnering with individuals who have a large following on social media to promote a product or service.


A word or phrase that describes the content of a webpage and is used by search engines to rank the page in search results.

Keyword Density

The percentage of times a keyword or phrase appears on a webpage compared to the total number of words on the page.

Keyword Research

The process of identifying and analyzing the keywords that potential customers use to search for a product or service.

Landing Page

The page on a website that a user is directed to after clicking on

Lead Magnet

An incentive or free offer that is given to potential customers in exchange for their contact information.

Link Building

The process of acquiring backlinks to a website from other websites. Link building is an important aspect of SEO.

Marketing Automation

The use of software tools to automate repetitive marketing tasks, such as email campaigns and social media posts.

Mobile Optimization

The process of optimizing a website or advertising campaign for mobile devices, such as smartphones and tablets.

Multichannel Marketing

A strategy that involves using multiple channels, such as social media, email, and search engine advertising, to reach potential customers.

Native Advertising

Advertising that blends in with the content of a website or app, making it appear more like editorial content.


A HTML attribute that tells search engines not to follow a link on a webpage. Nofollow links do not pass authority or PageRank to the linked page.

Organic Search

The unpaid, natural search results that appear on search engine results pages.

Outbound Marketing

A strategy that involves reaching out to potential customers through channels such as cold calling, direct mail, and email marketing.


A metric developed by Google that measures the authority of a webpage based on the quality and quantity of backlinks it has.

Pay Per Click (PPC)

A type of online advertising where advertisers pay each time a user clicks on their ad.


A fictional representation of a business's ideal customer, based on demographic and psychographic information.


A digital audio file that is available on the internet for download or streaming. Podcasts are often used for content marketing and thought leadership.


A window that appears on top of a website's content, often used to display advertisements or collect email addresses.


The rank of a webpage on search engine results pages for a particular keyword or phrase.

Public Relations (PR)

The practice of building and maintaining relationships with the media to gain publicity for a business or organization.


The total number of people who have seen a piece of content or advertisement.


A type of advertising that targets users who have previously interacted with a business or website, such as by visiting a webpage or adding items to a shopping cart.

Return on Investment (ROI)

The measure of how much revenue a marketing campaign has generated compared to the amount spent on the campaign.

Rich Snippet

A type of structured data that provides additional information about a webpage in search engine results pages.

Search Engine Marketing (SEM)

The practice of advertising on search engine results pages, either through paid advertising or search engine optimization.

Search Engine Optimization (SEO)

The practice of optimizing a website to rank higher on search engine results pages for specific keywords or phrases.

Social Media Marketing

The practice of using social media platforms, such as Facebook, Twitter, and Instagram, to promote a product or service.

Split Testing

A process of comparing two versions of a webpage or advertisement to determine which one performs better. Also known as A/B testing.

Sponsored Content

Content that is paid for by a business or advertiser to be published on a website or social media platform.


A person who has opted-in to receive emails or other communications from a business or organization.


The practice of distributing content, such as articles or videos, to multiple websites or platforms for increased exposure.

Target Audience

The group of people that a business or organization aims to reach with their marketing efforts.

Title Tag

A HTML element that provides a brief description of a webpage and appears in search engine results pages.


The number of visitors to a website or the amount of activity on a website.

Trust Flow

A metric developed by Majestic SEO that measures the quality and credibility of a webpage based on the quality and quantity of backlinks it has.

Twitter Ads

Advertising on the Twitter platform, including promoted tweets and promoted accounts.

Unique Visitor

A visitor to a website who is counted only once, regardless of how many times they visit the site.


Uniform Resource Locator, the address of a webpage on the internet.

Video Marketing

Video marketing involves creating and sharing videos to promote a product or service. Videos can be used on social media platforms, websites, and other online channels to increase brand awareness, engage with customers, and drive sales. Video marketing is a powerful tool for businesses looking to stand out in a crowded online marketplace.

View-through Rate (VTR)

The view-through rate is a metric used to measure the percentage of viewers who saw an advertisement but did not click on it. This metric is important because it indicates how many people were influenced by the advertisement even if they didn't click through to the website or make a purchase. A high VTR indicates that the ad is resonating with the target audience and generating brand awareness.

Web Analytics

Web analytics is the practice of analyzing website data to improve website performance and user experience. By tracking metrics such as traffic, bounce rate, and conversion rate, businesses can identify areas of their website that need improvement and make data-driven decisions to optimize the user experience. Web analytics tools can also provide valuable insights into customer behavior and preferences, helping businesses to better understand their audience.

White Hat SEO

White hat SEO refers to search engine optimization techniques that are in line with search engine guidelines and ethical principles. These techniques focus on creating high-quality content and optimizing the user experience, rather than trying to manipulate search engine rankings through spammy tactics. White hat SEO is important for building long-term, sustainable growth in organic search traffic.


WordPress is a popular content management system for creating websites and blogs. With a user-friendly interface and a wide range of customization options, WordPress is an ideal platform for businesses of all sizes. WordPress also offers a vast library of plugins and themes, making it easy to add new features and functionality to a website.

XML Sitemap

An XML sitemap is a file that lists all the pages on a website and provides information about the page's importance and how often it is updated. This file helps search engines index a website more efficiently, making it easier for the website to rank in search engine results pages. An XML sitemap is an important tool for businesses looking to improve their search engine optimization.

YouTube Ads

YouTube ads are a type of advertising that appears on the YouTube platform. There are several types of YouTube ads, including skippable ads, non-skippable ads, and bumper ads. YouTube ads can be a powerful tool for reaching a large audience and generating brand awareness. With advanced targeting options and a wide range of ad formats, YouTube ads can be customized to meet the needs of any business.

Zero Moment of Truth (ZMOT)

The zero moment of truth (ZMOT) is a term coined by Google that describes the moment when a consumer researches a product or service before making a purchase. Online marketing efforts aim to capture the ZMOT by providing consumers with the information they need to make a decision. By creating high-quality content and optimizing the user experience, businesses can position themselves as thought leaders and trusted sources of information, increasing the likelihood that consumers will choose their products or services.

Ben Lund

Ben Lund

Ben Lund is a 14+ year digital advertising vet who founded Rise Marketing Group. Outside of managing his agency, he offers advertising courses on SkillShare and routinely shares his best practices on

Ben Lund

Ben Lund

Ben Lund is a 14+ year digital advertising vet who founded Rise Marketing Group. Outside of managing his agency, he offers advertising courses on SkillShare and routinely shares his best practices on

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