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Digital Marketing Dictionary
A quick-reference guide to digital marketing terms, concepts, metrics, and terminology.
Search, browse by alphabet, or filter by category to find the definition you need.
42 Terms
A
A/B Testing
A method of comparing two versions of a page, message, or campaign to determine which performs better.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Acquisition
The process of attracting and gaining new customers, users, or leads.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Analytics
The collection and analysis of data to understand marketing performance and user behaviour.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Anchor Text
The clickable text used in a hyperlink.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Audience Segmentation
Dividing an audience into groups based on shared characteristics or behaviours.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Backlink
A link from another website pointing to your website.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
B
Bounce Rate
The percentage of visitors who leave after viewing a page without further interaction.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Buyer Persona
A research-based profile representing a typical target customer.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
C
Call to Action (CTA)
A prompt that encourages a user to take a specific action.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Canonical URL
The preferred URL for a page when similar or duplicate URLs exist.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Click-Through Rate (CTR)
The percentage of impressions that result in clicks.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Conversion
A desired action completed by a user, such as a purchase, signup, or download.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Conversion Rate
The percentage of users who complete a desired conversion.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Cost Per Click (CPC)
The amount paid for each click on a paid advertisement.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Cost Per Acquisition (CPA)
The cost required to acquire one customer or conversion.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Customer Acquisition Cost (CAC)
The average cost of acquiring a new customer.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Customer Journey
The stages and interactions a customer experiences from awareness through retention.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Customer Lifetime Value (CLV)
The estimated total value a customer generates during the relationship with a business.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Customer Segmentation
Dividing customers into groups with similar characteristics or needs.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
D
Digital Marketing
Marketing products, services, or brands through digital channels and technologies.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Engagement Rate
The percentage of an audience that interacts with a piece of content.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Digital Marketing Funnel
A framework describing how people move from awareness toward conversion and retention.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
I
Impression
A single instance of an advertisement or content being displayed.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Indexing
The process of storing and organizing discovered web pages in a search engine index.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Internal Link
A link connecting one page of a website to another page on the same website.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
L
Lead
A person or organisation that has shown interest in a product or service.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Lead Generation
The process of attracting and capturing potential customers.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
M
Meta Description
A short description of a webpage that can appear beneath its title in search results.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
O
Organic Search
Website traffic generated from unpaid search engine results.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
On-Page SEO
Optimizing webpage content and elements to improve search visibility.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Off-Page SEO
SEO activities performed outside a website, including link building and authority development.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
R
Robots.txt
A file that gives search-engine crawlers instructions about which areas they may access.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
S
Search Engine
A system that discovers, indexes, and retrieves information in response to search queries.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Crawling
The process search engines use to discover and access web pages.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Search Ranking
The position of a webpage in search-engine results for a query.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
SERP Feature
A search-result element beyond the traditional organic listing, such as a featured snippet.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
T
Title Tag
The HTML title of a webpage shown in search results and browser tabs.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Technical SEO
Optimizing the technical aspects of a website to help search engines crawl and understand it.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Target Audience
The specific group of people a marketing activity is intended to reach.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
U
Unique Selling Proposition (USP)
The distinctive benefit or characteristic that differentiates an offering from alternatives.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
V
Value Proposition
A clear statement of the value and benefits an offering provides to its target customer.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
X
XML Sitemap
A file that lists important URLs to help search engines discover website content.
Example: This term is commonly used when planning, executing, or measuring digital marketing activities.
Popular Terms
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