marketing glossary

Marketing glossary

NOTE: Some of the acronyms and phrases are used within more the one field (digital display, adword etc).  They are only listed once.

Overarching Digital marketing terms

ROAS – return on ad spend
ROPO – research online purchase offline
Inbound marketing – content marketing (blog, podcast, videos, social media activities, articles, SEO) with the purpose to attract new customers/visitors to your website.
Content marketing – using your content as a way to help you market your product or service, for example a blog, articles, videos.
G/PV – Gross profit per visitor (Visitors x Conversion Rate x Average Order Size x Profit Margin / Visitors)
RPV – revenue per visitor
CLV – customer lifetime value. Calculated by average weekly spend, per customer x 52. Times the average amount of years someone is a customer.


CRO – conversion rate optimisation

Attribution modelling – is a way to use analytics with a set of rules to illustrate which digital touch points to give credit for what in a customer purchase and behaviour path online. Read more here.

Social Media

Facebook engagement rate = measures how successful your content is for your target audience. Is calculated by no. people who liked, commented, clicked or shared your the specific post – divided by the actual number of people who saw your post.


RTB – real time bidding
BT – Behavioural targeting
SOW – share of voice
Remarketing – enables you to to show banners to a website visitor based on browser history, on other websites.
Retargeting – enables you to to show banners to a website visitor based on browser history, on other websites.
Display Network – network that connects to a large amount of websites for advertising purposes
CPM – cost per mille
CPL – cost per lead
CPO – cost per order
CPA – cost per acquisition
Frequency cap – a limit that you decide upon, in terms of how many times your ad is displayed tothe same website visitor
Behavioural targeting – targeting based on what types of webpages or actions the potential customer visits or take.
IP address – physical location of a website visitor Geo-targeting – targeting based on geographical location
ROS – run on site
RON – run on network
RPM – revenue per thousand impressions (mille)
Programmatic – known as “programmatic media” och “programmatic marketing” is a way to use technology and a set of rules/parameters with deep analytics to customise, buy and place ads, trigger certain marketing activities – automatically based on the visitor behaviour. Can be used cross-platforms and cross-media.


Email Marketing

CTR – click through rate
Unique CTR – unique click through rate, aka how many unique subscriber clicks did your newsletter
Soft bounce – a out of office reply for example
Hard bounce – a notification that the email address does not exist anymore
ESP – email service provider
IP address – specific location of a server, you or anything hosted or accessing the internet
ISP – internet service provider
From address – the email address you choose to display the email sent from when sending out newsletters
Reply to address – the email address you want the replies from any newsletters to go to SPAM CAN act – a compliance guide for businesses, rules to follow when doing email marketing


AdWords /Pay Per Click

RTB – Real Time Bidding
CTA – call to action
Broad match – all search results (default)
Phrase match – narrows down to combination of keywords used together, in whatever order
Exact match – allows only exact keywords specified, and in specified order
Negative – allows filtering to relating or similar keywords which are not relevant to your product or services
Optimisation – work you or your agency/consultant perform to improve the results and perfor- mance of your campaigns
Conversion tracking – by merging Google Analytics and your AdWords campaigns you can track conversions from your ads
CPA – cost per action, percentage you give your agency or consultant for working towards optimising for sales, leads or other activities.
CPO – cost per order, basically same as CPA above, here referring to sales generated.
CPM – cost per mille, which means cost per thousand
CPC – cost per click
CTR – click through rate. Metric to track performance of your ads and keywords. This is calculated by dividing the number of clicks/number of impressions
Quality score – measure of quality of your keywords and ads. By looking at the CTR, relevancy and ad history, Google assigns a quality score on your ads, which decreases your bidding price.
Impression – a view of your ad, and an accumulated number of times your ad is displayed Conversion rate – number of conversions, divided with the total number of clicks
Ad Group – contains a group of ads and relevant keywords
Campaign – contains your ad groups
Placement – controls where ad appear , first page, on top of search results or to the right
CRO – conversion rate optimisation



SEM – Search Engine Marketing
SEA – Search Engine Advertising
SERP – search engine position – the position your website are in at the moment for a particular key- words or phrase
Organic listings – Organic search results are listings on search engine results pages that appear because of their relevance to the search terms (not paid for)
Search term/search query – words or phrases input by a user to find something in a search en- gine
Page rank – PageRank is a link analysis algorithm, used by the Google Internet search engine, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the internet with the purpose of “measuring” its relative importance within the set.
Black hat techniques – breaks search engine rules to get higher search rankings
White hat techniques – following the guidelines from Google etc, to obtain higher search rankings
Buy links: a way of getting a lot of links to your website, is to pay for them, there are a few different ways to do that (good, grey and bad)
Web crawler – a “computer program” that browses the World Wide Web in a methodical, automated manner to obtain information
ASO – App Search Optimisation, optimise your app content for AppStore and Google Play to improve the placement and listings on search.