marketing glossary

Marketing glossary

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

Overarching Digital marketing terms

ROAS – return on ad spend

– 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.

– Gross profit per visitor (Visitors x Conversion Rate x Average Order Size x Profit Margin / Visitors)

RPV – revenue per visitor

CRM & Business insight terms

Churn rate – the number of customers that leave you. Calculated by specifying a time period, for example, a year: The total of the number of customers at the start of the year minus the total amount of customers at the end of the year divided with the number of customers at the beginning of the year. The number you get is your customer churn rate.

Win back program
– an automated process to win back customers that are showing indications or that they will leave you as a customer.

CLV – customer lifetime value. Calculated by average weekly (or whatever time period) spend, per customer x 52. Times the average amount of years someone is a customer. To make this more detailed you can also subtract the acquisition cost (or any other costs) of the customer from the income generated prior to multiplying with the number of years someone has been a customer with you.


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 along the customer purchase and behaviour path online. Read more here.

Social Media

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

– Behavioural targeting

– share of voice

– enables you to show banners to a website visitor based on browser history, on other websites.

– enables you to show banners to a website visitor based on browser history, on other websites.

Display Network
– network that connects to a large number of websites for advertising purposes

– cost per mille

– cost per lead

– cost per order

– cost per acquisition

Frequency cap
– a limit that you decide upon, in terms of how many times your ad is displayed to the same website visitor

Behavioural targeting
– targeting based on what types of webpages or actions the potential customer visits or take.

IP address
– the physical location of a website visitor Geo-targeting – targeting based on geographical location

– run on site

– run on network

– revenue per thousand impressions (mille)

– 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-platform 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
– an out of office reply for example

Hard bounce
– a notification that the email address does not exist anymore

– email service provider

IP address
– specific location of a server, you or anything hosted or accessing the internet

– 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

– call to action

Broad match
– all search results (default)

Phrase match
– narrows down to a combination of keywords used together, in whatever order

Exact match
– allows only exact keywords specified, and in a specified order

– allows filtering to relate 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 performance of your marketing campaigns

Conversion tracking
– by merging Google Analytics and your AdWords campaigns you can track conversions from your ads

– cost per acquisition, the marketing cost for acquiring, for example, a new customer.

– cost per order, basically same as CPA above, here referring to the actual cost of marketing per order generated.

– cost per mille, which means cost per thousand

CPC – cost per click

CTR – click-through rate. Metric to track the performance of your ads and keywords. This is calculated by dividing the number of clicks/number of impressions

Quality score – a measure of the 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.

– a view of your ad, and an accumulated number of times your ad is displayed

Conversion rate
– calculated for ads: number of conversions, divided with the total number of clicks multiplied with a 100.

Ad Group
– contains a group of ads and relevant keywords

Campaign – contains your ad groups

Placement – controls where ad appears, first page, on top of search results or to the right.


CRO – conversion rate optimisation

Conversion rate – Calculated for e-commerce: number of unique visitors, divided with the total number of clicks multiplied with a 100.


SEM – Search Engine Marketing

SEA – Search Engine Advertising

– search engine ranking position – the position your website is in at the moment for particular keywords 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 engine

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

– App Search Optimisation, optimise your app content for AppStore and Google Play to improve the placement and listings on search.