Studied by 1 person404 page
A URL that tells the visitor that the webpage does not exist
A/B testing
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results
Abandoned cart
When a potential customer adds an item to their cart, but doesn't complete the purchase
Abandoned cart email
A follow-up email sent to customers who added an item to their cart but didn't complete the purchase
Accessibility
Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities
Acquisition email
An email sent to acquire new customers
Ad auction
A process that determines the best ad to show to a person at a given point in time
Ad extension
A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address
Ad formats
Elements such as text, videos, images, digital content ads, and more that make up a Google Ad
Ad group
A group of ads that is organized by a group of keywords
Ad spend
How much a company spends directly on advertisements
Agency
An outside partner that fulfills a company's digital marketing and advertising needs
Alt text
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired
Anchor text
The visible text in a hyperlink
Applause rate
The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers
Area chart
Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area
Artificial intelligence (AI)
A field developing intelligent machines and software that simulate human thought or work
Attribution
Assigns credit for conversions from ads, last clicks, or other touch points along a user's path to conversion completion
Attribution project
Organization for macro and micro conversions in Google Analytics
Automated bidding strategy
A Google Ads feature that automatically sets a bid for an ad based on an ad's likelihood to result in a click or conversion that helps achieve a specific goal
Autonomous marketing
Uses real-time analytics to automate marketing activities
Average daily budget
The average amount set for each ad campaign on a per-day basis
Average order value (AOV)
The sum of individual order amounts divided by the number of orders
Average session duration
Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions
Awareness stage
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Backlink
A link that points to a website from another site
Behavioral data
Refers to information about the actions a customer takes—or doesn't take—when it comes to shopping on a website
Best sellers report
A report in Google Merchant Center that provides information about the most popular brands and products used in Shopping ads and free listings
Bid
The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business
Bid modification
Bidding a percentage more or less than a starting bid
Bidding strategy
Tells an advertiser how much to pay for each user action related to an ad
Big data
A field in analytics that systematically mines and extracts information from very large datasets for insights
BigQuery
Google's cloud-based data warehouse solution
Blog
A discussion or informational website published on the internet consisting of discrete, often informal diary-style text entries
Blogging
Refers to self-published writing that lives online
BOPIS
An acronym for "buy online, pick up in store"
Bounce rate
The percentage of website visitors who view one page and then leave the site
Brand
How a business or organization is perceived by the public
Branding
To promote a product or service by identifying it with a particular brand
Brand advocacy
Measures the number of customers who promote a brand through word-of-mouth marketing or other methods
Brand awareness
How familiar people are with a particular business or product
Brand awareness metrics
Metrics that measure the attention a brand received across all social media platforms during a reporting period
Brand equity
The value consumers attribute to one brand's offerings when compared with similar products from another brand
Brand evangelists
Customers who are so passionate about a product or service that they enthusiastically promote it to others
Brand identity
The combination of elements that inform how people perceive a brand
Brand position statement
Outlines exactly what a company does and for whom, and what makes it different from competitors
Brand safety
Keeping a brand's reputation safe when they advertise online
Brand voice
The distinct personality a brand takes on in its communications
Brand voice guidelines
Describes the way a brand should be presented in writing
Branded content
Any post that features a third-party product, brand, or sponsor
Breadcrumbs
A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage
Brick-and-mortar
A traditional retail store with a specific location where customers can come to shop
Broad match
A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword
Broken link
A link that leads to a webpage that no longer exists
Bucket testing
(refer to A/B testing)
Budget spend
How much is allocated to or spent on a campaign
Business goal
A desired aim, achievement, or outcome for a business
Business-to-business (B2B)
Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)
Business-to-consumer (B2C)
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
Call to action
An instruction that tells the customer what to do next
Campaign
A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online
Cart abandonment
When a customer adds an item to their cart, but doesn't complete the purchase
Cart abandonment rate
The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase
Cell
A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2
Change management
Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly
Chatbot
A programmed system that responds to common customer questions
Chronological feed
A social media stream that displays the latest published content first
Click
An interaction with an ad and online user
Click-and-mortar
A type of retail store that sells online as well as in a brick-and-mortar store
Click-to-open rate
The percentage of email recipients who clicked on one or more links in an email
Closed captions
Subtitles that are overlaid on video and can be turned on and off by users
Color contrast ratios
Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color
Comma-separated values (CSV)
A file format in which a comma is placed between each data value in the file
Competition
The other sellers that exist already in the market
Complaint rate
The percentage of complaints recipients send to mailbox providers about receiving an email
Confidence interval
The range of possible values after accounting for the margin of error
Confidence level
How likely an experiment's range of results would contain all results if the test ran longer; most researchers select a 95% confidence level
Consideration stage
The second stage of the marketing funnel, when a marketer provides customer with more detailed information
Consumer-to-business (C2B)
Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)
Consumer-to-consumer (C2C)
Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)
Contact page
A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website
Content buckets
Categories to group marketing content
Content marketing
A marketing technique that focuses on creating and distributing valuable content to a specific audience
Continuous metrics
Metrics that are measured and change over time
Conversion
The completion of an activity that contributes to the success of a business
Conversion paths
A feature in Google Analytics that enables a marketer to view the first and last touchpoints before conversion and touchpoints in between
Conversion rate
The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product
Conversion rate optimization
The process of increasing the percentage of users or website visitors who complete a desired action Conversion stage: The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown
Cookie
A small file stored on devices that tracks user behavior and analyzes traffic
Copy
Any written material that encourages a customer to buy a product or service
Cost per acquisition (CPA)
The average cost of acquiring a potential customer
Cost per action (CPA)
The amount a marketer pays when someone completes a desired action
Cost per click (CPC)
The amount a marketer pays when someone clicks on their ad
Cost per thousand impressions (CPM)
The amount a marketer pays for every 1,000 impressions an ad receives
Cost per view (CPV)
The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video
Crawlers
Automated software that crawls (fetches) pages from the web and indexes them
Crawling
The process of finding new or updated webpages
Creatives
Any content that can be promoted in a campaign, such as text, images, GIFs, or videos
Cross-channel attribution
A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touchpoints
Cross-selling
A sales technique used to encourage customers to spend more by purchasing a product that's related to what they're already buying
Note
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