A/B Testing

A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy

Above the Fold

A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy


Back End

The ‘behind the scenes’ part of a website that makes it run and is typically not visible to the user interacting with the website.


Or “inbound links” are links from other websites that point to your website.


A “Web Blog” is a diary or journal on a website which usually focuses on a specific subject/lifestyle and is regularly updated.

Bounce Rate

The percentage of visitors to a website who leave the website after only looking at one page.



A software application that processes the text presented to them (usually over Facebook messenger or a website popup) and responds according to a set of rules or specific commands for the purposes of simulating a conversation with human users.

Conversion Rate

Percentage of website visitors who complete a defined website goal, such as completing an online form or downloading a brochure.


When a recipient of a marketing message completes the desired call to action. For example, if your marketing goal was for a user to click through an email and submit a form enquiry, this would be considered a conversion. These can vary depending on what your desired goal is. A click on a link, a visit to a landing page, a newsletter sign up, a view of a video or a product purchase could all be classified as conversions, based on your marketing campaign goal.


A piece of information that a web browser saves and is used to identify a user. A cookie may contain information such as login information, shopping cart information and user preferences.

CPA (Cost Per Acquisition)

A piece of information that a web browser saves and is used to identify a user. A cookie may contain information such as login information, shopping cart information and user preferences.

CPC (Cost Per Conversion)

The cost per conversion (including ecommerce and goal conversions) for the property.

How its calculated: (ga:adCost) / (ga:transactions + ga:goalCompletionsAll)

CPL (Cost Per Lead)

Online advertising payment model in which payment is based on the number of qualifying leads generated.

CPM (Cost Per Thousand Impressions)

A common method for pricing online advertising. CPM is when a publisher charges per 1,000 impressions (or views) on one webpage. The “M” in CPM represents the Roman numeral for 1,000.

CRO (Conversion Rate Optimisation)

The process of increasing the campaign goal actions of website visitors, such as filling out a form, purchasing products or whatever your marketing campaign goal is. This process involves understanding how users move through your site, what actions they take, and what may stop them from completing your campaign goals.

CTA (Call to Action)

The part of a marketing message that attempts to persuade a person to perform a desired action.

CTR (Click Through Rate)

Click-through-rate for the ad. This is equal to the number of clicks divided by the number of impressions for the ad (e.g., how many times users clicked on one of the ads where that ad appeared).

How its calculated: ga:adClicks / ga:impressions


The process by which search engines discover your web pages.


DNS (Domain Name System)

The system that translates Internet domain names into IP numbers.

Domain Authority

This is a search engine ranking score that predicts how likely a website is to rank in search engine result pages (SERPs).


EDM (Electronic Direct Mail)

An email used to target a large group of prospects, with the goal of building customer relationships and generating leads. Commonly in the form of a e-Newsletter or e-Bulletin.

Email Marketing

The promotion of products or services via email.


The term used for user interactions such as likes, shares or comments on a social media presence.


where a user has taken action towards showing interest in gaining an understanding about something, perhaps for a problem they need solved. For example, they might submit an contact form on your website or ask to be contacted on social media.


Featured Snippet

Organic answer boxes that appear at the top of SERPs for certain queries.

Front End

The front end of a website is all the parts of a website that can be seen and interacted with by visitors.



A method of detecting a website visitor’s location to serve location-based content or advertisements.

GMB (Google My Business)

A free tool for businesses and organisations to manage their online presence across Google, including Google Maps. This listing enables you to display information like opening hours, website, street address and business services.

GSC (Google Search Console)

Previously Google Webmaster Tools, it allows webmasters to optimise the visibility of their website and monitor indexing status. The tool can be used for submitting new content for crawlers, making sure Google can access your content and remove content you don’t want shown in Search Engine Results.

GTM (Google Tag Manager)

A tool that allows you to manage the tags and scripts on your website that send information to third parties (such as Google Analytics) without having to add multiple codes to your website.

Goal Completion

Total number of completions for all goals defined in the profile.

Goal Conversion Rate

The percentage of sessions which resulted in a conversion to at least one of the goals.

How its calculated: ga:goalCompletionsAll / ga:sessions




The number of times your advertisement is displayed. If one user sees the same advertisement 3 times, that is classified as 3 impressions.


A huge database of all the content search engine crawlers have discovered and deem good enough to serve up to searchers.

Internal Links

Links on your own site that point to your other pages on the same site.




A word used in a performing a search.


Landing Page

A web page created specifically for the purposes of a marketing or advertising campaign. For example, if a visitor clicks on an Google Ads ad, they would “land” on a specific page relevant to the ad and with the specific goal of driving conversions for that campaign.


A lead is a business opportunity where the user has taken action to express specific interest in the purchase of a product or service.

Lead Magnet

A specific deliverable that is offered to prospects in return for contact information, typically to join an email list.

Link Building

The process by which you increase the amount of relevant links to your website to help your website rank higher in search results.


Marketing Automation

The use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.

Meta Data

A Data that provides information about other data



Off Page SEO

Off page optimisation or off-page SEO are actions taken to improve a website’s popularity outside of your own website. This is the number of quality links you have pointing to your website and having your website mentioned as much as possible with guest blogging, social media and influencer marketing.

On Page SEO

On page optimisation or on-page SEO are actions taken within an actual website to improve its position in search engine results. This is includes internal and external linking strategies, metatags and keyword placement within content.

Organic Conversions

Organic conversions are those that come from traffic generated from search engines due to their relevance rather than paid advertising.

Organic Traffic

Organic traffic is those visitors that land on your website from unpaid sources, aka essentially free traffic.





Ordering search results by relevance to the query.

Referring Domain

Also known as “linking domains,” are external websites that direct visitors to your site.


A type of paid ad that allows advertisers to show specific ads to previous website visitors, and “follow” them around the world wide web as they browse other websites, to try and get them back to the website and complete a website goal.


Search Traffic

Visits sent to your websites from search engines like Google.

Search Visibility

Represents the clickthrough rate of your site in organic search. It is an estimate of the percentage of clicks your site receives, based on the ranking positions across all keywords you are tracking in this campaign.

Search Volume

The number of times a keyword was searched. Many keyword research tools show an estimated monthly search volume.

SEO (Search Engine Optimisation)

The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.


Stands for “search engine results page”- the page you see after conducting a search.


the visual outline of the pages that make up a website. Like a book’s table of contents, a sitemap makes it easier for a search engine spider to see, crawl through and index your website pages.


Technical SEO

The process of ensuring that a website meets the technical requirements of modern search engines with the goal of improved organic rankings.


UX (User Experience)

Refers to how a user interacts with a website. UX is tracked and examined to inform testing of different page layouts, CTAs, colours, content, etc to improve conversion rates.