Subject area
Digital Marketing
Paid ads, email, offers and the numbers that tell you whether any of it worked.
29 concepts in this area
Digital Marketing
A
A/B Testing A/B testing shows two versions of the same page to different visitors at the same time, so you can count which version got more people to act. Read the definition Attribution Model An attribution model is the rule that decides which of your adverts gets the credit when a customer finally buys something. Read the definition
B
Bounce Rate Bounce rate is the share of your visitors who look at a single page and then leave again without clicking anything else. Read the definition
C
Conversion Rate CR Conversion rate is the share of your visitors who do the one thing you wanted them to do, such as booking, calling or paying. Read the definition Cost Per Lead CPL Cost per lead is what a single enquiry costs you once you divide everything you spent on getting enquiries by the number that actually arrived. Read the definition Customer Relationship Management CRM Customer relationship management is one shared place where every enquiry, quote and conversation about a customer is kept, so nobody has to remember it alone. Read the definition
D
Drip Campaign A drip campaign is a fixed run of emails sent on a timer, so a new subscriber gets the right message on the right day without anyone pressing send. Read the definition
E
Email Deliverability Email deliverability is whether your message reaches the inbox instead of the spam folder, which depends on three small domain settings and on how people treat your mail. Read the definition Email Marketing Email marketing is sending useful messages to people who handed you their address themselves, so you reach them directly instead of paying a platform to show your post. Read the definition
F
Form Abandonment Form abandonment is what happens when someone starts filling in your quote or booking form and then closes the page before the enquiry ever reaches you. Read the definition
G
Geotargeting Geotargeting is the setting that tells an ad platform to show your ads only to people inside the towns or the delivery area you can actually serve. Read the definition
H
Heatmap A heatmap is a coloured picture laid over one page of your website, showing at a glance where visitors clicked and how far down they read. Read the definition
I
Influencer Marketing Influencer marketing is paying someone with an audience to talk about what you sell, which only works when that audience turns out to be real. Read the definition
J
Journey Mapping Journey mapping is a written list of every real step a customer takes with you, in order, so you can see which step keeps going wrong. Read the definition
K
Key Account Management KAM Key account management is the habit of naming the few clients who bring in most of your money, so each one has a person looking after them. Read the definition
L
Landing Page A landing page is a single page built to do one job, so the person who clicks your advert either takes that one action or leaves. Read the definition
M
Marketing Budget A marketing budget is the money a business decides in advance to spend each month on being noticed, plus the plan for how that money is split. Read the definition
N
Net Promoter Score NPS The Net Promoter Score is one question, answered from nought to ten, that measures how many customers would recommend you rather than warn a friend away. Read the definition
O
Open Rate The open rate is the share of the people you emailed who look like they opened it, which phones now push up by loading the hidden tracking image themselves. Read the definition
P
Pay Per Click PPC Pay per click is advertising where you pay only when somebody actually clicks your advert, however many times it was shown. Read the definition
Q
Qualified Lead A qualified lead is an enquiry you have checked, so you know the person asking could genuinely buy from you before a salesperson calls them. Read the definition
R
Remarketing Remarketing is showing your advert again to people who visited your site and left without buying, so your offer meets them somewhere else online. Read the definition Return On Ad Spend ROAS Return on ad spend compares the money your adverts brought in with the money you paid for them, so a result of four means four back for every one. Read the definition
S
Sales Funnel A sales funnel is the path a stranger takes from seeing your advert to paying you, counted at every step so you can see where people drop out. Read the definition
T
Tracking Pixel A tracking pixel is a small piece of code hidden on a page that tells an advertising company who visited your site and what they did there. Read the definition
U
UTM Parameters UTM UTM parameters are short tags added to the end of a link so your reports can tell you which advert, email or post actually brought the sale. Read the definition
V
Vanity Metrics Vanity metrics are numbers like likes and followers that look good in a report but never turn into a booked job or a paid invoice. Read the definition
W
WhatsApp Marketing WhatsApp marketing is using WhatsApp to send customers real messages about their orders and bookings, under rules stricter than most owners expect. Read the definition
Y
YouTube Ads YouTube ads are video and banner adverts bought inside Google Ads that run around other people's videos, usually with a Skip button after five seconds. Read the definition
Other subject areas
Web Development The terms that come up when we build or rebuild a website or a web application. 4 Cybersecurity How systems are attacked, and the words we use for defending them. 31 Hosting & Infrastructure Where software actually runs, and what the numbers in a hosting contract mean. 2 SEO & Marketing The vocabulary of being found — search, content and measurement. 30 Programming Languages The languages software is written in, and what each one is genuinely good at. 12 Frameworks & Platforms The toolkits built on top of a language so teams do not rewrite the same foundations every time. 6 Databases & Data Where your records actually live, and why the choice changes what the system can do. 4 Cloud & Operations How software gets shipped, run and kept alive after it is written. 5 AI & Automation What the machines are actually doing when a product says it uses AI. 4 Design & User Experience How a screen is laid out, and why some sites feel easy while others feel confusing. 0 Mobile Apps The words you meet when you build an app for a phone and put it in a store. 28 Social Media Posts, followers, reach and the everyday words of running an account well. 0 E-commerce Systems Selling online: the cart, the checkout, the stock and everything after the order. 29 Shops & Point of Sale The counter, the barcode, the till and the stock room of a real shop. 1 Maintenance Centres Repair jobs, spare parts, warranty and getting a device back to its owner. 0 School & University Systems Students, classes, attendance, marks and fees — the software a school runs on. 0 Hospital Management Beds, admissions, departments and the file that follows a patient through a hospital. 0 Clinic Management Appointments, visits, prescriptions and payments in a small medical practice. 0 Medical Laboratories Samples, tests, reference ranges and how a result reaches the person who ordered it. 0 Radiology Centres Scans, images, reports and the systems that store and share them safely. 0 Property & Rentals Units, tenants, contracts and rent — the paperwork of property, done in software. 0 Property Developers Projects, phases, instalment plans and selling a unit that is not built yet. 0 Salons & Spas Bookings, chairs, staff commission and keeping regulars coming back. 0 Gyms & Fitness Memberships, check-ins, classes and trainers — how a gym keeps track of everyone. 0 Web Applications Software that runs in a browser and does real work — dashboards, portals and systems staff use all day. 23 Custom Software Building a system around how a business actually works, instead of changing the business to fit a product. 0 Integrations & APIs Making two systems talk to each other, so the same number does not get typed twice. 0 Payments & Billing Taking money online, sending invoices and knowing exactly who has paid and who has not. 0 ERP & Accounting One set of books behind every department, so the numbers agree at the end of the month. 0 Software Projects How a software project is scoped, priced, built and handed over — and where they usually go wrong. 0 CRM & Customer Support Keeping track of who your customers are, what they asked for, and what you promised them. 0