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

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

Ad extension

A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address

Alt text

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

Attribution

Assigns credit for conversions from ads, last clicks, or other touch points along a user's path to conversion completion

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

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

Behavioural data

Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website

Bidding strategy

Tells an advertiser how much to pay for each user action related to an ad

Bounce rate

The percentage of website visitors who view one page and then leave the site

Brand advocacy

Measures the number of customers who promote a brand through word-of-mouth marketing or other methods

Brand equity

The value consumers attribute to one brand’s offerings when compared with similar products from another brand

Brand identity

The combination of elements that inform how people perceive a brand

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

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

Consideration stage

The second stage of the marketing funnel, when a marketer provides customer with more detailed information

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 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 behaviour and analyses traffic

Crawlers

Automated software that crawls (fetches) pages from the web and indexes them

Customer journey

The path customers take from learning about a product, to getting questions answered, to making a purchase

Customer persona

Represents a group of similar people in a desirable audience

Customer relationship management (CRM) system

Software that helps a business manage and monitor its interactions with existing and potential customers