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31 essential general terms explained in plain English.
Comparing two versions to see which performs better.
Account-Based Marketing – targeting specific high-value companies rather than broad audiences.
Annual Contract Value — the annualized value of a customer contract, excluding one-time fees.
Application Programming Interface – how different software systems connect and share data.
Business-to-Business – companies that sell products or services to other businesses.
Business-to-Consumer – companies that sell directly to individual consumers.
Bottom Of Funnel – marketing focused on conversion and closing sales.
The rate at which customers stop buying, subscribing, or renewing over a given period.
The process of collecting, storing, and honoring user consent for marketing, analytics, and advertising tracking.
The sequence of steps a visitor moves through from first touch to lead, purchase, or signup.
Server-side conversion tracking that sends events directly from your server to ad platforms.
The performance decline that happens when an audience has seen the same ad too many times.
Customer Relationship Management – software for managing customer interactions and data.
Conversion Rate Optimization – systematically improving the percentage of visitors who convert.
The complete experience a customer has with your brand, from discovery to purchase and beyond.
Direct-to-Consumer – brands that sell directly to customers, bypassing retailers.
User interactions with content, ads, or social posts, including clicks, likes, comments, shares, and saves.
The stages a customer moves through from awareness to purchase.
Advertising and content targeting based on a user’s country, region, city, or proximity to a location.
A standalone page designed specifically to convert visitors from a marketing campaign.
Ranking leads based on their likelihood to become customers.
Adapting messaging, creative, offers, and landing pages for different markets, languages, and cultural contexts.
Software that automates repetitive marketing tasks like emails, social posts, and workflows.
Middle Of Funnel – marketing focused on consideration and evaluation.
Marketing Qualified Lead – a lead that marketing has identified as sales-ready.
The time it takes for a customer’s gross profit or contribution margin to repay acquisition cost.
The set of practices that protect user data and control how it is collected, stored, shared, and activated.
A growth model where the product experience itself drives acquisition, activation, expansion, and retention.
The ability to keep customers active, buying, subscribed, or renewing over time.
Sales Qualified Lead – a lead that sales has verified has genuine purchase intent.
Top Of Funnel – marketing focused on awareness and reaching new audiences.
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