Glossary

A strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Google's AI-powered search feature that synthesizes information from multiple sources to provide AI-generated summaries at the top of search results. Renamed from Search Generative Experience (SGE) in May 2024.

The decision stage where prospects are ready to buy.

An email specification that allows the use of brand logos in compatible inboxes to increase trust and engagement.

A prompt on a website that tells the user to take some specified action.

An HTML element that tells search engines which version of a URL is the 'master' copy to prevent duplicate content issues.

A prompting technique that encourages LLMs to explain their reasoning process step-by-step.

The rate at which a piece of content or valid entity is gaining citations or mentions across the web.

The percentage of times an ad, link, or email is clicked relative to the number of times it was shown. Calculated as clicks ÷ impressions.

A metric that measures the effectiveness of email content by calculating the percentage of recipients who clicked a link out of the total number of unique opens.

Advertising sold by retailers (like Amazon or Walmart) that allows brands to target shoppers using the retailer's first-party data.

A framework that adjusts how Google tags behave based on the consent status of your users (analytics vs ads storage).

An advertising strategy that displays ads based on the content of the webpage being viewed, rather than user behavioral data.

The process of increasing the percentage of users or website visitors who take a desired action.

A fraudulent practice where a third-party cookie is dropped on a user's browser without their knowledge or a legitimate click.

Google's set of specific factors that are considered important in a webpage's overall user experience (LCP, INP, CLS).

The cost to acquire one defined conversion action (such as a lead, signup, or other tracked goal), not necessarily a paying customer. Calculated as total spend ÷ conversions. (Distinct from CAC, which measures the cost per paying customer.)

The actual price you pay for each click in your pay-per-click marketing campaigns.

The cost per 1,000 impressions of an ad, used primarily for brand awareness campaigns.

The number of pages a search engine bot crawls and indexes on a website within a given timeframe.

The total cost of winning one paying customer, including all sales and marketing spend. (Distinct from CPA, which measures the cost per conversion action such as a lead or signup.)

When people share content through private channels like instant messaging programs, messaging apps, and email, which are hard to track.

Secure, privacy-compliant environments where two parties can match data sets without sharing raw data.

An email security protocol that uses SPF and DKIM to provide instructions to the receiving mail server on how to handle emails that fail authentication.

An email authentication method that adds a cryptographic signature to emails to verify they were not forged.

Ads that automatically target relevant search queries based on your website's content.

A detailed description of the specific subset of customers who are most likely to adopt a new product immediately.

A metric that indicates the average earnings generated for every 100 clicks sent to an affiliate offer/link.

A Google Ads feature that sends hashed first-party data (like email addresses) from your website to Google to match users and recover lost conversions. Meta's equivalent is the Conversions API.

A metric used by search engines to determine the importance or relevance of a named entity within a specific text or context.

Google's framework for assessing the quality of content.

Information a company collects directly from its customers and owns (e.g., email lists, purchase history, CRM data).

A unique tracking parameter that Google adds to your landing page URLs to track offline conversions.

A network of more than 2 million websites, videos, and apps where your ads can appear.

A full-scale product release to the entire market simultaneously, typically accompanied by a significant marketing push.

An HTML attribute used to specify the language and geographical targeting of a webpage to search engines.

A hypothetical description of the company that would get the most value from your product or service, used to focus sales and marketing efforts.

The process of stitching together multiple data points (like email, device ID, phone) to create a single, unified view of a customer across channels.

The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

The process of measuring the true causal impact of a marketing activity by comparing a treated group to a control group.

A security vulnerability where an application provides direct access to objects based on user-supplied input.

JavaScript Object Notation for Linked Data, the preferred method for implementing Schema Markup.

A network of real-world entities and their interrelationships, used by search engines to understand context.

A prediction of the net profit attributed to the entire future relationship with a customer.

The practice of maintaining a healthy email list by removing inactive, invalid, or non-responding email addresses to improve deliverability.

A targeting option where platforms identify new users who share similar characteristics and behaviors with your existing customers.

A high-level metric measuring the total effectiveness of marketing spend (Total Revenue / Total Marketing Spend).

A statistical analysis technique that estimates the impact of various marketing tactics on sales and ROI.

The consideration stage where prospects research solutions to their problem.

The version of a new product with just enough features to be usable by early customers who can then provide feedback for future product development.

An evaluation method that assigns credit to every touchpoint in the consumer journey, rather than just the last click, to understand full funnel impact.

The uniformity of a business's Name, Address, and Phone number across the entire web, critical for local SEO.

A fee charged by affiliate networks (typically 20-30%) on top of the commission paid to affiliates.

A metric tracking customers who are purchasing from a brand for the very first time, used to measure true acquisition growth.

A feature that allows you to import conversions that happen offline (like over the phone or in-store) into Google Ads.

A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

A set of Google APIs (Topics API, Protected Audience, Attribution Reporting) originally proposed as privacy-preserving alternatives to third-party cookies. Google reversed its plan to deprecate third-party cookies in Chrome (announced July 2024), and on October 17, 2025 announced it is retiring those three APIs across Chrome and Android, citing low adoption.

The degree to which a product satisfies a strong market demand.

The use of automated technology to target specific high-value accounts with personalized advertising at scale.

Google's 1-10 rating of the quality and relevance of your keywords and PPC ads. Built from three pillars: expected click-through rate, ad relevance, and landing page experience.

A marketing analysis tool used to identify a company's best customers by using three quantitative factors.

IP addresses assigned to real residential devices, used to mimic organic user behavior and evade detection. Note: this describes grey-/black-hat use (large-scale scraping, ad fraud, ban evasion) that violates most platforms' terms of service.

Ads that automatically test different combinations of headlines and descriptions to learn which perform best.

A marketing metric that measures the efficacy of a digital advertising campaign. Calculated as Revenue ÷ Ad Spend (often shown as a multiple, e.g., 4× ROAS = $4 in revenue per $1 spent).

The strategic alignment of sales, marketing, and customer success data and processes to drive predictable revenue growth.

A phased release strategy where a product is introduced to specific regions or segments in waves.

The strategic process of providing sales teams with the content, tools, and training they need to engage buyers and close deals effectively.

Code (structured data) that you put on your website to help search engines return more informative results for users (rich snippets).

The page displayed by a web search engine in response to a query by a searcher.

An email authentication protocol that allows domain owners to specify which mail servers are authorized to send email on behalf of their domain.

A tracking method where data is sent from your server to the ad platform's server, bypassing the user's browser to improve data accuracy and privacy.

A measure of the market your brand owns compared to your competitors. It acts as a gauge for your brand visibility.

An ad group strategy where you target only one keyword per ad group for maximum relevance.

An ad group structure that groups keywords by specific themes rather than match types.

The awareness stage where prospects are just beginning to realize a problem exists.

An SEO strategy where you group content into clusters: a central 'pillar' (hub) page covering a broad topic, linked to related 'spoke' pages, to build topical authority. Also known as the Hub-and-Spoke Model.

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

Content created by unpaid contributors or fans, often used by brands to build authenticity and trust.

A search query that is satisfied directly on the SERP without the user clicking to a website.