Callout asset
Additional short ad text highlighting an offering's feature. It is not a separate clickable link; claims must comply with rules and reality.
Definition and sourcesKNOWLEDGE / FROM A TO Z
Glossary
Technology, explained clearly. Find a term, choose a letter or narrow the topic. Definitions include sources and their review date.
Terms 18 / 685
Clear filtersCase study
An account of a specific implementation, its context, actions and outcomes. A useful case study explains measurement methods and limits to its conclusions.
Definition and sourcesClick-through rate
Clicks divided by impressions, usually expressed as a percentage. It helps assess response to messaging but does not replace conversion and cost analysis.
Definition and sourcesClickbait
A headline or presentation designed to provoke clicks, often at the expense of accuracy. High CTR alone does not demonstrate content quality or usefulness.
Definition and sourcesContent marketing
Planned creation and distribution of content addressing audience needs. It supports relationships and decisions rather than merely increasing publication volume.
Definition and sourcesConversion
An event defined as a desired outcome, such as a sale or valuable enquiry. Definitions and counting rules should match business goals rather than clicks alone.
Definition and sourcesCopywriting
Writing that supports a communication goal, such as explaining an offer or encouraging contact. Effective copy connects the reader's needs with concrete information. Persuasion does not justify unsupported promises.
Definition and sourcesCost per acquisition
The cost of a defined conversion: campaign spend divided by those events. First establish what conversion means in the particular report.
Definition and sourcesCost per click
The cost of an ad click. Average CPC divides click spending by clicks; low CPC does not necessarily mean a profitable campaign.
Definition and sourcesCost per lead
The cost of obtaining a contact meeting the defined lead criteria. It is calculated against campaign spending; lead quality needs separate assessment.
Definition and sourcesCost per thousand impressions
The cost of one thousand ad impressions. An impression does not equal attention or a visit; viewability and campaign outcomes also matter.
Definition and sourcesCost per view
The cost of a qualifying video-ad view or related interaction, depending on format. Check the platform's definition of a view.
Definition and sourcesCross-selling
Offering products that complement a customer's existing choice. It differs from upselling, which usually suggests a more expensive or advanced version.
Definition and sourcesCTA (Call to Action)
A prompt for a specific action, such as booking a call or downloading a guide. It can be a button, link or text. It should explain the next step and deliver what it promises.
Definition and sourcesCustomer acquisition cost
Customer acquisition cost divides defined acquisition spending by new customers. Comparisons need consistent time periods and cost coverage.
Definition and sourcesCustomer experience
The overall customer experience across interactions with a business, from initial information to post-purchase support. It is not limited to website appearance.
Definition and sourcesCustomer insight
An evidence-based conclusion explaining customer needs or behaviour. A single observation or guess is not yet a validated insight.
Definition and sourcesCustomer satisfaction score
A satisfaction measure based on survey answers after a defined experience. Results depend on question wording, scale and respondents, so context is essential.
Definition and sources