A/B testing
Comparing variants across separated audiences using a defined measure. It needs correct allocation, adequate samples and controls against misleading conclusions.
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 87 / 685
Clear filtersAccount-based marketing
Marketing focused on selected businesses rather than a broad audience. Sales and marketing coordinate contacts, content and success criteria.
Definition and sourcesAd groups
Units organising related ads and delivery criteria within a campaign. A coherent theme helps match messages to queries or audiences.
Definition and sourcesAffiliate marketing
A partnership model paying affiliates for attributed outcomes, such as sales. Programme rules define attribution, commission and prohibited activity.
Definition and sourcesAIDA
A model describing attention, interest, desire and action. It helps structure messages but does not prove that every purchase follows a linear path.
Definition and sourcesAttribution
Assigning conversion credit to marketing interactions. Different models and data coverage can produce different results for the same sale.
Definition and sourcesB2B (Business-to-Business)
A business relationship in which a company sells to another company. Examples include enterprise software and manufacturing supplies. B2B describes the customer, not a particular sales channel.
Definition and sourcesB2C (Business-to-Consumer)
A model in which a business sells goods or services to consumers. It includes online and offline transactions. The abbreviation identifies the customer type rather than the technology used.
Definition and sourcesBidding strategies
Rules setting advertising bids towards goals such as clicks or conversion value. Automated strategies require correct data and sensible cost limits.
Definition and sourcesBounce rate
A bounce metric whose definition depends on the analytics tool. In GA4 it measures non-engaged sessions, not simply all single-page visits.
Definition and sourcesBroad match
A Google Ads keyword match type covering related searches. It needs search-term and campaign-goal monitoring, not just a keyword list.
Definition and sourcesBumper ads
A short, non-skippable Google Ads video format lasting up to six seconds. It is intended for concise messaging and reach.
Definition and sourcesBuyer persona
A representative buyer profile based on research into needs, behaviour and purchasing context. Personas should guide decisions rather than reinforce untested stereotypes.
Definition and sourcesCallout 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 sourcesCase 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 sources