Growth experimentation
An approach to growth through rapid, measurable product and marketing experiments. It needs suitable metrics; a temporary traffic spike does not prove durable growth.
Definition and sourcesKNOWLEDGE / FROM A TO Z
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Clear filtersHard bounce
A permanent delivery failure, such as a nonexistent address. The contact usually needs removal from active sending or correction.
Definition and sourcesIn-feed video ads
A historical name for video ads inviting selection from feeds or results. Google's documentation uses the name in-feed video ads.
Definition and sourcesIn-stream ads
Ads shown before, during or after video content. Skipping options and charging rules depend on format and platform.
Definition and sourcesInfluencer marketing
A brand's cooperation with a creator connected to an audience. Assess audience fit, advertising disclosure and outcomes, not just follower counts.
Definition and sourcesKeyword Planner
A Google Ads tool for keyword ideas and campaign forecasts. Ranges and estimates guarantee neither future traffic nor organic rankings.
Definition and sourcesLead magnet
Useful material or a benefit offered in exchange for contact details. Downloading it does not automatically permit every form of marketing communication.
Definition and sourcesLocation asset
A Google Ads asset showing business-location information. The former extension terminology corresponds to current assets; keep business data current.
Definition and sourcesMailing list
A collection of contacts and information about their permission to receive messages. An email address alone proves neither consent nor contact validity.
Definition and sourcesMatomo, formerly Piwik
A web-analytics platform formerly called Piwik. Self-hosting increases data control but does not remove privacy-configuration and collection responsibilities.
Definition and sourcesMeta ads on Facebook
Ads delivered within Facebook through Meta's tools. Placement, objectives and targeting depend on campaign settings and platform rules.
Definition and sourcesMicro-conversion
A smaller event indicating progress towards a main goal, such as starting a form. It is not automatically a sale; validate its value with data.
Definition and sourcesNet Promoter Score
A recommendation-intent metric: percentage of promoters minus percentage of detractors. Survey results do not replace observation of customer behaviour.
Definition and sourcesNewsletter
A message or series sent to subscribers, usually by email, to inform, teach or present offers. Readers should understand what they subscribe to, how often messages arrive and how to unsubscribe.
Definition and sourcesOut-stream ads
Video ads appearing outside a main video stream, such as between page content. Availability and format names change with platform offerings.
Definition and sourcesOutbound marketing
Marketing where a business initiates contact, such as advertising or direct sales. Channel choices should consider relevance, permission and recipient experience.
Definition and sourcesPaid search results
Labelled ads presented in search results. Auction participation and payment do not buy positions in the organic index.
Definition and sourcesPay per sale
A payment model based on attributed sales, common in affiliate marketing. Attribution windows, returns and qualifying-transaction rules depend on the programme.
Definition and sourcesPerformance Max
A Google Ads campaign type combining multiple channels and automation. Outcomes depend on data, goals and assets; automation does not remove oversight needs.
Definition and sourcesProduct ads
Product ads displaying data such as image, price and seller. In Google they rely on product data and the rules of the relevant campaign format.
Definition and sourcesReal-time marketing
Marketing responding to current events and context. Publishing quickly should not replace verification of facts, tone and brand fit.
Definition and sourcesReferral traffic
Traffic attributed to visits from another website under analytics rules. Missing referrer information and campaign configuration can affect classification.
Definition and sourcesRemarketing
Advertising to people who previously had a defined interaction. It requires appropriate data, consent and platform compliance rather than unrestricted tracking.
Definition and sourcesRemarketing lists for search ads
A historical acronym for using previous-audience lists in search advertising. Check Google Ads for current segment names and requirements.
Definition and sources