Marketing terms beginning with C

The average cost of acquiring a new customer.

The time it takes for a customer's gross profit to repay the cost of acquiring them.

An ad add-on that displays a phone number so users can call your business.

A call to action worded around the benefit the reader gets, not the task.

Short, non-clickable phrases that highlight features or offers in a search ad.

A short document that defines a campaign's goals, audience, message, and scope.

The 2003 US law setting rules for commercial email, including opt-out and honest headers.

An HTML tag that names the preferred version of a page among duplicates.

The preferred version of a page when similar URLs exist.

The process of choosing one preferred URL when the same content is reachable at several addresses.

Asking users to group and label topics to guide how content should be organized.

A single post holding multiple images or videos that users swipe through.

Starting a shopping cart without completing the purchase.

A detailed story showing how a customer used a product or service and the results.

Canada's law requiring consent and clear identification before sending commercial electronic messages.

The act of establishing an entirely new market category that did not exist before.

A strategy of defining and leading a new market category rather than competing in an existing one.

A cue or situation that prompts someone to think of and consider a category.

A two-letter top-level domain assigned to a specific country or territory.

The combination of marketing channels a business uses to reach its audience.

A plan for which marketing channels to use and how they work together.

A chatbot is software that simulates conversation to answer questions or complete tasks through text or voice.

When too many options make deciding harder and less likely.

A feed that shows posts in time order, newest first, rather than by predicted interest.

Estimating which customers are likely to stop buying or cancel a subscription soon.

The percentage of customers or revenue lost over a set period.

Majestic's score predicting a site's link influence based on the quantity of backlinks.

How easily AI answer engines can quote and attribute a piece of content.

Generating fake or invalid clicks on ads to drain budgets or inflate earnings.

A heatmap showing where visitors click most on a page.

The percentage of delivered emails that produced at least one click.

A conversion credited when someone clicks an ad and then completes an action.

The share of people who opened an email and then clicked a link inside it.

An analytics identifier for a browser or device, usually stored in a cookie.

Building page content in the browser using JavaScript after an initial load.

Cloaking shows search engines different content than human visitors see.

The value expected from a customer across the relationship.

When separate sources mention two entities together, suggesting a topical relationship between them.

The repeated appearance of specific words near a brand or link across the web.

The mental effort a person needs to understand and use an interface.

Grouping users by a shared start point and tracking their behavior over time.

Grouping subscribers by a shared start point to compare how their email engagement changes over time.

Tracking how long groups of customers who started together keep using a product.

Reviewing and managing user comments to remove spam, abuse, or harmful content.

Commercial investigation is research before buying, comparing options and reading reviews.

People tend to act in line with earlier commitments they have made, especially public ones.

Creating a connected audience that interacts with a brand and with each other over time.

Engaging and moderating an audience across social channels to build relationships and trust.

A text, image, or poll update a YouTube channel shares outside of video.

A strategy that grows a business through an engaged community of users or fans.

A page that compares two or more products, services, or options side by side.

The study of rivals to understand their strengths, weaknesses, and market position.

A range of values that likely contains the true effect of a change.

The chosen probability that a test result is not due to random chance.

A subscription confirmed by the recipient, often used as another name for double opt-in.

Running video ads on televisions that stream content over an internet connection.

Software that collects, stores, and shares visitors' consent choices for tracking.

Google's feature that adjusts how its tags behave based on a user's consent choices.

The unit in a tag management tool that holds all tags, triggers, and variables for a site.

Breaking one large piece of content into many smaller, standalone pieces for different channels.

A systematic review of existing content to assess its quality, performance, and what to do next.

A document that defines the purpose audience and requirements for a piece of content.

A reusable outline that captures the goals, audience, and specs for a piece of content.

A schedule that maps what content will be published, where, and when, across channels.

The gradual loss of traffic or rankings a page suffers over time.

The channels and methods used to get content in front of an audience after it is created.

How current and up to date a page's information is, which can affect some rankings.

Finding topics or questions your audience wants that your existing content does not yet cover.

The system of rules, roles, and processes that controls how content is created and maintained.

A central section of a site that organizes related content around a single theme.

Adapting content for a specific market's language, culture, and local conventions.

Software that lets people create, edit, organize, and publish digital content without coding each page.

Creating and distributing useful material to attract and serve an audience.

A hard-to-copy content advantage that protects a brand from competitors.

How well content meets its goals, measured through metrics like traffic, engagement, and conversions.

Tailoring content to individual users based on their data, behavior, or context.

A broad, in-depth core page on a main topic that supporting content links back to.

Reviewing and removing or improving low value pages to strengthen a site overall.

Updating existing content to improve its accuracy, relevance, and usefulness rather than writing new pieces.

Reworking existing content into new formats to reach more people and extend its value.

A measure comparing the value content generates against the cost of producing and promoting it.

The plan for what content to create, for whom, and why, tied to business and audience goals.

Republishing existing content on third-party sites to reach their audiences.

The rate at which a team produces and publishes new content over a set period.

The defined sequence of steps content moves through from idea to published and updated.

A link placed within the body text of content, surrounded by relevant words.

Placing ads based on the content of the page or app, not on who is viewing it.

Revenue left after variable costs, available to cover fixed costs and profit.

The unchanged group in a test, used as a baseline to compare against.

The number of comments or replies a post earns relative to your audience size.

Conversational Marketing engages buyers through real-time, two-way dialogue using chat, messaging apps, or voice instead of one-way forms.

A completed action that a business chooses to measure as valuable.

A method that sends conversion events to an ad platform directly from a server instead of the browser.

Any obstacle that stops a visitor from completing a desired action.

Writing focused on prompting a specific action, guided by research and testing rather than guesswork.

The staged path a visitor follows from first contact to a completed goal like a purchase or signup.

The increase in conversion rate a change produces compared with a baseline or control.

A conversion path is the full sequence of touchpoints a customer takes before converting.

Conversion rate is the share of sessions or users that completed a desired action.

The share of email recipients who complete a desired action after clicking.

The practice of increasing the share of visitors who take a desired action.

The collection of data showing when defined outcomes occur.

The time span after an ad interaction during which a later conversion still gets credit.

Designing a page around one goal so every element guides visitors toward that action.

A visitor's permission for a site to store or read cookies and similar trackers.

Measuring users and conversions without relying on third-party cookies.

Writing designed to persuade an audience to think feel or act.

Google's set of user experience metrics for loading, interactivity, and visual stability.

A Meta bidding control that aims to keep your average cost per result at or below a set amount.

The average cost for each interaction with an ad, such as a like or expand.

The average amount spent to get one app install from a campaign.

The average amount you spend to acquire one lead from a campaign.

The average price paid each time someone views a video ad.

The mix of fixed and variable costs a business or campaign carries.

The average media cost required to produce one defined acquisition.

The average amount paid for each ad click.

The cost to deliver one thousand ad impressions.

How easily search engine crawlers can reach and read a site's pages.

The number of pages a search engine will crawl on your site in a given period.

How many clicks a page sits from the homepage or entry point.

A problem that stops a search engine from successfully fetching a URL.

How many requests a crawler makes to your site within a set time.

A site structure that generates near-infinite low-value URLs, wasting crawler resources.

An automated program that browses the web and fetches pages by following links.

The process search engines use to discover pages and follow links.

The practice of cycling multiple ad creatives so no single one runs too long.

A document telling a creator the goals, requirements, and rules for a paid collaboration.

The market of independent creators who earn income from content and the tools that support them.

A platform tool that connects brands with creators for paid partnerships.

A system and process for managing customer and prospect relationships.

Cross-channel attribution assigns conversion credit across all the channels a customer used.

Coordinating multiple channels so they share data and hand off to each other.

Connecting a person's activity across multiple devices into a single view.

A canonical tag that names a preferred URL on a different domain than the current page.

Encouraging a customer to buy related or complementary products alongside their main purchase.

A prompt that asks an audience to take a specific next step.

The percentage of impressions that result in a click.

CLS measures how much page content unexpectedly moves while it loads.

An audience built from an advertiser's own data, such as a customer list or site visitors.

A user-defined attribute that adds descriptive detail to analytics reports.

An event you define in analytics to track an action not captured automatically.

A Google audience built from keywords and URLs to reach people researching specific topics.

A user-defined numeric measure you register to quantify something in reports.

A specific path a business uses to reach and win new customers.

A measure of how much effort a customer needed to complete a task or resolve an issue.

The sequence of interactions surrounding a customer's need and relationship with a brand.

The full path a customer travels from first awareness through purchase, loyalty, and beyond.

A tool that uses your uploaded customer contact data to target or exclude those people with ads.

Guiding new customers to first value and confident use after they buy or sign up.

A measure of how satisfied customers feel with a product, service, or interaction.