Digital marketing terms A–Z

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.