Digital marketing terms A–Z

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.