Digital marketing terms A–Z

The number of followers an account has divided by the number of accounts it follows.

Estimating future results such as leads, sales, or revenue using data.

When users start filling a form but leave before submitting it.

Improving a form's fields so more people complete it accurately.

The share of recipients who forward or share an email with others.

A limited period of product access at no cost meant to encourage a purchase.

The rate at which free-plan users upgrade to a paid plan.

Limiting how many times one user sees your ad within a set time period.

The classical approach using significance thresholds and fixed sample sizes.

Anything that makes a task harder or slower and discourages users from finishing.

The sender name shown in the inbox that identifies who the email is from.

A clear statement, required in the US, that a post is paid or sponsored.

A strategy that coordinates activity across every funnel stage rather than one.

A simplified model of movement from awareness toward a desired outcome.

Measuring how users move through defined steps toward a goal and where they drop off.

A chart showing how users pass through funnel steps and where they exit.

Google's event-based web and app analytics service.

Content locked behind a form that visitors complete to gain access.

Freely given, specific, informed agreement to receive marketing email under European data protection law.

Optimizing content so AI generative engines cite and include it in answers.