Digital marketing terms A–Z

A metric selected to show progress toward an important objective.

A dashboard focused on the key performance indicators that track important goals.

A focused webpage designed around a specific audience and action.

The persuasive text on a focused page built to drive one specific action.

Google Ads' assessment of how useful and relevant your landing page is to people who click.

The ongoing practice of improving a landing page so more visitors take the intended action.

A landing page report shows performance grouped by the first page of each session.

LCP measures how long the largest visible element takes to render on screen.

A model that gives all conversion credit to the final recorded interaction.

Delaying the load of images or content until a user is about to see it.

A form that collects contact details from potential customers.

A useful resource offered in exchange for contact information or another opt-in.

Sending relevant, timed messages to build trust with leads until they are ready to buy.

Assigning points to leads based on traits and actions to rank their sales readiness.

The early period when an ad system gathers data before delivery and results stabilize.

The opening sentence or paragraph of an article that delivers its most important point.

Coordinating messages across every stage of the customer journey, from first touch to loyalty.

A label marking where a contact sits in their journey from stranger to customer and beyond.

A total amount set to spend across a campaign's entire scheduled run.

A lift test measures the increase in a metric caused by exposure to marketing.