Digital marketing terms A–Z

A plan for assigning credit to the touchpoints that lead to conversions.

Using software and rules to coordinate repeatable marketing actions.

The money a company plans to spend on marketing over a set period.

Total revenue divided by total marketing spend across all channels in a period.

A model of the stages people move through from first awareness to becoming a customer.

The set of controllable elements a business combines to market a product effectively.

Marketing mix modeling uses statistics on aggregate data to estimate how each channel affects sales.

The people, processes, and tools that keep marketing running efficiently.

A document that lays out marketing goals, actions, timelines, and budgets for a period.

A target account showing enough engagement to warrant sales attention.

The difference between a lead marketing deems interested and one sales deems ready to buy.

A long-term plan for how a business will reach and win its target customers.

The set of software tools a team uses to run and measure marketing.

The setting that controls how closely a search must relate to your keyword to trigger ads.

The highest amount an advertiser will pay for a single click on an ad.

An automated strategy that sets bids to get the most clicks possible within your budget.

An automated strategy that sets bids to get the most total conversion value within your budget.

An automated strategy that sets bids to get the most conversions possible within your budget.

A Google Analytics interface for sending event data to a property using direct requests.

Media mix modeling is statistical analysis that estimates how each media channel contributes to sales.