Digital marketing terms A–Z

An interactive ad that uses video, audio, animation, or clickable elements beyond a static image.

A rich result is an enhanced search listing with extra visual features beyond text.

Rich snippet is the older name for an enhanced search listing with extra details.

Shifting the perceived risk of buying from the customer to the seller to ease hesitation.

Revenue attributed to advertising divided by advertising cost.

An HTML tag in the page head that tells search engines how to index and follow a page.

A site-level file that gives web crawlers access instructions.

An article that gathers multiple tools, tips, or expert opinions on one topic.

The typical time and steps it takes to close a sale.

The stages a prospect passes through from lead to closed sale.

A page built entirely to persuade visitors to buy a specific product or service.

A strategy where a sales team drives acquisition and revenue through direct selling.

The number of users or sessions included in a test or analysis.

Estimating report results from a subset of data instead of every record.

A persuasion tactic that highlights limited supply to make an offer feel more valuable and worth acting on.

A message showing limited stock or availability to encourage visitors to act sooner.

Schema markup is code from the Schema.org vocabulary that labels content for search engines.

Scroll depth measures how far down a page visitors scroll, often as a percentage.

A heatmap showing how far down a page visitors scroll.

Text ads shown on search engine results in response to a user's query.