Digital marketing terms A–Z

A rule in a tag manager that decides when a tag should fire.

An email sent automatically in response to a specific subscriber action or event.

A small graphic that signals a site is safe, credible, or endorsed to reassure visitors.

Majestic's score estimating a site's link quality based on proximity to trusted seed sites.

An element that reassures visitors a site or business is credible and safe.

A false positive: concluding a change works when it actually does not.

A false negative: missing a real improvement because the test failed to detect it.

Content created by customers fans or community members rather than the brand.

The rel=ugc value that marks a link as coming from user-generated content.

A comprehensive resource that aims to cover a broad topic in full depth.

Content freely accessible without any form, login, or contact requirement.

A unique pageview counts a page only once per session, no matter how many reloads happen.

The distinct factor that sets a product apart from its competitors.

The direct revenues and costs tied to a single unit, such as one customer or order.

Google's earlier analytics version, now retired, built on a session and pageview model.

A usability session participants complete alone, without a live facilitator.

The percentage of email recipients who opt out of a list after a given send.

Encouraging a customer to buy a higher tier or larger version of a product.

A tactic that uses time pressure, like deadlines, to prompt readers to act sooner rather than later.

A countdown clock that pressures visitors to act before an offer or deadline expires.