Digital marketing terms A–Z

Managing how query string parameters in URLs affect crawling, indexing, and duplicate content.

Watching real people attempt tasks on a product to find where they struggle.

The agreed permissions for how a brand may reuse a creator's content.

A text string that identifies the browser or bot making a web request.

Written guides that explain how to install, use, and troubleshoot a product or service.

The overall quality of a person's interaction with a product, site, or service.

A diagram of the steps and choices a person takes to reach a goal.

A stable identifier you assign to a signed-in user to link activity across devices.

The visual and interactive layer people use to operate a website, app, or device.

A broad term for evaluating a product with real or representative users.

A campaign that invites customers to create and share content featuring a brand.

Users counts the distinct people, or devices, that visited a site during a period.

Adding UTM tracking parameters to social links so analytics tools can trace their traffic.

A query-string label used to describe a link's campaign source and context.

Writing the short, functional text inside products and interfaces that guides people through tasks.

A clear explanation of the value an offer provides to a specific audience.

A short statement of the specific benefit a product gives and why it is worth choosing.

A number that looks impressive but does not guide any real decision or action.

Numbers that look impressive but do not clearly connect to business goals or decisions.

A named placeholder that supplies or captures a value for tags and triggers.