Glossary of Common Digital Marketing Terms
Definitions for the most-used industry jargon.
Essential Marketing Acronyms & Concepts: The Go-To Glossary for Teams and Clients
Understanding digital marketing’s alphabet soup is crucial for onboarding new talent and building trust with clients. This glossary covers over 50 common terms—from CTR to CRO—to make conversations easier and strategies clearer.
A – D
A/B Testing
Comparing two versions of a webpage, ad, or email to see which performs better.
AOV (Average Order Value)
The average dollar amount each customer spends per transaction.
B2B (Business-to-Business)
Companies selling products or services to other companies.
B2C (Business-to-Consumer)
Companies selling directly to consumers.
BR (Bounce Rate)
The percentage of website visitors who leave after viewing only one page.
CAC (Customer Acquisition Cost)
The total cost of acquiring a new customer (including ads, sales, and marketing).
CLV or LTV (Customer Lifetime Value)
How much revenue you can expect from a customer over their entire relationship with your company.
CMS (Content Management System)
Software used to manage website content (e.g., WordPress, HubSpot).
CPA (Cost Per Action/Acquisition)
Average cost to acquire a single conversion (sale, sign-up, etc.).
CPC (Cost Per Click)
Average cost paid per ad click in a campaign.
CPL (Cost Per Lead)
Average cost for getting a new lead.
CPM (Cost Per Mille/Thousand Impressions)
Ad cost per 1,000 impressions/views.
CRM (Customer Relationship Management)
Software to manage contacts, sales, and customer interactions (e.g., Salesforce, HubSpot).
CRO (Conversion Rate Optimization)
Improving website or campaign elements to increase the percentage of visitors who complete a desired action.
CTA (Call to Action)
A prompt (button, link, statement) encouraging users to take a specific action.
CTR (Click-Through Rate)
The percentage of people who click on a link, ad, or email out of the total who saw it.
E – K
ESP (Email Service Provider)
Platforms for sending marketing emails (e.g., Mailchimp, Constant Contact).
FTP (File Transfer Protocol)
A method for transferring files from one computer to another, often used for website management.
GA4 (Google Analytics 4)
The latest version of Google Analytics for tracking website and app usage.
JSWYK (Just So Where You Know)
It is an internal way of saying IYKYK here at Evolve
KPI (Key Performance Indicator)
A measurable value used to evaluate success in achieving specific goals.
L – P
Landing Page
A web page focused on driving a specific action or conversion.
MQL (Marketing Qualified Lead)
A lead deemed more likely to become a customer based on marketing engagement.
NPS (Net Promoter Score)
A metric measuring customer loyalty and satisfaction.
PPC (Pay-Per-Click)
Online ad model in which advertisers pay each time their ad is clicked.
PM (Project Manger)
Responsible for keeping projects and tasks on time and on budget.
PR (Public Relations)
Managing the public image of a company or product.
Q – Z
ROI (Return on Investment)
A measure of the profitability of an investment, calculated as (revenue – cost) / cost.
SEO (Search Engine Optimization)
Optimizing content and website structure to improve ranking in search engines.
SERP (Search Engine Results Page)
The page displayed by a search engine in response to a query.
SLA (Service Level Agreement)
A contract outlining service expectations between provider and client.
SMM (Social Media Marketing)
Promoting products or brands via social platforms like Facebook, LinkedIn, or Instagram.
SQL (Sales Qualified Lead)
A lead vetted by sales and considered ready for direct outreach.
UI (User Interface)
How users interact with software or websites.
URL (Uniform Resource Locator)
The address of a web page.
UX (User Experience)
The overall feeling and effectiveness of a user’s interaction with your website or platform.
Summary:
This marketing glossary is the perfect starting point for anyone new to digital campaigns, website projects, or agency-client partnerships. Knowing these acronyms and concepts empowers your team and clients to communicate clearly and make informed decisions.