Resources
The words that show up in client work.
Paid media, SEO, analytics and the commercial side of running an agency. Each entry says what the term means, and then the part most glossaries leave out: what it means when you are the one running it for somebody else.
59 terms and counting.
A
A/B testingSplit testing
Comparing two versions against each other to see which performs better.
Read the definitionAd Rank
What decides whether an ad shows, and in which position.
Read the definitionAnchor text
The visible, clickable words of a link.
Read the definitionAttribution
Deciding which marketing touchpoints get credit for a conversion.
Read the definitionAttribution model
The specific rule used to split conversion credit between touchpoints.
Read the definitionB
C
Canonical URL
The address declared as the definitive one for a page with duplicates.
Read the definitionCapacity planning
Matching the work coming in to the people available to do it.
Read the definitionChurn rate
The rate at which clients or recurring revenue are lost.
Read the definitionClient health
A read on whether an account is going well, at risk, or in trouble.
Read the definitionClient lifetime valueLTV
The total profit expected from a client across the whole relationship.
Read the definitionConversion rateCVR
The share of visitors who complete the action a page is asking for.
Read the definitionConversion tracking
The wiring that tells a platform an action happened.
Read the definitionCore Web VitalsCWV
Google measures of loading, interactivity and visual stability.
Read the definitionCPACost per acquisition
What it costs, on average, to get one conversion.
Read the definitionCPCCost per click
The average amount paid for a single click on an ad.
Read the definitionCPLCost per lead
What it costs to generate one lead.
Read the definitionCPMCost per mille
The cost of one thousand ad impressions.
Read the definitionCrawl budget
How much of a site a search engine will fetch in a given period.
Read the definitionCreative fatigue
The decline in performance that comes from showing the same ad too long.
Read the definitionCTRClick-through rate
The share of people who saw an ad and clicked it.
Read the definitionD
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Q
R
Reach
The number of distinct people who saw a campaign at least once.
Read the definitionRemarketingRetargeting
Advertising to people who have already interacted with the brand.
Read the definitionRetainer
A recurring fee for an agreed scope of ongoing work.
Read the definitionROASReturn on ad spend
Revenue earned for every unit of currency spent on advertising.
Read the definitionS
Schema markupStructured data
Machine-readable annotations describing what a page is about.
Read the definitionScope creep
Work that grows beyond what was agreed, without the fee following.
Read the definitionSearch intent
What somebody is actually trying to do when they type a query.
Read the definitionSEOSearch engine optimisation
Improving a site so it earns more relevant traffic from unpaid search results.
Read the definitionSERPSearch engine results page
The page of results returned for a search query.
Read the definitionSession
A single visit to a site, bounded by time and inactivity.
Read the definitionSOWStatement of work
The document defining what will be delivered, when, and for how much.
Read the definition