Glossary

Attribution is the method used to understand which marketing touchpoints contributed to a conversion. It helps compare channels, campaigns and messages by assigning value to clicks, impressions, visits or interactions before a lead, sale, booking or other business action.

An audience is a group of people defined by shared characteristics, behaviors, interests or data signals. In marketing, audiences are used to target campaigns, personalize messages, analyze performance and build segments that match a brand objective.

Brand awareness is the degree to which a target audience recognizes, remembers and associates a brand with a category, need or promise. It is built through repeated exposure, distinctive assets, useful content and consistent experiences.

Brand content is content created by or for a brand to express its identity, expertise, values or usefulness. It can take the form of articles, videos, social posts, guides or stories designed to build trust before direct conversion.

A call to action is a visible instruction that tells users what to do next. It can be a button, link or message such as booking a call, requesting a quote, downloading a guide or starting a WhatsApp conversation.

Conversion rate is the percentage of users who complete a desired action, such as submitting a form, buying, booking, downloading or starting a WhatsApp conversation. It helps evaluate how effectively traffic turns into business outcomes.

Cost per lead is the average amount spent to generate one lead through a campaign. It is calculated by dividing media or campaign spend by the number of leads collected, then evaluated against lead quality, sales potential and conversion rate.

CPC means cost per click. It is the amount an advertiser pays, on average, when someone clicks an ad. CPC helps compare keyword, audience or creative efficiency, but it must be read alongside conversion rate, lead quality and revenue.

CPM means cost per thousand impressions. It measures how much an advertiser pays for one thousand ad displays. CPM is mainly used to evaluate reach, awareness and media buying efficiency, especially for display, video and social campaigns.

CRM means customer relationship management. It refers to the tools, data and processes used to centralize contacts, track interactions, manage opportunities and improve follow-up across marketing, sales and customer service.

CRO means conversion rate optimization. It is the practice of improving pages, forms, messages and user journeys so a higher percentage of visitors complete a desired action such as a lead, purchase, booking or WhatsApp conversation.

CTR means click-through rate. It measures the percentage of impressions that generated a click. CTR helps evaluate whether an ad, search result, email or link is attractive enough to make people move to the next step.

Digital acquisition is the set of marketing actions used to attract qualified visitors, prospects or customers through online channels. It combines SEO, paid media, social platforms, content, landing pages, CRM and measurement so a brand can turn attention into leads, sales or bookings.

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It describes quality signals that help search systems and evaluators assess whether content is credible, useful and written or reviewed by people with real knowledge.

A featured snippet is a highlighted answer that Google extracts from a web page and displays near the top of search results. It usually answers a question directly through a paragraph, list, table or short definition.

First-party data is information a brand collects directly from its own audiences, customers or prospects. It can come from websites, forms, CRM, purchases, WhatsApp conversations, email engagement or loyalty programs.

A funnel is a model that organizes the steps between first contact and conversion. It helps marketers understand how audiences move from awareness to consideration, lead generation, purchase, retention or recommendation.

Generative Engine Optimization is the practice of making content easy for AI answer engines to understand, extract and cite. It complements SEO by favoring clear answers, structured pages, credible signals, FAQs and entity relationships.

Google Ads is Google’s advertising platform. It allows brands to buy visibility across Search, YouTube, Display, Shopping and other placements, usually with targeting, bidding, keywords, audiences, budgets and conversion tracking.

Influencer marketing uses creators, experts or public personalities to promote a brand, product or message through their communities. It can support awareness, credibility, content production, social proof and conversion when the fit is authentic.

Internal linking is the practice of connecting pages within the same website through contextual links, navigation and structured pathways. It helps users discover related content and helps search engines understand hierarchy, priority and topical relationships.

A KPI is a key performance indicator. It is a metric selected to measure progress against a specific objective, such as leads, conversion rate, ROAS, revenue, qualified traffic, retention or brand visibility.

A landing page is a focused web page designed for a specific campaign, offer or audience. Its goal is to turn visitors into leads, sales, bookings, downloads or conversations by reducing distractions and clarifying the next action.

A lead is a person or organization that has shown interest in a product, service or offer and can potentially become a customer. Leads may come from forms, calls, WhatsApp, events, ads, organic search or referrals.

Lead scoring is the process of assigning a score to prospects based on their profile, behavior and buying intent. It helps marketing and sales teams prioritize follow-up and separate high-potential leads from low-intent contacts.

Local SEO improves a brand’s visibility for searches connected to a city, neighborhood, store, agency or local service. It relies on Google Business Profile, local pages, reviews, structured information and proximity-based relevance.

Marketing automation uses software, rules and workflows to trigger marketing actions automatically. It can send emails, WhatsApp messages, lead nurturing sequences, alerts, scores or CRM updates based on user behavior and data.

Marketing reporting is the process of collecting, organizing and presenting performance data so teams can understand results and decide what to change. It can cover media spend, leads, conversion, revenue, content, CRM and channel contribution.

Meta Ads is the advertising platform for Facebook, Instagram, Messenger and other Meta placements. It allows brands to target audiences, promote content, generate leads, drive traffic, retarget visitors and measure campaign performance.

A persona is a simplified profile of a target customer based on needs, motivations, barriers, behaviors and decision criteria. It helps teams adapt messages, content, offers and channels to the people they want to reach.

Phygital combines physical and digital touchpoints inside one customer experience. It can connect stores, events, QR codes, CRM, mobile journeys, WhatsApp, data capture and online conversion to make offline interactions measurable and actionable.

Programmatic buying is the automated purchase of digital advertising inventory using data, auctions and audience criteria. It can distribute display, video or audio campaigns across many placements while controlling targeting, frequency, cost, visibility and performance.

Retargeting is the practice of showing ads to people who already interacted with a brand, website, app, video, social account or campaign. It helps bring back visitors, reinforce messages and move prospects closer to conversion.

ROAS means return on ad spend. It compares revenue attributed to advertising with the amount spent on media. ROAS helps evaluate paid campaign profitability, especially when sales value can be tracked accurately.

ROI means return on investment. It measures profitability by comparing the value generated by an action with its total cost. In marketing, ROI can include media spend, production, tools, agency fees and commercial outcomes.

SEO is the set of methods used to improve a website’s organic visibility in Google and other search engines. It combines useful content, technical structure, authority, user experience and semantic consistency to attract qualified traffic without relying only on ads.

SERP means search engine results page. It is the page displayed after a search query, containing organic results, ads, featured snippets, maps, videos, images, people also ask boxes and other search features.

Structured data is standardized markup that helps search engines understand the meaning of a page. Using schema.org, often in JSON-LD format, it can describe articles, services, FAQs, organizations, products, breadcrumbs and other entities.

Technical SEO covers the optimizations that make a website fast, crawlable, indexable and understandable for search engines. It includes performance, architecture, HTML tags, internal links, redirects, sitemaps, robots rules and structured data.

Tracking is the setup used to record user actions, campaign sources and conversions across digital touchpoints. It helps measure what happens after clicks, compare channels, optimize campaigns and connect marketing activity with business results.

A tracking pixel is a small piece of code used to record user actions on a website or landing page. It helps measure conversions, build audiences, optimize campaigns and retarget visitors across advertising platforms.

UGC means user-generated content. It refers to photos, videos, reviews, posts or testimonials created by customers, users or creators rather than the brand itself. It can increase authenticity, social proof and campaign performance.

WhatsApp Business is the professional version of WhatsApp for companies. It helps manage customer conversations, send approved messages, qualify leads, support follow-up, connect CRM data and create conversational journeys for service, sales or marketing.