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Charts and graphs illustration depicting key digital marketing metrics for strategic analysis.

Digital Marketing, with its rapid evolution and technological advancements, has developed its own vernacular—a collection of terms, acronyms, and metrics that might seem daunting to newcomers and seasoned professionals alike. While it's challenging to compile an exhaustive list given the field's dynamic nature, understanding these basic terms is crucial for navigating the digital marketing landscape effectively. Below, we have presented a curated glossary of some essential digital marketing metrics and terms, aiming to demystify complex concepts and definitions to those looking to deepen their understanding or refine their strategies.

  • A/B Testing: A method of comparing two versions of a webpage or app to determine which one performs better.
  • Ad Impressions: The total count of ads served to users, providing a measure of the scale of an ad campaign.
  • Ad Recall Lift: An estimate of the number of people likely to remember your ad if asked within two days.
  • API (Application Programming Interface): A set of protocols and tools for building software applications, used to automate tasks or integrate marketing tools.
  • ATL (Above The Line): Advertising aimed at a mass audience, typically through mediums like TV, radio, and print.
  • Audience Retention: Shows the average percentage of a video watched by viewers.
  • Bid Rate: The percentage of bid requests that result in actual bids.
  • Bid Request: The number of requests sent to advertisers to bid for displaying their ads.
  • BTL (Below The Line): More targeted advertising strategies, including direct mail and online ads.
  • CAC (Customer Acquisition Cost): The cost associated with convincing a customer to buy a product/service.
  • Clicks (All): Total number of clicks on ad elements, including likes, shares, comments, and calls to action.
  • CLV (Customer Lifetime Value): Predicts the net profit attributed to the future relationship with a customer.
  • CPA (Cost Per Acquisition): The cost of acquiring a new customer through a specific channel or campaign.
  • CPD (Cost Per Download): The cost associated with each download of an app or software.
  • CPE (Cost Per Engagement): The cost associated with a specific user interaction or engagement with a video ad.
  • CPM (Cost Per Mille): The cost of 1,000 advertisement impressions on a webpage.
  • CPR (Cost Per 1,000 People Reached): The average cost to reach 1,000 people.
  • CPS (Cost Per Sale): The cost an advertiser pays for each sale generated directly from an ad.
  • CRM (Customer Relationship Management): Strategies used by companies to manage and analyze customer interactions and data.
  • CR (Conversion Rate): The percentage of visitors who take a desired action on a website.
  • CTA (Call to Action): A prompt on a website that tells the user to take some specified action.
  • CTR (Click-Through Rate): The percentage of people who click on an ad after seeing it.
  • DAU (Daily Active Users): The number of unique users who engage with a website, app, or online platform within a day.
  • Deal ID: Unique identifier for direct programmatic deals.
  • Dynamic Creative Optimization (DCO): Technology that optimizes ad creative components in real-time based on user data.
  • EAT (Expertise, Authoritativeness, Trustworthiness): Guidelines used by Google to assess web page quality.
  • eCPM (Effective Cost Per Thousand Impressions): Measures the ad revenue generated per 1,000 impressions.
  • Email Marketing: Direct marketing via email, measured by open rates, CTRs, and conversion rates.
  • Engagement Rate: The percentage of viewers who interact with a video ad by taking an action like liking, sharing, commenting, or clicking.
  • Fill Rate: The percentage of ad requests that are filled with ads.
  • Frequency: The average number of times each user sees your ad.
  • Frequency Cap: The maximum number of times an ad is shown to a user in a specific period.
  • GDN (Google Display Network): A collection of websites and apps where ads can appear, reaching users across the internet.
  • Impression Share: The percentage of impressions your ads receive compared to the total number they were eligible to receive.
  • Inventory Availability: The volume of ad inventory available for purchase on programmatic platforms.
  • KLT (Know, Like, Trust): A marketing principle emphasizing building knowledge, likability, and trust with your audience.
  • KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company is achieving key business objectives .
  • LPO (Landing Page Optimization): Enhancing elements on a website to increase conversions.
  • MAU (Monthly Active Users): The number of unique users who engage with a site or platform within a month.
  • Match Rate: The percentage of user identifiers that can be matched with advertiser data for targeted campaigns.
  • MCC (My Client Center): A tool for handling multiple Google Ads accounts from a single login.
  • Outbound Clicks: The number of clicks on links that direct users outside of Facebook .
  • Page Engagement: The total number of actions that people take involving your Page and its posts.
  • Passback Rate: The rate at which unsold or unfilled ad inventory is passed back to another network or the original publisher for another selling attempt.
  • Post Engagement: The total number of actions taken on your ads or posts.
  • PPC (Pay-Per-Click): A digital advertising model where advertisers pay a fee each time one of their ads is clicked.
  • PPL (Pay Per Lead): A pricing model where advertisers pay based on the number of leads or sign-ups received.
  • QS (Quality Score): A metric used by Google Ads to rate the quality and relevance of your keywords and PPC ads.
  • Relevance Score: A rating from 1 to 10 that measures how relevant an ad is to its target audience on Facebook.
  • ROAS (Return on Ad Spend): Total conversion value divided by advertising costs.
  • ROI (Return on Investment): Measures the profitability of an investment.
  • RLSA (Remarketing Lists for Search Ads): A feature allowing customization of search ad campaigns for people who have previously visited your site.
  • RPM (Revenue Per Mille): The estimated earnings of a publisher per 1,000 impressions or views.
  • Search Impression Share: The impressions received on the Search Network divided by the estimated number of impressions you were eligible to receive.
  • SEM (Search Engine Marketing): A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages.
  • SEO (Search Engine Optimization): The practice of increasing the quantity and quality of traffic to your website through organic search engine results.
  • SMM (Social Media Marketing): The use of social media platforms and websites to promote a product or service.
  • SOE (Share of Engagement): The proportion of interactions a brand receives in relation to competitors within the same platform.
  • SOV (Share of Voice): The percentage of all online content and conversations about a company or brand, compared to its competitors.
  • Supply-Side Platform (SSP) Fees: Fees charged by SSPs to publishers for facilitating the sale of digital ad inventory.
  • TTL (Through The Line): Combining ATL and BTL advertising strategies, utilizing both mass media and targeted approaches.
  • TROAS (Target Return on Ad Spend): A bidding strategy in Google Ads that sets bids to maximize conversion value based on the target return on ad spend.
  • UGC (User-Generated Content): Content created and shared by users of a platform or service.
  • UV (Unique Visitor): A person who visits a site at least once within the reporting period.
  • VCR (Video Completion Rate): The percentage of video ads viewed through to the end.
  • View Rate: The percentage of people who viewed your video ad after it was shown to them.
  • VSL (Video Sales Letter): A marketing video designed to sell a product or service.
  • VTR (View Through Rate): The number of completed views of a skippable ad over the number of initial impressions.
  • Win Rate: The percentage of bids that result in a won auction in programmatic bidding.
About the Author...
Inner Spark Web Content Team
Inner Spark Web Content Team
The "Web Content Team" at Inner Spark Creative is a dynamic and skilled group of writers, strategists, and digital marketers dedicated to crafting compelling narratives that resonate with audiences and drive engagement. With a rich blend of creativity, industry knowledge, and a keen understanding of digital trends, this team excels in producing high-quality, SEO-optimized content that enhances brand visibility and fosters connections. Their expertise spans a wide range of topics, including advertising insights, digital marketing strategies, and innovative branding solutions. At the heart of Inner Spark Creative, the Web Content Team is committed to delivering impactful and informative content that not only informs but also inspires action.

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