Digital Marketing Glossary

Digital marketing terms are often confusing, even for people who work in the industry. At Blueprint.Inc, we are committed to providing clarity and transparency to this important segment of the marketing world. Here is a glossary of terms often used in digital marketing. If you have questions about a term that is missing from here, just contact us.


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  • 3
  • 301 Redirect
    A status code that your server sends to your browser, automatically and permanently loading a new page different than requested on the search engine. This may be used when your website is broken, you have a new page, or you're fixing your page
  • 302 Redirect
    Similar to 301 Redirects, but the move is only temporary. These are easier to create, but used less often
  • 4
  • 404 Error Page
    A 404 error page is a page that is no longer available on a particular website.
  • a
  • A/B Testing
    A/B testing is a basic randomized experiment to determine which of two or more variants on a page determines better results"}" data-sheets-userformat="{"2":513,"3A/B testing is a basic randomized experiment to determine which of two or more variants on a page determines better results
  • Ad Group
    An ad group contains one or more ads that share similar targets. Each of your campaigns is made up of one or more ad groups. Use ad groups to organize your ads by a common theme.
  • Ad Network
    An ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with advertiser's demand.
  • Ad Server
    An ad server is a piece of advertising technology used to make instantaneous decisions to determine which ads will be shown on a website as a part of an ad campaign
  • Adobe Analytics
    Adobe Analytics is a competitor of Google Analytics. A key difference is that Adobe allows for CRM integration, and Google does not
  • Affiliate Marketing
    An advertising model in which the company compensates third party publishers to generate traffic or leads, with the comission feed incentivising the affiliates to promote the compant
  • Alt Text
    Alt Text are used within an HTML code to describe the appearance and function of an image on a page.
  • AMP
    AMP stands for Accelerated Mobile Pages, a Google-backed project intended as an open standard for any publisher to have pages load quickly on mobile devices.
  • API
    Application Programming Interface is how programmers and applications communicate, wtih the codes that allow data and functionality to be available between websites
  • Attribution
    marketing attribution is the analytical science of determining which marketing tactics are contributing to sales or conversions.
  • b
  • Backlink
    A backlink for a given web resource is a link from some other website to that web resource. A web resource may be a website, web page, or web directory
  • Banner Ad
    A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic
  • Behavioral Targeting
    A technique used by advertisers that displays relevant ads based on visitor browsing habits (e.g., search terms, sites, purchases)
  • Black Hat SEO
    Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don't solve for the searcher and often end in a penalty from search engines.
  • Bot
    A bot is a software application that runs automated tasks over the Internet. Typically, bots perform tasks that are simple and repetitive, much faster than a person could.
  • Bottom of the Funnel
    BOFU users offer the most value. These are the users that are ready to buy your product or engage with your business. Companies use ads to target these
  • Bounce Rate
    Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.
  • Breadcrumb
    A breadcrumb is a small text path, often located at the top of a page indicating where the user is on the site.
  • Business Listing
    business listings are online portfolios that contain information about your business, such as your name, address, phone number, hours, and other data
  • c
  • Call To Action
    The part of your advertisement that tells your audience what to do- e.g. "Click Here" or "Buy Now"
  • Call Tracking Number
    Call tracking is the process of tracking phone leads by inserting a tracking number in your paid ads, emails, landing pages and website to see which of your marketing efforts are producing results
  • Campaign
    A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions, traffic, or revenue
  • Channel
    Anything that gets your product or service in front of your desired audience- social media, emails, search engines, and more
  • Chatbot
    A chatbot is a software application used to conduct an on-line chat conversation via text or text-to-speech, in lieu of providing direct contact with a live human agent.
  • Churn Rate
    The attrition rate or percentage of users who unsubcribe from a brand over a period of time
  • Closed-Loop Marketing
    Marketing relying on data from closed-loop reporting, or reporting from the sales team about what happened to their leads. This helps marketers make decisions on actions that are occuring further down the funnel
  • CMS
    A content management system is a computer software used to manage the creation and modification of digital content. CMSs are typically used for enterprise content management and web content management.
  • Container Tag
    A code used in web development that removes the need for multiple pieces of tracking codes being placed directly on the site; instead, one piece of code is placed on every page on a site, which holds additional third-party code.
  • Content Marketing
    Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
  • Conversion Path
    The steps taken by the user of a website to get to the desired page or end from the standpoint of the marketer
  • Conversion Rate
    The percentage of visitors to your website that reach your desired goal. In short, percentage of site visitors who become paying customers
  • Cookie
    Cookies are a small amount of data stored on a user's computer, which is added to their web browser when they visit a website. This customizes the user experience.
  • CPA
    Cost per action (CPA) is an online advertising measurement and pricing model, referring to a specified action – for example a sale, click, or form submit
  • CPM
    Cost Per Thousand (M in Latin). This is a historical carryforward from direct mail days to cut down on decimal places. Example, $10 CPM = $0.10 per item
  • Crawler
    A web crawler copies webpages so that they can be processed later by the search engine, which indexes the downloaded pages. This allows users of the search engine to find webpages quickly.
  • CRM
    Customer Relationship Management, or a platform that manages and tracks your existing or potential customers
  • CSS
    Cascading Style Sheets is a style sheet language used for describing the presentation of a document written in a markup language like HTML
  • CTR
    The clickthrough rate, or the number of clicks that your advertisement receives divided by the number of times your ad is shown
  • Custom Audience
    Custom Audience is an ad targeting option that allows advertisers to target an audience from an uploaded customer list. Custom Audiences are typically used on Facebook
  • Customer Journey
    The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand
  • Customer Lifecycle
    The customer lifecycle includes attracting, converting, retaining, and leveraging clients in order to boost revenue and brand, engaging customers throughout their entire buying journey
  • d
  • DAM
    Digital assett management, or a system to organize, store, and access digital content. This also helps manage rights and permissions
  • Display Ad
    Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio
  • Domain Authority
    domain authority is like your website’s reputation as a thought leader. The search engine uses your domain authority to make sure you can provide the highest-quality content about your specific subject matter. If you do, you’ll have good domain authority
  • DoubleClick
    An ad-technology platform that allows advertisers to effectively create, manage, and grow marketing campagins
  • Drip Campaign
    A communication strategy using automated, pre-written messages over longer periods of time in order to nurture prospects or leads through the marketing funnel
  • DSP
    A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface
  • Dynamic Content
    Web-page or email content that changes based on the user and their data, location, time of visit, device
  • e
  • Earned Media
    Earned media, or earned content, is any material written about you or your business that you haven't paid for or created yourself. Although this type of media is always published by a third party, there are ways marketers can position themselves for earned media opportunities.
  • Email Blast
    Email blast is the strategy of sending a single email to a large distribution list simultaneously
  • Engagement Rate
    A metric that tracks how actively involved your audience with your content. Can be calculated by number of interactions divided by total followers
  • Event Tracking
    Analysis done by Google Analytics tracking interaction with "events", events being website components such as buttons, downloads, menus, or search boxes
  • Evergreen Content
    Content that stays relevant long past its publication, so traffic grows to that post a over time
  • f
  • Facebook Business Manager
    Facebook Business Manager is a tool that allows you to manage multiple Facebook Pages, business assets and ad accounts, as well as Instagram accounts and product catalogs, in one place. It also allows you to grant full or partial access to team members based on their role.
  • First Party Data
    First party data is collected directly the company's sources on their audience (ie. info from your website, app, CRM, social media or surveys)
  • FTP
    File Transfer Protocol. A protocol for transferring files over the internet that allows for your website to be optimized for search engines
  • g
  • Geo Targeting
    Delivering content and advertisements to consumers based on their geographic locations. This is used to advertise to local prospects
  • Google Adwords
    AdWords is Google's ad system in which advertisers bid on keywords that Google users search. This is a type of PPC (pay-per-click) advertising
  • Google Analytics
    One of the most popular digital analytics softwares, using Javascipt coded onto your page to track and analyze details about your visitors
  • Google My Business
    Google my business lets you engage with customers directly and manage how your business appears on Google Search and Maps.
  • Google Search Console
    Google Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site's presence in Google Search results
  • h
  • Hard Bounce
    When an email is returned to its sender because the recipcient email address was invalid
  • Headers
    A section of your website or blog that larger than the rest of the content to signify importance.
  • Hits
    A hit is merely a request for a file from a Web server. A request for a Web page counts as a hit, but so does a request for a graphic on a Web page.
  • HTTP
    HTTP means HyperText Transfer Protocol. HTTP is the underlying protocol used by the World Wide Web and this protocol defines how messages are formatted and transmitted, and what actions Web servers and browsers should take in response to various commands.
  • i
  • Impressions
    Impressions are the number of times your content is displayed, no matter if it was clicked or not.
  • j
  • Javascript
    an object-oriented computer programming language commonly used to create interactive effects within web browsers.
  • k
  • Keyword
    A keyword is a term used in digital marketing to describe a word or a group of words an Internet user uses to perform a search in a search engine or search bar
  • Knowledge Graph
    The Google Knowledge Graph is a knowledge base used by Google and its services to enhance its search engine's results with information gathered from a variety of sources
  • l
  • Lead Nurturing
    Building relationships with prospects throughout the funnel by engaging them, providing value, and educating
  • Lifetime Value (LTV)
    The projected revenue a customer will generate throughout their lifetime
  • Lookalike Audience
    Potential customers to reach based on having similar demographics to your current best cutomers
  • Lumascape
    The Lumascape is a series of charts that organize the madness of ad tech by grouping together similar companies on a single page.
  • m
  • Marketing Automation
    Leveraging a software to automate marketing activities, generally with repetitive tasks such as emailing prospects
  • Martech
    Marketing Technology, or an umberella term for digital marketing strategies
  • Matchback Report
    Matchback Analysis allows you to more accurately attribute a sale to all the marketing campaigns and stimuli that touched the customer.
  • Meta Tag
    Meta elements are tags used in HTML and XHTML documents to provide structured metadata about a Web page. They are part of a web page's head section
  • n
  • Native Advertising
    Material in an online publication resembling the pulication's editorial content but is paid for by an advertiser for promotion
  • Net Promotor Score
    A metric used in customer experience programs that measures the loyalty of customers to a company
  • o
  • Omnichannel Marketing
    A multichannel sales approach, such as through brick-and-mortar stores, phone, and online, providing customers with an integrated shopping experience
  • Omniture
    Omniture is the former name of Adobe Analytics, a competitor of Google Analytics. A key difference is that Adobe/Omniture allows for CRM integration, and Google does not
  • Open Rate
    The percentage of subsrcibers, out of the total number of subscribers, who open a specific email
  • Organic Listing
    A free listing that appears in Google for example because it's relevant to someone's search terms. Organic listings are NOT paid
  • Owned Media
    Owned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media.
  • p
  • Page Authority
    Page authority is a score that predicts how well a specific page will rank on search engine results page. Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.
  • Page Views
    The number of internet users visiting a specific page on a wesbite
  • Paid Media
    Paid media refers to external marketing efforts that involve a paid placement. Paid media includes PPC advertising, branded content, and display ads
  • PESO
    Peso stands for Paid, Earned, Shared and Owned media. PESO is an acronym for the big-picture, all-channels-inclusive way of communicating
  • Pixel
    A pixel is a snippet of javascript that does something on your website. Oftentimes, they are collecting some information about the visitor to a website and their behavior on the site
  • PPC
    PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked
  • q
  • Qualified Lead
    A lead who has indicated interest in a brand, making them more likely to become a customer
  • r
  • Reach
    Reach refers to the total number of people who have seen your ad or content. Think of reach as the number of unique people who view your content.
  • Referral Marketing
    Spontaneously promoting a product or service to new customers by word of mouth
  • Remarketing
    Serving targeted ads to people who have already visited or taken action on your wesbite, also known as retargeting
  • Remarketing/Retargeting
    is a form of digital marketing in which marketers serve ads to users who have visited their website, and who have or have not taken a specific action. Remarketing is an effective way to target people who have already shown some interest in your business or brand.
  • ROAS
    Return on ad spend, or a measure of how much your business earns in revenue for every dollar spent on marketing
  • ROI
    A measure of how efficient an investment is, calculated by the benefit of an investment divided by the cost
  • RPC
    Remote procedure call, or a protocol used by a program to request a service by another program without having to be on the same network or understand the network details
  • s
  • Second Party Data
    Someone else's first party data. You purchase this from the company that owns it, and there is no middle man
  • SEM
    Search engine marketing, or promoting your business by paying Google to show your ads
  • SEO
    Unlike SEM, search engine optimization earns a free spot in search results by optimizing keywods, without paying Google
  • SERP
    Search engine results pages (SERP) are web pages served to users when they search for something online using a search engine, such as Google
  • SFTP
    SSH File Transfer Protocol- a more secure option than FTP, making it difficult for hackers to access your files
  • SiteCatalyst
    SiteCatalyst is a web analytics product that provides marketers with one place to measure, analyze, and optimize integrated data from all online initiatives across multiple marketing channels.
  • Soft Bounce
    When an email is able to reach the recipient's mail server but is returned to sender undelivered, often because the recipient's inbox is full
  • Source
    In digital marketing, advertisers are commonly referred to as sources, while members of the targeted ads are commonly called receivers. Sources frequently target highly specific, well-defined receivers.
  • Spider
    Spider or crawler is a program that visits Web sites and reads their pages and other information in order to create entries for a search engine index
  • SSP
    A supply-side platform (SSP) is a software system that allows publishers to offer their available inventory to ad exchanges and demand-side platforms (DSP)s. In this context, supply side refers to the supply of advertising space, which is what the publisher is offering.
  • t
  • Tailer Audience
    Tailored Audiences are a way to target your existing users and customers to create highly relevant campaigns. It lets you reach fans who already expressed interest in your business
  • Third Party Data
    Third party data is bought from someone other than the original collector. You buy this data through aggregators who purchase other's first party data
  • Tracking Code/Snippet
    A tracking code is a snippet of JavaScript code that tracks the activity of a website user by collecting data
  • u
  • UI
    UI (user interface) is anything a user may interact with to use a product or a service. UI also focuses on a products look or function
  • Unique Visitor
    The number of people who visit your website during a reporting period, not including when visitors return to the page multiple times
  • UTM
    Urchin Tracking Module, or a code that can be attached to a URL to generate Google Analytics data, in order to track a digital marketing campaign
  • UX
    UX (user experience) is focused on the users experience when using a specific product or service. UX focuses on the users journey
  • v
  • View-through conversion
    View-through conversion is a type of conversion tracking within Google which measures how many visitors saw your Google Display Network ad but did not click.