Marketing, minus the fog.

A/B Testing

Comparing two controlled versions of a page, ad or message to learn which produces a chosen outcome.

Useful measure: Conversion rate by variant.

Above the Fold

The part of a page visible before a visitor scrolls. It should explain the offer without trying to contain the whole story.

Useful measure: Hero clarity.

Account-Based Marketing (ABM)

A B2B approach that coordinates marketing and sales around a selected group of high-value accounts.

Useful measure: Target-account engagement.

Ad Auction

The real-time process platforms use to decide which eligible ads appear, in what order and at what cost.

Useful measure: Auction insights.

Ad Creative

The visual, video and copy elements people see in an advertisement.

Useful measure: Creative-level conversion rate.

Ad Frequency

The average number of times a person sees an ad during a selected period.

Useful measure: Impressions divided by reach.

Alt Text

A concise text alternative that communicates the purpose or content of an image to people and search engines.

Useful measure: Accessibility review.

Anchor Text

The visible words used in a hyperlink. Clear anchor text helps people and crawlers understand the destination.

Useful measure: Internal-link clicks.

App Install Attribution

The method used to connect an app installation with the campaign or touchpoint that influenced it.

Useful measure: Attributed installs.

Assisted Conversion

A conversion where a channel helped earlier in the journey but was not the final recorded touchpoint.

Useful measure: Assisted conversion value.

Attribution Model

A rule or method for assigning conversion credit across marketing touchpoints.

Useful measure: Channel credit distribution.

Audience Persona

A research-based profile that represents a meaningful customer group, including context, needs and buying behaviour.

Useful measure: Message relevance.

Audience Segmentation

Dividing a broad audience into useful groups so messages, offers or experiences can be more relevant.

Useful measure: Segment conversion rate.

Backlink

A link from another website to yours. Useful backlinks can support discovery, credibility and organic visibility.

Useful measure: Referring domains.

Behavioural Targeting

Using observed actions, such as visits or purchases, to shape the ads or experiences a person receives.

Useful measure: Audience response rate.

Bounce Rate

In GA4, the percentage of sessions that were not engaged sessions. It is the inverse of engagement rate.

Useful measure: 100% minus engagement rate.

Brand Architecture

The structure that explains how a parent brand, sub-brands, products and offers relate to one another.

Useful measure: Brand clarity.

Brand Awareness

The extent to which the intended audience recognises or recalls a brand.

Useful measure: Lift in aided or unaided awareness.

Brand Equity

The added value created by what people know, feel and expect about a brand.

Useful measure: Price preference and retention.

Brand Identity

The recognisable visual and verbal system used to express a brand, including logo, type, colour, imagery and voice.

Useful measure: Consistency across touchpoints.

Explore branding and design ↗

Brand Positioning

The deliberate place a brand aims to own in the audience’s mind relative to alternatives.

Useful measure: Preference in target segment.

Brand Voice

The consistent personality expressed through a brand’s language, rhythm and point of view.

Useful measure: Editorial consistency.

Buyer Journey

The stages and decisions people move through from recognising a need to choosing and using a solution.

Useful measure: Stage progression.

Call to Action (CTA)

A clear prompt that tells a person what useful step to take next.

Useful measure: CTA click-through rate.

Canonical URL

The preferred URL declared for a page when similar or duplicate versions could be discovered.

Useful measure: Canonical coverage.

Cart Abandonment Rate

The percentage of shopping carts created without a completed purchase.

Useful measure: Abandoned carts divided by carts created.

Churn Rate

The percentage of customers or subscribers lost during a period.

Useful measure: Customers lost divided by starting customers.

Click-Through Rate (CTR)

The percentage of impressions or delivered messages that generate a click.

Useful measure: Clicks divided by impressions.

Closed-Loop Reporting

Reporting that connects marketing activity with lead, sales and customer outcomes.

Useful measure: Revenue tied to source.

Content Brief

A working document that aligns purpose, audience, angle, structure, evidence, search intent and next action before production.

Useful measure: Brief acceptance and revision rate.

Content Cluster

A group of useful pages around a shared topic, connected through deliberate internal links.

Useful measure: Cluster visibility and journeys.

Content Gap Analysis

A comparison that identifies audience questions, formats or journey stages not adequately covered by existing content.

Useful measure: Priority gaps resolved.

Content Management System (CMS)

Software used to create, organise and publish website content without editing every page directly in code.

Useful measure: Publishing efficiency.

Content Marketing

Creating and distributing useful material that earns attention, builds trust and supports a commercial journey.

Useful measure: Qualified organic conversions.

Explore Uveler insights ↗

Content Repurposing

Adapting a strong idea or asset into other formats for different contexts without simply duplicating it.

Useful measure: Output per source asset.

Content Strategy

The plan for deciding what content to create, why it matters, who it serves, how it is governed and how success is measured.

Useful measure: Content contribution to goals.

Conversion

A valuable action completed by a user, such as a purchase, qualified enquiry, booking or sign-up.

Useful measure: Completed key events.

Conversion Funnel

A model of the steps people take from first contact to a desired action, used to diagnose drop-off and friction.

Useful measure: Stage-to-stage conversion.

Conversion Rate

The percentage of eligible users or sessions that complete a defined action.

Useful measure: Conversions divided by eligible visits.

Conversion Rate Optimisation (CRO)

A disciplined process for improving the proportion of visitors who complete valuable actions through research and testing.

Useful measure: Conversion lift with guardrails.

Explore websites and ecommerce ↗

Cookie Consent

A mechanism for informing users and collecting valid choices about non-essential cookies where required.

Useful measure: Consent-mode coverage.

Cost per Acquisition (CPA)

The average advertising cost required to generate one defined acquisition or conversion.

Useful measure: Ad spend divided by acquisitions.

Cost per Click (CPC)

The average amount paid for each ad click.

Useful measure: Ad spend divided by clicks.

Cost per Mille (CPM)

The cost for one thousand ad impressions.

Useful measure: Spend divided by impressions times 1,000.

Creative Fatigue

A decline in response after an audience has seen the same creative too often.

Useful measure: Falling CTR with rising frequency.

Customer Acquisition Cost (CAC)

The fully loaded average sales and marketing cost of acquiring a new customer.

Useful measure: Acquisition costs divided by new customers.

Customer Data Platform (CDP)

Software that unifies customer data from multiple sources into persistent profiles for activation and analysis.

Useful measure: Profile match rate.

Customer Journey Map

A visual model of customer steps, questions, emotions and touchpoints across an experience.

Useful measure: Friction points resolved.

Customer Lifetime Value (CLV)

An estimate of the net value a customer contributes across the relationship with a business.

Useful measure: Average value times frequency times lifespan.

Customer Relationship Management (CRM)

The processes and system used to manage prospect and customer information, interactions and commercial follow-up.

Useful measure: Pipeline and retention quality.

Explore funnels and email marketing ↗

Deliverability

The ability of an email programme to reach recipients’ inboxes rather than being blocked or filtered.

Useful measure: Inbox placement and bounce rate.

Demand Generation

A coordinated programme that creates awareness, interest and preference for a solution across the buying journey.

Useful measure: Qualified demand created.

Design System

A maintained set of principles, tokens, components and usage rules that helps teams build consistent digital experiences.

Useful measure: Reuse and consistency.

Direct Traffic

Visits where analytics cannot identify a referring source. It can include typed URLs, bookmarks and unattributed journeys.

Useful measure: Direct-session quality.

Domain Authority

A third-party comparative score used by some SEO tools to estimate a domain’s ranking strength. It is not a Google metric.

Useful measure: Use comparatively, not as a KPI alone.

Drip Campaign

A scheduled sequence of messages triggered by time or behaviour to guide a contact through a journey.

Useful measure: Sequence completion and conversion.

Dynamic Content

Content that changes using known context, audience rules or behaviour.

Useful measure: Personalised-module lift.

Earned Media

Attention gained through editorial coverage, reviews, recommendations, links or organic sharing rather than purchased placement.

Useful measure: Quality mentions and referral value.

Ecommerce Conversion Rate

The percentage of eligible visits or users that complete a purchase.

Useful measure: Transactions divided by eligible visits.

Email Automation

Messages sent automatically when defined events, conditions or timings occur.

Useful measure: Automated revenue and goal completion.

Email Open Rate

The percentage of delivered emails recorded as opened. Privacy features make it directional rather than exact.

Useful measure: Recorded opens divided by delivered emails.

Engagement Rate

In GA4, the percentage of sessions that were engaged sessions based on time, views or key events.

Useful measure: Engaged sessions divided by sessions.

Entity SEO

Improving how clearly a site describes real people, organisations, products, places and concepts and their relationships.

Useful measure: Entity consistency and citations.

Evergreen Content

Content designed to remain useful over time with periodic review rather than depending on a short-lived event.

Useful measure: Sustained qualified traffic.

First Input Delay (FID)

A retired Core Web Vitals responsiveness metric that was replaced by Interaction to Next Paint in 2024.

Useful measure: Use INP for current assessment.

First-Party Data

Information a business collects directly through its own customer interactions, products and channels.

Useful measure: Consent and usable-profile rate.

Frequency Capping

Limiting how often an individual can be shown an ad within a period.

Useful measure: Frequency distribution.

Generative Engine Optimisation (GEO)

A developing practice focused on making content clear, well-supported and retrievable in AI-generated answers. It complements, rather than replaces, SEO.

Useful measure: Qualified AI referrals and citations.

Geo-Targeting

Adjusting advertising or content delivery using a user’s approximate location.

Useful measure: Performance by location.

Google Business Profile

A business listing used to manage how an organisation appears across Google Search and Maps.

Useful measure: Profile actions and local visibility.

Impression

A counted display of content or an advertisement according to a platform’s measurement rules.

Useful measure: Impressions by qualified audience.

Inbound Marketing

Attracting and nurturing potential customers with useful content and experiences they actively choose to engage with.

Useful measure: Qualified inbound pipeline.

Incrementality

The additional outcome caused by marketing compared with what would probably have happened without it.

Useful measure: Incremental conversions or revenue.

Indexability

Whether a search engine is allowed and able to include a page in its index.

Useful measure: Valid indexed pages.

Interaction to Next Paint (INP)

A Core Web Vitals metric that assesses overall page responsiveness by observing interaction latency.

Useful measure: 75th percentile INP.

Internal Link

A link between pages on the same website that helps people discover related information and helps crawlers understand structure.

Useful measure: Internal discovery and depth.

Key Performance Indicator (KPI)

A metric selected because it directly signals progress toward a defined business objective.

Useful measure: KPI trend against target.

Keyword Cannibalisation

A situation where multiple pages compete for the same intent without a clear strategic reason, weakening relevance or internal focus.

Useful measure: Overlapping ranking URLs.

Keyword Research

Research into the language, demand and intent people express when looking for information, products or services.

Useful measure: Mapped intent coverage.

Landing Page

A focused destination designed around a specific audience, message and next action.

Useful measure: Landing-page conversion rate.

Explore websites and ecommerce ↗

Lead

A person or organisation that has shown potential commercial interest and can be appropriately followed up.

Useful measure: Qualified lead rate.

Lead Magnet

A useful resource offered in exchange for relevant contact information and consent.

Useful measure: Lead-to-opportunity quality.

Lead Nurturing

A planned sequence of relevant interactions that helps prospects build understanding and confidence over time.

Useful measure: Nurture-to-opportunity rate.

Lead Scoring

A transparent method of prioritising leads using fit, behaviour and readiness signals.

Useful measure: Scored-lead acceptance rate.

Lifetime Value to CAC Ratio

A comparison of expected customer value with the average cost of acquiring a customer.

Useful measure: CLV divided by CAC.

Link Building

Earning relevant links from other sites through useful assets, relationships, digital PR and genuine authority.

Useful measure: Relevant referring domains.

Local SEO

Improving visibility for searches with local intent across a website, business profiles and trusted local references.

Useful measure: Local enquiries and map visibility.

Lookalike Audience

A platform-generated audience whose characteristics resemble a selected source audience.

Useful measure: Incremental conversion quality.

Marketing Automation

Using rules, data and software to coordinate repeatable marketing actions across customer journeys.

Useful measure: Automation-assisted revenue.

Marketing Mix

The combination of product, price, place and promotion decisions used to bring an offer to market.

Useful measure: Contribution by lever.

Marketing Mix Modelling (MMM)

Statistical analysis that estimates how marketing and external factors contribute to business outcomes using aggregated historical data.

Useful measure: Estimated incremental contribution.

Marketing Qualified Lead (MQL)

A lead that meets agreed marketing criteria suggesting it is ready for a defined next step. The criteria must be shared with sales.

Useful measure: MQL-to-opportunity rate.

Meta Description

A page summary supplied in HTML that search engines may use in results. It can influence clicks but is not a direct ranking factor.

Useful measure: Organic CTR by query intent.

Micro-Conversion

A smaller action that indicates progress toward a primary conversion, such as viewing pricing or starting a form.

Useful measure: Progression to primary conversion.

Mobile Attribution

Connecting app or mobile-web outcomes with campaigns and touchpoints while accounting for privacy and platform limits.

Useful measure: Attributed events with uncertainty noted.

Discuss a connected growth system ↗

Monthly Recurring Revenue (MRR)

The predictable subscription revenue normalised to a monthly amount.

Useful measure: Starting MRR plus expansion minus contraction and churn.

Multi-Touch Attribution

Assigning conversion credit to more than one interaction in a customer journey.

Useful measure: Credit by touchpoint.

Net Promoter Score (NPS)

A survey metric based on how likely respondents are to recommend a brand, calculated from promoters and detractors.

Useful measure: Percentage promoters minus percentage detractors.

Noindex

A directive requesting that compliant search engines exclude a page from search results.

Useful measure: Excluded-page coverage.

North Star Metric

A carefully chosen metric that represents the recurring value customers receive and aligns cross-functional work.

Useful measure: Value delivered over time.

Organic Search

Unpaid visits and visibility from search-engine results.

Useful measure: Qualified organic conversions.

Owned Media

Channels and assets a brand controls, such as its website, email list and app.

Useful measure: Owned-audience growth and value.

Page Experience

The practical quality of using a page, including speed, responsiveness, stability, accessibility, security and intrusive elements.

Useful measure: Core Web Vitals and task success.

Paid Media

Advertising inventory purchased to reach defined audiences across search, social, display, video and other channels.

Useful measure: Incremental return and CPA.

Pay per Click (PPC)

An advertising model where the advertiser pays when an ad receives a click.

Useful measure: Cost and value per click.

Explore PPC and paid media ↗

Personalisation

Adapting an experience using relevant, permissioned context to make it more useful to an individual or segment.

Useful measure: Incremental lift against control.

Programmatic Advertising

Automated buying and selling of digital ad inventory using platforms, rules and real-time auctions.

Useful measure: Viewable reach and incremental outcomes.

Progressive Web App (PWA)

A web application enhanced with app-like capabilities such as installability, offline support or push notifications where supported.

Useful measure: Repeat use and task completion.

Push Notification

A permission-based message sent by an app or website to a user’s device.

Useful measure: Opt-in, open and conversion rate.

Quality Score

Google Ads’ diagnostic estimate of how relevant and useful an ad, keyword and landing page are compared with competitors.

Useful measure: Expected CTR, relevance and landing experience.

Reach

The number of distinct people or devices exposed to content according to a platform’s rules.

Useful measure: Unique reach in target audience.

Remarketing

Re-engaging people who previously interacted with a brand using audience lists and platform controls.

Useful measure: Incremental return from prior visitors.

Return on Ad Spend (ROAS)

Revenue attributed to advertising divided by advertising cost. It does not include all business costs.

Useful measure: Attributed revenue divided by ad spend.

Return on Investment (ROI)

The net gain from an investment relative to its cost.

Useful measure: Gain minus cost, divided by cost.

Schema Markup

Structured data added to a page to describe entities and relationships in a machine-readable format.

Useful measure: Valid markup and supported eligibility.

Search Engine Marketing (SEM)

Marketing through search engines, commonly referring to paid search but sometimes used more broadly.

Useful measure: Qualified search conversions.

Search Engine Optimisation (SEO)

Improving a site’s technical quality, content, authority and usefulness so it can earn relevant visibility in organic search.

Useful measure: Qualified organic outcomes.

Explore SEO and AI search ↗

Search Generative Experience

A historical name used for Google’s experimental generative search experience, now surfaced through AI Overviews and related AI features.

Useful measure: Track current feature names and referrals.

Search Intent

The underlying task or need a person is trying to satisfy with a query.

Useful measure: Intent-aligned engagement and conversion.

Search Volume

A tool’s estimate of how often a query is searched in a period and market. It should be treated as directional.

Useful measure: Demand range, not a forecast.

Server-Side Rendering (SSR)

Generating page HTML on a server before it reaches the browser, improving reliable initial content delivery and crawlability.

Useful measure: Rendered content and response time.

Share of Voice

A brand’s portion of measured visibility or conversation within a defined market, channel or topic set.

Useful measure: Brand visibility divided by market visibility.

Social Listening

Monitoring and analysing relevant public conversations to find themes, risks, questions and opportunities.

Useful measure: Actionable insights and response time.

Explore social media ↗

Social Proof

Evidence from customers or trusted third parties that reduces uncertainty, such as reviews, testimonials and case studies.

Useful measure: Conversion lift and evidence quality.

Storytelling

Structuring information around tension, change and meaning so people can understand and remember it.

Useful measure: Comprehension and response.

Technical SEO

Improving crawlability, indexability, rendering, performance and site architecture so useful content can be discovered and understood.

Useful measure: Valid indexed pages and technical health.

Unique Selling Proposition (USP)

A clear, defensible reason the intended customer should choose an offer over relevant alternatives.

Useful measure: Preference and conversion in target audience.

User Experience (UX)

The overall quality of a person’s interaction with a product, service or website, including clarity, usefulness and ease.

Useful measure: Task success and satisfaction.

User-Generated Content (UGC)

Content created by customers, fans or community members rather than the brand itself.

Useful measure: Rights-cleared contribution and response.

UTM Parameters

Campaign labels added to URLs so analytics tools can group traffic by source, medium, campaign and related dimensions.

Useful measure: Consistent tagged-session coverage.

View-Through Conversion

A conversion recorded after an ad impression when no ad click occurred within the platform’s attribution window.

Useful measure: View-through lift with incrementality checks.

Web Analytics

The collection and interpretation of digital-behaviour data to understand performance and improve decisions.

Useful measure: Data quality and decision impact.

Discuss measurement with Uveler ↗

Webhook

An automated HTTP message sent when a defined event occurs, allowing systems to pass data without repeated polling.

Useful measure: Delivery success and retry rate.

White Hat SEO

SEO practices focused on genuine usefulness, accessibility and compliance with search-engine guidance.

Useful measure: Sustainable qualified visibility.

Zero-Click Search

A search where the user gets an answer or completes a task without clicking an organic result.

Useful measure: Visibility, brand demand and assisted outcomes.

Zero-Party Data

Information a customer intentionally and proactively shares, such as preferences or stated needs.

Useful measure: Consent and profile usefulness.