Conversion Rate Optimisation Glossary


Do you know the difference between a post-click conversion window and a post-impression conversion window? Find out by using the below feature to search through our Conversion Rate Optimisation Glossary.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains terms related to conversion rate optimisation, acronyms of conversion rate optimisation terms, abbreviations of conversion rate optimisation terms, and synonyms of conversion rate optimisation terms!

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  • 3

  • 3rd Party CookiesCommonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • a

  • A/B TestingA/B Testing (or split testing) is where you show two different variants of something (an ad or...   Learn More >
  • Abandoned CartWhen someone adds something to their shopping cart on a website that sells things but then...   Learn More >
  • Abandoned Cart EmailAn Abandoned Cart Email is an email sent to people who started adding things to their shopping...   Learn More >
  • Above The FoldWhat does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • AcquisitionIn online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • AnalyticsThe measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics PlatformA provider of website analytics such as Google Analytics.
  • ATFWhat does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • b

  • B2DB2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • Behavioural SegmentationBehavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Below The FoldThe term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • BenchmarkA benchmark is a statistical point of interest used for comparison. They are usually expressed...   Learn More >
  • BoFuIn digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • Bottom of FunnelIn digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • BounceThe term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • Bounce RateWhat does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BRWhat does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BTDRBuy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • BTFThe term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • Budget FlightingSplitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
  • Business to DeveloperB2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • Buy-To-Detail RateBuy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • c

  • Call To ActionCall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • ClickWhat is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Close RateClose Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
  • Confirmation PageA confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • Content Optimisation SystemA Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion PixelA conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Conversion RateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate OptimisationConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • ConvertedIn online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • COSA Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • Cost Per AcquisitionWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CPAWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CRThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • CROConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Cross-Device ConversionA way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CTACall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • d

  • Dark PatternsDark Patterns are techniques used by websites and apps to trick their users into taking an...   Learn More >
  • DaypartingDayparting refers to optimising by the hour of the day (splitting a day into parts).
  • DeduplicationDeduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns...   Learn More >
  • Demographic SegmentationDemographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Device TargetingDevice targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DiscrepancyDiscrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • DownweightDownweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • e

  • eCommerceeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce ConversionAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion RateThe conversion rate of online sales (as opposed to other types of conversions).
  • Enhanced Tracking ProtectionThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • ETPThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Exclusion PixelAn Exclusion Pixel is a way of stopping ads from appearing in a certain place or to a certain...   Learn More >
  • ExperienceA marketing buzzword that tries to encapsulate how enjoyable and easy to use something was. This...   Learn More >
  • f

  • FoldThe bottom edge of a browser: the area above is what a user sees when they first load a webpage,...   Learn More >
  • g

  • GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • h

  • Head KeywordKeywords that are one or two words long (usually less than 15 characters in total), which...   Learn More >
  • i

  • IEMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Impression CapA time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Internet ExplorerMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • InventoryThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • k

  • K-WeightIn Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
  • l

  • Landing PageThe page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Last ClickSometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • LatencyThe time between a user action (such as a click) and the corresponding reaction on a webpage...   Learn More >
  • Lifetime ValueLTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Long Tail KeywordMultiple word keywords which really define the company targeting it.  These keywords have low...   Learn More >
  • LTVLTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • m

  • Marketing ChannelA marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
  • Meta DescriptionA Meta Description is a summary of a webpage that doesn't appear on the page. It is instead read...   Learn More >
  • MetricsMetrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • Middle of FunnelIn digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • MoFuIn digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • Multi-Touch AttributionSometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • n

  • Negative KeywordKeywords which are targeted away from as opposed to target towards. For example, an airline...   Learn More >
  • o

  • Opt-OutIn email marketing, an opt-out means unticking a pre-ticked box that says "I would like to...   Learn More >
  • OptimisingWhat does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • p

  • Page SpeedPage Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
  • Page ViewA page view is a metric for how many times a webpage is loaded.
  • Post-Click ConversionA Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click WindowThe Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression ConversionA Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression WindowThe Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • q

  • Quality ScoreQuality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
  • s

  • Sales Confirmation PageA sales confirmation page is a webpage that confirms a purchase has been made online. It appears...   Learn More >
  • SegmentationSegmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • Social ProofA way of expressing that people like/agree with an action, often by using usage stats. For...   Learn More >
  • t

  • Third-Party CookiesCookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • TLDTLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • ToFuIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top of FunnelIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top-Level DomainTLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • TrafficTraffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • TroubleshootingThe process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • u

  • Uniform Resource LocatorThe web address of a website or webpage. For example, the address of this website is...   Learn More >
  • UnoptimisedIf something is unoptimized, it has not had any efforts put in to improve its performance.
  • UpweightAn Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
  • Urchin Tracking ModuleUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URLThe web address of a website or webpage. For example, the address of this website is...   Learn More >
  • User Experience TestingUser experience testing is the process of making sure that users have the best experience...   Learn More >
  • UTMUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • v

  • View-Through ConversionA View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion RateView-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • w

  • Website Engagement RateA new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
  • y

  • Yield ManagementYield management refers to attempting to improve the yield of something. It can be a full time...   Learn More >
  • z

  • ZapierA company with a set of tools which link different platforms to make them easier to use (for...   Learn More >
  • Zombie CookieA zombie cookie is a cookie which won't die. Most cookies are automatically deleted by browsers...   Learn More >

 

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