Conversion Rate Optimisation Glossary


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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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  • 3rd Party Cookies
    Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • A/B Testing
    A/B Testing (or split testing) is where you show two different variants of something (an ad or...   Learn More >
  • Abandoned Cart
    When someone adds something to their shopping cart on a website that sells things but then...   Learn More >
  • Abandoned Cart Email
    An Abandoned Cart Email is an email sent to people who started adding things to their shopping...   Learn More >
  • Above The Fold
    What does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • Acquisition
    In online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Analytics
    The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics Platform
    A provider of website analytics such as Google Analytics.
  • ATF
    What does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • Attribution
    The process of relating sales or conversions to advertising activities – either post-click or...   Learn More >
  • B2D
    B2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • Behavioural Segmentation
    Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Below The Fold
    The term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • Benchmark
    A benchmark is a statistical point of interest used for comparison. They are usually expressed...   Learn More >
  • BoFu
    In digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • Bottom of Funnel
    In digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • Bounce
    The term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • Bounce Rate
    What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BR
    What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BTDR
    Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • BTF
    The term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • Business to Developer
    B2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • Buy-To-Detail Rate
    Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • Call To Action
    Call To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • Click
    What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Close Rate
    Close Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
  • Confirmation Page
    A confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • Content Optimisation System
    A Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • Conversion
    What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion Pixel
    A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Conversion Rate
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate Optimisation
    Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Converted
    In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • COS
    A Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • Cost Per Acquisition
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CPA
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CR
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • CRO
    Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Cross-Device Conversion
    A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CTA
    Call To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • Dark Patterns
    Dark Patterns are techniques used by websites and apps to trick their users into taking an...   Learn More >
  • Dayparting
    Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • Deduplication
    Deduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns...   Learn More >
  • Demographic Segmentation
    Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Device Targeting
    Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • Discrepancy
    Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • Downweight
    Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • eCommerce
    eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce Conversion
    An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion Rate
    The conversion rate of online sales (as opposed to other types of conversions).
  • Enhanced Tracking Protection
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • ETP
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Exclusion Pixel
    An Exclusion Pixel is a way of stopping ads from appearing in a certain place or to a certain...   Learn More >
  • Experience
    A marketing buzzword that tries to encapsulate how enjoyable and easy to use something was. This...   Learn More >
  • Fold
    The bottom edge of a browser: the area above is what a user sees when they first load a webpage,...   Learn More >
  • GA
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Geo-Targeting
    In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google Analytics
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Head Keyword
    Keywords that are one or two words long (usually less than 15 characters in total), which...   Learn More >
  • IE
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Impression
    What does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Impression Cap
    A time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Internet Explorer
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Inventory
    The total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • K-Weight
    In Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
  • Landing Page
    The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Last Click
    Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • Latency
    The time between a user action (such as a click) and the corresponding reaction on a webpage...   Learn More >
  • Lifetime Value
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Long Tail Keyword
    Multiple word keywords which really define the company targeting it.  These keywords have low...   Learn More >
  • LTV
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Marketing Channel
    A marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
  • Meta Description
    A Meta Description is a summary of a webpage that doesn't appear on the page. It is instead read...   Learn More >
  • Metrics
    Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • Middle of Funnel
    In digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • MoFu
    In digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • Multi-Touch Attribution
    Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • Negative Keyword
    Keywords which are targeted away from as opposed to target towards. For example, an airline...   Learn More >
  • Opt-Out
    In email marketing, an opt-out means unticking a pre-ticked box that says "I would like to...   Learn More >
  • Optimising
    What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • Page Speed
    Page Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
  • Page View
    A page view is a metric for how many times a webpage is loaded.
  • Post-Click Conversion
    A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click Window
    The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression Conversion
    A Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression Window
    The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Quality Score
    Quality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
  • Sales Confirmation Page
    A sales confirmation page is a webpage that confirms a purchase has been made online. It appears...   Learn More >
  • Segmentation
    Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • Social Proof
    A way of expressing that people like/agree with an action, often by using usage stats. For...   Learn More >
  • Third-Party Cookies
    Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • TLD
    TLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • ToFu
    In digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top of Funnel
    In digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top-Level Domain
    TLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • Traffic
    Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • Troubleshooting
    The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • Uniform Resource Locator
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • Unoptimised
    If something is unoptimized, it has not had any efforts put in to improve its performance.
  • Upweight
    An Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
  • Urchin Tracking Module
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URL
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • User Experience Testing
    User experience testing is the process of making sure that users have the best experience...   Learn More >
  • UTM
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • View-Through Conversion
    A View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion Rate
    View-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • Website Engagement Rate
    A new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
  • Yield Management
    Yield management refers to attempting to improve the yield of something. It can be a full time...   Learn More >
  • Zapier
    A company with a set of tools which link different platforms to make them easier to use (for...   Learn More >
  • Zombie Cookie
    A zombie cookie is a cookie which won't die. Most cookies are automatically deleted by browsers...   Learn More >

 

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