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A

A/B Testing

Showing two versions of an ad or page to different users to see which performs better.

Attribution

Deciding which marketing touchpoints get credit for a conversion.

B

Bounce Rate

The share of sessions where a visitor leaves without any meaningful interaction.

C

CAC

Customer Acquisition Cost: total marketing spend divided by new customers won.

CPC

Cost Per Click: what you pay each time someone clicks your ad.

CPL

Cost Per Lead: ad spend divided by the number of leads generated.

CRO

Conversion Rate Optimisation: improving pages so more visitors take action.

CTR

Click-Through Rate: clicks divided by impressions.

Core Web Vitals

Google's page-experience metrics for loading, interactivity and visual stability.

F

Funnel

The stages a customer moves through, from awareness to purchase.

G

GA4

Google Analytics 4, Google's event-based analytics platform.

GEO

Generative Engine Optimisation: getting a brand cited in AI answers from ChatGPT, Gemini and Perplexity.

I

Impressions

The number of times an ad or listing was shown.

K

Keyword Intent

The goal behind a search: informational, navigational, commercial or transactional.

L

Lead Magnet

A free, valuable resource offered in exchange for contact details.

Lookalike Audience

A Meta audience of people who resemble your existing customers.

P

Performance Max

A Google Ads campaign type that uses AI to serve ads across all Google channels.

Pixel

A tracking code that records visitor actions for ad optimisation and retargeting.

Q

Quality Score

Google's 1–10 rating of how relevant your keywords, ads and landing page are.

R

Remarketing

Showing ads to people who have already interacted with your brand.

ROAS

Return On Ad Spend: revenue divided by ad spend.

S

Schema Markup

Structured data that helps search engines and AI understand page content.

SERP

Search Engine Results Page: the page Google shows for a query.

U

UTM Parameters

Tags added to URLs so analytics tools can track where traffic came from.