Welcome to our digital marketing dictionary! We believe that knowing basic terms or have a reliable source to look at when in doubt, helps to improve your performance on the everyday basis and in long run.

Ad servers; Ad serving Isn’t it nice to have someone who does the job for you? Yes, it is, and that’s why Ad servers exist! Ad servers are automated servers that help you with requesting, bidding and placing your ads on websites. Ad serving also includes monitoring the progress of each campaign. Handling billions of data per day, Ad servers help advertisers to select the adds with the most potential and then placing them on appropriate websites. Read more on ad servers here on

Application Program Interface

APIs are ways of getting specific information from other applications or websites, which you can use for a variety of different needs. It is like a set of tools used for building the software application. The better the tools, the easier it is to make a good product. In the case of API, the better the API, the easier is to develop a program. Dive more into the API world here on


Bounce Rate

It happens often – you click on something and you end up on a website that you are not interested in. Even though you immediately leave that website, your visit counts in the analytics anyway. Congratulations, you just contributed to the bounce rate of that website!

In other words, the bounce rate is the percentage of visitors that landed on your website but did not stay for long or did not click on other pages within your website. Check out Niels Patel’s demystification of the bounce rate to learn more.

CID – Client ID Once you visit a webpage you are assigned a specific number (Client ID) that represents you in the Google Analytics. The CID allows the Google Analytics, for example, to recognize that the same person visits the webpage twice or more times. CID is completely anonymous and it is stored in a cookie file on a user’s browser/device. Read more on the CID here on
Cloud Computing If you do not have space or resources to build your own computing infrastructures, then the cloud computing is for you! It allows its users to store, manage and transfer data using host servers.  There are several types of clouds with different purpose and benefits – read more on that on

Cloud Management Platform

To use and control Cloud computing resources, we need some tools and Cloud Management Platform has them. CMP is a group of products that can be used to manage and monitor the cloud either in private, public, or multi-cloud models. To learn more, you can visit and their CMP Guide.


Cost Per Acquisition/Cost Per Action

In advertising, CPA measures the cost that you are willing to pay to get a goal conversion (download of the content, register for your service, purchase of your product, etc.). It is similar to CPC (Cost per Click) and CPM (Cost per Mile).

Take an action and click here to learn more through the!


Cost Per Click

CPC and PPC (Pay per click) are how much a business pays when their website ad is clicked on from a search ad. For example, if we spent a 1000 dollars on an ad on our product, but we only get 10 clicks during the run dog the ad campaign, it means that one click cost us 100 dollars (and probably even more if measured in CPA). Learn more details by clicking here.


Cost Per Mille (1000 Impressions), also Cost Per Thousand

When your ad loads and displays in front of a user that counts as one impression. So, CPM is a thousand impressions on one website. It is similar to CPC (Cost per Click) and CPA (Cost per Action). Learn and be impressed by how it all works by visiting Investopedia and their break down of the Cost Per Mile term.


Conversion Rate

All the good people (in percentage) that did what you wanted – signed up for your service or mailing list or bought your product. The conversion was completed which reflects on the overall conversion rate of your website. Good CR means that your marketing game is strong! Read more on conversion here, at See also Conversion Rate Optimization.


Conversion Rate Optimization

If your conversion rate is not impressive, then it is time to take an action and deploy some conversion rate optimization methods.  Because good CR means a lot of conversions and that equals a good performance of your website (or social media profile). CRO consists of numerous techniques, testing methods and ways, check out this illustrative CRO guide at 


Call to Action

When it comes to selling and advertising, it all boils down to a good choice of words and persuasive Call to Action which is a message that appeals to the potential customer and it is often the last push for him/her to buy the product or register for the service and so on… Here are some examples of Call to Action and also a guide on how to write a good one yourself.  


Click Through Rate

Have you ever wondered how many people actually saw your ad and how many clicked it? CTR shows you that. Click through rate is simply the percentage of people who actually felt compelled by your ad enough to click it. You can count your CTR as follows: Clicks/Impressions. To get an idea of what is considered a good CTR, check out the guide on

DoubleClick DoubleClick is a subsidiary of Google which develops and provides Internet ad serving services. Its clients include agencies, marketers, and publishers who serve businesses, such as Microsoft, General Motors, Coca-Cola, L'Oréal, Apple, Visa, Nike, Carlsberg, and many others. A detailed description of DoubleClick can be found, for example, here. However, at the beginning of 2018, Google announced the merge of DoubleClick and Google Analytics 360 Suite into a new Google Marketing Platform and Google Ad Manager.

The File Transfer Protocol.

A network protocol that is standardized to make transferring of computer files between a client and a server easier. Read more on FTP here.

Google AdWords Google AdWords is an online advertising service made by Google, where customers can create and manage ads within the Google universe (on Google Search, Display, YouTube etc.). If you are looking to advertise your service or product through AdWords, check out these handy online guides here ( or here (
Google Analytics Even if you are completely new to the digital marketing world, you have most likely heard about Google Analytics already. This analytics service is provided by Google and it helps you to track, analyze and measure all types of costs and revenues of your website, advertising campaign, video, social sites etc. See for yourselves!
Page View (PV)
A number of page views that represents all the visitors of your website. Each reloads of the site by the same visitor counts as a new page view. You can find more on that here.
QR Code This is a QR code. If you scan it with your smartphone using an app made for it (there is plenty of QR scanner apps for free), you’ll see the definition of the QR code from the

Return on Advertisement Spending

After you start using AdWords, you will want to see if it has made an impact! That is when you check your ROAS. It is a calculation of the results (purchases, downloads, page views, etc.) divided by how much was spent on advertising. Contrary to ROI (Return on Investment), ROAS is operating with only the money spent on advertising, cutting down all the other costs in the investment (marketers’ salaries etc.) which is preferred in the digital marketing sphere. To find out what will suit your business or intentions better, check out this comparison at  


Return on Investment

When you put your money and effort into something, you would like to know whether it was work it, right? ROI measures the performance and the efficiency of your investment compared with the other investments. ROI is calculated by dividing the revenues by the cost of investment. In digital marketing, ROI is often substituted for ROAS (Return of Ad Spending). Learn more on ROI here on Investopedia.


Revenue Per Click

You can calculate your Revenue like this: Goal Value x Conversion Rate. Voilà, now you know whether your ad (or a keyword) is profitable or not. tells you more about that!


Software as a Service

Google, Dropbox, Salesforce, MailChimp, Shopify… – What do these have in common? They are all providing system as a service. That means that there is a third party that hosts a platform for your application and software and makes them further available to the clients. It is beneficial for the companies in a sense that they don’t have to invest in new hardware and software, they can use a third party one just by paying a license (subscription) fee. There are numerous pros and cons when it comes to SaaS, you can read this article to learn more.


Site Catalyst Attribute Import Naming Tool

Classifications (SAINT) are one of the enduring features of Site Catalyst (Adobe Analytics). In general, classifications (both utm_id and SAINT) are making marketers’ lives easier. SAINT allows for to the user (advertiser) to upload customized metadata within the Site Catalyst and them analyze and process them. By classifying the data, you are attributing them specific characteristics and then creating a relationship between a variable (campaign’s source, medium, keyword etc.) and all the metadata related to it. In other words, the campaign link that is classified can be used to measure all the variables through that one link, because the analytical tool (Site Catalyst) recognizes the classification and know what is going on. Without classification, you have to create a specific campaign link to measure alt the variables separately and manually, which takes time, energy and leads, most likely, to mistakes and broken data. Learn more about SAINT classification here at Adobe blog.


Search Engine Advertising

Are you longing for that top result in most of the search engines? You can help your SEO by paying for it. SEA means that you are buying the top spots in a search engine’s result page, however, your link will have the little “Ad” button or other indication that it is a paid link. Read more here at


Search Engine Marketing

Have you noticed the little yellow boxes that say “ad” next to the top links after you make a search? That’s search engine marketing! Because most users select from the first options that are shown in the search results, businesses pay to get their website link at the top hoping that people will click their link. This is done through AdWords for Google search results, and other search engines (Bing, Yahoo, etc.) have similar tools. Read more on SEM on See also SEA.


Search Engine Optimization

Do you want that organic growth and visibility on the internet? Then you have to polish your SEO game. Through technical (a correctly structured website that a search engine understands) and creative (using the right keywords, clear, short and appealing headlines etc.) aspects, well-made SEO helps you, for example, to appear among the first results on Google Search or other search engines. For a how-to guide check out this article by

Site Catalyst Formerly Omniture, but since 2009 part of the Adobe platform – Site Catalyst is an analytical tool (product) that allows the marketers to measure and analyze data from multiple marketing channels. Read this article at to see the comparison of Site Catalyst or Google Analytics.

Social Media Marketing

Most of the people would do anything for “Likes” and “Retweets”. So would many companies promoting their services and products on the social media platforms. Social Media Marketing is becoming its own thing now. The attention of advertisers turns to the SoMe platforms thanks to the growing numbers of their users. However, the methods and approaches to the SMM vary according to the platform you are using. For example, your posting (and advertising) should be short and simple on Twitter but on Facebook, you can let yourself go and create longer posts with photos and/or videos. Learn more about how to do the social media marketing for businesses here.

Unique Visitor (UV) Unique Visitor stands for a visitor that returns to your website repeatedly in a set period of time. Contrary to Page View, the UV is tied to one visitor, so even if he/she visits the website ten times (which results in ten page views) the UV will be still counted as one.  Check out Techopedia’s definition of the term.

Uniform Resource Locator

URLs are what we use in the address bar of our browser to tell our browser where to get the information we want (like a specific website). URLs most commonly appear in the form of HTTP or HTTPS protocols, for example:

If you want to know more, you can check out this in-depth article about URL here on the


Urchin Tracking Module

That long, complicated URL address that appears in your address bar once you click an ad, that is called UTM. What is that and what is it used for? It is used in Google Analytics to track a campaign and its specific data for its analytics. Each UTM contains parameters to describe and specify each camping link. Learn more about UTM and UTM parameters here on the

UTM Parameters UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking purposes. The most common parameters are medium, source, campaign, term, content, however, the parameters are versatile and can be customized according to what you want to track. The biggest disadvantage of UTM parameters is the sensitivity towards an ununified system of definition (aka each of the marketers using their own terms, lower- and upper-case letters, special symbols etc.) that might cause fragmentation of the data. Learn more about UTM and UTM parameters here on the
utm_id (Google Analytics) is a classification campaign code. Classification make the lives of marketers easier, check out the explanation of SAINT (Adobe Analytics) or this article at



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