Introducing our glossary of marketing and digital strategy terms. The digital environment is full of names, abbreviations and anglicisms that, in this dynamic and evolving article, we will name and put in order.

This glossary is intended to be a source of reference to shed light on your doubts when it comes to knowing how to correctly name a specific action, a metric or a technique of marketing and digital strategy.

The latest content update date is October 16, 2022.

Table of Contents

We will organize this glossary by blocks that correspond to each of the different areas of digital marketing. These areas are:

• Terms general
• SEO
• SEM
• Social media
• Inbound Marketing
• Analytics
• Marketing strategy
• Google Platforms
• Websites
• Mailing terms
• Terms of applications (apps)

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General terms in marketing and digital strategy

Scope

Number of people who have seen our message, article or video, but have not interacted with it. To obtain a greater reach you can pay, but it does not guarantee results (increase followers, conversions…).

CMS Content Management System

Content management system. These are interfaces that allow the management of the contents of web pages without the need to know programming, such as WordPress, Joomla, Drupal, or those specialized in online stores such as Magento, Prestashop, etc.

Cookie

This is, without a doubt, one of the most heard and known digital marketing terms. It is a data file that contains all the information about the visit to a website. This information is subsequently used, among others, to perform remarketing campaigns to users who have visited the website. In this link you can read EMD’s cookie policy.

Conversion

When the user achieves the objective we have set. For example, that they fill out the information request form to clarify doubts or that they make a purchase. A conversion is a measurable objective.

Engagement

It is the ability of a platform (blog, app, social network…) to create solid and lasting relationships with its users by generating the engagement that is established between the brand and consumers. Engagement consists of the user following you, appreciating your publications (stories, articles, posts), sharing them with their friends, making public comments, answering surveys, etc. The more we know about the user, the better tactics we can implement to make this relationship solid and lasting.

Keywords

These are the keywords that users use to search in the Google search engine. These are the terms that we must place in the text of our ads so that they are displayed when users search with these words.

• Semantic keyword: Those long tail keywords that form a phrase.
• Keyword Long Tail: Those formed by more than 4 keywords.
• Keyword Middle Tail: Those formed between 2 and 4 keywords.
• Keyword Head Tail: Those very generic ones, of only one or maximum two words, that cover many searches and needs (example: Jaguar, which can mean different things).

Keyword head tail

Among the keywords related to a company’s activity, head tail keywords are those with the highest monthly search volume (e.g. Brand, or generic terms). Consequently, they are ideal for increasing traffic, although they are also highly competitive and therefore have a high price.

Keyword middle tail

They are those keywords whose length ranges between 2 and 4 words. They have more search volume than long tails and less competition than head (or short) tails. Their greater specificity makes them perfect for approaching temperate leads.

Long tail keyword

These are keywords with more than 4 words. They are very specific because they correspond to a very precise search. The volume of searches is reduced, but the advantage is that by creating a very “niche” quality content that responds to this keyword exclusively, the probability of being positioned on the first page of Google search results is higher. It helps to position a business as a specialist in a specific subject, and consequently, increases the probability of obtaining a contact with the reader interested in a purchase or information (conversion rate).

Landing Page

A landing page is the landing page where an ad, a newsletter or a publication takes users to when they click on it. It can be the home page of your website, a specific section or a page created especially for the Google Ads campaign that is optimized to achieve your goals.

LGPD

The LGDP(General Data Protection Law) or GDPR (General Data Protection Regulation) or RGPD (EU General Data Protection Regulation), are a series of regulations adopted and approved by the Spanish Data Protection Agency to guarantee international data transfers between Europe and the United States.

Marketing

By analyzing how markets, competitors and consumers behave, and based on the values and objectives of a brand, marketing offers solutions to companies so that they can meet their customers’ needs. To this end, it provides them with online and offline resources with which to get to know them, attract them, retain them and build their loyalty.

Marketing 2.0

Unlike traditional Marketing, or 1.0 (focused on the product), Marketing 2.0 focuses on consumer satisfaction. It uses digital strategies (e.g. social networks) to meet the interaction needs of active buyers.

Marketing 3.0

It focuses on consumer values. The development of products and services must therefore bring value to society (corporate social responsibility). The relationship with customers becomes closer and more personal thanks to social networks or personalized e-mails, for example.

Marketing below the line

It is an advertising technique that makes use of non-massive marketing communication practices focused on very specific market segments or niches.

Online marketing

Digital marketing or online marketing is marketing that uses the Internet to achieve its objectives. Both its tools and strategies are digital (SEO, SEM, social media, email marketing, etc.) in order to achieve omnichannel brands.

Marketplace

It is a website where several sellers offer their products to be sold online. The sales channel is therefore unique for a set of merchants who are independent of each other. Examples are Amazon and Aliexpress. The seller pays a commission to the marketplace if an item is sold. Sometimes there is a registration fee, or/and a monthly fee. Marketplaces are a very interesting alternative to market products without having to create your own online store and advertising campaigns, or for export.

Earned media

These are those channels and actions that are generated as a result of our management in paid media and our own media. For example, newsletter subscriptions, mentions in social networks, references in web or blog…

Paid media

Third-party media and channels through which brands make an investment in order to carry out advertising campaigns or achieve their objectives, thus complementing their own media or the media earned by the exercise of these.

Own resources

These are the channels we own (in whole or in part) such as the website, blog, social networks, newsletter… In other words, they are the different platforms through which we can communicate and reach our target.

Merchandising

These are advertising items whose purpose is to publicize a brand or product. To reinforce this promotional character, they are personalized with elements of the corporate branding (e.g. logo). Generally, they are given free of charge to potential customers.

One to one marketing

1-to-1 marketing is a marketing strategy that is strongly committed to personalization. Consequently, it conceives the consumer in a hyper-segmented way and employs 100% individualized actions (e.g. personal recommendations via email or social networks).

Post

In Spanish, publicación. It is the term we use to refer to the action of creating and uploading content in text or image format to a social network or blog.

Rich media – Rich format

This term is used in the world of digital advertising and is used to describe ads with advanced features such as video, sound or other elements that generate more attraction and achieve greater user interaction with the content.

ROI – Return on Investment

“Return on Investment”. It is a metric used to know how much the company earns through its investments. Digital Marketing, however, has provided a series of metrics that are not only limited to ROI and allow to know precisely the efficiency of investments.

Robot or Bot

It is an automated software usually based on artificial intelligence that is programmed to perform a series of actions. For example, the Google bot that reads web pages or an automated comment bot on social networks.

Really Simple Syndication (RSS)

This text file with code allows the automatic distribution of content over the Internet. These contents will be notified to the user through a news aggregator so that he/she can get to know them without having to enter the web site.

Sitemap

The list of pages that a website has and that are accessible to search engines. It is the way we have to tell a search engine what is on a website and what page structure it has.

Session

The period of time during which the user interacts with the website. It should be noted that after 30 minutes of inactivity, any page viewed by that user will be considered as a new session.

Streaming

Technology that allows viewing and listening to content that is streamed online without having to download the data to the device from which the file is viewed and played.

Test a/b

It consists of developing and launching two versions of the same element and measuring which one works better. It is a test that helps us to optimize, for example, an email marketing strategy, Google Ads or Social Networks or improve the effectiveness of a landing page.

Tracking – measurement

Term used to refer to all those actions with which performance indexes and quantification of results are measured at one or more specific moments. With tracking we obtain data that we can analyze a posteriori.

User – User

People who enter a website, have a social media profile or make use of a digital platform or service.

Visitor – Returning visitor

In SEO, the “visitor” is the user who makes a new visit to our website. At the same time, the “returning visitor” is the user who has already visited our website before and visits us again.

Behavioral marketing

It is a marketing strategy that creates a personalized action plan based on the previous behavioral analysis of consumers in digital environments. Such hyper-segmented advertising messages stand out for their high efficiency and profitability.

Agile Marketing

This methodology uses data analysis to identify opportunities and solve problems quickly and smoothly. Teamwork, customer-centric perspective and the importance of metrics are its main characteristics. The actions that are devised are implemented very quickly and, depending on the results obtained in the short term, the decision is made to implement the idea, modify it or cancel it definitively. It is the opposite of a traditional long-term marketing plan.

Marketing above the line

This marketing strategy uses mass media (e.g. television) to disseminate the advertising message. Its priority is to generate the maximum possible reach and impact. Its main drawbacks are low segmentation and high costs.

Middle market

This term refers to companies with a turnover of between 20 and 1 billion euros. They are, therefore, halfway between large companies and SMEs. In Spain, approximately 4,000 businesses belong to this category.

Swipe file (swipe file)

It is a set of marketing pieces written by third parties and used by copywriters for inspiration when writing advertising copy. It is a very useful method to overcome creative blocks and improve persuasive copywriting skills.

Omnichannel (Omnichannel)

It is a strategy that uses all the communication channels of a company in an integral, simultaneous and coordinated manner. It seeks to optimize the customer’s experience, providing them with constant contact with the brand.

Deep behavioral profiling

This is a module that allows you to create a buyer profile according to their interactions with our website and their related queries. Thus, related queries such as looking at all the photos of an item may indicate an artistic or purchasing interest. Similarly, looking at the delivery conditions reveals that you are at the end of the sales funnel.

RFM (Recency, Frequency, Monetary)

This analysis allows to know who are the most profitable customers of a company by analyzing when they last bought(Recency), as well as thefrequency (Frequency) and amount(Monetary) of their purchases. It is particularly useful for optimizing buyer loyalty.

Messy middle

This is what happens in the time lapse between the desire to buy and the purchase itself. This is a chaotic stage in which the user is influenced by multiple rational and emotional criteria. In fact, it causes many problems for companies in analyzing and understanding this behavior. We also call it “the decision-making tangle”.

Mobile wallet

This type of app allows users to carry all types of cards (credit, debit, loyalty, etc.) and coupons on their smartphone. Their use allows companies to individualize their marketing actions (e.g. push notifications with personalized discounts).

CTA (Call To Action) – Call to Action

This is an imperative expression used to tell the user what we want them to do (e.g. “buy” or “subscribe”). Generally, it takes the form of a button, banner or link strategically placed to increase the chances of conversion.

Transactional Email

These are emails that are sent to users as a result of them performing a certain action on a website or app. These messages are sent in real time in an automated way and have high open rates.

AMP (Accelerated Mobile Pages)

Project that aims to increase the loading speed of web pages on smartphones using an open source protocol. It introduces certain peculiarities in the HTML language in order to create a mobile friendly version of the URL.

CAC (Customer Acquisition Cost)

It is a commercial metric that allows us to know the amount of resources we must invest to get a new buyer. It is calculated by dividing marketing expenses by the number of consumers we have acquired during the measurement period.

CLTV (Customer Lifetime Value)

This business metric predicts how much profit a given customer will generate over the course of his or her relationship with the company. Unlike the CAC, there are several methods to calculate it. Retention and loyalty strategies are essential to improve this indicator.

Churn rate

The abandonment rate is a metric that indicates the percentage of customers who have stopped doing business with a company during a given period of time. It helps us to know the level of user loyalty.

Benchmarking

From a marketing point of view, it is the work of researching and analyzing the actions carried out by a company’s competitors. Its objective is to improve the marketing strategy and reinforce the value proposition.

Branding

It is a set of actions (positioning, graphic identity, communication, etc.) aimed at defining and building a brand. The aim of this planned management is to make it known and attractive to the public.

Ad-visor

This is the analysis that measures the effects of advertising using a series of variables (originality, persuasiveness, brand awareness, degree of involvement, clarity, etc.).

SEO Terms

Semantic analysis

Improve the accuracy of search results through the meaning and semantics of content and by understanding user intent through the contextual meaning of their search.

Cloaking

SEO practice that shows one content to search engines and another to users through mirror pages. It is penalized by search engines.

Domain Authority

It is an indicator, developed by SEOMoz, that measures the authority, quality and credibility of the content of a website. Ratings range from 1 to 100, with 100 being the highest. It is a metric that helps to improve the search engine positioning of our page.

Inbound and Outbound links

Inbound: It is a link that connects one web page to another. They are internal links of a web page that point to other sections of the web. They are also links to content on one of your pages that comes from other websites.

Outbound: These are the outbound links of a web page, which point to an external site.

Meta Tags

Meta tags are tags (text strings or short lines of HTML code), which are hidden and inserted into the HTML code of web pages or blogs. Their function is to provide search engines and visitors with information about the content of the site. Some examples are meta title, meta description, meta header…

Link – Link

It is the connecting element that allows us to access and navigate between different resources such as web pages, documents, social network publications… It is also a connector within the same resource.

Offsite SEO

The optimization actions that are performed outside a page to improve its positioning in search engines. It focuses on obtaining and debugging links from other pages, the authority of the links and the linked pages, the linked domains and traffic or the text of the link itself.

Onsite SEO

The optimization actions that are performed within a page to improve its positioning in search engines. These actions are usually performed on the contents, the structure and hierarchy of the pages and meta tags and the optimization of images.

Page Authority

It is the same concept as Domain Authority but refers to the authority of a specific page.

Page Rank

It is the name given to the algorithm developed by the founders of Google, which allows assigning a rank or score from 1 to 10 to a web page in the search listing according to criteria such as relevance, quality and authority of the site. Since a few years ago, PageRank has fallen into disuse, replaced by Domain and Page Authority of SEOMoz.

SEO

Search Engine Optimization: In Spanish it translates as search engine optimization. Also known as search engine optimization, SEO consists of creating content and improving your website to make it as attractive as possible to both Google and your potential customers.

The goal is to appear first on the results page when a consumer is searching for something related to what you sell.

In short, SEO is the best marketing tool to attract visitors to your website from search engines.

Storytelling

Storytelling is the art of telling a story and creating an emotional bond with the audience. Using powerful storytelling, a good story allows people to connect immediately and lastingly with a brand.

Conversion Rate

Also known as CR for its acronym in English, Conversion Rate, refers to the percentage of the visits your website receives that “convert”, that is to say, that meet a set objective. Normally this objective is usually a sale, but it can also refer to a subscription, registration, reservation, request for information or download.

Web Traffic

Refers to the amount of data generated by visitors to your website, both sent and received. It depends on the number of visitors and the pages they visit within your site.

SEM Terms

Adsense

Google advertising systems, through which you can place a company’s advertising on pages external to Google. For example, if you have a blog that attracts a lot of visitors, you have the possibility of including advertising banners to obtain income. There are several platforms that allow you to do this, AdSense is one of the best known. This practice is known as affiliation.

Affiliation

Promotion of products of other companies, brands or users in exchange for a commission for each conversion made to customers referred by a user. In other words, commission for intermediation. The conversion can be a click, a download, a sale. There is also a remuneration based on the impression of an ad within a page, i.e. its display.

Audience

It is a group of users that we are interested in impacting with our ads. They are created with Google Analytics and are used for remarketing campaigns.

Advertising banner

It is an advertising space inserted in a website. It can have different dimensions and be located in different places on the web.

CTR (click through rate)

The click through rate is the percentage that shows how often users who see an ad click on it. It is one of the factors used to calculate the performance of keywords and ads. It is calculated by dividing the number of clicks an ad receives by the number of times it is displayed (CTR = clicks / impressions).

CPC (cost per click)

The cost per click (CPC) is the price it costs an advertiser for a user to click on its ad. That is, the advertiser will only pay each time someone clicks on their ad, not for the simple fact of displaying it. The maximum cost per click is the maximum CPC an advertiser is willing to pay for their ad.

CPA (cost per acquisition)

The CPA is the price you pay when a user makes a conversion in the ad, that is, when he completes a goal that we have set, such as buying a product, downloading a pdf…

Display

It is the ability of CPC networks to serve text and image ads on partner or advertiser websites. Display campaigns aim to serve ads to the audiences that visit those websites and can be targeted based on browsing history, interests, keywords, etc.

Ad extension

It is a series of additional information fields related to our ad (location, phone, product, etc.) that we can display when it appears on the search results.

Print

Ad impressions are the number of times an advertising platform (Google Ads, Instagram Ads, Linkedin Ads…) shows your ad.

Keyword Planner

It is the Google tool that allows you to do a study of keywords or keyword research in order to know what your audience is really looking for in relation to a term. It is characterized by being a free resource for most of its functions.

Push

These are short messages sent over the Internet that arrive directly to the app installed on a smartphone. They do not require the user to be using the application at the time of receiving them, although he/she must have consented to receive them.

Remarketing – Retargeting

Remarketing is to retarget with advertising to users who have already interacted with a website or mobile application. In Google’s case, it allows it to show ads to users on its apps and affiliated websites. differences.

SEM

Acronym for Search Engine Marketing. It consists of generating ads for specific keywords or key words, so that when a person is actively searching for a product or service, the ad is displayed in the search results.

Google Auction

We call “auction” the process that takes place with each Google search to decide which ads will be shown for that search, the order in which they will appear on the page or whether or not ads will be shown. Specifically, Google publishes in order of priority the advertisers that pay the most per click or impression.

Performance Marketing

In this digital marketing model, the advertiser pays the marketer only on the basis of the results obtained with the advertising campaign. Consequently, the price of his services will be determined by the conversions achieved (e.g. number of sales). It applies to actions that are perfectly measurable, such as the conversion (a purchase) on a website (e-commerce) obtained with Google ads at a given price.

ROAS (Return On Advertising Spend)

The return on advertising investment is a digital marketing metric that reveals the effectiveness of a campaign. Thanks to it we can know what percentage of money we earn for each euro invested. The formula to calculate it is: amount earned from sales / advertising expenses X 100.

Interstitial

This is an intrusive advertising format that interrupts the user’s viewing of a website to focus their attention on the promotional message (e.g. pop-ups). Its excessive use has been penalized by Google since 2017.

Social Media Terms

Media planner

This is the professional in charge of implementing the brand strategy (communication, advertising) defined in the different channels. To do so, he/she orders and places the content and advertising texts in both digital and traditional media. He/she must also evaluate the performance of these campaigns, analyzing the data obtained.

Social networks

By social networks we mean digital structures formed by people or organizations that connect on the basis of common interests or values. Through them, relationships between individuals or companies are created quickly, without hierarchy or physical boundaries.

The most famous in Spain are Instagram, Facebook, YouTube, LinkedIn, Twitter. Messaging applications such as Whatsapp or Telegram are social networks, since groups of people can be formed to talk about a certain topic, exchange photos, videos, etc.

Fan Page

These are public profiles used by companies or businesses to promote themselves on Facebook. They are managed by users of this social network and can receive “Likes”, promote their publications, make advertisements on the Facebook network, among others. Any user can access the Fan Pages and start following the publications of a company that interests them.

Social Ads

Advertising in different social networks. It is a very segmented advertising that targets a very related audience, since they normally interact with the brand in the publications of the social network.

Social Media Optimization (SMO)

Social media optimization encompasses a series of strategies and tools used in digital marketing to boost a brand’s visibility on social networks. This involves, for example, discovering the ideal time and frequency of publication.

Twitter cards

Twitter Cards are rich-format elements that appear on the user’s or follower’s profile timeline. They are used in Twitter ads as they can include images, videos and calls to action, directly from the Twitter dashboard.

Reels

Instagram’s tool that allows you to create audiovisual content in short format and is additional to posts and stories. This new window of the most visual social network is another of the Influencer Marketing trends that will be embraced by a multitude of Instagramers, but also by users in general in 2020.

Hashtag #

A hashtag is a word or a group of relevant words preceded by the ‘#’ symbol and used in Social Networks to classify content, viralize it and increase its reach and impressions.

Arroba @

allows you to identify and mention a person or a company in a social network.

Paid media

It is any media belonging to a third party in which we can publish ads in exchange for paying an amount of money. This concept covers both traditional channels (e.g. radio) and digital channels (e.g. SEM to advertise on search engines).

Paid Social

Social Paid or Social Ads is a type of Paid Media that consists of launching paid ads on a social network (e.g. Facebook). It stands out for its wide range of options in terms of audience segmentation and results monitoring.

ROE – Return on Engagement

The Return on Engagement or Return on Interaction is the expected return on an investment in digital media. It is more difficult to translate into numbers, since we are talking not only about interaction with the brand, which can be measured in different ways, but above all about the impact on the strength of a brand.

Like

It is the action of giving a touch of attention to another user in a social network, positively valuing the content published.

Influencer

Surely, one of the best known digital marketing terms. It is the person with the ability to communicate a brand, product or service in a human and close way to a similar audience. It usually has a large volume of followers, although it is the “engagement” that gives value to an influencer.

Brand Ambassador

It is an action or marketing model that employs people with certain recognition, credibility and trust to promote and give greater visibility to the brand. Unlike influencer marketing, this model is based on a longer-term relationship between brand and ambassador. The current trend is to transform a loyal customer into an ambassador, as it increases the credibility of the brand.

Buzz marketing

It is a marketing strategy that seeks virality by establishing a more personal and spontaneous contact with the consumer (e.g.: doing a live demonstration). This is intended to spread a brand through word-of-mouth.

CM (Community Manager)

This is a digital marketing professional in charge of managing and promoting the online community of a brand or company. To this end, he/she uses social networks to address customer feedback (complaints, queries, suggestions, etc.).

Inbound Marketing Terms

Inbound Marketing

Inbound Marketing is a set of non-intrusive marketing techniques that allow us to attract customers by providing value, through the combination of different digital marketing strategies and actions (Content, SEO, SEM, Social, Automation…). For more information, you can read our full article“8 steps to create an Inbound Marketing strategy“.

Buyer persona

Fictitious representation of our ideal customer, we call it “Buyer Persona“. It is based on real data about the behavior and demographic characteristics of your customers, as well as a creation of their personal stories, motivations, goals, challenges and concerns.

Customer Journey

The path (or journey) that a customer travels over time, through the different points of contact and interaction with organizations. It goes from the first contact with an article, a video, an image, to the after-sales service.

Inbound Cycle

It is based on attracting prospects, interacting with them and delighting them to drive the growth of a company that provides value and builds trust.

Automation

Use of software that allows to perform a series of actions automatically allowing to connect with a customer at the right time and with the right message, in the right channel. These actions are defined by a strategy, creativity, content and constant measurement of results.

Conversational chatbot

Software that simulates a conversation with the user thanks to a strategy and a previous conversational workflow design. It is programmable, measurable and applicable to different platforms such as web or social networks.

Form

Section of a website, blog or landing page designed to obtain the contact details of a user or lead and to know the reason for the query (information, complaint, assistance…) It allows a much more advanced management and classification than a conventional email.

Landing Page

Web page to which an Internet user is directed after clicking on a hyperlink (either a link in an advertisement, a link in an email, a call-to-action button or others…). The landing page can be a unique page created for a specific campaign or simply one of the existing pages of a website.

Lead (prospectus)

A lead is a person who has contacted (email, phone, Whatsapp, etc.) or interacted (reading content, watching a video, etc.) with a company, and who can potentially become a customer of this company. Therefore, it is a user who has entered their data in a form and, as a result, becomes a record in the database of a company with which the organization can interact.

MQL

MQL stands for Marketing Qualified Lead. This is the nomenclature used in Inbound Marketing to say that a lead is of value.

Pull

This strategy consists of deploying marketing communication actions capable of attracting the end consumer to the brand. A good example of this are advertising campaigns that allow you to find the product in physical and online stores.

SQL

SQL stands for Sales Qualified Lead. This is the nomenclature used in Inbound Marketing to say that a lead is ready for sale. In this state, the lead is managed by the sales team.

Target

This anglicism (for “target”) designates the target customer (or a target segment) of a product or service. This is the target of the marketing campaign that promotes it. Its correct definition (age, gender, profession, etc.) is essential for the success of the strategy. Today we talk about the Buyer Persona, which offers more qualitative information about the user, such as his tastes or habits.

Points of contact – Touchpoints with the customer

These are the various interactions that the brand has with the potential customer throughout the customer journey. These are developed through one or more channels (e.g. social networks, telephone, blog) and always obey a purpose.

Lead Magnet

This is content that we offer free of charge to the visitor of a website to give us their contact details (e.g. a downloadable ebook ). Such content must provide value to our audience.

Evergreen Lead Magnets

These are perennial lead magnets. Unlike launch leads magnets (valid only for a limited time), these are contents whose usefulness will be maintained over time.

Prospecting funnel

Better known as a funnel or sales funnel, it refers to an automated inbound marketing strategy in the shape of an inverted triangle. Throughout its successive phases, we convert visitors into: prospects, customers, loyal consumers and, finally, promoters.

Web Analytics Terms

Account, ownership and view (Google Analytics)

When you create an account, a property and a data view are automatically created in that account. These levels make up the structure of Google Analytics that allow data to be collected and analyzed.

Account

The account is the highest level in the Google Analytics configuration. The account will house, the property and the view. In parallel, it is where we define the general Analytics configuration.

Property

Basically, it is the domain or domains associated to the account. In the same account we can link different domains. The property performs the complete configuration of the domain in Analytics as well as the linking with other Google tools such as Ads, Search Console or Optimize.

View

The view or views, you can have several views for each domain, are specific configurations to filter, discard or obtain specific data from a domain. For example, you can create a view where Analytics does not take into account connections from a specific IP.

Attribution

The process of assigning credit for sales and conversions to touch points in conversion paths. Attribution allows advertisers to quantify the contribution of each channel to sales and conversions.

Audience

The audience shows us data about our users, to better understand what type of audience visits our website. This Google Analytics report collects data such as from which country our users access, what devices they use, browser type, interests, age, gender… etc. Audience information is becoming more accurate and complete, allowing a very fine segmentation of our segments.

Event ( Google Analytics)

These are user interactions with content that can be measured independently from a web page or screen load. For example, downloads, link clicks, form submissions and video views are actions that can be analyzed as Events.

Objective (Google Analytics)

Goals are a way to measure how often someone completes a specific action on your website that is relevant to your interests. These goals can be events, access to a certain URL …

Conversion funnel

Also called “Conversion Funnel”, it determines the different phases or steps that each of the visitors to our website has to take to achieve a specific objective. Normally to become a registration or lead or to complete the purchase of a product or service.

Session

This metric indicates all the interactions(hits) that users carry out on a website during a given period of time. It is computed by means of a timer that is started when we enter the web page.

Bounce rate

This is a metric that reveals the percentage of visitors who leave the website without taking any action on it.

Visitor

This KPI refers to the person accessing a website, provided the unique combination of IP address, device and browser is given.

Parameters UTM

These are code snippets that are added to the end of a URL to learn additional information about the visitor. There are 5 types, although 3 are mainly used in Analytics(source, medium and campaign):

• utm_source: source of the link.
• utm_medium: channel clicked from.
• utm_term: keywords for which the link to our ad can be found in search engines.
• utm_content: identifies two versions of an advertisement.
• utm_campaign: allows us to identify a campaign.

Terms Marketing Strategy

Digital Marketing Strategy

Digital strategy is the application of technology and digital media to create value, that is, it defines in the digital environment what we do and how we do it. A successful digital strategy is based on the overall strategy of the company, starting from its vision / mission and analyzing the market potential, the profile and needs of customers, the strengths and weaknesses of the company, among other elements. The digital strategy brings together different areas, as it mixes technology with marketing and operations.

Inbound Marketing Strategy

Set of non-intrusive marketing actions and techniques that allow us to attract customers by providing value, through the combination of various digital marketing actions such as SEO, content marketing, social media presence, lead generation via advertising and web analytics.

SEM Strategy

The use of different platforms and paid tools that allow us to position a brand, business or product within the different search engines (Google, Bing, Yandex…).

Content Strategy

The practice used in digital marketing to plan, manage and develop all the content in text and visual format (images, videos) when launching a message to the public or carrying out a promotion of any kind.

SEO Strategy

The use of a range of techniques, including html code rewriting, content editing, site navigation, linking campaigns and more, in order to improve a website’s position in search engine results for specific search terms (keywords).

Google Platform Terms

Google Ads

Google’s advertising platform on its own search engine, Google Ads. Through ad campaigns, ads have to meet quality and optimization requirements to enter the bidding and auction system that determines the right ad for each user and for each search.

Google Analytics

It is Google’s web analytics tool. It offers grouped information of the traffic that reaches the websites according to the audience (users), acquisition (channels through which they reach the website), behavior (web browsing) and conversions (value actions) that are carried out on the website.

Google Search Console

Google Search Console is a free service from Google that helps you monitor, maintain and troubleshoot the indexing and appearance of your website in Google Search results. This tool allows you to understand and improve the way Google sees your website.

Google Marketing Platform

It is the unified platform for advertising and analysis of Google products to develop marketing strategies in a smarter and more effective way.

Google Optimize

One of the tools within Google Marketing Platform. Helps web development focused on UX based on a/b testing. Helps to create a better digital user experience by testing different versions of a page (changing a button, a color, a text, the organization of the contents…).

Google Tag Manager (GTM)

Another tool that can be integrated within Google Marketing Platform. It is a tag management system that allows you to update the tracking of your web or mobile app, through tracking codes and related code snippets collectively referred to as “Tag” tags.

Once GTM is installed, a user can insert new tags, triggers or tracking variables into web pages directly from the tool, without having to manually modify the html code of the page (and eventually call in a programmer).

Google Data Studio

Google Data Studio is a tool that is also part of the Google Marketing Platform toolset. It is a free application that converts data into clear reports and dashboards, fully customizable and easy to consult and share.

Google Trends

Keyword and search term search trend tool for both desktop and mobile. Organizes information into time periods and geographic areas.

Youtube

Streaming video platform in which users upload content (professional and non-professional) in video through a channel associated with the Google account. Currently, the second most used search engine in the world and where digital advertising is evolving faster.

GA4 Analytics

It refers to Google Analytics 4, the new version of this platform that will replace Universal Analytics as of July 1, 2023. With this version, Google intends to unify its Web (Analytics) and App (Firebase) measurement platforms.

Thanks to its reports we can track users in a more complete way on websites, applications and software to analyze the customer journey.

Attribution

This Google Analytics tool allows us to know the attribution models (how the customer interacts with the brand). It is very useful to analyze to what extent the different channels used have contributed to the conversion.

Websites

User Experience (UX)

User eXperience refers to what a user feels when interacting or browsing with a certain product or service. UX design, therefore, prioritizes that this perception is as positive as possible (ease of use, ease of finding CTAs, overall impression, values, categorization of information…). It is different from the UI (interface that allows the visitor to interact).

Pop up

This is a pop-up window that appears when we are viewing a website in the browser. The pop-up message (usually advertising, but can be informative or for newsletter registration) is thus superimposed on the content of the active page we are on.

Shopbot

It is a software that acts as a web commercial agent. This tool helps to search, compare and purchase products or services on the Internet in a particularly agile way. The best shopbots improve as they learn from user requests, thanks to artificial intelligence.

Mailing terms

Mailing

It is a type of email marketing focused on direct sales through the promotion of a product or service. In it, the email acts as a communication channel between the brand and the potential buyer.

Opt-in

This process (also known as“one-time confirmation“) consists of asking the user for permission to send marketing messages to their email address. This ensures that they are interested in receiving them and, consequently, that they are not perceived as SPAM.

Opt-out

It covers the various techniques that can be used by the holder of an e-mail account to prevent the receipt of unwanted advertising messages. Such is the case of the unsubscribe button that usually accompanies newsletters. By Opt-out, we also mean the action by the user of removing the option to receive future mailings marked by default on a form.

Permission marketing

It is a variant of marketing characterized by the consumer voluntarily allowing advertising messages to be sent to him. This is the result of their interest in the brand or in a specific product.

Phishing

A form of hacking that seeks to steal confidential user information (e.g. passwords). To obtain such data, users are tricked with fictitious emails or websites that impersonate the identity of entities they trust.

Spam

This term encompasses all unsolicited and/or anonymous messages. This form of communication is almost always sent en masse and has an advertising nature. It is usually used in emails, forums and social networks. All messaging services nowadays include anti-spam filters.

Terms of applications (apps)

App

Apps, or applications, are programs written in different languages for smartphones or tablets. The language varies depending on the operating system used (iOS for Apple, Android for Google, etc.). They allow you to create a unique experience for users, which goes far beyond what a website can offer. They are useful and easy to install/uninstall from app marketplaces. There are thousands of apps of all kinds: games, services, products, entertainment…

Freemium

This business model divides app users into two levels: premium (unlimited functions) and free (limited access), depending on whether or not they pay to use the app.

Geomarketing

It is an area of marketing that uses geographic location methods. This discipline uses the exact location of the customer to enable the growth of a business.

Geotargeting

This is a digital marketing segmentation method that personalizes ads and content based on the geographic location of the potential customer.

Glossary of Digital Marketing and Digital Strategy Terms

Our glossary of digital marketing terms will be rolled out periodically, so refresh the page to stay up to date. In the meantime, you can always count on EMD for any questions you may have.