Marketing
glossary.
The metrics, acronyms, and concepts behind digital marketing — defined clearly, with the formulas and examples we use with clients.
Paid Media5
Cost Per Click (CPC)
CPC (Cost Per Click) is the amount you pay each time someone clicks your ad. It's the core pricing model of search and many social ad platforms.
Cost Per Mille (CPM)
CPM (Cost Per Mille) is the cost of one thousand ad impressions. 'Mille' is Latin for thousand. It's the standard pricing model for awareness and reach campaigns.
Pay-Per-Click (PPC)
PPC (Pay-Per-Click) is an advertising model where you pay a fee each time someone clicks your ad, buying visits rather than earning them organically.
Retargeting
Retargeting is showing ads to people who have already visited your site or engaged with your brand, bringing them back to complete an action.
Return on Ad Spend (ROAS)
ROAS (Return on Ad Spend) is the revenue you earn for every rupee spent on advertising. A ROAS of 4 means ₹4 of revenue for every ₹1 of ad spend.
SEO6
Backlink
A backlink is a link from one website to another. Search engines treat them as votes of confidence — a major factor in how pages rank.
Core Web Vitals
Core Web Vitals are a set of Google metrics measuring real-world page experience — loading speed, interactivity, and visual stability — that influence search rankings.
Domain Authority
Domain Authority is a third-party score (1–100) that predicts how well a website is likely to rank, based largely on the quantity and quality of its backlinks.
Keyword Research
Keyword research is the process of finding and analysing the search terms people use, so you can create content that matches real demand and intent.
Organic Traffic
Organic traffic is the visitors who reach your site through unpaid search engine results, as opposed to paid ads, social, or direct visits.
Search Engine Results Page (SERP)
A SERP (Search Engine Results Page) is the page a search engine returns in response to a query, listing organic results, ads, and rich features.
Analytics5
Bounce Rate
Bounce rate is the percentage of visitors who land on a page and leave without taking any further action or visiting a second page.
Click-Through Rate (CTR)
CTR (Click-Through Rate) is the percentage of people who click a link, ad, or search result after seeing it — clicks divided by impressions.
Customer Acquisition Cost (CAC)
CAC (Customer Acquisition Cost) is the total cost of sales and marketing required to win one new paying customer over a given period.
Customer Lifetime Value (LTV)
LTV (Customer Lifetime Value) is the total profit a business can expect from a single customer across the entire relationship.
Impressions
An impression is counted each time your content or ad is displayed, regardless of whether it's clicked. It measures how often you were seen, not how many people saw you.
Conversion4
A/B Testing
A/B testing compares two versions of a page or asset by splitting traffic between them, then measuring which performs better against a defined goal.
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
Landing Page
A landing page is a standalone page built around a single goal — usually capturing a lead or making a sale — that visitors 'land' on from an ad, email, or campaign.
Marketing Funnel
A marketing funnel is the journey a person takes from first discovering your brand to becoming a customer, usually framed as awareness, consideration, and decision stages.