Marketing specialists speak their own language, which may be difficult to understand by an outsider. Graphic videos from Fat Free Media can visualise acronyms, in the mean time our Digital Marketing Glossary will hopefully shed some light into the language of digital marketing professionals.

CTA – Call To Action

Calls to action are pieces of text that intend to determine the reader to perform a specific action such as to make a purchase, to subscribe to a newsletter or to visit a certain page of a website. “Buy now” and “click here” are two of the most commonly used calls to action.

CTR – Click Through Rate

CTR is the percentage of users who click on a specific link out of the total number of viewers of the page where the link is displayed. It is a measure of the success of email and online advertising campaigns.

GA – Google Analytics

Google Analytics provides useful statistics about the visitors of your website in terms of both behaviour and demographics. It also enables you to track various digital marketing goals.

UX – User Experience

User Experience is the sum total of a person’s attitudes and feelings about using a certain product or service. It is an umbrella term that includes practical and experiential aspects of the interaction between the user and the software system.

CRO – Conversion Rate Optimisation

In digital marketing, conversion rate optimisation is a set of measures that focus on increasing the percentage of visitors to a website that become paying customers or take a specific action after visiting that particular page.

BR – Bounce Rate

The bounce rate is the percentage of a website’s visitors that quit the website after visiting only one single page.

SMM – Social Media Marketing

ROI – Return On Investment

Return On Investment is the ratio between the net profit and the investment costs, calculated for a specific campaign or marketing activity. The higher the ROI, the more profitable the activity.

NPS – Net Promoter Score

NPS is an instrument that enables a business to assess the quality of their customer relationships. It is a modern version of the better-known customer satisfaction research.

YOY – Year On Year

This is a comparison of prices or of various other figures against the same figures recorded during the previous year.

SQL – Sales Qualified Lead

An SQL is a prospective customer who is in the final stage of the buying process, being therefore ready to make a purchase.

MQL – Marketing Qualified Lead

An MQL is a prospective customer who shows a higher potential to become a paying customer than the average lead.

PPC – Pay-Per-Click

Also known as cost per click, PPC is one of the most common digital advertising models in which advertisers pay only when a viewer clicks through their ad to land on their website. Search engine marketing uses this advertising model.

CPL – Cost Per Lead

CPL is another internet advertising model, in which the advertiser pays only for a well-defined action from a viewer. This action is usually a sign-up to a specific offer from the advertiser. This model is also known as online lead generation.

SERP – Search Engine Results Page

Search Engine Results Pages are the pages you see after performing a search. These pages contain listings that are the most relevant to the search query performed by the user. In addition, they may contain advertising and various other snippets of information.

KPI – Key Performance Indicator

A Key Performance Indicator is a measurable parameter that helps to evaluate the success of a business, employee, or marketing activity. These indicators help businesses set their goals and measure their performance, in order to assess their progress.