Digital Advertising & Marketing Glossary

A/B testing is a method of comparing two versions of a web page, ad, or email to see which performs better based on user engagement or conversions.

Bounce rate refers to the percentage of visitors who land on a website and leave without interacting with any other page. A high bounce rate may indicate that the content wasn't relevant or engaging, while a low bounce rate usually means visitors are exploring more of the site. It's a key metric for evaluating the effectiveness of landing pages and overall user experience.

A CTA, or Call to Action, is a prompt that encourages users to take a specific action — like “Buy Now,” “Subscribe,” or “Learn More.” Effective CTAs are clear, compelling, and aligned with user intent. They play a critical role in driving conversions and guiding users through the customer journey.

Click-Through Rate, or CTR, measures how often people click on a link, ad, or CTA compared to how many times it's seen (impressions). It's expressed as a percentage and is a vital indicator of ad or content performance. Higher CTRs usually signal that messaging and design are resonating well with the audience.

A dashboard is a visual display of key metrics and data points, often used by marketers and analysts to monitor performance in real time. Dashboards help track campaign success, user behavior, and ROI through customizable charts, graphs, and summaries, enabling quicker, data-driven decisions.

Engagement rate measures how actively users interact with content. It includes actions like likes, shares, comments, and clicks. This metric provides insight into how compelling or relevant content is to an audience, and it’s widely used across social media and content marketing strategies.

A marketing funnel is a model that represents the stages a customer goes through before making a purchase — from awareness to consideration to decision. Each stage requires different strategies to guide prospects toward conversion. Understanding the funnel helps marketers align content and tactics with buyer intent.

Geo-targeting is the practice of delivering content or ads based on a user's geographic location. It allows marketers to tailor messages to specific regions, cities, or even zip codes. This strategy enhances relevance and can lead to better engagement and conversion rates.

A heatmap is a visual representation that shows where users click, scroll, or hover most frequently on a webpage. Warmer colors indicate high activity. Heatmaps are valuable tools for UX and CRO (Conversion Rate Optimization), helping teams understand user behavior and improve layout and design.

JavaScript tracking involves using small snippets of code embedded in websites to collect user data and activity. This data powers analytics tools, enabling insights into visitor behavior, event tracking, and performance measurement. While powerful, it must be implemented carefully to ensure accuracy and respect for privacy regulations.