Every marketing number, in plain words.

A4 terms

• A/B testing A/B testing compares two versions of one thing, such as a page, ad or email, by showing each to a random half of visitors and measuring which converts better.
• Advantage+ Advantage+ is Meta's suite of AI and automation products for its ads, where end-to-end campaigns apply automation to audience, placement and budget to reach the goal you set.
• Answer engine optimisation AEO Answer engine optimisation (AEO) is the work of making your pages the direct answer that AI assistants and search engines give when someone asks a question about what you sell.
• Average order value AOV Average order value (AOV) is the average amount customers spend each time they place an order: total revenue divided by the number of orders.

B2 terms

• Backlinks Backlinks are links from other websites to your pages. Search engines treat them as signals that others consider your content worth referencing.
• Brand positioning Brand positioning is how a business defines what it is uniquely good at, for whom, and against what customers would use instead, so the right buyers see it quickly.

C9 terms

• Click-through rate CTR Click-through rate (CTR) is the percentage of people who saw your ad or search listing and clicked it: clicks divided by impressions, times 100.
• Conversion rate CVR Conversion rate is the percentage of visitors or clicks that complete the action you want, such as a purchase or an enquiry: conversions divided by visitors, times 100.
• Conversions API CAPI Meta's Conversions API (CAPI) lets a business send web, app, CRM and offline events directly from its own server to Meta, instead of relying only on the browser Pixel.
• Core Web Vitals CWV Core Web Vitals are three measures of real-world page experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness and Cumulative Layout Shift for stability.
• Cost per acquisition CPA Cost per acquisition (CPA) is the average amount you spend on advertising to get one conversion, such as a purchase or a booking: ad spend divided by conversions.
• Cost per lead CPL Cost per lead (CPL) is the average amount you spend on marketing to get one lead, meaning one person who leaves their details or enquires: spend divided by leads.
• Customer acquisition cost CAC Customer acquisition cost (CAC) is what you spend on sales and marketing to win one new paying customer: acquisition spend divided by new customers in the same period.
• Customer lifetime value LTV Customer lifetime value (LTV) is the total gross profit a typical customer brings to your business over the whole time they keep buying from you.
• Customer relationship management CRM A CRM (customer relationship management) system is software that stores a business's customer contacts, conversations and deals in one place, so any team member can see the full history.

E2 terms

• E-E-A-T E-E-A-T E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's quality raters look for when judging whether content is helpful and reliable.
• Email deliverability and DMARC DMARC DMARC is a DNS record that tells mailbox providers how to treat email that fails SPF and DKIM checks for your domain. It is a main pillar of email deliverability.

G3 terms

• Generative engine optimisation GEO Generative engine optimisation (GEO) is the work of making your business more likely to be cited and named in answers written by AI tools such as ChatGPT and Gemini.
• Google AI Overviews AIO Google AI Overviews are AI-generated summaries that appear above some search results, answering the query directly and linking to the web pages the answer draws on.
• Google Business Profile GBP A Google Business Profile is the free listing, formerly Google My Business, that shows your business name, address, hours, reviews and photos on Google Search and Maps.

L4 terms

• Lead scoring Lead scoring gives every lead a number based on how well they fit your ideal customer and how they behave, so the team contacts the likeliest buyers first.
• llms.txt llms.txt is a proposed Markdown file at a site's root listing its most useful pages for AI tools. It is a community proposal; Google says Search does not need it.
• Local pack The local pack is the block of three or so nearby businesses, with a map, that Google shows at the top of results for searches with local intent.
• Lookalike audience A lookalike audience is a group of people on Meta who resemble a source audience you provide, such as your customers, chosen by country and similarity range.

M2 terms

• Marketing attribution Marketing attribution is the method of deciding which ads, searches or messages get credit for a conversion when a customer touched several before buying.
• Marketing qualified lead MQL A marketing qualified lead (MQL) is a lead that marketing has judged likely enough to buy, from their fit and behaviour, to hand to sales for follow-up.

N1 term

• NAP consistency NAP NAP stands for name, address and phone number; NAP consistency means your business shows the same three details, written the same way, on every site and listing.

P1 term

• Performance Max PMax Performance Max is a goal-based Google Ads campaign type that uses your assets and conversion goals to show ads across Google's channels, including Search, YouTube, Display and Maps.

Q2 terms

• Quality Score QS Quality Score is a 1 to 10 diagnostic Google Ads gives each keyword, summarising expected click-through rate, ad relevance and landing page experience compared with other advertisers.
• Query fan-out Query fan-out is the technique AI search uses to break one question into several related sub-queries, run them at once and combine the results into a single answer.

R2 terms

• Retargeting Retargeting, called remarketing by Google, shows ads to people who have already visited your site, used your app or engaged with your brand, to bring them back to finish.
• Return on ad spend ROAS Return on ad spend (ROAS) is the revenue your ads bring in for every unit spent on them: revenue attributed to the ads divided by what the ads cost.

S5 terms

• Sales pipeline A sales pipeline is the list of live deals a business is working, grouped by stage from first contact to won or lost, with each deal's value and next step.
• Sales qualified lead SQL A sales qualified lead (SQL) is a lead the sales team has vetted and accepted as a genuine opportunity, with a real need, a decision-maker and a reason to buy.
• Schema markup Schema markup is structured data, usually JSON-LD code using the schema.org vocabulary, that labels what a page is about so search engines can understand it precisely.
• Search engine optimisation SEO Search engine optimisation (SEO) is the work of helping search engines find, understand and rank your pages so the right people reach your site without paid ads.
• Server-side tracking Server-side tracking sends measurement data from the visitor's browser to a server you control, which passes it to analytics and ad platforms, instead of every tag running in the browser.

T1 term

• Topical authority Topical authority is an SEO idea: a site covering one subject in depth, across linked pages, is more likely to be trusted and found for it. Google publishes no score.

U1 term

• UTM parameters UTM UTM parameters are short tags added to the end of a link, such as utm_source and utm_medium, that tell analytics exactly which campaign sent each visitor.

W1 term

• WhatsApp Business API The WhatsApp Business API, officially the WhatsApp Business Platform, lets companies handle WhatsApp messages through software such as a CRM, with templates, automation and many agents on one number.