Digital Marketing & Growth Glossary

The Performance Marketing Dictionary

Clear definitions, mathematical formulas, and practical execution frameworks covering paid acquisition, attribution modeling, technical SEO, and agency scaling.

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Showing 25 of 25 marketing terms

Pharma & Health

ABPI Compliance in Marketing

Adherence to the Association of the British Pharmaceutical Industry (ABPI) Code of Practice regulating healthcare professional (HCP) and public communications.

Data & Attribution

B2B Data Enrichment & Waterfall Enrichment

The automated process of appending verified firmographic, technographic, and contact intelligence to raw business records using sequential waterfall data providers.

Enrichment Match Rate = (Successfully Enriched Records / Total Input Records) × 100%

Agency & B2B

B2B SaaS Churn Rate

The rate at which existing customers or recurring subscription revenue is lost over a specified time period.

Logo Churn = (Customers Lost in Period / Customers at Start of Period) * 100

Agency & B2B

B2B SaaS Idea Validation & Demand Testing

The rigorous process of proving customer willingness to pay and market demand for a software business idea before committing heavy engineering resources.

Validation Ratio = Qualified Pre-orders / Target Audience Reached

Paid Acquisition

Connected TV (CTV) Advertising

Targeted digital video advertising delivered through internet-connected smart TVs, streaming devices, and OTT applications.

Conversion & UX

Conversion Rate Optimization (CRO)

The systematic, data-backed process of increasing the percentage of website visitors who take a desired high-value action.

Conversion Rate = (Total Conversions / Total Unique Visitors) * 100

Search & SEO

Core Web Vitals

A set of standardized performance metrics by Google measuring page load speed, responsiveness, and visual stability in real-world user experiences.

Paid Acquisition

Customer Acquisition Cost (CAC)

The comprehensive cost required to acquire a single paying customer, factoring in media spend, team overhead, and software.

CAC = (Total Marketing & Sales Spend in Period) / (Total New Customers Acquired)

Agency & B2B

Demand Generation vs Lead Generation

The distinction between creating broad market awareness and genuine brand desire (Demand Gen) versus capturing immediate contact information for short-term outreach (Lead Gen).

Search & SEO

Entity-Based SEO

The practice of optimizing web content around distinct concepts, people, places, and organizations recognizable in Google’s Knowledge Graph.

Data & Attribution

First-Party Data Strategy

A systematic framework for collecting, organizing, and activating direct behavioral and transactional data gathered directly from your audience with their explicit consent.

Search & SEO

Generative Engine Optimization (GEO)

The practice of optimizing website content, semantic entity relationships, and digital PR to earn citations and recommendations in AI search engines like ChatGPT Search, Google AI Overviews, and Perplexity.

AI Citation Share = (Brand Citations in AI Answers / Total Relevant Queries Sampled) × 100%

Paid Acquisition

Geo-Targeted PPC Advertising

Configuring paid advertising campaigns to display only to users located within specific geographical boundaries, cities, postcodes, or radius buffers.

Agency & B2B

GTM Engineering (Go-To-Market Engineering)

A modern hybrid discipline combining software engineering, RevOps, and outbound marketing to automate pipeline generation, data enrichment, and CRM sync.

GTM Velocity = (High-Intent Signals × Waterfall Data Match Rate) / Cycle Time

Agency & B2B

LTV:CAC Ratio

A fundamental unit economics ratio comparing the lifetime value of a customer to the cost of acquiring them.

LTV:CAC = Customer Lifetime Value / Customer Acquisition Cost

Data & Attribution

Media Mix Modeling (MMM)

A top-down econometric statistical analysis technique that quantifies the incremental sales impact of various marketing activities while accounting for external market factors.

Data & Attribution

Multi-Touch Attribution (MTA)

An analytical approach that assigns fractional conversion credit across all marketing touchpoints along a customer journey.

Agency & B2B

Outbound Sales Automation

Using software workflows, AI agents, and CRM hooks to execute multi-channel prospecting, signal monitoring, and personalized follow-ups at scale.

Pipeline Output = Enriched Accounts × Qualification Rate × Sequence Engagement Rate

Paid Acquisition

Programmatic Advertising

The automated, real-time bidding process of buying and selling digital advertising space across web, mobile, connected TV, and digital audio.

Paid Acquisition

ROAS (Return on Ad Spend)

A marketing metric measuring gross revenue generated for every pound or dollar spent on advertising campaigns.

ROAS = Gross Revenue from Ads / Total Ad Spend

Search & SEO

SEO Competitor Analysis & Search Intelligence

The systematic reverse-engineering of competing domains to uncover their top-ranking keywords, backlink profiles, content gaps, and traffic-acquisition tactics.

Content Gap Opportunity = Competitor Total Ranked Keywords - Your Ranked Keywords

Data & Attribution

Server-Side Tracking (sGTM)

Tracking marketing and behavioral events by sending data directly from a cloud server to advertising platforms rather than via client-side browser JavaScript.

Agency & B2B

Social Media Scheduling Tools & Automation

Software platforms that allow marketing teams and agencies to draft, schedule, automate, and publish content across multiple social channels (LinkedIn, X, Meta, TikTok) simultaneously.

Publishing Velocity = Scheduled Assets / Creation Hours

Search & SEO

Topical Authority

A search engine optimization strategy focused on building comprehensive, authoritative coverage of an entire subject matter rather than targeting isolated keywords.

Agency & B2B

White-Label Marketing

Marketing fulfillment, software, or campaign execution produced by one agency and re-branded/resold by another partner under their own brand name.