Your No BS 2024 Guide to Digital Marketing Terminology

It’s buzzword bingo out there with digital marketers constantly inventing new terms. Keeping up with the latest lingo and key digital terms will give you an edge in sifting fact from fiction, and fully grasp new strategies and tactics that work for your business. As a digital marketer in 2023, it’s not easy, but let’s dig in on the terminology that you need to succeed… shall we?

Your No BS 2024 Guide to Digital Marketing Terminology


Digital Marketing Glossary

Digital marketing includes many different ideas and words that might seem confusing. Let’s simplify by explaining the most essential digital marketing words and their meanings.

The 28 Digital Marketing Terms You Need to Know


    1. A/B Testing: This experimental approach involves changing variables in a controlled scenario to improve the effectiveness of your marketing strategy. You can apply A/B testing to website design, ad creatives, landing pages, and email campaigns.

    1. Conversion Rate: The percentage of visitors who take a desired action on your website, such as making a purchase, signing up for a newsletter, or filling out a contact form.

    1. Click-through rate (CTR): This percentage represents the average number of clicks per hundred ad impressions.

    1. Cost per Click (CPC): The cost or cost-equivalent paid per click-through on an advertisement.

    1. Cost per Action (CPA): This online advertising payment model requires payment based solely on qualifying actions, such as sales or registrations.

    1. Cost per Mille (CPM): Cost per thousand impressions which is useful to measure paid media across different channels display, video, digital audio, etc. 

    1. Search engine optimization (SEO) is a series of techniques to improve a website’s visibility on search engine result pages (SERPs), not just in Google! Works in YouTube, Amazon, Bing, and anywhere there is a search box. 

    1. Pay-Per-Click (PPC): An online advertising model in which you pay a fee each time one of your ads is clicked. Google and Bing Ads are popular platforms for PPC campaigns.

    1. Content Marketing: The creation and sharing of high-quality and useful content to attract, engage, and convert a target audience.

    1. Social Media Marketing: Using social media platforms like Facebook/Instagram, Twitter/X, and LinkedIn to connect with your audience, build brand awareness, drive website traffic, and increase sales.

    1. Email Marketing: Promoting products or services via email newsletters or campaigns.

    1. Affiliate Marketing: A performance-based marketing approach where you partner with affiliates (publishers/salespeople) to promote your products and services in exchange for a commission.

    1. Web Analytics: Collect, analyze, and report web data to understand and optimize web usage and marketing campaigns. Usually via Google Analytics 4 or other tools. 

    1. Retargeting: A digital marketing strategy that shows ads to users who have previously visited your website or engaged with your brand, encouraging them to return and take action.

    1. Influencer Marketing: Partnering with influential individuals in your industry to promote your products or services, leveraging their audience and credibility to boost your brand.

    1. Inventory: Total number of ad impressions a website can sell in a month or contract period.

    1. Insertion Order (IO): An order to run an ad campaign detailing the campaign name, website, ad placement, campaign dates, CPM, total cost, reporting requirements, tracking, and remedy for under-delivery.

    1. Native Advertising: A form of paid advertising that matches the form and function of the platform on which it appears, often resembling editorial content.

    1. Geo-Targeting: Detecting a website visitor’s location to serve location-based content or advertisements.

    1. User Experience (UX): The overall experience a visitor has on your website or app, including its usability, design, and overall satisfaction.

    1. Landing Page: A standalone web page created specifically for marketing or advertising campaigns, where a visitor “lands” after clicking on an ad, email, or promotional link.

    1. Call to Action (CTA): A prompt within a marketing message, often in the form of a button or link, encouraging your audience to take a specific action, such as making a purchase or signing up for a newsletter.

    1. Return on Ad Spend (ROAS): Revenue from Advertising by the Cost of Advertising (your Media Costs). Multiplied  by 100, and you get your ROAS %. Finance teams love this metric.

    1. Effective Cost per Mille (eCPM): A great top-of-funnel metric. eCPM = total cost / (delivered impressions / 1,000). You purchase 100,000 impressions (for 1,000) but only 80,000 are served to your target audience criteria. So your vendor reports a $10 CPM but it was actually $12.50 as 20,000 impressions were never seen!

    1. Marketing Automation: The use of software and technology to automate repetitive marketing tasks and processes, allowing you to focus on higher-level problems.

    1. Omnichannel Marketing: A multichannel approach that seeks to provide customers with a seamless shopping experience across retail, online,

    1. Search engine marketing (SEM): Is the process of gaining website traffic and visibility through paid and unpaid efforts, including SEO and PPC.

    1. Conversion Rate Optimization (CRO): The process of increasing the percentage of conversions from a website, landing page, or mobile app.

Woohoo! Free Resource: 28 Digital Marketing Terms You Need To Know

Don’t forget to hit ‘Make a copy’ for your own use. 

These 28 terms will get you grounded and on the road to digital marketing success. If you want to go deeper, we cover the key terms on Digital Strategy so you can follow along with your agency or digitally native peers. 

Digital marketing terms to know

Digital Marketing Terms you need to know

Social Media 💕

Social media platforms like Facebook, Twitter, Tiktok and Instagram are vital for building your brand’s online presence. You can engage with your target audience through these channels, create shareable content, and promote your products. Monitoring your social media marketing efforts is crucial in understanding consumer behavior and preferences.

Content and Email Marketing 📧

Content marketing involves creating valuable, relevant, consistent content that attracts and retains customers. This content can include blog posts, whitepapers, and infographics. Similarly, email marketing lets you directly reach potential customers with personalized messages, promotional offers, and newsletters. A strong content strategy is crucial for ensuring the success of both content and email marketing efforts.

SEO (Search Engine Optimization) 🌐

SEO is optimizing your website, blog, amazon listing, or any online content to rank higher in search engine results pages (Google, Bing, YouTube, Amazon), thus increasing your visibility and organic traffic. This involves using targeted keywords, quality content, and external signals to show your content met with the searcher’s intent. Effective SEO tactics result in better user experience and higher conversion rates.

SEM and Pay-per-click 🖱️

Search Engine Marketing (SEM) and Pay per Click (PPC) advertising are strategies to increase website visibility through paid advertisements on platforms like Google AdWords. PPC campaigns focus on bidding for specific keywords to elevate your website’s search result ranking, while SEM is a broader strategy that includes other elements, such as display advertising and remarketing. Understanding these techniques helps create profitable paid media campaigns.

Inbound and Content Marketing  ⤵️

Inbound marketing is a customer-focused approach to attract prospects and retain customers through valuable content and personalized experiences. This encompasses content marketing, social media marketing, and SEO. Inbound marketing techniques allow businesses to nurture leads and turn them into loyal customers.

Affiliate and Influencer Marketing 🧘🏼‍♀️

Affiliate marketing refers to partnering with individuals or organizations, often called affiliates, to promote your products for a commission. Influencer marketing, on the other hand, involves collaborating with individuals who have a strong online following to endorse your products. Both practices can help drive customer acquisition and boost brand awareness.

Video Marketing and Tik Tok 🎬

Video marketing is using video content to promote products, showcase expertise, and boost customer engagement. Platforms like YouTube and TikTok have surged in popularity, making them excellent channels for reaching a diverse audience. With their viral potential, video marketing strategies can generate significant returns.

Programmatic Advertising

Programmatic advertising is the automated buying and selling of online advertising space using real-time data and machine learning. This approach streamlines the ad placement process, helping you target specific audience segments based on their online behavior. Buyer beware as it has a high percentage of fraud. 

Websites and Landing Pages 💻

A well-designed website is vital for attracting and engaging users. Landing pages are stand-alone pages where potential customers can learn more about your products, sign up for newsletters, or make purchases. Optimizing websites and landing pages for user experience (UX) is crucial for higher conversion rates.

A/B/n Testing and Conversion Rate Optimization 🧪

A/B/n testing involves comparing different webpage versions or email versions to determine which performs best in driving traffic, engagement, or conversions. This data-driven strategy is crucial for continuously refining your marketing efforts and achieving high conversion rate optimization (CRO).

Digital Marketing Metrics

What are the terms and metrics to measure your digital marketing efforts? Here are some of my favorites. 

Digital Marketing Metrics

Social Media Metrics

When evaluating your social media efforts, focus on metrics that demonstrate tangible results and impact on your business. Some useful metrics to track include:

  • Social Reach: Post/campaign reach divided by Total active followers X 100 = Reach %
  • Engagement rate: Total Likes/Comments/Shares divided by Total active followers X 100 = Engagement %
  • Click-through rate (CTR): Measures the percentage of people who clicked on your social media content. Useful to see if your content is getting stale and needs a refresh. 

💡Pro Tip: When engaging with pages on Instagram, pay less attention to their follower count, and more to their engagement. Don’t forget – followers can be bought.

Content and Email Marketing Metrics

To assess the success of your content and email marketing activities, consider tracking these metrics:

  • Open rate: Measures the percentage of recipients who opened your email campaigns but with recent Apple changes is an inflated number 
  • CTR: Determines the percentage of clicks on links within your content or email campaigns
  • Conversion rate: Indicates the percentage of users who completed a desired action (such as subscribing or purchasing) after consuming your content

Learn more in our Candid Conversation with Entrepreneur, Tim Rogers who shared some insights all things email marketing and his powerful 1:2:1 strategy – definitely a good read.

SEO (Search Engine Optimization) Metrics

KPIs related to SEO help you understand the effectiveness of your organic search efforts. Some essential metrics in this category include:

  • Organic search Impressions: From Google Search Console or Amazon Reporting
  • Rankings: Indicates the position of your website or AMZ listing  in search engine results
  • Organic Conversions: From GA4 or other report what terms drove sales or conversions? Track Month over Month and Year over Year. 

SEM and Pay per Click Metrics

In the realm of SEM and PPC marketing, key metrics to monitor include:

  • Cost per click (CPC): Indicates the average cost of acquiring a click on your paid search ads
  • Click-through rate (CTR): Measures the percentage of users who clicked on your ad in search engine results
  • Return on ad spend (ROAS): Calculates your advertising revenue against the cost of your ad campaign. Not a great metric but widely used. 

Inbound and Content Marketing Metrics

To evaluate the results of your inbound and content marketing strategies, consider these metrics:

  • Lead generation: Tracks the number of new leads captured through your content and inbound marketing efforts
  • Content engagement: Measures user interaction with your content, such as time spent and comments
  • Conversion rate: Indicates the percentage of users that perform desired actions (such as filling out a form or purchasing) after consuming your content

Affiliate and Influencer Marketing Metrics

When measuring the impact of your affiliate and influencer marketing efforts, keep an eye on these metrics:

  • Referral traffic: Tracks the number of visitors directed to your website through affiliate and influencer marketing campaigns
  • Conversion rate: Measures the percentage of referred users who complete a desired action on your site
  • Commission earned: Provides insight into the earned revenue through your affiliate and influencer marketing efforts

Video Marketing Metrics

To assess the performance of your video marketing campaigns, pay attention to these metrics:

  • Video views: Indicates the number of times your video has been viewed
  • Engagement rate: Measures the level of interaction with your video content, such as likes, comments, and shares
  • Watch time: Calculates the total time spent watching your video content

Programmatic Advertising Metrics

In the realm of programmatic advertising, essential metrics to track include:

  • Cost per thousand impressions (CPM): Indicates the cost to serve 1,000 ad impressions in your campaign
  • Ad viewability: Measures the percentage of ads that were actually viewed by users
  • Click-through rate (CTR): Calculates the percentage of users who clicked on your programmatic ads

Websites and Landing Pages Metrics

For measuring the performance of your websites and landing pages, keep an eye on the following metrics:

  • Scroll Event: From GA4. Did the user scroll down the page. 
  • Conversion rate: Measures the percentage of users who complete a desired action on your site
  • Average session duration: Calculates the average time a user spends on your site during a single session

A/B/n Testing and Conversion Rate Optimization Metrics

For A/B/n testing and conversion rate optimization, consider tracking these metrics:

  • Conversion rate: Indicates the percentage of users who perform desired actions after participating in a test
  • Confidence level: Determines the statistical significance of your test results
  • Improvement rate: Calculates the increase in conversion rates between the control and the winning variations

It’s a lot but take these in small bites and over time you will master them all. Being a better digital marketer take a bias for action to build great skills by taking the time to know the terminology. 

Curious about mastering meaningful metrics? Dive into our latest blog, ‘The 6 Ultimate Reasons Marketers Fail to Measure Metrics that Matter.’ 📊 Unlock insights and elevate your game! 💡🔗

Digital Marketing Questions


Marketing Terminology Questions for 2023

What are the essential SEO terms for digital marketers?  🌐

As a digital marketer, it’s crucial to familiarize yourself with these essential SEO terms:

  1. Keyword: A word or phrase users type into search engines to find relevant content.
  2. Meta tags: These are HTML tags used to provide information about a website’s content for search engine crawlers.
  3. Backlink: An incoming link from one website to another, which can boost your site’s authority and rankings.
  4. On-page SEO: Techniques you use to optimize your website’s content and structure for better search engine rankings.
  5. Off-page SEO: Techniques you employ outside your website to enhance its visibility and authority online.

Which social media marketing terms should be known? 🤔

Stay informed in the social media marketing realm with these key terms:

  1. Engagement: Measures how users interact with your content (likes, shares, comments, etc.).
  2. Reach: The number of users who see your content in their feeds.
  3. Impressions: The number of times your content is displayed, regardless of whether it’s clicked or not.
  4. Hashtag: A keyword preceded by the hash symbol (#) that makes it easier for users to find relevant content.

What are the key digital marketing acronyms? 👀

Master digital marketing with these essential acronyms:

  1. SEO: Search Engine Optimization
  2. SEM: Search Engine Marketing
  3. CTR: Click-Through Rate
  4. CRO: Conversion Rate Optimization
  5. CPC: Cost Per Click

What are the top terms related to content marketing? 🔝

Stay ahead in content marketing with these important terms:

  1. Evergreen content: Content that remains relevant and valuable over time.
  2. Content curation: The process of gathering and sharing existing content with your audience.
  3. Copywriting: The art of writing persuasive text that encourages users to take a specific action.

Which email marketing terms are crucial for professionals? 📧

Enhance your email marketing prowess with these vital terms:

  1. Subject line: The text that users see first; your email’s “headline” and primary hook.
  2. Open rate: The percentage of users who open your email versus those who received it.
  3. Click-through rate (CTR): The percentage of emails opened that result in clicks on links inside the email.

What are the three most important analytics terms for digital marketers? 🎌

Optimize your campaigns with these key analytics terms:


  1. Effective Cost per Mille (eCPM): A great top-of-funnel metric. eCPM = total cost / (delivered impressions / 1,000). You purchase 100,000 impressions (for 1,000) but only 80,000 are served to your target audience criteria. So your vendor reports a $10 CPM but it was actually $12.50 as 20,000 impressions were never seen!
  2. Conversion rate by Channel: The percentage of users who complete a desired action on your site (e.g., purchasing a product or signing up for a newsletter). Paid vs Organic Vs Affiliate Vs Email.
  3. ROI: Return on Investment, which measures how effectively your marketing efforts contribute to your business’s financial success. Read this great article by Avinash.

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