GLOSSARY

This e-commerce metric tells you the average amount that customers are spending in your online store at any one time.

Total revenue, divided by total number of orders

Category: E-commerce

All-Time High (ATH) refers to the highest price a cryptocurrency hits in its trading history

Category: Web3

An Application Programming Interface (API) is a type of software that lets two or more computer programs communicate with each other.

Category: Technology

Ad Rank is a value which Google uses to determine where your ad will rank on their search results pages relative to other ads. Established Ad Rank factors include the sum businesses are willing to pay, expected Click-Through Rate (CTR) and ad relevance.

Category: Digital Marketing

App store optimization (ASO) is the process of optimizing mobile apps so they rank as high as possible in app store search results, making them more visible to potential customers

Category: SEO

Android application package (APK) is the package file format used to distribute and install application software and middleware onto Google's Android operating system.

Category: Technology

Annual Contract Value (ACV) is a metric measuring the total amount of revenue a contract has for a year. It is typically used by SaaS companies with yearly contracts

Category: E-commerce

A/B testing is a process during which two or more versions of a web page or element are shown to separate groups of visitors at the same time, to determine which version leads to maximum impact and greater KPIs.

Category: Technology

Anchor text is the visible, clickable text in an HTML hyperlink

Category: SEO

Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems, and is set to play a growing role in SEO and digital marketing going forwards

Category: Technology

Average Revenue Per User (ARPU) is the average amount of revenue generated by each active user of your app over a given period of time

Monthly Recurring Revenue (MRR), divided by total number of active users over a given time period

Category: E-commerce

Bounce rate measures the percentage of users who visited your e-commerce site and left without taking any action. An average bounce rate for e-commerce websites is between 20% and 45%.

Total number of single-page sessions, divided by number of total sessions on the site

Category: E-commerce

A blockchain is a decentralized, public digital ledger used to record transactions (typically involving cryptocurrencies) across multiple devices in the form of "blocks", in such a way that the record cannot be altered without altering all subsequent blocks

Category: Web3

BERT is a new Google search algorithm which uses AI and neural networks to help the search engine better understand the context of words in users' search queries.

Category: SEO

Business-to-consumer (B2C), a.k.a. Direct to Consumer (DtC), refers to the process of selling products or services directly between a business and consumers, also known as "end-users"

Category: E-commerce

Business-to-business (B2B) refers to transactions between businesses, e.g. between a manufacturer and a wholesaler

Category: E-commerce

A backlink is when one website links to another via anchor text. They are especially useful for SEO purposes, acting as a "vote of confidence" from one site to another.

Category: SEO

Blackhat SEO refers to unethical practices for boosting a site's ranking in search results, which go against search engine guidelines and often incur penalties from these organizations. These practices include keyword stuffing, cloaking and private link networks

Category: SEO

Customer Acquisition Costs (CAC) is based on your company’s marketing outlay and customer generation budget, divided by the number of new customers over a set period. The resulting figure lets you visualize how much it costs, on average, to acquire each new customer.

Marketing outlay and customer generation budget, divided by the number of new customers over a set period

Category: E-commerce

This metric, expressed as a percentage, represents the number of people who make a purchase as compared to the total number of visitors to your website

Total number of purchases divided by total number of Sessions, and multiplied by 100

Category: E-commerce

In mobile app marketing, Cost Per Install (CPI) refers to the fee advertisers pay for every app installed.

Total cost of the campaign, divided by the number of installs

Category: Digital Marketing

Cost Per Action (CPA) refers to the fee advertisers pay each time a new lead takes a predefined action (i.e. buying an item or signing up for a newsletter)

Total cost of conversions, divided by the total number of conversions

Category: Digital Marketing

Cost per click (CPC) refers to the fee advertisers pay every time visitors click on one of their display ads. The CPC model is also known as pay-per-click (PPC)

Total advertising campaign cost, divided by number of clicks

Category: Digital Marketing

A Customer Data Platform (CDP) is software that creates a unified customer database and profiles, using data pulled from multiple sources, and makes them available to marketing systems and teams

Category: Technology

Churn refers to the number of customers who stop buying from an online store.

Category: E-commerce

Churn rate is the percentage of customers who stop doing business with a given e-commerce over a set period. <5% is considered a healthy churn rate for e-commerce businesses

Total amount of lost customers, divided by total customers at the start of a given time period, and multiplied by 100

Category: E-commerce

A central bank digital currency (CBDC) is a digital currency issued by a central bank, as opposed to one issued by a commercial bank, to simplify digital transactions and transfers

Category: Web3

A content management system (CMS) is software that helps users to create, manage and update online content without needing specialized or technical knowledge.

Category: Technology

Customer Lifetime Value (CLV) is a metric that estimates the total revenue to be expected from a single customer throughout their lifetime, which can vary depending on the industry or product in question.

Average value of a purchase, multiplied by the number of times a customer is expected to buy it each year, and multiplied again by the average length of customer relationship with your business, measured in years

Category: E-commerce

Customer relationship management (CRM) is a type of software used by businesses to manage all relationships and interactions with their customers and potential customers

Category: Technology

Customer Satisfaction Score (CSAT) is a metric that gauges customers' satisfaction with a product, service or customer support interaction, via surveys

Category: Digital Marketing

Conversations Per Hour (CPH) is a metric used by customer support managers to gauge agent productivity based on the number of conversations they receive and respond to in an hour.

Category: Digital Marketing

Click-through rate (CTR) is the rate at which users click on an external link and land on your e-commerce site, and is typically around 1-2%.

Total number of clicks, divided by total number of views, and multiplied by 100

Category: E-commerce

Cost per tap (CTP) is Apple's version of cost per click (CPC), i.e. the price that Apple charges ad campaign managers every time an App Store user taps a relevant Apple Search ad.

Total spend, divided by the number of taps your ad received

Category: E-commerce

Conversion rate optimization (CRO) is the sum total of processes for increasing the percentage of conversions from a website or mobile app

Category: Digital Marketing

Call to Action (CTA) is a short prompt for users to take action that benefits your business, i.e. signing up to a newsletter or making a purchase

Category: Digital Marketing

Cost per mille, a.k.a. Cost per Thousand (CPM) is the cost advertisers pay for 1,000 views or impressions of an advertisement

Category: Digital Marketing

A cryptocurrency is an alternative, digital form of currency that uses encryption technology to function as a virtual accounting system, without relying on a central authority, i.e. a government or bank, to uphold or maintain it

Category: Web3

Customer Experience (CX) encompasses the sum total of emotions, judgments and reactions a customer has through the entire purchase process - from researching the product or service to purchasing it, and beyond

Category: Digital Marketing

Customer self-service (CSS) refers to electronic support and technology that allows users to access information and perform simple tasks without needing a live customer service representative

Category: Digital Marketing

Canonical tags are used by SEO professionals to let Google know which version of a webpage should appear in search results, to improve crawling and indexing

Category: SEO

The highest-value, most loyal customers of e-commerce businesses are referred to as "champions"

Category: E-commerce

Decentralized Finance (DeFi) is an umbrella term for peer-to-peer financial services on public blockchains that seek to use emerging technology to remove third parties and centralized institutions from financial transactions

Category: Web3

Decentralized Autonomous Organization (DAO) refers to a legal structure with no central governing body, and a common goal to act in the best interest of the entity

Category: Web3

Document Object Model” (or “DOM”) this is the version of a page that is used when the web is being Crawled.

Category: SEO

E-A-T stands for "Expertise, Authoritativeness, and Trustworthiness", and is cited by Google in its Search Quality Rater Guidelines as a key factor that the company looks for in webpages while determining how prominently they should be displayed on its SERPs.

Category: SEO

E-E-A-T stands for "Experience, Expertise, Authoritativeness, and Trustworthiness" and it is the updated version from Google in their Search Quality Rater Guidlines. This means that quality content can be evaluated by establishing if the content creator has first hand "experience" in the relevant subject.

Category: SEO

Engagement rates are metrics used to analyze the efficiency of brand campaigns, by quantifying how actively involved your audience is with your content - i.e. through likes, comments and sharing via social media

Category: Digital Marketing

Exit rate is the percentage of all visits to a given wbesite which ended on a specific page

Total exits from page, divided by total visits to page

Category: SEO

First party data is the information collected by e-commerce businesses directly and consensually from their own customers, and used to personalize their experience

Category: E-commerce

Fungible objects are considered to be interchangeable or exchangeable with another, similar object (i.e. a dollar bill is fungible since it can be exchanged for another dollar bill)

Category: Web3

First Contentful Paint (FCP) measures the time between a page starting to load, and the time when any part of the page's content is rendered on-screen. It is an important SEO metric for measuring load-speed.

Category: Technology

First Contentful Paint (FCP) measures the time between a page starting to load, and the time when any part of the page's content is rendered on-screen. It is an important SEO metric for measuring load-speed.

Category: Technology

Generative Pre-trained Transformer 3 is an autoregressive language model that uses deep learning to produce human-like text. Given an initial text as prompt, it will produce text that continues the prompt. This is where AI and content creation meet.

Category: Technology

Horizontal e-commerces sell products from a large number of categories, presenting themselves as a "one-stop shop" and emphasizing convenience as a major benefit (e.g. Amazon)

Category: E-commerce

Ideal Customer Profile (ICP) is developed using both qualitative and quantitative analyses, and seeks to define the attributes of a company's most valuable customers

Category: Digital Marketing

Impressions are when an advertisement renders on a user's screen, and the user potentially sees it - no further action required.

Category: Digital Marketing

An Initial Coin Offering (ICO) is a process or event whereby a company - typically a startup - attempts to raise capital by selling a new cryptocurrency to investors

Category: Web3

JavaScript, or often called JS, is a programming language and one of the key areas of the web, along with HTML and CSS. About 98% of websites use javascript and some of the most popular frameworks, include, Angular and React.

Category: Technology

Customer journeys are the path of interactions that an individual has with your website or brand. All customer journeys are different and it comprises all the touch points between your brand and potential customer. This may include contacting a customer service team, to indirect interactions such as hearing about a brand at an event.

Category: E-commerce

Key Performance Indicator (KPI) is a quantifiable measure of business performance over time. KPIs are used by businesses to estabish goals, gaguge progress and improve decision-making and performance

Category: Digital Marketing

A keyword refers to a word, or group of words, which online users use to perform a search in a search engine

Category: SEO

Lifetime Value (LTV) is an estimate of the average total revenue that a customer will generate throughout their entire lifespan as a customer.

Customer Value x Average Customer Lifespan

Category: E-commerce

Largest Contentful Paint (LCP) is a metric that measures the loading time of the largest visual element of a given site. A fast LCP reassures users and search engines of the page's relevance

Category: Technology

Link building encompasses all marketing efforts to negotiate and implement backlinks from other, reputable websites to your own.

Category: SEO

Long-tail keywords are highly-specific keywords which usually result in less search traffic than regular keywords, but have a higher conversion value

Category: SEO

Local SEO is the sum total of search engine optimization (SEO) strategies that help your business achieve greater visibility in local search results

Category: SEO

The Lead Conversion Rate is the percentage of visitors who visit your website and are captured as leads.

Number of leads, divided by the total number of visitors, and multiplied by 100%

Category: Digital Marketing

Meta description is an HTML element that provides a brief summary of a web page on search results pages, to give users an idea of its content and whether it relates to their search query

Category: SEO

The Marketing Funnel is a way of vizualizing a customer's interactions with your business, from initial contact to conversion, purchasing and beyond

Category: Digital Marketing

Natural language processing (NLP) is a component of AI which refers to a computer program's ability to understand human language as it is spoken and written

Category: Technology

Net Promoter Score (NPS) measures e-commerce customer loyalty and satisfaction, by asking customers upon checkout how likely they are to recommend the site on a scale of 1 to 10

Category: E-commerce

A non-fungible token (NFT) is a unique digital identifier that cannot be copied, substituted, or subdivided, and which is recorded in a blockchain to certify authenticity and ownership

Category: Web3

On-page SEO encompasses all on-site practices for optimizing a site to organically improve its ranking on search engine rankings - i.e. optimizing headings and HTML tags, and publishing high-quality, relevant content

Category: SEO

Off-page SEO refers to all actions taken to improve a website's SERP ranking outside of the website itself - i.e. link building, influencer outreach, social media activity

Category: SEO

Panda is an update to the Google search algorithm which penalizes sites deemed to contain low-quality or duplicate content, or a high ad-to-content ratio, by decreasing their ranking on the search engine's result pages

Category: SEO

Penguin is an update to the Google search algorithm which penalizes sites deemed to have violated Google's Webmaster Guidelines by manipulating the number of links pointing to the page in question

Category: SEO

Pigeon is an update to the Google search algorithm designed to tie Google’s local search algorithm closer to their web algorithm, thus improving ranking parameters for local businesses based on distance and location

Category: SEO

Proof of work (POW) is cryptographic proof of expended effort, typically used in cryptocurrency mining for validating transactions, mining new tokens and preventing abuse of the system
Category: Web3

Proof-of-stake (POS) is a consensus mechanism, or secure validatory method, for processing transactions and creating new blocks in a blockchain.

Category: Web3

Pagination refers to online content which has broken up across multiple pages (i.e. a list of products which has been split across multiple category pages on an e-commerce site)

Category: SEO

Pay Per Click (PPC) is an online advertising model, typically used to drive traffic to websites, in which advertisers pays a publisher a fixed amount whenever a user clicks their ad

Category: Digital Marketing

Quality Score is a metric used by Google to rate the relevance and quality of Pay Per Click (PC) ads, and is used to determine business' cost per click (CPC)

Category: Digital Marketing

Return on Investment (ROI) is a simple ratio that divides the net profit (or loss) from an investment by its cost, expressed as a percentage to efficiently compare the profitability of a given investment choice

Net income, divided by cost of investment, and multiplied by 100

Category: E-commerce

Return on Ad Spend (ROAS) is a is a digital marketing metric that expresses the amount of revenue earned for every sum spent on advertising

Revenue attributed to a given ad campaign, divided by the cost of that campaign

Category: E-commerce

RFM is an acronym used to identify and quantify a business' optimal customers, based on three major spending habits:
Recency – How recently did the customer make a purchase?
Frequency – How often do they make purchases?
Monetary Value – How much do they spend?

Category: Digital Marketing

This metric tracks the number of customers who have made more than one purchase from your shop. For typical e-commerce stores, this figure is usually somewhere between 20-30%.

Number of return customers, divided by total number of customers, and multiplied by 100

Category: E-commerce

Search Engine Optimization (SEO) refers to the processes involved in improving a site to organically increase its visibility on search engine results pages (SERPs), when users search for terms related to the site in question

Category: Digital Marketing

Category: Digital Marketing

Search Engine Marketing (SEM) seeks to achieve similar objectives to SEO, but uses paid methods of promotion and advertising to help content to gain greater visibility among search engine traffic

Category: Digital Marketing

This metric quantifies the instances in which e-commerce customers, for whatever reason, add a product to their online “cart” but don’t complete the checkout process or conclude the purchase

Number of completed purchases, divided by the number of shopping carts created, and multiplied by 100

Category: E-commerce

Search Engine Results Pages (SERPs) are pages generated by a search engine once a user submits a search query. These pages typically display organic search results alongside paid search and pay-per-click (PPC) ads

Category: SEO

Stablecoins are a type of cryptocurrency designed to maintain a stable price over time, pegged to the value of an underlying asset, like the U.S. dollar. They aim to offer all the benefits of crypto while attempting to avoid rampant volatility

Category: Web3

Share of Voice is a digital marketing metric that measures the percentage of media spending by a company, as it compares to the total expenditure for the product, service, or category in question in the market

Category: Digital Marketing

This metric shows you the amount of visitors visiting your website, and where they visited it from.

Category: E-commerce

Software as a service (SaaS) is a business model that allows users to access applications over the Internet, rather than by installing and maintaining software or hardware

Category: Technology

Third party websites often host and manage online sales for businesses - displaying their products, managing payments and shipping order, etc - and deduct a percentage of earnings as payment.

Category: E-commerce

User experience (UX) encompasses all aspects of end-users' interactions with an e-commerce company's website, services and products

Category: Technology

Voice of the Customer (VoC) encompasses all customer feedback about their experiences with, and expectations for, a business's products or services. This feedback can be gathered using interviews, surveys, focus groups and community management on social media

Category: Digital Marketing

Vertical e-commerces focus on a specific product or niche, using this specificity to improve customer experience and highlight the selling points of their chosen category of products (e.g. an online shoe retailer)

Category: E-commerce

Voice search is a feature which lets users use voice commands to conduct searches online, via search engine or app

Category: SEO

VUCA stands for “Volatile, Uncertain, Complex and Ambiguous” - a catch-all term for the challenges of a rapidly evolving tech environment

Category: Technology

Web3 is the name given to the concept of a "third iteration" of the World Wide Web, which would use decentralized blockchains, cryptocurrenices and NFTs to give power back to its users in the form of ownership

Category: Web3

An XML sitemaps contains a website's most important pages and enables Google to find them and crawl them. 

Category: SEO

YMYL stands for “Your Money or Your Life” , this the type of content that has the power to influence people with decisions related to money or lifestyle.
YMYL was potentially the focus of the August 2018 update when sites of this nature were affected after the update.

Category: SEO

YouTube is the second most visited site in the world after Google, and YouTube ads provide advertisers with the ability to reach a lot of eyeballs.
Some of the most popular ad formats include in-stream or in-feed ads.

Category: Digital Marketing

Another e-commerce slang term for people who have the company's app installed on their phones but never open or access it.

Category: E-commerce