Digital Marketing Dictionary – Getting comfy with the lingo

Digital Marketing is a world of complex jargon, acronyms and branded software – we’re here to help break through the confusion surrounding this lingo.

Below we’ve compiled a short list of definitions to help you properly get to grips with the world of digital marketing. Whether you need to trawl through Google results or analyse a marketing report, understanding the terminology is a crucial first step to getting to grips with your digital presence.

Social Media

  • Conversion
    • This is when a user completes a desired action while visiting your site – this could be anything, but is most commonly a purchase, sign-up or download.
  • Impressions
    • This describes the number of times a company’s ad appears in front of their target audience.
  • Reach
    • The measure of the range of influence of any content – on a basic level it can be thought of as the number of eyeballs your content is reaching.
  • CTR (Click Through Rate)
    • This is the number of clicks that your ad receives divided by the number of times your ad is shown.
  • Lookalike Audiences
    • This is a way to reach people through Facebook, who are likely to be interested in your business because they are similar to your best existing customers.
  • Facebook Business Manager
    • A Facebook platform that allows marketers to leverage advanced functionality and manage multiple pages in one central location.
  • Facebook Pixel
    • These help you track conversions from Facebook ads and optimize performance based on data and targeted audiences.

Search Engines

  • Google AdWords
    • A Google-owned PayPerClick (PPC) advertising program used to place ads primarily on Google search results pages and YouTube.
  • GoogeMyBusiness
    • Businesses can input information to appear in search results, map packs, location searches, etc. Having an updated and well-managed page is vital to ranking well in Google results.
  • Keywords
    • A word or phrase indicating the major theme of a piece of content. You type in a keyword and the search engine gives you results based on that keyword.


  • SEO
    • The act of improving a website’s content and performance to make it rank better organically on search engines. The primary method here is improved content creation and link building.
  • Mobile Responsive / Optimisation
    • An approach to creating a website that allows all of the content to show correctly regardless of screen size or devices. Going further with this, optimisations may involve completely different content displaying on mobile than desktop.
  • User Journey
    • A path taken by a user through a website or another digital service. Having a smooth user journey is allowing your users to find the main purpose of a particular page easily, and navigate from here to a natural area that follows.
  • Call To Action (CTA)
    • An element on a web page used to push visitors towards a specific action or conversion. This is usually a clickable element, such as an image or button.
  • Landing page
    • The destination webpage a user lands on after clicking on a link. Some landing pages are designed with the sole purpose of lead generation – a dedicated landing page aimed at encouraging a particular conversion is a popular means of generating leads.
  • Google Analytics
    • A free web analytics service that tracks and reports website traffic. It connects to your website through a small piece of tracking code. You can monitor both real time and legacy traffic to your website, and use this to optimise parts of your site to engage with your audience.

If you see the value in modernizing your digital presence then we would love to hear from you – contact us today to learn more about our services and how we can work with you.

Contact Us