Without the jargon
Glossary
Marketing, development and data terms you will come across when working with us. Each one in a single sentence first, then in depth.
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404 error
Not Found
A server response saying that no page exists at the requested address.
A
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Comparing two versions of a page, email or ad on real visitors, so the data decides rather than opinion.
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API
Application Programming Interface
An interface two systems use to exchange data without anyone retyping it by hand.
B
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The share of visits in which the visitor did not interact with the page and left.
C
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The share of visits that end with the action you want from the site - an order, an enquiry, a sign-up.
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Three Google metrics showing how fast a page loads, how quickly it responds and whether it jumps around while loading.
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CRM
Customer Relationship Management
A system where a company keeps its contacts, deals and the full history of customer communication.
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CTR
Click-Through Rate
The share of people who saw an ad or a search result and clicked on it.
G
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GA4
Google Analytics 4
The current version of Google Analytics, which measures website traffic as a stream of events instead of page views.
L
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A standalone page built for one campaign and one goal, where an ad or email sends people.
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A potential customer who left their contact details and showed interest in your offer.
P
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PPC
Pay Per Click
Advertising where you pay for the click, not the impression - typically Google Ads, Meta or Microsoft Ads.
R
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ROAS
Return On Ad Spend
How many euros of revenue one euro spent on advertising brought in.
S
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SEO
Search Engine Optimization
Work on a site, its content and links that makes people find you in search without paid ads.
U
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UTM parameters
Urchin Tracking Module
Tags added to the end of a link that tell analytics which campaign a visit came from.
W
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An automatic message one system sends to another the moment something happens.
