DIGITAL GLOSSARY
What 35 terms you often hear in social media, advertising and the web mean, how they are calculated and how to use them, with examples and practical tips.
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- A/B TESTING
Comparing two versions of an ad or page to see which performs better.
Read more- BRAND IDENTITY
The logo, colours, typefaces and visual language that keep a brand recognisable everywhere.
Read more- BREAK-EVEN POINT
The point where revenue exactly covers costs, with neither profit nor loss.
Read more- CHATBOT
Software that automatically answers customer questions on a site or in messaging apps.
Read more- CONTENT CALENDAR
A schedule that plans what is posted on social media, when and where.
Read more- CONVERSION RATE
The percentage of visitors who complete a target action such as a purchase, call or form.
Read more- CPA (COST PER ACQUISITION)
The average cost of getting a customer, order or form submission.
Read more- CTR (CLICK-THROUGH RATE)
The percentage of people who click after seeing an ad or result.
Read more- ENGAGEMENT RATE
The share of likes, comments and saves a post or account gets relative to its followers.
Read more- FOOD COST PERCENTAGE
The ratio of a dish’s ingredient cost to its selling price.
Read more- GOOGLE BUSINESS PROFILE
A free profile that shows your business in Google Search and Maps.
Read more- INFLUENCER MARKETING
Promoting a product through creators who influence a specific audience.
Read more- KPI (KEY PERFORMANCE INDICATOR)
A core metric chosen to measure progress towards a goal.
Read more- LANDING PAGE
The page someone reaches after clicking an ad, focused on a single goal.
Read more- LOOKALIKE AUDIENCE
A Meta ad audience of new people who resemble your existing customers.
Read more- NEGATIVE KEYWORD
A keyword that tells Google Ads which searches your ad should not appear for.
Read more- PLATFORM COMMISSION
The percentage food delivery platforms take from every order.
Read more- QUALITY SCORE
Google Ads’ 1–10 rating of how well your keyword, ad and landing page fit together.
Read more- REMARKETING
Showing ads again to people who already visited your site or account.
Read more- SALES FUNNEL
The stages a person goes through from discovering a brand to becoming a customer.
Read more- SEO (SEARCH ENGINE OPTIMISATION)
Work that helps your site rank higher in Google without paying for ads.
Read more- TARGET AUDIENCE
The group of people your product aims to reach, defined by age, location, interests and behaviour.
Read more- UGC (USER-GENERATED CONTENT)
Photos, videos and reviews your customers create about your brand.
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