Marketing & Advertising Glossary

A tracking pixel deployed in audio ads that measures listener engagement, conversions, and campaign performance across digital audio platforms.

Server-side tracking tool that sends customer actions directly to ad platforms, improving conversion measurement and campaign performance.

Conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase or submitting a form.

Conversion tracking measures when users complete desired actions on your website, from purchases to form submissions, enabling data-driven campaign optimisation

Google's key metrics measuring page experience: loading speed, interactivity, and visual stability. They impact search rankings and user experience.

A Core Web Vital measuring unexpected layout shifts on web pages. Lower scores improve user experience and SEO rankings.

A structured layer of code that captures and organises user interaction data for analytics and marketing tools without modifying page functionality.

An attribution model using machine learning to assign credit to touchpoints based on actual conversion data rather than predefined rules.

A Google Ads tracking method that uses first-party data to match offline and online conversions, improving campaign measurement accuracy.

First Input Delay measures how long a webpage takes to respond to user interaction. A Core Web Vital metric critical for search rankings and user experience.

Attribution methodology that measures whether offline store visits resulted from digital marketing campaigns, connecting online touchpoints to physical footfall

A control group excluded from a marketing campaign to measure its true incremental impact by comparing their behaviour against exposed audiences.

A testing methodology that isolates the incremental impact of a specific marketing campaign by comparing user behaviour with and without exposure to that campai

Interaction to Next Paint (INP) measures how quickly a webpage responds to user interactions like clicks or taps, affecting perceived performance and user exper

LCP measures how quickly the largest visible element loads on a webpage. It's a Core Web Vital that directly impacts user experience and SEO rankings.

A controlled experiment measuring the incremental sales or conversions driven by a specific marketing campaign by comparing exposed and control audiences.

HTML code snippets that provide metadata about a webpage to search engines and browsers, controlling how pages appear in search results and on social media.

Estimated conversions attributed to touchpoints where direct measurement isn't possible, using statistical models to fill data gaps.

A method that credits multiple touchpoints across a customer's journey rather than attributing all credit to a single interaction, providing a more accurate vie

The process of improving how quickly a website loads by reducing file sizes, optimizing code, and enhancing server performance to improve user experience and se

Page views measure the total number of times a page is loaded by visitors, a fundamental metric for understanding website traffic and engagement.

Pixel Fire is a real-time bidding platform and ad exchange that enables programmatic buying and selling of display inventory across multiple publishers.

Apple's privacy-focused attribution framework that measures app install campaigns without tracking individual users across apps.

Server-side tracking records user behaviour through your servers rather than the user's browser, offering improved data accuracy and privacy compliance.

Session recording captures and replays user interactions on your website, showing mouse movements, clicks, scrolling and form inputs to reveal how visitors navi

The measurement and analysis of performance data from social media campaigns, including engagement, reach, conversions, and audience insights to optimise market

A comprehensive review of your social media presence, channels and performance metrics to identify strengths, weaknesses and opportunities for improvement.

The measurable return generated from social media marketing activities, calculated by comparing revenue or conversions gained against spend and resources invest

The process of monitoring and analysing public conversations about your brand, products, or campaigns across social media to understand audience perception and

TV attribution measures which TV campaigns or channels drove conversions, sales, or desired actions. It bridges offline TV viewing with online customer behaviou