Basic Glossary

Digital marketing terminology can be tricky to follow, especially if you are new to this world. To help you get a better grip of it, we have compiled a list of the most common digital marketing terms and definitions:

Affiliate marketing

Affiliates are partners outside of a business/organization who promote their products or services. They get rewards (payments or discounts) for each customer or visitor they bring through their channels.

B2B (Business to Business) and B2C (Business to Consumer) marketing

B2B is the term for marketing aimed towards other businesses, while B2C marketing interacts with individual consumers. It is one of the crucial factors for creating a marketing strategy. 

Content marketing

This type of online marketing involves creating and sharing various forms of valuable content (such as social media posts, blogs, podcasts, videos). This content helps brands connect with their target audience. 

Conversion rate

It marks the percentage of users who convert – take the desired action from an ad. A set of methods used for raising this percentage is CRO (Conversion Rate Optimization).


Copy is the text that follows a specific ad or to the textual content of the website. Either way, its goal is always aimed towards sales. The person who creates it is a copywriter.

CTA (Call To Action)

CTA is the message that marketers use to persuade potential customers to take the next step and the desired action (buy a product, read a blog, visit a website…).

CTR (Click-Through-Rate)

It shows how often people who see your ad click on it. . 

Engagement rate

It measures the number of interactions users make with an ad or a post, usually through the number of likes, comments, shares, etc.

KPI (Key Performance Indicators)

KPIs are long-term and short-term goals used for tracking and measuring marketing success. 


Keywords are words or phrases that users most commonly put in the search engine (such as Google) when looking for specific online content. Keyword research is one of the most valuable tools that could help with exposing your content to as many people as possible. 

Link building (Backlinking)

Link building is the process of getting other websites to include links to your website in their posts. This practice can bring you more visitors and better ranking on Google. 


Leads are users who show an interest in a brand through some form of communication and become potential customers.

Lead generation

Lead generation is pretty self-explanatory – it describes the process of acquiring new potential customers. 

Lead magnet

A lead magnet is a small offer (such as a giveaway or a discount) given to prospects in exchange for their contact information. The goal is to bring them closer to becoming paying customers. 

Lead nurturing

Once a potential lead becomes a lead, the process of converting them into a paying customer/client is nurturing. It can be through direct communication or by retargeting them on social media.

Organic reach/traffic

As opposed to paid media, organic is everything that was not boosted by paid ads, which means users find it by themselves.


Reach describes the total number of views a specific content received during a certain amount of time. 

Sales funnel

The sales funnel is a digital marketing model consisting of several levels. It includes various actions that we want an average user to take to become a paying customer. It is shaped like a funnel because its widest part includes prospects (potential customers/clients). 

As they move down this model and take desired actions (such as visiting websites or signing up for email newsletters), the number of prospects keeps getting smaller. In the end, only a fraction of them become paying customers. 

SEO (Search Engine Optimization)

One of the biggest priorities of any website or post is to be among the first results in the search engines. The better this rank is, the more people will get to see it. SEO is the set of tactics and methods used for improving this rank.

Target audience

It refers to a specific group of people who are most likely to be interested in your business or brand. They are the ones you want to reach via your marketing channels. 


It is the term for the total number of visitors to a specific site.

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