Glossary

A way to compare two versions of a page, email, or ad to see which gets better results—with real users and real data.

Everything a visitor sees on a page without scrolling. It’s your first impression—make it clear, fast, and useful.

Coordinated marketing + sales focused on a shortlist of high‑value accounts—personalized, multi‑touch, and measured on pipeline and revenue.

The behind‑the‑scenes process where platforms (like Google) decide which ads show, based on bid, quality, and relevance.

A browser tool that hides ads and tracking scripts. Good for users, tricky for advertisers and analytics.

When someone taps or clicks your ad and is sent to your site or app—one of the core signals of ad engagement.

An enterprise analytics platform for deep, customizable reporting across websites and apps.

A system (e.g., GA4, Mixpanel, Amplitude) that collects events and turns them into reports, cohorts, and insights.

Software (like GA4, Mixpanel, Amplitude) that turns raw behavior into insights you can act on.

Improving your app’s store listing so more people find it and download it—titles, keywords, visuals, and reviews.

A rule for how you give credit to touchpoints (ads, emails, pages) that led to a conversion.

Choosing how to split conversion credit across touchpoints—first‑click, last‑click, data‑driven, etc.

Research that reveals who your customers are, what they care about, and where they spend time online.

Creating a clear picture of your ideal customers—demographics, behaviors, motivations.

Grouping people by shared traits or behaviors so you can market to each group more effectively.

How much revenue an average customer brings in over a set period—useful for budgeting and growth planning.

Average revenue per order. Quick math: total revenue ÷ number of orders.

Average revenue per purchase—very similar to AOV; helps you see if your upsells are working.

How long people typically stay during a visit. Short stays can signal weak content or intent mismatch.

Very top of the funnel—people are just discovering the problem and the category.