Digital Marketing, Analytics & Attribution

Conversion Rate Optimisation, or CRO, is the discipline of improving how effectively a website turns attention into enquiries, leads, sales, or other desired actions.

An attribution model is the framework a business uses to decide how conversion credit is distributed across the channels and touchpoints in a customer journey.

Google Analytics 4, or GA4, is Google's analytics platform built around event-based measurement rather than the older session-and-pageview model alone.

Google Tag Manager, or GTM, is a container-based system for managing analytics, pixels, and event tracking logic more efficiently.

Google Ads is Google's advertising platform used to run paid campaigns across search results, display inventory, YouTube, and other Google surfaces.

Lead generation is the marketing and sales process of turning audience attention into identifiable prospects or enquiries.

Customer Acquisition Cost, or CAC, is the total marketing and sales cost required to acquire one new customer.

Conversion Rate Optimisation, or CRO, is the discipline of improving how effectively a website turns attention into enquiries, leads, sales, or other desired actions.

An attribution model is the framework a business uses to decide how conversion credit is distributed across the channels and touchpoints in a customer journey.

Google Analytics 4, or GA4, is Google's analytics platform built around event-based measurement rather than the older session-and-pageview model alone.

Google Tag Manager, or GTM, is a container-based system for managing analytics, pixels, and event tracking logic more efficiently.

Analytics is the practice and tooling used to measure digital behavior, performance, and outcomes across a website, campaign, or customer journey.

Google Ads is Google's advertising platform used to run paid campaigns across search results, display inventory, YouTube, and other Google surfaces.

CTR, or click-through rate, is the percentage of times users click after seeing a result, ad, or link.

CPC, or cost per click, is the price paid each time a user clicks on an ad.

CPA, or cost per acquisition, is the amount spent to generate a specific conversion outcome.

ROAS, or return on ad spend, measures how much revenue is produced relative to advertising cost.

UTM parameters are query-string tags added to URLs so analytics platforms can classify campaign traffic more accurately.

Assisted conversions are conversions in which a channel or touchpoint contributed to the outcome without receiving all of the final credit.

First-party data is data collected directly by a business from its own users, customers, and digital properties.

Consent Mode is a measurement approach that adjusts analytics and advertising tag behavior according to a user's consent state.

Conversion API is a server-side method of sending conversion and event data from a business system to an advertising or analytics platform.

Retargeting is an advertising tactic that re-engages people who previously visited, clicked, or interacted with the business.

Lead generation is the marketing and sales process of turning audience attention into identifiable prospects or enquiries.

A marketing qualified lead, or MQL, is a lead that meets agreed marketing criteria for fit, interest, or readiness.

Customer Acquisition Cost, or CAC, is the total marketing and sales cost required to acquire one new customer.

A conversion funnel is the path from initial attention to a conversion action such as an enquiry, booking, signup, or purchase.

Performance marketing is digital marketing managed around measurable actions such as leads, sales, bookings, or revenue.

Engagement rate is a social and content metric that compares interactions such as likes, comments, shares, saves, or clicks against reach, impressions, or followers.

User-generated content, or UGC, is content created by customers, users, or community members that can support trust, reach, and social proof.

A social media algorithm is a platform's content ranking system that decides what appears in feeds, recommendations, and discovery surfaces.

Brand awareness is the degree to which people recognize, remember, or associate a brand with a specific category, problem, or solution.

Impressions are the number of times a result, ad, post, or piece of content is displayed to users.

Reach measures how many unique users, people, or accounts saw a piece of content, ad, or campaign.

Bounce rate measures the share of sessions that do not meet the platform's threshold for engagement or onward interaction.

Exit rate is the percentage of pageviews where a specific page was the final page before the user left the site.

A heatmap is a visual analytics tool that highlights user behavior such as clicks, taps, scrolling, or attention patterns on a page.