Marketing jargon,
translated
38 terms your agency throws around, explained in plain English. Bookmark it for your next review call.
A/B testing
Showing two versions of an ad, page or email to similar audiences to see which performs better.
Ad spend
The money paid directly to platforms like Meta or Google to show your ads, separate from agency fees.
Bounce rate
The share of visitors who leave a website after viewing only one page.
Brand guidelines
A document that defines how your logo, colours, fonts and tone should be used everywhere.
CRM
Customer relationship management software (like Zoho or HubSpot) that stores and tracks leads and customers.
Call to action (CTA)
The action you want someone to take next, like “Book now” or “WhatsApp us”.
Carousel
A social media post with multiple swipeable images or videos.
Click-through rate (CTR)
The percentage of people who click an ad or link after seeing it.
Click-to-WhatsApp ad
A Facebook or Instagram ad that opens a WhatsApp chat with your business in one tap.
Conversion
When a visitor completes a goal, such as filling a form, calling or buying.
Conversion tracking
Tools like Meta Pixel and Google tags that record which ads and pages lead to conversions.
Cost per lead (CPL)
Total ad spend divided by the number of leads generated.
Engagement rate
Likes, comments, shares and saves as a share of reach or followers.
Google Business Profile
Your free business listing on Google Search and Maps, formerly Google My Business.
Hook
The first 1–3 seconds of a reel or video, designed to stop people scrolling.
Impressions
The number of times your content or ad was displayed.
Keyword cluster
A group of related search terms targeted together by one page or set of pages.
Landing page
A focused web page built for one campaign and one action.
Lead
A potential customer who has shared contact details or started a conversation.
Lead form
An instant form inside Facebook or Instagram that collects contact details without leaving the app.
Local SEO
Optimising your business to appear in local searches and the Google Maps pack.
Lookalike audience
An ad audience of people similar to your existing customers or followers.
Meta Ads
Paid advertising on Facebook, Instagram, Messenger and WhatsApp.
Meta description
The short summary under a page title in Google search results.
Organic reach
People who see your content without paid promotion.
Performance Max
A Google Ads campaign type that runs across Search, YouTube, Display, Maps and Gmail.
Reach
The number of unique people who saw your content or ad.
Reel
A short vertical video on Instagram or Facebook, usually under 90 seconds.
Retargeting
Showing ads to people who already visited your website or engaged with your content.
Return on ad spend (ROAS)
Revenue generated for every rupee spent on ads.
SEO
Search engine optimisation: improving your website so it ranks higher in organic search results.
Schema markup
Structured data added to a website so search engines understand its content better.
Search Console
A free Google tool that shows how your website performs in Google search.
Sitemap
A file listing your website’s pages so search engines can find and index them.
Target audience
The specific group of people your marketing is designed to reach.
UGC
User-generated content: photos, videos or reviews created by customers.
WhatsApp Business API
The official way for businesses to send broadcasts, run chatbots and connect WhatsApp to a CRM.
Rather we handle the jargon for you?
Call or WhatsApp +91 70000 90374, email hello@digiapeindia.in, or visit us at 3rd Floor, Magneto Mall, Labhandih, Raipur.
Social proof
Reviews, testimonials and results that show others trust you.