Digital Marketing Glossary

Digital Maketing Glossary

An always work-in-progress (WIP) list of the most commonly used terms in business and marketing condensed in a digital marketing glossary.


  • Call to Action (CTA): a marketing term that refers to the next step a marketer wants its audience or reader to take.
  • Cost per Acquisition (CPA): is the cost associated in convincing a customer to buy a product/service. Also called as Customer Acquisition Cost (CAC)
  • Cost-Per-Click (CPC): the value you pay for each click on your ads.
  • Click-through Rate (CTR): the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.


  • Expected Clickthrough Rate (eCTR): a prediction of whether your keyword is likely to lead to an ad click.


  • Paid Search: a type of digital marketing where search engines, such as Google and Bing, allow advertisers to show ads on their search engine results pages (SERP). Lear more about Paid Search.
  • Pay-Per-Click (PPC): a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.


  • Return on Ad Spend (ROAS): the total revenue generated for a specific marketing channel divided by the total spend on that channel.


  • Search Engine Results Pages (SERP): the pages displayed by search engines in response to a query by a user.


  • WIP (Work-in-Progress): a production and supply-chain management term describing partially finished goods awaiting completion.