100 digital marketing concepts: what they mean and why they matter. A dictionary for brands, marketers and everyone who works with reach.
The number of unique people who saw the content. A key awareness metric.
Total views, including repeats. Always ≥ reach.
Cost per thousand impressions — a metric to compare channels by the price of reach.
The cost of a single ad click.
The cost of one target action — a lead, signup or purchase.
The cost of acquiring one lead (a potential client's contact).
The cost of one app install.
The cost of one video view.
Click-through rate — the share of clicks per impression. Shows how well the creative grabs attention.
Conversion rate — the share of users who completed the target action.
Engagement rate — the share of reactions from the audience. A signal of a creator's quality.
Return on investment: how much is earned per unit invested.
The return specifically on marketing investment.
Revenue per unit spent on advertising.
How much money a client brings over their entire relationship with the business.
The cost of acquiring one customer.
Average revenue per user.
The number of active users per day and per month.
The share of users who return over time.
The share of customers who stopped using the product.
The share of visitors who leave a page without any action.
How many times on average one person saw the ad.
A key performance indicator used to measure the result.
The user's journey from first touch to purchase, stage by stage.
Mass distribution of content through a network of accounts — the cheapest reach.
Short clips from films and streams, posted en masse for views.
Paid ads precisely tuned to a segment by interests and geo.
Ads in search and networks based on user queries and interests.
Optimizing a site for search to get free organic traffic.
Promoting a brand on social media.
Managing a company's reputation in search results.
Managing a brand's reputation online in general.
Working with a brand's public image and mentions in media.
Promotion through creators and opinion leaders.
Content "as if from an ordinary person" — native videos for a brand.
Ads woven naturally into content and the feed, without obvious "ad-ness".
Banner and video ads for reach and awareness.
Automated buying of ads through algorithms and auctions.
A real-time auction for an ad impression.
Ads targeting those who already interacted with the brand.
An audience that behaves similarly to your customers.
Promotion through partners for a percentage of sales.
Acquiring customers through recommendations from existing users.
Advertising paid for by measurable results — clicks, leads, sales.
Vertical videos on Instagram and YouTube — the main reach format.
Posts that disappear after 24 hours for close contact with the audience.
The ability of content to spread on its own through reshares.
The first 1–2 seconds of a video that decide whether it gets watched.
A popular format, sound or topic the algorithm actively promotes.
A challenge with a repeatable format that users pick up.
A sound or track that videos are made to; the basis of music seeding.
A publishing schedule: what goes out, where and when.
A system of goals, formats and channels that turns content into results.
Delivery through a story that holds attention and stirs emotion.
An unobtrusive appearance of a product in a creator's frame.
A joint project of a brand and a creator, or of two brands.
Product-for-post cooperation without direct payment.
The manner and tone of a brand's communication with its audience.
A sample example used as a guide when creating content.
A set of visual references that sets the project's mood.
A creator with a small but very loyal audience.
A creator with a narrow niche and high engagement.
A large creator with broad reach.
A creator with over a million followers.
A brand's face who represents it on a long-term basis.
A creator's deck with stats and advertising terms.
Artificial followers and reactions that distort real metrics.
The lift in awareness and trust in a brand after a campaign.
An account's internal stats: reach, audience, engagement.
A creator who shoots native content for brands without an audience of their own.
An ad asset: a video, banner or ad copy.
A working combination of creative, audience and offer that pays off.
A drop in performance when the audience tires of an ad.
Code on a site that tracks user actions for advertising.
A link parameter for tracking the traffic source.
Determining which channel led to a conversion.
A conversion after an ad is shown, without a click on it.
A mechanism where advertisers compete with bids for an impression.
The price an advertiser is willing to pay per impression or click.
A limit on how many times to show an ad to one person.
A platform's review of ads for policy compliance.
The audience's habit of ignoring anything that looks like an ad.
The stages of a customer's path: from awareness to purchase.
A potential client who left their contact.
Free value in exchange for a user's contact.
A lead who showed interest and is ready to communicate.
A lead ready to buy, handed over to sales.
A specific offer with value and a reason to buy now.
Unique selling proposition — what sets you apart from competitors.
Selling a more expensive version of the product.
Selling complementary products alongside the main one.
A series of touchpoints that builds trust before purchase.
Comparing two versions to pick the better one by data.
A group of users united by a common trait or period.
The group of people a product and its ads are aimed at.
A composite image of a typical buyer.
Dividing the audience into groups for precise targeting.
Customer interviews to test product hypotheses.
A brand's place in the audience's mind relative to competitors.
The sum of image, associations and trust toward a company.
Refreshing a brand's image and philosophy.
A brand's visual system: logo, colors, fonts.
An assumption to test in a campaign or experiment.
A landing page built for one action — a lead or a purchase.
Call to action — a button or phrase that leads to the goal.
The geography of ad delivery: countries, cities, regions.
Free impressions earned by quality content, without paying for ads.
Music seeding for a track to grow streaming plays.
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