Digital marketing, from A to Z.

Comparing two versions of an ad, page or email to learn which one actually performs better.

The score that decides whether your search ad shows, and in which position, on Google and Microsoft.

Meta's way of sending hashed customer data with pixel events so more conversions match a real profile.

The use of autonomous AI agents to handle repetitive advertising tasks so specialists can focus on strategy and creative.

The method of deciding which touchpoints get credit for a conversion.

Dividing a market into groups that share needs or behaviour, so message and media can match each group.

A reference point that tells you whether a result is good, bad or just average for your market.

The degree to which a market knows a brand exists and recalls it when a need appears.

The measurable increase in awareness, consideration or preference that a campaign creates for a brand.

Keeping a brand's ads out of contexts that would damage its reputation.

Running a brand's social conversations so the audience stays engaged between campaigns.

A comparison shopping site allowed to place Shopping ads on Google in Europe, often at a lower cost.

Television content streamed over the internet, bought and measured like digital media.

A server to server connection that sends conversion data to ad platforms when browser tracking cannot.

The setup that records what people do after the click, from first visit to final sale.

What one new customer or conversion costs in media spend.

Cost per click, what you pay each time someone clicks an ad, the price of a visit rather than a view.

Cost per thousand impressions, the price of reach in an auction.

The drop in performance when an audience has seen the same creative too many times.

Connecting your CRM to ad platforms so campaigns optimise on real customers, not just clicks and forms.

Click through rate, the share of people who click after seeing an ad or result.

The path a person travels from first hearing about a brand to buying and returning.

A Google campaign type that creates demand across YouTube, Discover and Gmail instead of waiting for a search.

Visual banner ads bought across websites and apps, mostly through programmatic channels.

Digital out of home, screens in public spaces bought programmatically like any other digital channel.

Visibility a brand receives without paying for it: mentions, shares, reviews, press.

The share of an audience that interacts with a piece of content.

Sending hashed first party data with Google conversions to recover attribution browsers no longer pass.

Meta's click ID, added to every outbound ad link so the pixel can tie site visits back to the click.

Data a brand collects directly from its own audience, with consent, on its own channels.

The hidden cost of splitting strategy, creative, media and data across separate agencies and tools.

How many times the same person sees an ad within a period.

A strategy that covers every stage of the journey, from first attention to final acquisition.

Google Analytics 4, the analytics platform that follows the journey from first session to final sale.

The unique ID Google adds to each ad click so a later conversion can be traced back to its campaign.

Paid ads inside AI generated answers, on ChatGPT, Perplexity and Google's AI results

Optimising a brand's visibility in AI answers on ChatGPT, Perplexity and Google's AI results.

Serving ads based on where people are: country, city, radius or place.

Google's hub for your product data, the account that feeds Shopping, Performance Max and free listings.

Google's free tool for deploying tracking tags on a site without touching the code each time.

The first seconds of a piece of content, where attention is won or lost.

The share of available impressions your ads actually captured.

The share of conversions that would not have happened without your campaign.

Working with creators to turn word of mouth into a predictable, scalable channel.

Key performance indicator, the number that tells you whether the work is working.

The page an ad click arrives on, where attention either converts or evaporates.

An attribution model that gives all credit for a conversion to the final click before it.

An audience of new people who statistically resemble your existing customers.

A statistical method that measures each channel's real contribution to sales, beyond tracking and cookies.

The blueprint of where, when and how a budget buys attention across channels.

Total revenue divided by total marketing spend, the one ratio that sees what channel ROAS cannot.

Creators with small, highly engaged audiences whose recommendations carry deep trust.

Paid content that adopts the form and feel of the platform it appears on.

One continuous brand experience across every channel, online and offline.

The people your content reaches without paid amplification.

Advertising in physical public space: billboards, transit, street furniture.

A list of your URLs and labels that tells Google which pages its automated ads may send people to.

Advertising on social platforms such as Meta, TikTok, Pinterest, Snapchat and LinkedIn.

Google's automated campaign type that buys across Search, YouTube, Display, Discover, Gmail and Maps from one campaign.

A snippet of code that reports site behaviour back to an ad platform.

The specific spots where an ad can appear: feeds, stories, apps, sites, Youtube channel...

The structured file that tells Google, Meta and marketplaces what you sell, at what price, in stock or not.

Automated buying of digital ad space in real time, across display, video, audio, CTV and DOOH.

Google's rating of how relevant your ads, keywords and landing pages are.

The number of different people who saw a campaign at least once.

Advertising inside retailer platforms and marketplaces, close to the moment of purchase.

Advertising aimed at people who already visited or interacted with a brand.

Return on ad spend, the revenue generated for every euro invested in advertising.

Search engine advertising, paid ads on Google and Bing that capture existing intent.

Search engine optimisation, earning visibility in organic results and, increasingly, in AI answers.

Measurement that routes data through your own server instead of relying on the browser alone.

Your brand's share of the category's total visibility and conversation.

Selling directly inside social platforms, from discovery to checkout.

Content designed for the platform and feed it lives in, not adapted from elsewhere.

Deciding who sees an ad, through data, context and creative.

Cross site tracking cookies set by domains other than the one you are visiting, now fading away.

User generated content, real people creating content that feels native to the feed.

Tags added to a URL so analytics can see which campaign, channel and creative brought each visit.

Whether an ad impression was actually on screen long enough to be seen.

Customers recommending a brand to each other, the oldest and most trusted channel.

Information customers share with a brand deliberately: preferences, intentions, needs.