Understand marketing and acquisition
Marketing vocabulary is useful when it describes an audience, promise and observable result. Separate platform reactions from actions on your website. A high metric can be irrelevant if it does not match the business need.
48 concepts to explore with their definitions and practical advice.
Search the full glossary
A reading path
1. Define audience and promise
Describe intended people and the difficulty to address. Campaign targeting does not remove the need for a page understandable to direct visitors.
2. Connect message and action
The landing page carries the promise and information needed for a decision. The button explains the next step without implying a confirmation already obtained.
3. Read the outcome
Define the useful action before counting conversions. Distinguish a collected address, qualified enquiry and actually confirmed sale.
Useful distinctions
Acquisition / Conversion
Acquisition brings people to an offer or site. Conversion names an action selected as a goal. More arrivals alone do not demonstrate a better journey.
Opt-in / Subscription preference
Opt-in concerns agreement to a use or messages in a specific context; a preference details desired types or frequency. The choice should be understandable and usable in follow-up.
Use the vocabulary to make a decision
Situation
A campaign attracts visits but the form receives irrelevant enquiries.
Before deciding
Compare the promoted message, page information and form questions. Clarify audience and scope before adding more fields.
A concrete check
Follow the journey from the campaign link and a direct link through the receipt message.
All concepts in this topic
Links open the full definition on its alphabet page. Acronyms and synonyms remain searchable from the main glossary.
- A/B testing
- Acquisition
- Ad blocker
- Affiliate marketing
- Audience
- Banner
- Brand awareness
- Call to action
- Content marketing
- Conversion
- Conversion funnel
- Conversion rate optimization
- Customer journey
- Email bounce
- Email marketing
- Funnel
- Google Ads
- Growth hacking
- Hashtag
- Inbound marketing
- Landing page
- Lead
- Lead magnet
- Marketing automation
- Native advertising
- Newsletter unsubscribe
- Omnichannel
- Online reputation
- Opt-in
- Opt-out
- Paid search
- Persona
- PPC
- Preview cache
- Push notification
- Qualified lead
- Quality Score
- Retargeting
- SEM
- Sharing image
- Sharing preview
- Signup confirmation
- Social media marketing
- Subscription preference
- Targeting
- Vanity URL
- Video marketing
- Web marketing
Frequently asked questions
Should every interaction be measured?
Choose interactions that answer a real question. Many undefined events make monitoring harder and can collect unnecessary information.
Is a received form a sale?
It establishes a received enquiry if the system stores it correctly. Qualification, acceptance and any payment are separate stages to track for the business.
Primary reference documents
These documents explain the technical concepts. The reading paths and decision examples are editorial methods to adapt to your project.