With the passage of time and advancement in business technology, digital marketing services are becoming the forefront channel for businesses to promote themselves and acquire new customer’s.

From a small 15 person company to enterprises with over 5000 employees, digital marketing has become ever essential.

As digital marketing continues to introduce new terms as a CMO you can’t be outdated and left behind.

Here is the list of 100+ essential Marketing Performance Terms every CMO should know to stay on top of digital marketing.

A

1 – ARPU

ARPU stands for Average Revenue Per User. It is calculated by dividing the entire revenue in a specific time with the sum of all the active users.

2 – Abandon Rate

Abandon Rate is the percentage of customers that abandons or withdraws their shopping cart, before purchase.

3 – Accepted/Delivered Rate

Accepted/Delivered Rate is the number of successful email delivery received by subtracting bounced emails from the sent emails.

4 – Affiliate Marketing

Affiliate Marketing is the process of earning a commission by promoting other people’s (or company’s) products.

5 – Ad Network

Ad Network refers to an online ads platform or service that helps in displaying your ad on different websites or partnering services.

6 – Allowable Acquisition Cost

Allowable Acquisition Cost is the exact or maximum cost that an advertiser is willing to pay to acquire a customer

7 – Analytics

Analytics are the statistics or metrics used to review the performance of any marketing campaign or website.

8 – A/B testing

A/B testing checks two or more versions of a web or landing page to identify the one with the better conversion.

9 – Above the Fold

Above the Fold is the viewable area of a website or webpage that can be seen without scrolling the mouse

10 – Activity Metrics

Activity Metrics measures the sales activities such as email sending, social media campaign, cold calling, etc.

B

11 – Baseline Metrics

Baseline Metrics set the base or benchmark to track the future sales performance

12 – Benchmarking

Benchmarking means comparing the performance of business against the industry standards and discover enhancement opportunities

13 – Beacons

It is the latest technology for tracing in-store behavioral data with the help of mobile devices

14- Behavioral Targeting

Behavioral Targeting is a method to boost the efficiency of the campaigns that advertiser display using the data gathered from the behavior inside web browsers

15 – Believability and Reputation

It is a data quality metrics that are used to check the quality of data using a wide range of factors

16 – Break Even Response Rate

Break Even Response Rate is calculated by dividing the net revenue with cost per piece mailed of a positive sale

C

17 – Completed Video / View

It is a call-to-action metric in which the number of users who clicks any CTA of video for conversion is considered after all video ads are shown.

18 – Conversion

Conversion is the successful and complete purchase of a user.

19 – Conversion Rate

Conversion Rate is the percentage of visitors that convert into a customer. It is calculated by dividing entire visitors with the number of sales.

20 – Cost Per Action

Cost Per Action is the exact cost which is paid by the advertisers for different activities such as visitors engagement, sales or lead signup.

21 – Cost Per Click

Cost Per Click is the cost that is paid by the advertiser for each click on their ads in a PPC campaign.

22 – Cost Per Install

Cost Per Install is the precise cost paid by the advertisers after the successful installation of an app, usually mobile apps.

23 – Cost Per Mile or Cost per Thousand Impressions (CPM)

Cost Per Mile is the fixed cost that is paid by advertisers after getting a thousand impressions on a single ad.

24 – Cost Per Complete Video

Cost Per Complete Video is the specific cost paid by the advertisers when their video is viewed completely through a paid promotion.

25 – Cost Per Video View

Cost Per Video View is the cost of displaying a video ad paid by the advertisers

26 – Click through Rate

Click through Rate is the percentage of clicks received against the total number of impressions.

27 – Call-to-Action

Call-to-Action is an appealing text or image that entice a visitor to take some action on it

29 – CHi-squared Automatic Interaction Detection (CHAID)

CHAID is a method to discover all those top variables that create the difference among the two groups or campaigns.

29 – Clusters

It is a practice of merging all those customers having identical features and separates them from those customers having multiple features

30 – Collaborative Filtering

Collaborative Filtering is all about forecasting the most probable product of a customer by gathering specific data

31 – Consistent Representation

It is used to track the quality of data among all the associated products

32 – Contact Strategy

Contact Strategy is the efforts done by a company to improve the interaction among their customer in completing the journey mapping process

33 – Contextual Advertising

It is a variety of text ads based targeted advertising displayed on a website and other marketing platforms

34 – Cookies

Cookies are small data bit included in user’s browser to detect the interactions of users with marketing ads and conversions.

35 – Cost Per Media Property

Cost Per Media Property is determined by dividing the test quality in thousands along with the CPM

36 – Cross Device Marketing

Cross-device marketing is the strategy that enables advertisers and marketers to reach users across all devices at multiple touchpoints.

37 – Customer Effort Score or Customer Experience Score

It is a customer satisfaction metric that determines the level of ease or difficulty a customer has with a business, website or app.

38 – Customer Journey Map

Customer Journey Map is a complete diagram that spots out every single step your customer take while interacting with your business or all the steps from a visitor to becoming your customer.

39 – Customer Segmentation

Customer Segmentation is the filtering of customers in different groups with respect to age, gender, education, campaigns, cost, etc.

40 – Click Pixel

Click Pixel is a tracking tag that is added in the HTML landing page instead of redirect link to view user’s click activity.

41 – Copy Testing

Copy Testing is a technique that checks the impact of different versions of an ad text or image on the end goal.

42 – Churn Rate

Churn Rate is the average number of customers that leave or opts out of your website, service or software.

D

43 – Demand Side Platform

Demand-side platforms (DSPs) are advertiser campaign management products that provide advertisers the ability to buy ad placements online in real time.

44 – Data Enhancement

Data Enhancement is an in-depth review of a user’s data with the objective to improve marketing campaigns and performance.

45 – Data Identification

Data Identification is the process of matching anonymous data with publicly available information, to discover the individual to which the data belongs to.

46 – Data Integration

Data Integration is the process of merging data sets among diverse applications to get a complete and integrated view of a customer’s data or activities.

47 – Data Privacy Management

Data Privacy Management is the process by which the data of a company is protected from stealing and misuse.

48 – Data Visualization

Data Visualization means visually showing marketing data through charts, graphs, dashboards and other visual forms of presenting data.

49 – Day Part Targeting

Day Part Targeting is limited marketing activity done at a precise time of the day

50 – Deterministic Matching

Deterministic Matching is all about checking the exact data record among two similar entities

51- Dwell Rate

Dwell Rate is the percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking).

E

52 – Email Click-Through Rate

Email Click-Through Rate is the percentage of users that clicked a link within an email message.

53 – Engagement

Engagement is the involvement level of a customer with a business, website or apps.

54 – Exit Pages

Exit Pages means those pages of website from where a visitor leaves the site or are the last interaction page of a visitor on a website.

G

55 – Google AID

Google AID stands for Google Advertising Identifier. It is a distinctive ID given by Google Play services to track the conversion from the right traffic source accurately

56 – Gamification

Gamification means using gaming techniques to inspire visitors and enhance their engagement towards a business

57 – Geo-Targeting

Geo-Targeting is the technique to accurately locate the position of your visitors and to send targeted content to them, based on their location.

58 – Growth Hacking

Growth Hacking is a method of finding rapid and effective ways to boost a business’s marketing or sales objectives.

59 – Guerrilla Marketing

Guerrilla Marketing is a marketing technique to promote a business using unconventional way.

H

60 – Hard Bounces

Hard Bounces means email return because of an incorrect address

I

61 – IDFA/IFA

IDFA/IFA is a matchless Id provided by Apple to see the accurate traffic source of conversion

62 – Impression

Impression also referred as ad view. It is calculated by adding the total number of views of an ad when displayed on the web.

63 – Interaction Point

The point where the customer interacts with a business such as an email, social media, chat, etc.

64 – Interstitial

Interstitial means an ad that can be seen among two pages till the new page is loaded

J

65 – Jingle

Jingle is a small song or tune that is utilized in advertising for business promotion

K

66 – Key Performance Indicators

Performance metrics used to calculate the success of marketing or sales activities.

L

67 – Limit Ad Tracking

Limit Ad Tracking is a specific setting done by users to keep away from any advertising

68- Life Time Value

Life Time Value is the entire net profit which a business receives from a customer using long-term relationships.

69 – Landing Page

Landing Page is a specific page of a website which visitors view at first when they land to a website, usually through a paid ad campaign

M

70 – Measurement URL

Measurement URL is used to track the click of the correct advertising partner.

71 – Marketing Stack

Marketing Stack is the complete list of technology utilized to execute marketing actions

72 – Mix Optimization

Mix Optimization is all about identifying all those marketing channels that are generating results to get maximum outcome

73 – Marketing Mix

Marketing Mix means all the marketing techniques utilized by a

74 – Monthly Recurring Revenue

Monthly Recurring Revenue is probable revenue of business of an entire month across all customers or clients

N

75 – Net Promoter Score

Net Promoter or Net Promoter Score is a management tool that can be used to gauge the loyalty of a firm’s customer relationships.

O

76 – Offline Attribution

Offline Attribution means tracking all the offline marketing activities of a business such as physical store interaction, contact center, etc.

P

77 – Personally Identifiable Information

Personally Identifiable Information is the data used to track the identity of an individual

78 – Process Map

Process Map is a figure used to understand all the process in a sequence, usually a marketing process.

79 – Profit And Loss Measure

Profit And Loss Measure is used to calculate the success ratio of your marketing campaign

80 – Publisher

A publisher is a business that offers marketing facilities on their platform to the advertisers at a certain fee.

Q

81 – Qualified lead

Qualified lead means a lead that has maximum chances of conversion as compared to other leads

R

82 – Reach

Reach is an exact figure of distinctive users that is successfully reached using any advertising campaign.

83 – Real-Time Bidding

Real Time Bidding is a process by which advertising inventory is bought and sold on a per-impression basis, via programmatic and real-time auctions.

84 – Re-engagement

Re-engagement is the marketing strategy designed to reach those visitors who visited your website earlier or didn’t convert into the customers in the past.

85 – Referral Traffic

Referral Traffic is the traffic that comes from a third party or external websites

86 – RFM Analysis

RFM stands for (Recency Frequency Monetary Analysis). It is a technique used to identify customer recent purchase, the frequency of purchase and their spending’s.

87 – Required Response Rate

Required Response Rate is determined by dividing target CPL with media CPM

88- Roll Up Map

Roll Up Map is a map summary to highlight the main customer interaction areas during the customer journey phase

S

89 – Simple ROI

Simple ROI is the first version of the ROI formula (net income divided by the cost of investment) is the most commonly used ratio

90 – Soft Bounces

Soft Bounces are the returned emails due to space unavailability of a recipient or they being on vacation.

91 – Story Maps

Story Maps are the data maps in which customer opinions are mentioned

T

92 – Technographic Targeting

Technographic Targeting checks the communication ability of customers using communicating devices and takes the conclusion by these devices.

U

93 – User Acquisition

User Acquisition is all about getting new users using different marketing campaigns

94 – Unique Value Proposition

Unique Value Proposition describes the benefit of your offer, how you solve your customer’s needs and what distinguishes you from the competition

95 – Usage

Usage shows all the visitors activity on a website or app.

96 – Unique Clicks

Unique Clicks means all the clicks on a link, website or ad from different users without any duplication

V

97 – View-through

View-through is the attainment of visitors by advertiser after sighting their ad

98 – Visits

Visits are the total number of people who view your website

W

99 – Workflow

Workflow means a list of tasks that should be done in a sequence to complete a job

Y

100- Yield Management

Yield Management is the process of using advanced business tactics and tools to maximize revenue and profits.

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