Digital marketing made simple with the Veza Digital Glossary

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Leading KPIs

Pronunciation: /ˈlidɪng ˈkeɪ piː aɪz/

Definition: Key Performance Indicators that provide insight into future performance trends and are used to anticipate outcomes.

Example: Monitoring website traffic and engagement metrics can be leading KPIs for predicting future sales.


Actual KPIs

Pronunciation: /ˈektuell ˈkeɪ piː aɪz/

Definition: Key Performance Indicators that reflect current performance levels and provide real-time feedback on progress.

Example: Tracking daily sales figures is an example of actual KPIs retail businesses use.


Lagging KPIs

Pronunciation: /ˈlaegingˈkeɪ piː aɪz/

Definition: Key Performance Indicators that assess past performance are typically used to evaluate historical results.

Example: Quarterly revenue growth is a lagging KPI that reflects the overall success of a company's sales efforts.


CAC: Customer Acquisition Costs

Pronunciation: /ˈkastemer aek.wɪˈzɪsen kosts/

Definition: The total expenses incurred to acquire a new customer, including marketing and sales costs.

Example: Calculating CAC helps businesses determine the effectiveness of their marketing campaigns for example content marketing when acquiring new customers.


CPM (Cost Per Impression)

Pronunciation: /ˌkostː puhːuhm·preh·shnˈ/

Definition: A metric used in online advertising that measures the cost of one thousand advertisement impressions on a webpage. An impression is counted each time an ad is fetched and displayed to a user.

Example: If a company pays $5 for 1,000 impressions of their ad, the CPM would be $5. This metric helps advertisers understand the cost-effectiveness of their campaigns in reaching a large audience.


LTV: Lifetime Value

Pronunciation: /ˈlaɪfˌtaɪm ˈvaeljuː/

Definition: The predicted net profit attributed to the entire future relationship with a customer.

Example: Increasing customer satisfaction can lead to higher LTV as loyal customers make repeat purchases and increase conversions.


ROI: Return on Investment

Pronunciation: /rɪˈtern on ɪnˈvestment/

Definition: A measure of the profitability of an investment, calculated by dividing the net profit by the initial investment cost and expressed as a percentage.

Example: A 200% ROI means that the company earns two dollars in return for every dollar spent on SEO marketing.


CRO: Conversion Rate Optimization

Pronunciation: /kenˈveː.zen reɪt ˌoptɪmɪˈzeɪsen/

Definition: Improving the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.

Example: Implementing A/B testing can help identify effective strategies for CRO and increase conversion rates.


CMS: Content Management System

Pronunciation: /ˈkontent ˈmaenɪdement ˈsɪstem/

Definition: Software that allows users to create, manage, and modify digital content on a website without requiring technical expertise.

Example: Webflow is a popular CMS platform used by SaaS businesses to manage their website content.


Bounce Rate

Pronunciation: /bowns rayt/

Definition: The percentage of website visitors who navigate away from the site after viewing only one page, without engaging further or interacting with the content.

Example: A high bounce rate may indicate that the landing page content is not relevant to visitors' expectations and can decrease customer engagement.


Acquisition Channels

Pronunciation: /a·kwuh·zi·shn cha·nuhlz/

Definition: Various platforms or sources through which visitors arrive at a website, such as organic search, social media, or email marketing.

Example: Analyzing acquisition channels helps businesses identify the most effective sources for driving website traffic.


Google Analytics

Pronunciation: /ˈɡuːɡel aneˈlɪtɪks/

Definition: A web analytics service provided by Google that tracks and reports website traffic, user behavior, and other relevant metrics.

Example: Businesses use Google Analytics to gain insights into their audience demographics and behavior for marketing optimization.


Google Search Console

Pronunciation: /ˈɡuːɡell suhchˈ kuhn. sohl/

Definition: A free service offered by Google that allows website owners to monitor and maintain their site's presence in Google search results.

Example: Google Search Console provides valuable data on search queries, indexing status, and website SEO performance in Google search.



Pronunciation: /ˈan.saɪt/

Definition: Optimization techniques applied directly to a website to improve its search engine visibility and user experience.

Example: Writing meta tags and optimizing website content are essential on-site SEO practices.



Pronunciation: /ˈaf.saɪt/

Definition: SEO strategies implemented outside a website to enhance its search engine ranking, such as link building and social media marketing.

Example: Guest blogging and influencer partnerships are effective off-site SEO tactics for increasing website authority.


Technical Audit

Pronunciation: /ˈteknɪkel ˈawːdut/

Definition: A comprehensive evaluation of a website's technical infrastructure, performance, and health to identify and resolve issues affecting its search engine optimization.

Example: Conducting a technical audit helps ensure a website is properly configured for optimal search engine crawling and indexing.



Pronunciation: /ˈkon:tent/

Definition: Information presented on a website, including text, images, videos, and other multimedia elements, designed to inform, entertain, or engage visitors.

Example: High-quality and relevant content is essential for attracting and retaining website visitors.


Pillar Pages

Pronunciation: /ˈpɪler peɪdzɪz/
Definition: Comprehensive, authoritative web pages that serve as the primary hub for a particular topic or theme, containing links to related content and resources.
Example: Creating pillar pages can help organize website content and improve its search engine visibility for target keywords.


Evergreen Content

Pronunciation: /ev.e.ɡriːnˈkon:tent/

Definition: Timeless and enduring content that remains relevant and valuable to readers over an extended period, attracting continuous traffic and engagement.

Example: How-to guides and tutorials are evergreen content that consistently drives organic traffic to a website.



Pronunciation: /kee·wuhdz/

Definition: Specific words or phrases users enter into search engines to find relevant information, products, or services.

Example: Conducting keyword research helps identify the most relevant and high-performing keywords to target in SEO and content marketing efforts.



Pronunciation: /ˈɪnterˌlɪnk ɪng/

Definition: The practice of linking one page of a website to another page within the same site, enhancing navigation, and distributing link equity.

Example: Strategic interlinking can improve a website's user experience and SEO performance by guiding visitors to related content.



Pronunciation: /ˈbak·lingks/

Definition: Links from external websites pointing to a specific page on a website, are considered votes of confidence and crucial for improving search engine rankings.

Example: Building high-quality backlinks from authoritative websites is a fundamental aspect of off-site SEO strategy.


ROAS: Return On Ad Spend

Pronunciation: /rɪ tern on aed spend/

Definition: A metric that measures the effectiveness of a digital advertising campaign by calculating the revenue generated for every dollar spent on ads.

Example: Achieving a ROAS of 500% means that the company earns five dollars in revenue for every dollar spent on advertising.


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