Google Digital Marketing & E-commerce key terms

Any marketing activity delivered through online channels and devices, such as search engines, websites, social media, email, and apps, to reach and convert audiences.

Buying and selling goods or services over the internet, including transactions completed on websites, marketplaces, apps, and social platforms.

A model describing the stages a person moves through from first awareness of a brand to purchase and repeat business, usually drawn as awareness, consideration, conversion, and loyalty.

Any moment or place where a potential customer encounters a brand, such as an ad, search result, social post, email, review, or store visit.

The full sequence of experiences and interactions a person has with a business across channels and time, from initial research through purchase and ongoing support.

The specific group of people a campaign is designed to reach, described by traits such as demographics, interests, location, behavior, or buying intent.

A semi-fictional profile representing a key customer segment, capturing goals, pain points, motivations, and behaviors so marketing decisions can be made with a real person in mind.

Website visits that arrive without paid promotion, typically from unpaid search results, social posts, referrals, or direct navigation.

Advertising shown on search engine results pages, where advertisers bid on keywords so their listing appears for relevant queries and pay when users click.

The practice of improving a site's content, structure, and technical health so it ranks higher in unpaid search results for relevant queries.

A word or phrase people type into search engines or use in queries; marketers target keywords to match content and ads to user intent.

A search advertising metric estimating the relevance of a keyword, ad, and landing page to a user, influencing ad position and cost per click.

The specific web page a visitor arrives on after clicking an ad, search result, email, or social link, usually built to drive one clear action.

A prompt that tells the audience what to do next, such as "Buy now," "Sign up," or "Download the guide," often shown as a button or link.

Creating and distributing valuable, relevant material such as articles, videos, and guides to attract and retain an audience and build trust over time.

Using social platforms to build brand awareness, engage audiences, distribute content, and drive traffic or sales through organic posts and paid ads.

A measure of how much an audience interacts with content, calculated by dividing interactions such as likes, comments, shares, and saves by reach or impressions.

The number of times a piece of content or an ad is displayed, counted each time it appears on a screen even if the same person sees it repeatedly.

The number of unique people or accounts that saw a piece of content or an ad, as opposed to the total number of times it was displayed.

A person who has shown interest in a product or service and shared contact information, making them a potential customer the business can follow up with.

A free, valuable offer such as a guide, checklist, discount, or webinar that motivates people to share contact details in exchange for access.

Dividing an audience into smaller groups that share traits or behaviors so messages, offers, and timing can be tailored to each group.

Sending targeted messages by email to build relationships, nurture leads, promote offers, and retain customers, usually with measurable results.

The percentage of delivered emails that were opened, calculated by dividing unique opens by delivered emails and used to judge subject lines and sender trust.

The percentage of people who clicked a link in an email, ad, or post after seeing it, found by dividing clicks by impressions, delivered messages, or views.

An experiment that shows two versions of one element, such as a subject line or button, to different audience groups to see which performs better.

The percentage of visitors or recipients who complete a desired action, such as a purchase, sign-up, or download, out of all who had the opportunity.

A measurable value chosen to track how well a campaign or business is achieving an important objective, such as revenue, leads, or retention.

Revenue generated by advertising divided by the amount spent on that advertising, showing how much income each unit of ad budget produced.

The average amount spent to gain one conversion, such as a sale or lead, calculated by dividing total campaign cost by the number of acquisitions.

Assigning credit for a conversion to the marketing touchpoints a customer encountered, using models such as last click, first click, or linear distribution.

The online feature where shoppers collect items before checkout; cart data helps stores measure interest and identify where buyers abandon the process.

When a shopper adds items to an online cart but leaves without completing the purchase, often caused by unexpected costs, forced account creation, or a complicated checkout.

The final steps of an online purchase where the buyer confirms items, provides shipping and payment details, and submits the order.

A store page dedicated to one item, typically showing images, price, description, specifications, availability, reviews, and an add-to-cart option.

A customer's ongoing preference for and repeat business with a brand, built through positive experiences, rewards, and consistent value.

The estimated total revenue or profit a customer generates over their entire relationship with a business, used to justify acquisition and retention spending.

The rate at which customers stop doing business with a company during a period; high churn signals dissatisfaction or weak retention efforts.

Tailoring content, offers, or recommendations to an individual's known preferences and behavior, such as using a first name or showing previously viewed products.