OMCP flashcards
OMCP · Build recall with a focused review session.
34 cards. Read the term and the definition here. The deck at the top of this page is optional.
- TOFU content
- Top-of-funnel content aimed at awareness. It educates and answers broad questions, attracts new visitors, and builds trust before any purchase intent exists.
- Pillar page
- A comprehensive long-form page covering a broad topic, linked to multiple cluster articles. It establishes topical authority and improves internal linking.
- Content audit
- A systematic review of existing content to decide whether to update, consolidate, or delete each asset based on traffic, backlinks, and conversion performance.
- Content ROI
- Calculated as (attributed revenue minus production and distribution cost) divided by cost, multiplied by 100. It measures financial return on content investment.
- Conversion rate
- The percentage of visitors who complete a desired action. Formula: conversions divided by unique visitors, multiplied by 100.
- A/B test
- A controlled experiment comparing two variants of a page or element. Traffic is split randomly, and one variable is changed to isolate its effect.
- Statistical significance
- A result is statistically significant when the probability it occurred by chance is below a threshold, typically p < 0.05. It does not guarantee practical importance.
- ICE score
- A prioritization formula for CRO tests: (Impact + Confidence + Ease) divided by 3. Higher scores indicate tests likely to produce valuable, feasible results.
- Funnel drop-off
- The percentage of users who leave between two funnel steps. Formula: (visitors at step N minus visitors at step N+1) divided by visitors at step N, times 100.
- DMARC
- An email authentication policy that builds on SPF and DKIM. It tells receiving servers how to handle mail that fails authentication, reducing spoofing and phishing.
- List hygiene
- The practice of removing hard bounces immediately and suppressing soft bounces after repeated failures. It protects sender reputation and improves deliverability.
- Engagement segmentation
- Dividing an email list by recent open and click behavior. Non-openers are moved to re-engagement campaigns; long-term inactive contacts are suppressed.
- Spam complaint rate
- The percentage of recipients who mark an email as spam. Best practice is to keep it below 0.1% per send to protect sender reputation.
- Preheader text
- The short line of text shown after the subject line in many inboxes. It should extend the subject and be 40–100 characters for mobile readability.
- Largest Contentful Paint
- A Core Web Vitals metric measuring when the largest visible element loads. A good score is 2.5 seconds or less, especially important on mobile.
- Tap target size
- The clickable area of a mobile button or link. A minimum of 48 by 48 CSS pixels with 8px spacing reduces mis-taps and improves usability.
- SMS opt-in
- Explicit consent to receive text messages. Compliance requires a clear opt-out keyword such as STOP and disclosure of message frequency.
- App install attribution
- The process of identifying which marketing source drove an app install. It uses deterministic device IDs or probabilistic fingerprinting, with SKAdNetwork for iOS.
- Quality Score
- A 1–10 metric in paid search based on expected click-through rate, ad relevance, and landing page experience. Higher scores can lower cost per click.
- Ad Rank
- The formula search engines use to order ads: Max CPC times Quality Score, plus ad extension impact and auction context. It determines ad position and CPC.
- ROAS
- Return on ad spend, calculated as revenue divided by ad spend. A ROAS of 4 means four dollars of revenue per dollar spent.
- Negative keyword
- A term added to a paid search campaign to prevent ads from showing for irrelevant queries. It reduces wasted spend and improves click-through rate.
- Search terms report
- A report showing the actual queries that triggered ads. Reviewing it weekly helps identify irrelevant terms to negate and high-converting queries to promote.
- Core Web Vitals
- A set of page experience metrics: Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. Good thresholds are 2.5s, 200ms, and 0.1.
- Title tag
- The HTML element that appears as the clickable headline in search results. Best practice is 50–60 characters with the primary keyword near the front.
- Canonical tag
- An HTML link element that tells search engines which URL is the preferred version of a page. It helps consolidate duplicate content and ranking signals.
- E-E-A-T
- Experience, Expertise, Authoritativeness, and Trustworthiness. These quality signals help search engines evaluate content, especially for health and finance topics.
- Engagement rate
- For social media, the sum of likes, comments, shares, and saves divided by impressions, multiplied by 100. It measures how actively audiences interact with content.
- Reach vs. impressions
- Reach counts unique users who see content; impressions count total views including repeats. Reach measures audience size, while impressions measure exposure frequency.
- UTM parameters
- Tags appended to URLs that identify source, medium, campaign, content, and term. They allow analytics tools to attribute traffic and conversions to marketing efforts.
- Lookalike audience
- A paid social targeting option that finds new users similar to an existing customer list. It expands reach while maintaining relevance to high-value segments.
- Attribution model
- A rule that assigns credit for a conversion to marketing touchpoints. Common models include last-click, first-click, linear, time-decay, and data-driven.
- Engaged session
- In GA4, a session lasting 10 seconds or more, with a conversion event, or with at least two page views. Engagement rate is engaged sessions divided by total sessions.
- Cohort analysis
- Grouping users by a shared start date, such as first purchase month, to track retention and lifetime value over time. It reveals long-term behavior patterns.