Testing two versions of an ad, creative, or landing page to see which performs better. Drives optimisation based on data, not assumptions.

Commercial transactions and marketing activities between businesses. It encompasses companies selling products, services, or solutions to other organisations to help them operate more efficiently, grow revenue, or solve business challenges.

Refers to companies that sell products or services directly to individual customers. It focuses on engaging and converting everyday consumers through marketing, sales, and retail channels.

Click-through rate (CTR) measures the percentage of users who click on an ad, link, or piece of content after seeing it. It’s calculated by dividing the number of clicks by the total impressions, showing how effectively your content drives engagement.

Conversion rate is the percentage of users who complete a desired action, such as making a purchase, filling out a form, or subscribing, out of the total number of visitors. It’s a key metric for measuring how effectively your website, ads, or campaigns turn traffic into tangible results.

A digital marketing metric that measures the total cost of acquiring a new customer or completing a desired action, such as a purchase, subscription, or signup.

Cost Per Lead (CPL) is a marketing metric that tracks how much a business spends to generate a single lead, such as a form submission, demo request, or sign-up. It helps measure the efficiency of campaigns by showing the average investment required to acquire potential customers.

The total expense a business incurs to acquire a new customer. This includes all marketing, advertising, sales, and operational costs associated with attracting, nurturing, and converting prospects into paying customers.

Customer Lifetime Value (CLV) measures the total revenue a business can expect from a single customer over the entire duration of their relationship. It helps businesses understand the long-term value of acquiring and retaining customers, guiding marketing and retention strategies.

Customer Relationship Management (CRM) is a system or strategy businesses use to manage interactions with current and potential customers. It helps organise, track, and improve relationships, enabling better communication, personalised experiences, and more effective sales and marketing efforts.

Instant Experience (IX) ads are immersive, full-screen mobile ads on platforms like Facebook and Instagram that load instantly when tapped. They allow brands to combine images, videos, carousels, and call-to-action buttons in a single interactive experience, designed to engage users and drive conversions without leaving the platform.

A landing page is a standalone web page designed specifically to capture a visitor’s attention and encourage a targeted action, such as filling out a form or making a purchase. It’s focused, highly relevant to a specific campaign or offer, and crafted to drive conversions efficiently.

Last-click attribution is a model that gives full credit for a conversion to the final interaction a user had with your brand before converting. It shows which channel or touchpoint directly drove the conversion, but doesn’t account for earlier interactions that influenced the customer’s journey.

Lead Form Ads let people share their details directly within the ad itself, without needing to click through to a website. They remove friction from the process, making it easier for businesses to capture leads quickly and at volume.

A targeting feature on platforms like Meta and LinkedIn that finds new people who share similar traits and behaviours with your existing customers. It helps businesses expand reach while keeping ads focused on users most likely to convert.

Maximise Conversions and Maximise Conversion Value are Google Ads automated bidding strategies that optimise bids to get the most conversions or the highest revenue within your budget. They use machine learning to allocate spend where it’s most likely to drive results, improving ROI and campaign efficiency.

Multi-Touch Attribution (MTA) assigns credit to every marketing interaction a customer engages with before converting, rather than just the last touch. It helps marketers understand which channels and campaigns truly contribute to conversions, enabling smarter budget allocation and optimisation.

Organic traffic refers to visitors who land on your website through unpaid search engine results rather than paid ads. It’s a key indicator of SEO performance, showing how well your content ranks and attracts users naturally.

A digital advertising model where you pay only when a user clicks on your ad. It’s one of the most measurable and cost-effective ways to generate leads and sales.

Performance Max (PMax) is a Google Ads campaign type that uses automation and machine learning to deliver ads across Search, Display, YouTube, Gmail, and Discover. It optimises placements, bidding, and creatives to maximise conversions and return on ad spend across all Google channels.