A Custom Audience is a group of users a business targets based on data it already has, such as email lists, website visitors, or app users. It allows marketers to deliver highly relevant ads to people who are already familiar with their brand, increasing engagement and conversion potential.

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.

Data-Driven Attribution (DDA) is a Google Ads model that uses machine learning to assign conversion credit based on the actual impact of each touchpoint in the customer journey. It helps marketers understand which channels and interactions drive results, enabling smarter budget allocation and improved ROI.

Demand Generation is the process of creating awareness and interest in a brand’s products or services to drive potential customers into the sales funnel. It focuses on long-term engagement, using marketing strategies that educate, nurture, and build trust with prospects before they’re ready to buy.

Discovery Ads are visually rich, native ad formats that appear across Google’s Discover feed, YouTube Home feed, and Gmail Promotions tab. They help brands reach audiences while they’re exploring content, boosting engagement, awareness, and consideration beyond traditional search campaigns.

Display ads are visual online advertisements that appear on websites, apps, and social media. They can take the form of banners, images, videos, or interactive elements, and are designed to capture attention, build brand awareness, and drive engagement or conversions.

Dynamic Ads are automated, personalised ads that adjust content based on user behaviour, showing the most relevant products or offers to each individual. They increase engagement, drive conversions, and make ad spend more efficient by serving tailored content at scale.

An Engaged-View Conversion (EVC) tracks when a user watches or interacts with an ad without clicking, then later completes a conversion. It helps marketers measure the influence of ads on the customer journey beyond immediate clicks, revealing the full value of engagement.

Engagement rate is a metric that measures how actively users interact with your content, such as through likes, comments, shares, or clicks, compared to the total number of impressions or followers. It’s a key indicator of how well your content resonates with your audience and drives meaningful interaction.

Enhanced Conversions in Google Ads is a feature that improves conversion tracking by securely using first-party customer data, like email or phone number, to better match ad interactions with conversions. This leads to more accurate reporting, especially in a privacy-first environment, and helps advertisers optimise campaigns with greater confidence.

First-party data is information a business collects directly from its own customers or audience, such as website interactions, purchases, or app usage. It’s highly accurate and valuable for personalising marketing, improving targeting, and driving better ROI.

Funnel marketing is the process of leading potential customers through different stages of their buying journey, starting with awareness and ending with a purchase. By matching the right content and messaging to each stage, businesses can build trust and steadily move people closer to becoming customers.

The practice of tailoring content so it’s surfaced effectively in AI-driven search results, like ChatGPT or Google’s Search Generative Experience. Instead of just ranking for keywords, GEO focuses on the creation of authoritative, context-rich content that AI tools can reference and recommend.

Impressions in marketing refer to the number of times an ad, post, or piece of content is displayed to users, regardless of whether it is clicked. They measure potential visibility, showing how often your audience has had the opportunity to see your message.

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.