The Marketing Performance Glossary

essential Marketing Performance Terms

Marketing Performance Management is considered one of the most challenging aspects of marketing. More than 50% of marketers globally don’t know how to measure their performance marketing.

Moreover, this becomes ever more challenging with enterprises that use tons of marketing and sales channel

With the passage of time and advancement in business technology, digital marketing services are becoming the forefront channel for businesses to promote themselves and acquire new customer’s.

From a small 15 person company to enterprises with over 5000 employees, digital marketing has become ever essential.

As digital marketing continues to introduce new terms as a CMO you can’t be outdated and left behind.


List of 100+ Marketing Performance Terms every CMO should know to stay on top of digital marketing



1 – ARPU

ARPU stands for Average Revenue Per User. It is calculated by dividing the entire revenue in a specific time with the sum of all the active users.

2 – Abandon Rate

Abandon Rate is the percentage of customers that abandons or withdraws their shopping cart, before purchase.

3 – Accepted/Delivered Rate

Accepted/Delivered Rate is the number of successful email delivery received by subtracting bounced emails from the sent emails.

4 – Affiliate Marketing

Affiliate Marketing is the process of earning a commission by promoting other people’s (or company’s) products.

5 – Ad Network

Ad Network refers to an online ads platform or service that helps in displaying your ad on different websites or partnering services.

6 – Allowable Acquisition Cost

Allowable Acquisition Cost is the exact or maximum cost that an advertiser is willing to pay to acquire a customer

7 – Analytics

Analytics are the statistics or metrics used to review the performance of any marketing campaign or website.

8 – A/B testing

A/B testing checks two or more versions of a web or landing page to identify the one with the better conversion.

9 – Above the Fold

Above the Fold is the viewable area of a website or webpage that can be seen without scrolling the mouse

10 – Activity Metrics

Activity Metrics measures the sales activities such as email sending, social media campaign, cold calling, etc.



11 – Baseline Metrics

Baseline Metrics set the base or benchmark to track the future sales performance

12 – Benchmarking

Benchmarking means comparing the performance of business against the industry standards and discover enhancement opportunities

13 – Beacons

It is the latest technology for tracing in-store behavioral data with the help of mobile devices

14- Behavioral Targeting

Behavioral Targeting is a method to boost the efficiency of the campaigns that advertiser display using the data gathered from the behavior inside web browsers

15 – Believability and Reputation

It is a data quality metrics that are used to check the quality of data using a wide range of factors

16 – Break Even Response Rate

Break Even Response Rate is calculated by dividing the net revenue with cost per piece mailed of a positive sale



17 – Completed Video / View

It is a call-to-action metric in which the number of users who clicks any CTA of video for conversion is considered after all video ads are shown.

18 – Conversion

Conversion is the successful and complete purchase of a user.

19 – Conversion Rate

Conversion Rate is the percentage of visitors that convert into a customer. It is calculated by dividing entire visitors with the number of sales.

20 – Cost Per Action

Cost Per Action is the exact cost which is paid by the advertisers for different activities such as visitors engagement, sales or lead signup.

21 – Cost Per Click

Cost Per Click is the cost that is paid by the advertiser for each click on their ads in a PPC campaign.

22 – Cost Per Install

Cost Per Install is the precise cost paid by the advertisers after the successful installation of an app, usually mobile apps.

23 – Cost Per Mile or Cost per Thousand Impressions (CPM)

Cost Per Mile is the fixed cost that is paid by advertisers after getting a thousand impressions on a single ad.

24 – Cost Per Complete Video

Cost Per Complete Video is the specific cost paid by the advertisers when their video is viewed completely through a paid promotion.

25 – Cost Per Video View

Cost Per Video View is the cost of displaying a video ad paid by the advertisers

26 – Click through Rate

Click through Rate is the percentage of clicks received against the total number of impressions.

27 – Call-to-Action

Call-to-Action is an appealing text or image that entice a visitor to take some action on it

29 – CHi-squared Automatic Interaction Detection (CHAID)

CHAID is a method to discover all those top variables that create the difference among the two groups or campaigns.

29 – Clusters

It is a practice of merging all those customers having identical features and separates them from those customers having multiple features

30 – Collaborative Filtering

Collaborative Filtering is all about forecasting the most probable product of a customer by gathering specific data

31 – Consistent Representation

It is used to track the quality of data among all the associated products

32 – Contact Strategy

Contact Strategy is the efforts done by a company to improve the interaction among their customer in completing the journey mapping process

33 – Contextual Advertising

It is a variety of text ads based targeted advertising displayed on a website and other marketing platforms

34 – Cookies

Cookies are small data bit included in user’s browser to detect the interactions of users with marketing ads and conversions.

35 – Cost Per Media Property

Cost Per Media Property is determined by dividing the test quality in thousands along with the CPM

36 – Cross Device Marketing

Cross-device marketing is the strategy that enables advertisers and marketers to reach users across all devices at multiple touchpoints.

37 – Customer Effort Score or Customer Experience Score

It is a customer satisfaction metric that determines the level of ease or difficulty a customer has with a business, website or app.

38 – Customer Journey Map  

Customer Journey Map is a complete diagram that spots out every single step your customer take while interacting with your business or all the steps from a visitor to becoming your customer.

39 – Customer Segmentation

Customer Segmentation is the filtering of customers in different groups with respect to age, gender, education, campaigns, cost, etc.

40 – Click Pixel

Click Pixel is a tracking tag that is added in the HTML landing page instead of redirect link to view user’s click activity.

41 – Copy Testing

Copy Testing is a technique that checks the impact of different versions of an ad text or image on the end goal.

42 – Churn Rate

Churn Rate is the average number of customers that leave or opts out of your website, service or software.



43 – Demand Side Platform

Demand-side platforms (DSPs) are advertiser campaign management products that provide advertisers the ability to buy ad placements online in real time.

44 – Data Enhancement

Data Enhancement is an in-depth review of a user’s data with the objective to improve marketing campaigns and performance.

45 – Data Identification

Data Identification is the process of matching anonymous data with publicly available information, to discover the individual to which the data belongs to.

46 – Data Integration

Data Integration is the process of merging data sets among diverse applications to get a complete and integrated view of a customer’s data or activities.

47 – Data Privacy Management

Data Privacy Management is the process by which the data of a company is protected from stealing and misuse.

48 – Data Visualization

Data Visualization means visually showing marketing data through charts, graphs, dashboards and other visual forms of presenting data.

49 – Day Part Targeting

Day Part Targeting is limited marketing activity done at a precise time of the day

50 – Deterministic Matching

Deterministic Matching is all about checking the exact data record among two similar entities

51- Dwell Rate

Dwell Rate is the percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking).



52 – Email Click-Through Rate   

Email Click-Through Rate is the percentage of users that clicked a link within an email message.

53 – Engagement

Engagement is the involvement level of a customer with a business, website or apps.

54 – Exit Pages

Exit Pages means those pages of website from where a visitor leaves the site or are the last interaction page of a visitor on a website.



55 – Google AID

Google AID stands for Google Advertising Identifier. It is a distinctive ID given by Google Play services to track the conversion from the right traffic source accurately

56 – Gamification

Gamification means using gaming techniques to inspire visitors and enhance their engagement towards a business

57 – Geo-Targeting

Geo-Targeting is the technique to accurately locate the position of your visitors and to send targeted content to them, based on their location.

58 – Growth Hacking

Growth Hacking is a method of finding rapid and effective ways to boost a business’s marketing or sales objectives.

59 – Guerrilla Marketing   

Guerrilla Marketing is a marketing technique to promote a business using unconventional way.



60 – Hard Bounces

Hard Bounces means email return because of an incorrect address




IDFA/IFA is a matchless Id provided by Apple to see the accurate traffic source of conversion

62 – Impression

Impression also referred as ad view. It is calculated by adding the total number of views of an ad when displayed on the web.

63 – Interaction Point

The point where the customer interacts with a business such as an email, social media, chat, etc.

64 – Interstitial

Interstitial means an ad that can be seen among two pages till the new page is loaded



65 – Jingle

Jingle is a small song or tune that is utilized in advertising for business promotion



66 – Key Performance Indicators

Performance metrics used to calculate the success of marketing or sales activities.



67 – Limit Ad Tracking

Limit Ad Tracking is a specific setting done by users to keep away from any advertising

68- Life Time Value

Life Time Value is the entire net profit which a business receives from a customer using long-term relationships.

69 – Landing Page

Landing Page is a specific page of a website which visitors view at first when they land to a website, usually through a paid ad campaign



70 – Measurement URL

Measurement URL is used to track the click of the correct advertising partner.

71 – Marketing Stack

Marketing Stack is the complete list of technology utilized to execute marketing actions

72 – Mix Optimization

Mix Optimization is all about identifying all those marketing channels that are generating results to get maximum outcome

73 – Marketing Mix

Marketing Mix means all the marketing techniques utilized by a

74 – Monthly Recurring Revenue

Monthly Recurring Revenue is probable revenue of business of an entire month across all customers or clients



75 – Net Promoter Score

Net Promoter or Net Promoter Score is a management tool that can be used to gauge the loyalty of a firm’s customer relationships.



76 – Offline Attribution   

Offline Attribution means tracking all the offline marketing activities of a business such as physical store interaction, contact center, etc.



77 – Personally Identifiable Information

Personally Identifiable Information is the data used to track the identity of an individual

78 – Process Map

Process Map is a figure used to understand all the process in a sequence, usually a marketing process.

79 – Profit And Loss Measure

Profit And Loss Measure is used to calculate the success ratio of your marketing campaign

80 – Publisher

A publisher is a business that offers marketing facilities on their platform to the advertisers at a certain fee.



81 – Qualified lead

Qualified lead means a lead that has maximum chances of conversion as compared to other leads



82 – Reach

Reach is an exact figure of distinctive users that is successfully reached using any advertising campaign.

83 – Real-Time Bidding

Real Time Bidding is a process by which advertising inventory is bought and sold on a per-impression basis, via programmatic and real-time auctions.

84 – Re-engagement

Re-engagement is the marketing strategy designed to reach those visitors who visited your website earlier or didn’t convert into the customers in the past.

85 – Referral Traffic

Referral Traffic is the traffic that comes from a third party or external websites.

86 – RFM Analysis

RFM stands for (Recency Frequency Monetary Analysis). It is a technique used to identify customer recent purchase, the frequency of purchase and their spending’s.

87 – Required Response Rate

Required Response Rate is determined by dividing target CPL with media CPM.

88- Roll Up Map

Roll Up Map is a map summary to highlight the main customer interaction areas during the customer journey phase.



89 – Simple ROI

Simple ROI is the first version of the ROI formula (net income divided by the cost of investment) is the most commonly used ratio

90 – Soft Bounces

Soft Bounces are the returned emails due to space unavailability of a recipient or they being on vacation.

91 – Story Maps

Story Maps are the data maps in which customer opinions are mentioned



92 – Technographic Targeting

Technographic Targeting checks the communication ability of customers using communicating devices and takes the conclusion by these devices.



93 – User Acquisition

User Acquisition is all about getting new users using different marketing campaigns

94 – Unique Value Proposition

Unique Value Proposition describes the benefit of your offer, how you solve your customer’s needs and what distinguishes you from the competition

95 – Usage

Usage shows all the visitors activity on a website or app.

96 – Unique Clicks

Unique Clicks means all the clicks on a link, website or ad from different users without any duplication



97 – View-through

View-through is the attainment of visitors by advertiser after sighting their ad

98 – Visits

Visits are the total number of people who view your website



99 – Workflow

Workflow means a list of tasks that should be done in a sequence to complete a job



100- Yield Management

Yield Management is the process of using advanced business tactics and tools to maximize revenue and profits.



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