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Must-Know These Commonly Used Digital Marketing Terms

In this article, we will learn about digital marketing terms most used in the routine of Digital Marketing professionals and agencies

Do you know most of the terms?

Let’s go.


One of the most specialized and sought-after tools, SEO focuses on making a business website rank top in search engines such as Google, Yahoo, Bing, etc.

CTA (Call To Action)

CTA, an acronym that stands for ‘Call to Action’, is a resource used to encourage a user who visits a piece of content to do a certain action.

Generally, a web page has several strategic calls to action aimed at convincing the user to take some action, for example:

Go to a product page

Subscribe to a newsletter

Share the website content on your social networks

Download an e-book

Visit the virtual store/e-commerce

Bounce Rate

It is the percentage of visits to a website that are single-page sessions, with the visitor leaving without viewing a second page. It is often used as a measure of a site’s overall engagement.

How is the bounce rate calculated?

The bounce rate is calculated by the total number of visits to a page divided by the total number of entries to a site. 

For example, if a website’s homepage receives 1,000 visitors over the course of a month and 500 of those visitors leave the site after viewing the homepage without proceeding to other pages, the homepage bounce rate is 50%.


It is a potential customer, it is a user who shows interest in a product or service and is very likely to become a customer, that is, makes a purchase or hires a service. 

This interest is shown by sharing contact details with you, such as email address, phone number/WhatsApp, or social media so that you can send additional information.

This definition may vary slightly depending on the industry. For example, for some companies, a Lead is a user about to make a purchase, while in digital marketing a Lead is any user who provides their contact details.


A conversion occurs when a customer or prospect completes an action that has been configured for them.

Examples: making a purchase, requesting a quote, filling out a form, etc.

Conversion Rate

The conversion rate is the number of conversions divided by the total number of visitors. For example, if an e-commerce site gets 200 visitors in a month and has 50 sales, the conversion rate would be 50 divided by 200 or 25%.

A conversion can refer to any desired action you want the user to take. This can include anything from clicking a button to making a purchase and becoming a customer.


A keyword is a term used in digital marketing to describe a word or a group of words that an internet user uses to perform a search on a search engine.

In an SEO strategy, keywords are very important and should be the core of any web writing (present in the content, titles, and SEO elements).

Keywords must be developed and carefully selected before releasing online content on web platforms.

SERP (Search Engine Results Page)

Many marketers will report and set goals for SERPs, short for search engine results pages. 

These are page link results when someone types a search term into a search engine. 

In these results, an organic result is not paid and was generated as a result of SEO, and a sponsored listing is the equivalent of an ad that was paid.

ROI (Return On Investment)

ROI is a financial metric of profitability widely used to measure the return or gain of an investment. ROI is a simple ratio of an investment’s gain to its cost.

In summary, the term ROI corresponds to the profit obtained after comparing the revenue generated with the cost involved.

For example, $100.00 was invested to sell a product and in the end, received $150.00, the ROI was 50% or 1.5: 1.

Web Analytics

It is the measurement and analysis of data to inform understanding of user behavior on web pages.

Analytics platforms measure activity and behavior on a blog, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, etc.

Companies use web analytics platforms to measure and compare website performance and analyze key performance indicators that drive their business, such as purchase conversion rate.

The main tool used is Google Analytics.

E-mail Marketing

It comprises building a list of subscribers and sending emails to the target audience.

Email marketing is the use of email to encourage and develop new, improved relationships with customers, as well as to promote products or services. 

It is one of the basic pillars of digital marketing.

SEM (Search Engine Marketing)

It mainly refers to the process of buying ads on search engines.

SEM is a digital marketing strategy used to increase a website’s visibility on search engine results pages (SERPs).

While the term has referred to both organic search activities such as search engine optimization (SEO) and paid, it now almost exclusively refers to paid search advertising.

Search engine marketing is also known as paid search or PPC (pay per click).

Content Marketing

Content marketing encompasses all practices used to make relevant content available to customers, prospects, and users of a brand.

Content marketing can involve content in many different ways: videos, ebooks, guides, webinars, case studies, infographics, blog posts, and more.

Landing Page

A landing page is a page where a visitor is redirected after clicking on an ad, promotion, or search result.

The purpose of a landing page is to get the visitor’s contact details in exchange for e-books, access to an online webinar, exclusive shopping offers, etc. Often used to capture leads or sell products.


In Digital Marketing, the acronyms CTR, CPM, CPA, CPL, and CPC are constantly used in everyday life!

CTR – Click Through Rate, or clickthrough rate, shows the variation between clicks and ad appearances. 

For example, if the customer viewed your website 1000 times and clicked on 200 (80%) of them, that is, you had a CTR of 20%;

CPM – Cost Per Thousand, or Cost Per Thousand, in this category the user will pay for placement, that is, he pays every time the ad reaches 1000 views, ideal for those who want to show the brand;

CPA – Cost Per Action, or Cost per Action, also described as CPV, Cost per Sales, shows us how much was spent for each sale made;

CPL – Cost per Lead, is the cost of people who entered a website and performed some action, for example, users who accessed a Landing Page and completed a registration to receive an e-book;

CPC – Cost Per Click, or Cost Per Click, is the most common method of sponsored links. An amount will be paid on the clicks on the ads, which are widely used for sales purposes.

A/B Testing

It is a method of comparing two versions of a webpage or ad creative, etc. to each other to determine which one performs better. 

A/B testing is essentially an experiment where users are shown two or more variants at random, and statistical analysis is used to determine which variant performed best for a given goal.

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