Your ultimate guide to digital marketing terms.

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Term Description
A/B test

A comparison test of marketing materials to see which one outperforms the other. Version A is the control, and Version B is the variant. 


Stands for Application Programming Interface. Allows applications to communicate with each other.

Big Data Pipelines

An automated function that takes big data as the input and enables it to flow smoothly from one station to the next.


A group of several traffic sources with the same medium. By default, Google Analytics has some known as Default Channel Groupings, such as display, paid and organic.

Click through Rate (CTR)

The number of clicks through to an ad divided by number of impressions. CTR is an important metric for indicating user interest.

Cloud engineering

Designing systems to leverage the power of cloud resources.


 A change of settings. If no new code is created and changes in settings are performed this means configuration.  Examples include a change of filters or enabling new custom dimensions. Every Google Analytics settings changes/addition falls under configuration. 


 A predefined ‘closure’ of a journey, for example: customer buys, customer requests a quote, customer downloads a trial.

Conversion funnel

 A model that begins with a prospect’s first interaction with your brand and then leads onward towards a desired action, such as becoming a paying customer.

Cost Per Click (CPC)

 A way that advertising campaigns can be billed based on the number of visitor clicks. 

Cost Per Mile (CPM)

 Also known as cost-per-thousand impressions. A less sophisticated way of paying for ads based on paying for ad views.


 Graphics, assets and text which build an ad appearance. 

Custom Attribution

 Taking a view of the whole customer journey and attributing the credit for a conversion to different broader points along that journey, as opposed to just the final touch point.


 Information gathered or stored for analytical, decision-making or marketing purposes.

Data Warehousing

 The collection, formatting and consolidation of data from numerous data sources into one central repository. Uniform format to allow analytics across the whole dataset.

Data-Driven Attribution (DDA)

 The multi-touch attribution offered in Google Analytics 360.


 A group of linked descriptive information related to a fact. For example, the dimensions of a purchase event are client, product, time, clerk and location. 

Dimensions Attribute

 Attributes of data. For example, the attributes of a customer dimension include age and gender. 

Direct marketing

 Any marketing communication to an identified individual.

DoubleClick Bid Manager (DBM)

 A product that helps to execute creatives (assets) stores in DCM as campaigns.

DoubleClick Campaign Manager (DCM)

 Hosting for assets used in display campaigns.

DoubleClick Digital Marketing (DDM)

 An integrated ad technology platform.

DoubleClick for Publishers (DFP)

 helps to manage inventory (ads slots) and arrange direct deals with advertisers.

DoubleClick Search (DS)

 Management platform that allows marketers to create paid search campaigns across different engines.

First Party Cookie

 A cookie set by the domain name that appears in the browser address bar. Once a cookie is set, it can always and only be read by that specific domain.

Google Analytics 360 (GA360)

 This is the former name for Google Marketing Platform (GMP), a complete ecosystem of marketing tools enabling marketers to plan, buy, measure and optimise the digital media and customer experience all in one place.

Google Analytics Premium (GAP)

 This is the former name for Google Analytics 360 (GA360), the enterprise version of Google Analytics Standard.

Google BigQuery (GBQ)

 An enterprise data warehouse that enables the storing and querying of massive datasets. 

Google Search Console (GSC)

 Google tools and reports to help marketers measure search traffic and improve performance on Google search.

Google Tag Manager (GTM)

 A tag management system that allows marketers to update tracking codes and code fragments.

Hidden Markov Modelling (HMM)

 A variation of the Markov Model, a model based on sequence data, including time sequence driven data. HMM modelling is used when only observational data, not information about the states of a customer transaction is known.


 A request made to marketing systems. Usual fees related to tools are based on hits. One hit represents one single set of information sent to the system. 


 An entity collected online that can identify a specific consumer, such as an IP address, an email address, a telephone number.


 Refers to carrying out, executing or planning a data-related project that can help you influence actions throughout your organisation.


 A view of a specific display advertisement, for example, a consumer lands on the page where the ad is displayed.

Last Click Attribution Model

 Attributing 100% credit for a conversion to the last touch point a consumer clicked on.

Lifetime value (LTV)

 A metric that predicts net profit attributed to an entire future relationship with a customer. 

Logistic Regression

 A probability model based on statistics. Used as a key model in Datalicious Media Attribution.

Machine Learning

 An artificial intelligence discipline that allows machines to learn from data without being explicitly programmed.

Media Attribution (MA)

 The process of analysing available online and offline consumer data and attributing credit to different elements of digital marketing. The purpose is to understand which aspects of digital marketing are driving sales and which areas can be optimised.

Media Mix Modelling (MMM)

 Macro-level analysis of both online and offline media/marketing channels to determine the effect that each channel has had on a particular conversion point. Informs future budgeting decisions

Micro conversion

 An action which represents non-monetary value, such as ‘signup to the newsletter’. 

Multi-screen interactions

Refers to the use of multiple devices.

Multi-Touch Attribution (MTA)

 This means the same as full path Media Attribution.

Multivariate tests

Similar to A/B testing but compares more variables.

Natural Language Processing

A branch of artificial intelligence, NLP aids computers to decipher and make sense of human languages. It involves the application of algorithms to identify natural language rules, enabling unstructured data to be understood by computers.


Broadly refers to any form of marketing activity that is not digital/online, such as a television advertisement or billboard. Can also refer to a type of conversion, such as when a customer converted offline by purchasing in-store.

One-to-one marketing

Any marketing communication to an identified individual.


Broadly refers to any form of digital marketing activity.

Personally identifiable information (PII)

Information from which a living individual can be identified. Data might be personal if it could potentially be combined with other information to identify an individual, even where they are not named. This can include business information and email addresses.


A commonly used way of communicating digital user actions to digital marketing services. Pixels sends information about users’ action to different systems (like Google Analytics).


A content-oriented site with advertisement slots or any space capable of displaying ads.

Purchase Path / Purchase Journey

The entire process from the consumer’s first interaction.

Re-targeting / Remarketing

Applying user-behaviour data collected from a website to market to the same user on unrelated pages.

Search Engine Marketing (SEM)

Marketing to drive and increase the visibility of a website in search engine results.

Search Engine Optimisation (SEO)

Influencing the results of a particular search in a search engines’ unpaid (organic) results.


A subset of data or a subset/subgroup of the population that usually carries distinctive attributes. Examples include ‘males aged 18-25 years’, ‘iOS users’, ‘people who completed transaction’. In Google Analytics, data can be segmented by users, sessions or hits.

Sensitive personal data

Personal data relating to racial or ethnic origin, sexual life, political opinions, trade union membership, religious beliefs, physical or mental health, any criminal offence, alleged offence or legal proceedings, the disposal of such proceedings and the sentence of any court in such proceedings.

Service in operations (SIO)

Metric used when users can apply online for a service, but after verification, some of these users may be excluded. It represents a chance that actual conversion may become a paid customer.


Making a change, for example adding a goal to Google Analytics means ‘changing settings’. Similarly, if you enabled Google BigQuery, this would be a setting change.

Single Page Applications (SPA)

Refers to the URL of a website staying the same while the content changes.

Tag (HTML)

A piece of HTML code which describes a page element. It may contain HTML attributes.

Tag (Marketing)

A piece of JavaScript code, which is executed in a browser to enable marketing activities. An example: track certain actions or allow marketing tools like chat.

Tag Management

A piece of JavaScript code that allows you to collect data from a media source like a website and feed it into various technology tools. Tags are embedded into HTML/JavaScript code on a website, showing information like how the consumer arrived there and on what device, how long they were on the site and what was viewed.


The comparison of two different methodologies with one or numerous variants and the analysis of the results produced by them like A/B testing.

Third party

Any person or organisation other than the advertiser, with the exception of data processors. Includes associated and/or affiliated companies.

Third Party Cookie

A cookie set by (and on) a domain name that is not the domain name that appears in the browser address bar. It might be set as part of a side resource load or an AJAX HTTP request to a third-party server. Our DC pixels on any client site will create a third party Datalicious cookie.

Touch Point

An element that the consumer is exposed to, such as an eDM (email), an option to click through or a search query. It is usually digital but can also be offline.


A condition used to execute tags.

Use case

A methodology used in system analysis to describe how a user will interact with a solution to achieve a goal.

Web Analytics

The collection, storage, analysis and reporting of data collected from online sources to optimise web usage for areas including marketing.


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