The 100 Most Important Online Marketing Abbreviations Explained
A/B Testing
A/B testing is a method in which two different versions of websites, apps, ads, etc. are tested on a target audience. This allows a direct comparison of performance.
Ad – Advertising
Advertising (Ad) is the English word for “Werbung.” It refers to the distribution of information by companies in order to build awareness, maintain an image, and ultimately increase revenue.
Ad Creative
The Ad Creative is the visual or audible element of an ad and has a strong influence on performance. Creatives can be images, videos, or audio, and should reflect a consistent brand identity while triggering a positive reaction from the audience.
Affiliate Marketing
Affiliate marketing describes the cooperation between a provider (merchant) and a marketer (affiliate). The provider supplies promotional materials, which the affiliate uses to promote products or services. In case of success, the affiliate is compensated with a commission.
AI – Artificial Intelligence
Artificial Intelligence (AI) is the concept of transferring human learning and thinking processes to computers. The goal is for computers to solve tasks independently, without needing to be programmed for every situation.
AOV – Average Order Value
The Average Order Value represents the average purchase amount on a website or app. Increasing AOV is an effective way to boost revenue and is often cheaper than acquiring new customers.
Audience
In online marketing, “Audience” refers to the target group. This can be the entire population or a specific segment defined by criteria such as age, gender, interests, or web activity.
B2B – Business-to-Business
B2B refers to business relationships between two or more companies trading products or services.
B2C – Business-to-Consumer
B2C describes the business relationship between a company and the end consumer of its products or services.
Backlink
Backlinks are links from an external website pointing to your site. They are an indicator of popularity and play an important role in search engine rankings.
Bounce Rate
The bounce rate is the percentage of users who leave a website shortly after arriving, usually after visiting only one page. It’s an indicator of site or ad performance.
CAC – Customer Acquisition Costs
Customer Acquisition Costs represent the average cost of acquiring a new customer. Companies aim to minimize CAC to increase efficiency and profitability.
CD – Corporate Design
Corporate Design refers to the overall appearance of a company, including logos, product design, and advertising materials. It ensures recognition and builds brand awareness.
Churn Rate
The churn rate measures customer attrition – the percentage of customers who stop using a product or service compared to the total customer base.
CLV – Customer Lifetime Value
CLV measures the total value a customer brings to a business over the course of their entire relationship, including past and future transactions.
CMS – Content Management System
A CMS is software that allows users to create, publish, and manage web content such as text, images, or videos, usually without programming knowledge.
Conversion
A conversion occurs when a user performs a desired action, such as making a purchase or signing up for a newsletter.
Cookies
Cookies are small text files stored in a user’s browser by a website. They track behavior (e.g., visit duration or returning users) and are used for advertising and improving user experience.
CPA – Cost-per-Action
CPA is a pricing model where advertisers pay only when a specific action (e.g., sale, sign-up) is completed. Formula: Expenses ÷ Actions = CPA.
CPC – Cost-per-Click
CPC is a pricing model where advertisers pay for each click on their ad. Formula: Expenses ÷ Clicks = CPC.
CPL – Cost-per-Lead
CPL is a pricing model where advertisers pay for each lead generated (e.g., filled contact form). Formula: Expenses ÷ Leads = CPL.
CPM – Cost-per-Mille
CPM refers to the cost per 1,000 impressions of an ad. Formula: Expenses ÷ 1,000 impressions = CPM.
CPO – Cost-per-Order
CPO is a pricing model where costs arise only when an order is placed. Formula: Expenses ÷ Orders = CPO.
CPS – Cost-per-Sale
Synonym for CPO.
CPV – Cost-per-View
CPV is a pricing model where advertisers pay per view of an ad. Formula: Expenses ÷ Views = CPV.
CR – Conversion Rate
The conversion rate is the percentage of visitors who complete a desired action on a website (e.g., purchase, sign-up).
CRM – Customer Relationship Management
CRM is a strategy for managing all interactions with customers. It often includes documentation and analysis of customer interactions to improve long-term relationships.
CRO – Conversion Rate Optimization
CRO is the process of increasing conversions on a website by analyzing user behavior and optimizing barriers to action.
CSS – Cascading Style Sheets
CSS is a programming language used to design electronic documents (e.g., layout, fonts, colors) without altering the content.
CTA – Call-to-Action
A CTA is a prompt that encourages users to take action, such as “Buy Now” or “Sign Up.”
CTR – Click-Through Rate
CTR measures clicks on an ad compared to impressions. Formula: Clicks ÷ Impressions × 100.
CX – Customer Experience
CX refers to the overall experience a customer has with a company across all touchpoints.
D2C – Direct-to-Consumer
D2C means selling products directly to consumers without intermediaries.
eCPM – Effective-Cost-per-Mille
eCPM measures the estimated revenue generated per 1,000 impressions.
Engagement Rate
Engagement Rate measures interactions (likes, comments, shares) on social media compared to reach. Formula: Total Engagement ÷ Reach × 100.
FAQ – Frequently Asked Questions
A FAQ is a collection of common questions and answers to help users quickly find solutions.
FB – Facebook
Facebook is the world’s largest social media platform, offering features for both personal and business use, including ads and community building.
Frequency
Frequency describes how often an ad is shown to each user.
Funnel
A funnel represents the customer journey from awareness to purchase, narrowing at each stage as users drop off.
GA – Google Analytics
Google Analytics is a free tool for analyzing website traffic and user behavior.
Google Search Console
A free tool from Google to monitor and optimize website presence in search results.
Hyperlink
A hyperlink is a clickable reference that connects documents or sections.
IG – Instagram
Instagram is a social platform focused on photos and videos, widely used by businesses for advertising and branding.
Influencer Marketing
Influencer marketing leverages trusted personalities with large audiences to promote products authentically.
Knowledge Graph
A system that organizes and connects information in search engines for better results.
Knowledge Panel
A sidebar in Google search showing key company information.
Keyword
A keyword is a search term entered into search engines. Correct keyword selection impacts ranking.
KPI – Key Performance Indicator
KPIs are metrics used to measure performance and success.
KUR – Cost-Revenue Ratio
A measure of costs compared to revenue. Formula: Costs ÷ Revenue = KUR.
Landing Page
The destination page after clicking an ad, designed to drive conversions.
Lead
A lead is a potential customer who provides contact information voluntarily.
ODAX – Outcome-Driven Ad Experiences
A Meta framework where campaigns are optimized toward defined outcomes (reach, sales, leads).
OOH – Out-Of-Home
Out-of-home advertising includes all ads placed in public spaces (e.g., billboards, screens).
Page Views
Page views measure how many times a webpage is loaded.
Performance Marketing
A marketing strategy focused on measurable results and optimization through KPIs.
POS – Point-of-Sale
The physical or digital location where a purchase takes place.
PPC – Pay-per-Click
Synonym for CPC.
PPL – Pay-per-Lead
Synonym for CPL.
PPA – Pay-per-Action
Synonym for CPA.
PR – Public Relations
PR refers to managing a company’s communication with the public, distinct from advertising.
Programmatic Advertising
The automated buying and selling of ad space in real time.
Retargeting
Showing ads to users who previously interacted with a product/service but did not complete a desired action.
ROAS – Return on Ad Spend
ROAS measures revenue earned per advertising dollar spent. Formula: Revenue ÷ Ad Spend.
ROI – Return on Investment
ROI measures profitability of an investment. Formula: Profit ÷ Investment.
SEA – Search Engine Advertising
Paid ads displayed on search engine results pages.
SEM – Search Engine Marketing
A strategy to increase website visibility in search engines, including SEO and SEA.
SEO – Search Engine Optimization
Improving organic (unpaid) visibility in search engines through optimization.
SERP – Search Engine Results Page
The results page of a search engine, including organic and paid results.
SMM – Social Media Marketing
Using social platforms for brand awareness, advertising, and customer engagement.
SOV – Share of Voice
The percentage of a company’s advertising compared to total market advertising.
TKP – Thousand-Contact Price
German term for CPM.
Traffic
Traffic refers to the volume of visitors to a website.
UGC – User-Generated Content
Content created by users (e.g., reviews, photos, videos) that companies can use for marketing.
USP – Unique Selling Proposition
A USP is a unique benefit that differentiates a product or service from competitors.
UTM Parameters
Tracking parameters added to URLs to identify traffic sources and campaign performance.
UX – User Experience
UX refers to the overall experience users have when interacting with a product or service.
WWW – World Wide Web
The global system of linked websites and documents accessible via the internet.
YT – YouTube
YouTube is the largest video platform, allowing users to upload and watch videos. Businesses use it extensively for advertising.
404 Error / Not Found
A status code indicating that a webpage could not be found, often due to incorrect URLs or removed pages.
