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Below is a list of the acronyms we use and what they mean


  1. B2B: Business-to-Business – Companies that sell to other businesses. Examples: Xero, Grow.
  2. B2C: Business-to-Customer – Companies that sell to consumers. Examples: MightyApe, Sky, Farmers.
  3. BR: Bounce Rate – This is the percentage of people who land on your website and leave without clicking on or viewing any other pages.
  4. CPL: Cost Per Lead – The amount it cost your business to acquire a lead.
  5. CR: Conversion Rate – The percentage of people who complete a certain action on your website, things like filling out a form for example. If you have a high CR then your site is doing well.
  6. CRM: Customer Relationship Management – Certain software programs that allow companies to keep track of interactions with existing and potential customers.
  7. CSS: Cascading Style Sheets – The language used to describe design and presentation of web pages.
  8. CTA: Call To Action – A button, image, text link or something that encourages a visitor to your site to take a certain action such as visiting a landing page or downloading content.
  9. CTR: Click Through Rate – The percentage of your audience that clicks through from one part of your website to the next part of your marketing campaign. To work this out, it’s the total number of clicks your page received divided by the number of page views, emails sent etc.
  10. FB: Facebook – Don’t think we need to explain this one but just in case it’s the social media giant we all use.
  11. GA: Google Analytics – Google’s service that gives detailed stats about your website traffic and sources while measuring sales and conversions.
  12. GTM: Google Tag Manager – Google Tag Manager is a tool that makes it easy to add and update website tags without having to edit your website code.
  13. HTML: Hyper-Text Markup Language – The language behind your website, landing pages and emails. HTML lays out the structure of your website.
  14. KPI: Key Performance Indicator – A performance measurement companies use to measure a certain activities success. We look at KPIs to evaluate factors that are crucial to the success of a business.
  15. MTD: Month-to-Date – A period of time starting at the beginning at current month and ending at the current date.
  16. PPC: Pay-per-Click – PPC is the total amount of money spent getting an advertisement clicked on. Advertisers will normally pay a publisher, like Google, a certain amount of money each time their ad is clicked. PPC is normally bid based, so each advertiser sets a maximum spend on their ad and it will stop appearing once this maximum is reached. So the more people that click on your ad the less you’ll pay and vice versa.
  17. PV: Page View – We use this to analyse websites and to see if any change on a web page results in more or fewer views.
  18. ROI: Return On Investment – The way to measure singular or multiple investments. The formula for this is the gain from the investment minus the cost of investment, then divided by the cost of the investment. The result is a percentage. If the ROI is negative, well, you’re losing money!
  19. SEM: Seach engine Marketing – Internet marketing that promotes your website by increasing it’s visibility in search engines result pages.
  20. SEO: Search Engine Optimisation – A technique making your website more visible to people who are looking for your product by helping you rank higher in organic search results in search engines such as Yahoo, Bing or Google. Now there a lot of factors to improving your SEO. Search engines look at things like keywords, image and title tags, internal link structure. They also look at the design and site structure, visitor behaviour and other factors to determine where you sit in the results page.
  21. SLA: Service Level Agreement – Describes an agreement between a marketing team and sales team that is used to align strategies. The agreement defines the expectations each side has for the other.
  22. SMB: Small to Medium Business – These are the companies that we help! Usually defined as companies that have anywhere up to 500 employees.
  23. UI: User Interface – An interface that allows users to control a certain software application or device. Includes things like a menu bar and toolbar, buttons, different windows and so on. A good interface is user-friendly, intuitive and provides an overall positive experience for the user.
  24. URL: Uniform Resource Locator – Also known as the web address.
  25. UV: Unique Visitor – A person who visits your website more than once within a certain time frame. Used in relation when tracking the amount of traffic on a website. So if only 1 person had visited your website 50 times you would have 1 UV and 50 total site views.
  26. UX: User Experience – The overall experience a customer has with a business. From all stages of the journey, from the discovery to the purchase.
  27. WOM: Word of Mouth – This is people passing on information about a brand or product through verbal communication and nowadays even through online communication.