The definition of the most common abbreviations and acronyms in Growth Marketing and Digital Marketing


5 years ago

When most people begin a career in Growth Marketing they can feel overwhelmed with the amount of abbreviations and acronyms that are used in the industry. Although there are many of these to learn the good news is that once you spend some time to study and use them on a daily basis you will be a pro in no time. Here’s a quick guide to get you started:

  • Click Through Rate (CTR): % of people reached by your ad/ email/ communication that click on it. The equation is the number of clicks you get in an ad or email divided by the number of impressions
  • Cost per Thousand (CPM): The cost of 1,000 impressions
  • Customer Acquisition Cost (CAC): it is how much it costs for you/ your business to acquire a new customer. The lifetime value will also help defining how much you should invest to have a new customer. In our Growth Marketing Course, a former Uber Growth Manager explains both concepts.
  • Customer Lifetime Value (LTV): It is the value/ revenue that you acquire from a customer during their lifetime.
  • Pay per Click (PPC): a type of marketing campaign where advertisers pay a search engine or a social media site, for example, an amount based on the clicks they receive from the ad on those channels.
  • Cost per Click (CPC): the cost advertisers pay for each click received on their ad. This is normally the case when running a Pay per Click campaign.
  • Cost per Lead (CPL): the cost advertisers pay for each new lead. A lead can be a potential new customer, a new subscriber, etc.
  • Bounce rate (BR) in websites: % of website visitors that navigate away from the site after viewing only one page and not making any clicks.
  • Bounce rate (BR) in emails: % of emails that are not delivered divided by the number of emails sent. This can be helpful to clean your basis as many people use invalid emails.
  • Open Rate: commonly used in email marketing campaigns which means how many people opened your email from the ones that you send minus bounces (the ones not delivered). We explore this and other metrics used in email marketing in the Email Marketing Course with an entrepreneur that has developed several email marketing campaigns.
  • Response rate: also commonly used in email marketing campaigns that shows how many users responded to your email compared to the number of emails delivered
  • Cost per Action (CPA): It is the cost that an advertiser has for each action a user takes. Actions can be a new subscribe to a newsletter, a purchase, etc.
  • Conversion to Action: number of people that converted to your desired action. Conversion to action is commonly used in email marketing campaigns
  • Conversion rate (CR): it measures the number of users who have completed a transaction divided by the total number of website visitors/ ads impressions.
  • Call to Action (CTA): it is normally a button, a text link or an image that you place in your website or email to encourage users to take an action. The action can be to fill out a form, to visit a landing page, to download an app, etc.
  • Content Management System (CMS): CMS is a web application that helps non-technical people to create and edit a website.
  • Customer Relationship Management (CRM): These are normally CRM software that help an organization to keep track of their potential and existing customers, emails exchanged and much more. There are many players but one of the biggest ones is SalesForce.
  • Google Analytics (GA): a Google product that offers enterprise tools to measure website, app, digital and offline data to gain customer insights.
  • Search Engine Optimization (SEO): It’s the process of getting natural, organic visitors to your website. There are strategies, techniques and tactics that you can use to increase your rank within search results and increase the amount of visitors to your website. There is a great SEO Training Course from Rand Fishkin from Moz if you want to learn how to improve your website positioning in search engines like Google.
  • Search Engine Marketing (SEM): SEM is a type of paid marketing. Different than SEO that happens organically in SEM advertisers pay to appear as a relevant link when users are doing a search. There are many important variables when setting up a SEM strategy such as identifying keywords, defining URL, bidding amount, competitors positioning, etc. To start a SEM strategy and maximize your visibility in search engines you can watch the SEO & SEM Course.
  • Landing page (LP): A landing page is a section of a website accessed by clicking a hyperlink on another web page or also a promoted ad. Landing pages are key for SEO & SEM so we created the Marketing Funnel Crash Course to teach you how to create a landing page and link it with your Marketing efforts.

Do you know other abbreviations in the growth marketing field that are not listed here? Share them with us!



5 years ago

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These definitions are very helpfully


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