Digital Marketing Glossary

All #0-9 A B C D E F G H I J K L M N O P Q R S T U X


The storage of Web files for later re-use at a point more quickly accessed by the end user.

Call to action (CTA)

A call to action, more commonly referred to as a CTA is something on a webpage that is meant to entice a user to complete a certain action. They can be links to other pages, contact info, downloading a guide etc.

Canonical tags

A directive that points crawlers to the preferred version of a webpage. This is to remove duplicate pages which may be produced for the user, but don’t need to be indexed – such as filter and sort pages.

Canonical URL

Prevents duplicate content issues, by specifying the one true “canonical” or “preferred” version of a URL


A country code Top Level Domain (TLD) reserved for a country or state, i.e.

Click-through rate (CTR)

The number of clicks obtained from your impressions, expressed as a percentage.

Closed-loop marketing

A form of marketing where sales and marketing work together to evaluate data and insights from marketing in order to learn from specific activity.

Cloud computing

If you do not have space or resources to build your own computing infrastructure, then cloud computing is for you! It allows its users to store, manage, and transfer data using host servers. There are several types of clouds with different purpose and benefits.

CMP (Cloud Management Platform)

CMP is a group of products that can be used to manage and monitor cloud computing resources either in private, public, or multi-cloud models.

CMS (Content Management System)

A content management system is software used to manage all different kinds of web content including pages and imagery. Popular CMS include WordPress, Joomla, and Drupal but there are lots of different options available to marketers.

Comment spam

Irrelevant or offensive comments posted to someone’s blog or website. Usually these include links to spammy websites so should be removed or blocked using your CMS.

Content marketing

Content marketing is a technique that involves creating online content which is designed to appeal to a brand’s specific audience. The goals of content marketing are varied and can include writing for SEO purposes and writing to gain backlinks, all of which are meant to increase a brand’s visibility and encourage conversion.

Contextual advertising

A method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

Conversion path

This is defined as a series of actions by which an anonymous website visitor becomes a known lead. Typical steps in your conversion path may be a call-to-action, a lead capturing form, a thank you page, etc.

Conversion rate

How many visitors to a website completed a desired action such as filling in a form or making a purchase? This is displayed as a percentage.


A website tracking file that stores data on a user’s computer based on their online activity. Cookies are then used to track users around the internet and serve ads based on the sites they’ve visited.

CPA (Cost Per Acquisition)

The average amount it costs to acquire a conversion through paid activity.

CPA (Cost Per Action)

A metric that calculates the average cost of an action. Cost divided by action (conversions)

CPC (Cost Per Click)

The cost of a click on an ad

CPL (Cost Per Lead)

A metric which calculates the average cost of a lead. Cost divided by leads.

CPM (Cost Per Mille)

Also called Cost Per Thousand, this is the price that advertisers pay for a thousand impressions or views of an ad.

CRM (Customer Relationship Management)

CRM focuses on managing positive interaction and communication with clients in order to achieve optimal client satisfaction and retention.

CRO (Conversion Rate Optimisation)

The systematic process of using test and learn techniques to identify which aspects help to improve website performance by encouraging more users to take a specific, desired action.


A file that determines the styling of web content. Used as a reference rather than coding each individual styling change.

Customer acquisition cost

The cost to the business of acquiring a new customer.


Conversion rate. The percentage of users who complete a conversion on your website.

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