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

Text ad

An advert, predominantly used on the search network, which contains text only.

Third-party data

Data that’s collected from other reliable sources, such as the ONS (Office for National Statistics), PHE (Public Health England), or Statista.

Title tag

HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

TLD (Top Level Domain)

The highest level in the domain architecture – i.e. in the domain name, the top-level domain is .com

Top 10

Top 10 in digital marketing refers to being in the top 10 of the Google SERPs – in most cases (depending on how many ads are running), this usually means you’re on the first page.

Top of the Funnel

Top of the funnel, sometimes referred to as TOFU, is the top and widest part of the marketing (or buying) funnel. This where you want to try and gain the attention of as many prospective customers as possible with optimised, relevant, and interesting content.

Tracking pixel

A snippet of HTML code on a website that is used to track data such as user behaviour and conversions.


Traffic is a way of measuring how a website is performing – the more traffic a website gets, the more visitors it has.

Trick banner

Also known as deceptive banners, these are banner ads which some sites use to imitate important software or system messages to encourage click through. We don’t recommend using trick banners as they’re spammy and don’t encourage audience trust.

Two-tier affiliate program

The same as an affiliate program, but instead of attempting to get sales for a company, they’re trying to convince other influencers to join the affiliate program and become a brand ambassador themselves.

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