Marketing Glossary

ASO (App Store Optimization) App Store Optimization (ASO) is the process of optimizing an app's metadata within app stores (Apple App Store, Google Play Store, and others) to increase visibility in search results, improve conversion rates, and drive more organic downloads without paid use CPI (Cost Per Install) Cost Per Install (CPI) is the total advertising spend divided by the number of app installs acquired during the same period. App Install Attribution App install attribution is the process of connecting each app install back to the marketing source that drove it, so you know which campaign, channel, or creative actually produced the user. LTV:CAC for Apps LTV:CAC ratio is the lifetime value of a user divided by the customer acquisition cost. App Retention Rate App retention rate is the percentage of users who return and actively use an app after a specified period, typically Day 1, Day 7, or Day 30 after install. App Marketing Mix App marketing mix is the strategic allocation of budget and effort across multiple user acquisition and retention channels to maximize sustainable growth at profitable cost per install. SKAdNetwork SKAdNetwork is Apple's privacy-preserving attribution framework that enables app marketers to measure install and post-install conversion effectiveness without collecting individual user identities. App Store Featured Placement App Store featured placement is organic visibility on the Apple App Store or Google Play homepage, category pages, or curated collections. App User Acquisition Funnel The app user acquisition funnel is the path a user travels from first seeing an ad to becoming an active, paying user. App Marketing Channels App marketing channels are the platforms, strategies, and tactics app companies use to acquire, engage, and retain users.

AI Voice Agent An AI Voice Agent is an intelligent voice system powered by large language models that conducts natural conversations via phone or voice channels. Answer Engine Optimization (AEO) Answer Engine Optimization (AEO) is the practice of structuring, publishing, and promoting content so that it gets cited as a source by AI-powered answer engines including ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot. Generative Engine Optimization (GEO) Generative Engine Optimization (GEO) is the practice of structuring and publishing content so that it is indexed, discovered, and used by large language models (LLMs) and generative AI systems including ChatGPT, Claude, Gemini, and other foundation models. LLM Citation Optimization LLM citation optimization is the practice of structuring content so that large language models and AI assistants, such as ChatGPT, Perplexity, Claude, and Google AI Overviews, reference and cite your business in their answers. AI Marketing Stack An AI Marketing Stack is an integrated set of AI-powered tools and systems that automate customer acquisition, engagement, retention, and analytics.

Click-Through Rate (CTR) Click-through rate (CTR) is the percentage of users who click an ad or link after seeing it, calculated by dividing total clicks by total impressions. Cost Per Lead (CPL) Cost per lead (CPL) is the total ad spend divided by the number of leads generated in a given period. Customer Acquisition Cost (CAC) Customer acquisition cost (CAC) is the total marketing and sales spend divided by the number of new customers acquired in a given period. Customer Lifetime Value (LTV) Customer lifetime value (CLV) is the total net revenue a business expects from a single customer across the entire relationship. Performance Max Campaigns Performance Max campaigns are Google Ads campaign types that use machine learning to serve ads across all Google inventory, including Search, Display, YouTube, Gmail, and Maps, from a single campaign. Cost Per Acquisition (CPA) Cost per acquisition (CPA) is the total ad spend divided by the number of customers acquired in a given period. Return on Ad Spend (ROAS) Return on ad spend (ROAS) measures the revenue generated for every dollar spent on advertising, calculated by dividing total revenue by total ad spend. Conversion Rate Conversion rate is the percentage of visitors who complete a desired action, such as booking an appointment, filling out a form, or making a purchase. Cost Per Click (CPC) Cost per click (CPC) is the amount paid each time a user clicks on a paid advertisement. Quality Score Quality Score is Google Ads' rating of the relevance and quality of your keywords, ads, and landing pages, measured on a scale of 1 to 10. Impressions Impressions count how many times an ad is displayed to users, regardless of whether they click it. Lifetime Value (LTV) Lifetime value (LTV) is the total revenue a customer is expected to generate over their entire relationship with a business. Conversion Rate Optimization (CRO) Conversion rate optimization (CRO) is the systematic process of improving landing pages, forms, and funnels to increase the percentage of visitors who complete a desired action. Marketing Attribution Marketing attribution assigns credit to the marketing touchpoints that drive conversions. Smart Bidding Smart Bidding is Google Ads' machine learning-powered bidding strategy that automatically adjusts bids to maximize conversions or conversion value. Asset Groups Asset Groups are collections of text, image, and video assets organized for use in Performance Max and Responsive Search Ads. Target CPA Target CPA is a Smart Bidding strategy where you set a maximum cost-per-acquisition goal, and Google Ads automatically adjusts bids to achieve conversions near that target. Churn Rate Churn rate is the percentage of customers who stop using a product or service during a given period. Average Order Value (AOV) Average order value (AOV) is the mean amount of revenue per transaction or customer interaction. Audience Signals Audience Signals are user intent indicators that Google uses in Smart Bidding and Demand Gen campaigns to find high-value audiences. Conversion Tracking Conversion tracking measures when users complete desired actions after clicking an ad, such as booking an appointment, submitting a form, or making a purchase.

Same-Day Lead Response Same-day lead response is the practice of contacting a new enquiry the moment it arrives, ideally within minutes rather than hours or days. Voice Agent Qualification Voice agent qualification is the use of AI voice agents to answer inbound calls and gather qualification data (service needed, budget, timeline) from callers in real time. Lead-to-Booking Rate Lead-to-booking rate is the percentage of leads that become confirmed first appointments. Cost Per Booked Appointment Cost per booked appointment is total marketing spend divided by the confirmed appointments that actually land on the calendar. New Client Acquisition Cost New client acquisition cost is the full cost to win one new client for a service business, from first enquiry to first booked appointment. Lead-Gen ROAS Lead-gen ROAS is the revenue from customers won through paid ads divided by the ad spend, for businesses that sell by appointment. Booking Funnel Optimization Booking funnel optimization improves conversion at each stage: ad to click, page to form, form to appointment, and appointment to show-up. No-Show Rate No-show rate is the percentage of booked appointments that people miss or cancel at the last minute. Recall Marketing Recall marketing systematically brings past clients back for their next visit, check-in or follow-up service. Client Lifetime Value Client lifetime value is the total revenue one client brings over the whole relationship, including repeat visits and follow-up work. Capacity Yield Capacity yield measures how efficiently a service business turns its available capacity and client base into revenue. High-Ticket Service Marketing High-ticket service marketing is acquisition built for specialists and high-value services, where one sale is worth thousands. Lead-Gen Marketing Mix Lead-gen marketing mix is how a local business splits budget across paid search, the local pack, SEO, voice agents and direct mail. Local Search Intent Local search intent is the goal behind a local buyer's search query, from early research to ready to book. Local Pack Ranking Local pack ranking is where your business appears in Google's local pack, the block of three map results shown above the organic listings for searches like "plumber near me".