- Call to Action (CTA)What you want your target audience to do after receiving your marketing message. The call to action (CTA) clearly articulates the next step: learn more, contact us, shop now, follow us, sign up. A/B testing offers a great opportunity to experiment with different calls to action and optimize your messages with the CTAs that get the best audience response.
- Canonical URLThe "master version" of a page on your website that you want search engine crawlers to find. As you launch marketing campaigns and track users, information gets added to the end of your unique page URLs. From the crawlers point of view, this means you have multiple versions of the same page without a clear indication of which one is "right." When you set up a canonical URL in the page's HTML, you tell search engines which version of the page you want visitors to see.
- Classified AdvertisingAds appearing on the same page and grouped into categories in a list-like format. Common categories are real estate, home services, clothing, and cars. Compared to display ads, classified ads usually don't have images alongside the ad copy - and they're less expensive. They can be a cost-efficient advertising tactic for reaching people who are interested in a category relevant to your product or service. Classified ads also lend themselves naturally to localization.
- Click-Through Rate (CTR)The percentage of users who click on the link in your digital marketing message after seeing it. For example, if 10,000 users see your display ad, and 10 users click on it, your click-through rate (CTR) is 0.001 or 0.1%. The same math applies to links within marketing emails, landing pages, and social media. CTR is a key success metric for an advertising campaign.
- Contact FormA page on a website that contains a brief questionnaire that allows users to provide information about themselves and indicate an interest in being contacted about your products or services. Common form fields are first name, last name, email address, and area of interest. Essential elements of a contact form are a statement confirming the user is giving you permission to make contact and a link to your privacy policy.
- Content MarketingContent marketing is a strategy businesses use to attract, engage, and retain customers by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when its time to buy what you sell.
- Conversion RateThe percentage of user actions taken after total clicks on a display ad or other digital asset. Your marketing strategy defines your actions, which commonly include clicking on a second link, downloading an asset such as a B2B (business-to-business) white paper, or signing up to receive special retail offers. The formula is: clicks / actions = conversion rate. The higher your conversion, the more successful your campaign.
- Conversion Rate Optimization (CRO)The process of increasing the percentage of users who take the actions you want them to, such as clicking on a website link or purchasing a product online. Two key conversion rate optimization (CRO) strategies are A/B testing and personalized marketing. Both use analytics to uncover customer insights to help you craft the right message to the right person at the right moment for better results.
- Cost Per Acquisition (CPA)How much you spend to win a single paying customer. Cost per acquisition (CPA) is a marketing success metric that can be calculated for a campaign, a digital marketing channel (such as email), or across all channels and tactics. At a campaign level, the formula is: total campaign cost / conversions (paying customers) = CPA. This metric is commonly used to determine the results of display ad and affiliate marketing campaigns.
- Cost Per Click (CPC)A fee that a website publisher charges to serve your display ads on its site. Instead of paying for your ads to simply show up, you only pay when the audience interacts with them. Google is a major publisher of cost-per-click (CPC) ads, and it contracts with other publishers to distribute them to other sites, too.
- CPMCost per thousand impressions of an online ad. When an ad is served to a user, it's counted as an impression. If an ad network charges you $1,000 for delivering 1 million impressions, your CPM is $1. A CPM model can be a good strategy if your campaign goal is to raise awareness of your brand. If your campaign goal is to increase user interaction with your brand or prompt users to take a specific action such as signing up for a loyalty program, a cost-per-click (CPC) model may be a better choice.
- CreativesThe products of copywriters, graphic designers, and other creative advertising people's or simply the people themselves. If you're looking at layouts, or mock-ups, of marketing emails, landing pages, or display ads, you're looking at creatives or simply creative.  When finalized, these pieces may be called creatives or digital assets If you're looking at the people who imagined them, you're looking at creatives, too.
- CRMThe practice of customer relationship management (CRM). The goals of CRM are to retain current customers, increase their spending, and convert prospects into new customers. CRM technology is used to manage information such as a summary of each interaction, indicators of intent to purchase, and purchase history. Analytics are also used to provide real-time insight into cross-sell and upsell opportunities at the individual customer level.
- CSSCascading style sheet (CSS), a language that dictates how a web page looks. It covers layout, colors, fonts, font sizes, and more. The advantage of using CSS is that its rules can apply cascade across all of your web pages, reducing the time to code each page from scratch. CSS also enables responsive web design, which aims to reuse code across desktop and mobile devices and keep the user experience (UX) consistent.
- Customer Acquisition Cost (CAC)Customer acquisition cost (CAC) is the amount of money a company spends to get a new customer. It helps measure the return on investment of efforts to grow their clientele. CAC is calculated by adding the costs associated with converting prospects into customers (marketing, advertising, sales personnel, and more) and dividing that amount by the number of customers acquired.
- Customer Data PlatformA customer data platform (CDP) is a central location for customer data from a variety of sources. It aggregates and organizes that data to create a single customer profile that can be used to optimize marketing and customer experience initiatives.
- Customer JourneyThink of a customer journey as a detailed map that shows the full experience a customer has with your business. It lets you see every interaction they have with your company, even before and after they engage. By first understanding the customer journey, it will be easier to define your goals and use our automation tool to create the overall marketing experience you want to provide.
