Digital marketing glossary: advertising, SEO and GEO.

Advantage+ Shopping

Advantage+ Shopping is Meta’s automated e-commerce campaign type that optimizes audiences, placements, and delivery.

Bot Ads

Bot Ads send users to a Telegram bot — useful for lead generation, registrations, consultations, or support.

Broad audience

Broad audience is a wide audience without strict targeting — the algorithm finds buyers itself.

Cart abandoners

Cart abandoners are users who added a product to the cart but did not complete the purchase.

Catalog Ads

Catalog Ads use a product catalog to automatically promote items without creating a separate video for each product.

Creative fatigue

Creative fatigue happens when an audience sees the same creative too often, causing weaker performance over time.

CRM Match

CRM Match allows targeting or excluding users based on a customer list in a privacy-safe way.

DPA

Dynamic Product Ads

DPA (Dynamic Product Ads) automatically shows users products from the catalog they’re most likely to buy.

Google Ads

formerly AdWords

Google’s platform for paid advertising across search, product ads, video and other placements. Campaign type depends on the business objective.

Google Shopping

Standard Shopping

Google product ads with an image, price and store name. Product data comes from Merchant Center; Standard Shopping and Performance Max are different ways to manage product advertising.

Intent-based traffic

Intent-based traffic comes from users who are already searching for a topic, service, brand, or competitor.

Learning phase

A period when an advertising system gathers optimization data after launch or significant changes. Duration depends on the platform, event volume and settings; there is no fixed duration for every campaign.

Lookalike

LAL

Lookalike is an audience similar to your existing customers or website visitors. Meta finds users with similar behaviour.

Meta Ads

Facebook / Instagram Ads

Meta’s advertising platform for Facebook, Instagram and other available placements. Formats and placement availability depend on the campaign and market.

Performance Max (PMax)

Google Performance Max

A Google Ads campaign type using automation to pursue conversion goals across Google channels. Results depend on conversion data, product data, creative assets and budget.

Prospecting

Prospecting means advertising to new cold audiences that have not interacted with the brand yet.

Retargeting

Retargeting means showing ads to people who already visited the website, viewed products, added to cart, or interacted with the brand.

Search Ads (Telegram)

Search Ads appear in Telegram search results based on keywords, topics, or intent.

Telegram Ads

Telegram advertising

Telegram’s official advertising platform. Formats, available placements, budget requirements and fees need to be checked for the specific buying route.

TikTok Ads

TikTok For Business

TikTok’s advertising platform for products, services and apps. Advertising features and TikTok Shop availability must be checked separately for the intended market.

Whitelist / blacklist

Whitelist and blacklist are lists of channels where ads should either be shown or excluded.

Attribution Model

attribution model

A rule for assigning conversion credit to user interactions. Available models depend on the platform; first-click, linear, time-decay and position-based models are no longer supported in Google Ads and GA4.

BigQuery

GBQ

Google’s cloud data warehouse for SQL analysis of large datasets. GA4 export supports event-level analysis and joining analytics with other data sources.

CAPI dropout

CAPI dropout happens when server-side events stop sending or become unstable.

CAPI-ready

CAPI-ready means a website or system is prepared to send server-side events to Meta through Conversion API.

Conversions API (CAPI)

Meta Conversions API

Meta’s interface for sending events from servers and other sources. When used with Pixel it requires deduplication; it does not remove consent or data-protection requirements.

Cross-channel attribution

Cross-channel attribution analyzes how different channels (TikTok, Meta, Google, organic) contribute to a single purchase.

Cross-channel RCA

Cross-channel RCA analyzes how changes in one channel (e.g. Google Ads) may affect another channel or the overall business result.

Dead clicks

Dead clicks are clicks on elements that do nothing and may indicate UX or design issues.

Dedup rate

Dedup rate shows whether Meta correctly merges the same event from Pixel and CAPI instead of counting it twice.

Device / Placement breakdown

Device / Placement breakdown splits results by device and placement (Instagram Reels, Facebook Feed, Stories, etc.) so you can see what actually performs.

Drill-down

Drill-down is the act of zooming from a high-level view down to a specific campaign, ad group, product, or ad to see what really moved.

E-commerce events

ViewContent · AddToCart · InitiateCheckout · Purchase

E-commerce events are store actions such as product view, add to cart, checkout, purchase, and order value.

EMQ-score

Event Match Quality

EMQ-score is Meta’s event match quality score. A higher score helps Meta match conversions to users more accurately.

Enhanced Conversions

A Google Ads feature that supplements conversion measurement with hashed first-party customer data for matching. It requires compliant data collection and consent; it is not another name for Meta CAPI.

Events API

Events API sends conversion events from the server to TikTok and improves tracking accuracy.

Google Analytics 4 (GA4)

GA4

Google’s event-based analytics system for websites and apps. Measurement of purchases, leads and other key events depends on data-collection configuration.

Google Consent Mode v2

CMv2

A mechanism for adapting Google tag behavior to user consent, including ad_user_data and ad_personalization. Basic blocks tags until consent; advanced can send cookieless signals when consent is denied. It does not replace collecting consent.

Google Tag Manager (GTM)

Tag Manager

A tag manager for measurement code and events. Consent checks, triggers and data validation must be configured; a container alone does not guarantee correct tracking.

Heatmaps

A visualization of page interactions such as clicks and scrolling. Click or scroll maps are not eye tracking and do not prove that a user read the text.

Meta Pixel

Facebook Pixel

Meta’s browser code for sending website events such as views and purchases. Measurement coverage depends on consent, configuration and browser restrictions.

Microsoft Clarity

Clarity

Microsoft Clarity shows user behaviour through session recordings, heatmaps, rage clicks, and other UX signals.

Pixel / CAPI parity

Pixel / CAPI parity checks whether browser events and server events are both being sent correctly and consistently.

Quick backs

Quick backs are fast returns to search after clicking — often a sign the page didn’t match intent or the UX is weak.

Rage clicks

Rage clicks are repeated clicks in one place, often showing that a user expected something to work but it didn’t.

RCA

RCA means root cause analysis. It explains not just what dropped, but why it happened and what should be checked next.

Session recordings

Session recordings show how users move through a website and where they face friction.

TikTok Pixel

TikTok Pixel is a website code that sends TikTok data about user actions: product views, add to cart, checkout, and purchase.

Transaction ID

Transaction ID is a unique order number that helps avoid duplicate purchase tracking in analytics.

AOV

average order value

Average order value: order revenue divided by order count for the same period. Treatment of refunds, taxes and shipping must be consistent.

Conversion value

Conversion value is the value of a conversion (e.g. order amount). It lets you optimize for revenue, not just for purchases.

CPA

Cost Per Acquisition

Cost per action: ad spend divided by the number of defined conversions. Specify whether the conversion is a lead, purchase or another action.

CTR

Click-Through Rate

Click-through rate: clicks divided by impressions, multiplied by 100%. Compare like-for-like formats, channels and periods; there is no universal good CTR.

DRR

share of ad spend in revenue

DRR is the share of ad spend in revenue. A DRR of 10% means that 10 UAH out of every 100 UAH of revenue was spent on advertising.

Hook Rate

Hook Rate is the share of viewers a creative “hooks” in the first seconds — typically how many keep watching past 3 seconds.

LTV

Customer Lifetime Value

Customer lifetime value over a defined relationship period. A model may estimate revenue or contribution profit; align the definition and time horizon before comparing it with CAC.

ROAS

Return on Ad Spend

Conversion value divided by ad spend. A 5× ROAS means five units of value per unit of spend, not net profit. State the revenue source and attribution model.

UPLIFY Share

UPLIFY Share measures the contribution of UPLIFY-managed channels to overall business results vs organic and other sources.

VTR

View-Through Rate

VTR (View-Through Rate) shows the share of viewers who actually watched the video — a quick read on whether the creative holds attention.

Asset completeness

Asset completeness checks whether a campaign has enough headlines, descriptions, images, videos, and other assets for proper optimization.

Asset Group

PMax asset group

A Performance Max asset group contains text, images, video and related settings. Product advertising also uses listing groups based on Merchant Center data.

Audience Signals

PMax audience signals

Audience suggestions for Performance Max automation, not strict targeting restrictions. The campaign may reach people outside these signals.

Brand Exclusion

PMax brand exclusions

A setting for excluding brands from supported advertising inventory. It helps separate branded and other traffic but does not by itself establish incremental results.

Catch-all detection

Catch-all detection finds campaigns or asset groups that take too much budget without clear segmentation and may reduce efficiency.

Smart Bidding

automated bidding

Google Ads automated bidding strategies that optimize for conversions or conversion value. CPA or ROAS targets depend on business economics and measurement quality.

Attention cards

Attention cards highlight important changes, risks, or issues so the client and manager don’t have to search for them manually.

Audit log

Audit log is a history of system actions: who changed what, when, and why — needed for transparency and security.

Business Manager

Business Manager is the Meta hub for managing ad accounts, pages, pixels, domains, catalogs, and permissions.

Catalog Manager

Catalog Manager is Meta’s tool for managing product catalogs used in dynamic ads.

Client dashboard

The client dashboard shows campaign performance, analytics, Merchant Center status, reports, and key business metrics in one place.

Feed rules

Feed rules are processing rules that automatically transform or enrich product feed data before it reaches Merchant Center.

Google Merchant Center (GMC)

Merchant Center

Google’s platform for product and store data. Item statuses, policies and settings determine eligibility for advertising and free listings.

GTIN

GTIN is a global product identifier that helps Google recognize products and match them correctly in Shopping ads.

Health-check

Health-check is a regular review of account health, tracking, feeds, integrations, tokens, and key project systems.

Horoshop

Ukrainian e-commerce platform

A Ukrainian SaaS platform for online stores with catalog management and built-in integrations. Capabilities and limits depend on the plan and store configuration.

Merchant Health

Merchant Health shows the condition of your product catalog: approved products, disapprovals, warnings, and technical issues.

Product Feed

product feed

A structured product dataset containing titles, prices, availability, images and other attributes. Required fields depend on the platform, category and market.

QA checklist

QA checklist is a pre-launch list of checks for pages, forms, analytics, payments, delivery, SEO, and technical settings.

SKU

SKU is an internal product code used to manage assortment, stock, feeds, and analytics.

TikTok Catalog Manager

TikTok Catalog Manager is the tool for uploading and managing the product catalog used in TikTok Ads.

UPLIFY OS

UPLIFY OS is our internal agency operating system that brings together ad accounts, analytics, alerts, reports, finances, and AI recommendations.

Webhooks

Webhooks automatically send data between systems when an event happens, such as a purchase or status change.

XML / CSV processing

XML / CSV processing means preparing product files for import into a store or advertising platform.

AI visibility

AI visibility shows how easily your brand can be found, understood, and recommended by AI search systems.

Article / BlogPosting

Article / BlogPosting schema marks up articles, guides, and blog posts.

Brand mentions

Brand mentions are references to your brand on other sites, in media, directories, ratings, or partner materials.

Entity

An entity is something search and AI systems can recognize: a company, person, service, product, or brand.

Entity profile

An entity profile is a clear representation of your brand: who you are, what you do, who you help, and why you can be trusted.

FAQPage schema

FAQPage schema marks up questions and answers so search engines can better understand the FAQ section.

Generative Engine Optimization (GEO)

AI-SEO

Work to make content accessible, understandable and well-supported for AI search. It complements SEO and does not guarantee citations, brand mentions or rankings.

Google AI Overviews

AIO, formerly SGE

AI-generated overviews in Google Search that may include source links. Assess click impact using specific queries and site data.

JSON-LD

JSON for Linked Data

A JSON-based linked-data format commonly used for Schema.org structured data. Markup should match the visible page content.

Knowledge Graph (Google)

Google knowledge graph

A structured representation of entities and their relationships. Google Knowledge Graph is Google’s own system; a Wikidata entry does not guarantee inclusion.

LLM-citation

LLM-citation means an AI model uses your site or brand as a source in its answer.

Organization schema

Organization schema describes a company: name, website, logo, contacts, social profiles, and other key details.

Perplexity

AI search engine

An AI search service that can produce answers with web-source links. Site inclusion depends on the query and source selection, not a guaranteed interval after indexing.

Person schema

Person schema describes an expert or team member: name, role, image, profiles, experience, and topics of expertise.

Product + AggregateRating

Product + AggregateRating marks up a product with rating, price, availability, or reviews.

Proof blocks

Proof blocks are trust signals: cases, reviews, certificates, photos, numbers, processes, and other evidence of real expertise.

Quotable claims

Quotable claims are short, accurate, evidence-based statements that AI systems can easily quote or summarize.

Schema.org

structured data vocabulary

A shared vocabulary of types and properties for structured data. It describes page content but does not itself guarantee rich results or AI citations.

Selection frameworks

Selection frameworks are structured criteria that help users and AI systems compare and choose between solutions.

Semantic coverage

Semantic coverage shows how fully a site covers a topic: services, questions, cases, comparisons, proof, and related intents.

Semantic expansion

Semantic expansion grows the topics and queries your site can be found or quoted for.

Service schema

Service schema helps search engines understand what service the company offers and who it is for.

Source attribution

Source attribution ties a fact to its source: a date, a case, a page, an author, or another piece of evidence.

Wikidata

wikidata.org

Wikimedia’s open structured knowledge base with entities and Q identifiers. Entries must meet its policies; inclusion does not guarantee search or AI visibility.

Breadcrumbs

Breadcrumbs show the user’s path on a website, such as Home → Category → Product.

Content Gap

Content Gap means topics or search intents competitors already cover but your site doesn’t address yet.

Core Web Vitals (CWV)

page experience signals

User-experience metrics: LCP for loading, INP for interaction responsiveness and CLS for layout stability. Assess them with real-user data; they do not directly determine advertising cost.

Domain Authority

Domain Authority is Moz’s comparative metric for estimating a domain’s ranking potential. It is not a Google metric or a direct Google ranking factor.

DR / UR

DR / UR are Ahrefs metrics — Domain Rating and URL Rating — that score the strength of a domain and an individual page.

E-E-A-T

Experience · Expertise · Authoritativeness · Trustworthiness

Experience, Expertise, Authoritativeness and Trust in Google’s quality guidance. It is not a standalone metric or score that can be added through markup.

Google Search Console

GSC

Google Search Console helps monitor indexing, search queries, clicks, positions, and technical search issues.

Keyword-density trap

Keyword-density trap is the mistake of stuffing pages with keywords instead of providing useful facts and proof.

Link profile

Link profile is the totality of external links pointing to your site — their count, quality, relevance, and momentum.

Meta-tag verification

Meta-tag verification is a way to confirm site ownership through a special code embedded in HTML.

Sitemap.xml

Sitemap.xml is a file that lists important website pages and helps search engines discover them faster.

SSL

SSL protects website connections through HTTPS and is required for user security and stable advertising.

AI Action Plan

AI Action Plan is a draft list of recommended next steps based on campaign, analytics, product, and tracking data.

AI agents

AI agents are internal assistants that check data, detect issues, prepare draft insights, and help managers respond faster.

AI analytics

AI analytics uses data from ads, website analytics, Merchant Center, and other sources to detect problems and growth opportunities faster.

AI Project Intelligence

AI Project Intelligence is an AI layer that analyzes the project across ads, products, channels, analytics, and possible growth opportunities.

Asset Quality Evaluator

Asset Quality Evaluator checks ad assets for weak copy, missing formats, duplicates, poor coverage, and relevance to the product or offer.

ChatGPT

OpenAI

OpenAI’s AI service for conversation and information tasks. Search responses may include source links; search and citation capabilities do not guarantee a brand mention.

Claude (Anthropic)

Anthropic Claude

Anthropic’s AI service for text, code and information tasks. Capabilities depend on the model and available tools; web search and citations do not guarantee inclusion of a particular site.

Client Update Draft

Client Update Draft is an AI-assisted draft explanation for the client: what happened, what it means, and what the next steps are.

Merchant fix-drafts

Merchant fix-drafts are AI-assisted suggestions for fixing product issues in Google Merchant Center: titles, attributes, GTINs, brands, or policy warnings.

Meta QA evaluator

Meta QA evaluator automatically checks Pixel/CAPI, events, funnel structure, placements, audiences, and budget risks.

PMax QA

PMax QA is an automated check of Performance Max campaigns: tracking, assets, audience signals, structure, and budget risks.