Growth Marketing Dictionary

A/B testing

Testing two variations of one variable (i.e. ad copy, subject line) against each other to see what performs better.

ABM

Account-based marketing; sales approach to personalize your process of acquiring high-value, targeted customers/accounts.

Above the fold

Content on a website or app that is visible without scrolling further.

Attribution

Attribution helps to identify which touch point in the customer journey is responsible to what extent (for example linear or time-based) for a conversion.

Backlog

A organized table to collect, sort, prioritize and select tasks or experiments.

CAC

Customer acquisition cost; What you pay to acquire one new customer. Example: When your marketing expenses are 200€ and you generate 2 customers, your CAC

Conversational marketing

Conversational marketing is a term coined by Drift: A one-to-one approach to marketing that companies use to shorten their sales cycle, learn about their customers,

CPC

Cost per click; What you pay for people clicking on an ad (on average). Example: With a ad spend of 500€ and 250 clicks your

CTA

Call to actions who are used as buttons or links in usually prominent places. CTAs try to convince the audience to take a certain action,

CTR

Click-trough-rate; Clicks divided by impressions, used to measure the success of ads, CTAs or SEO traffic.

CVR

Conversion rate; Percentage of people taking a desired action. Examples: Purchases, Add to Carts, Downloads, Newsletter signups.

Frequency

Number of impressions per person. Example: A frequency of 2 for an ad means that the average person in your audience has seen your ad

GA (Google Analytics)

Google Analytics; a web analytics platform that allows you to analyze website traffic and app usage.

GSC (Google Search Console)

Google Search Console; a platform from Google to monitor your organic (SEO) traffic.

GTM (Google Tag Manager)

Google Tag Manager; a platform to manage code snippets (“tags”) and events on a website or app without involving development.

Heatmap

Heatmaps are used to visualize user interaction with a website or app. Interaction that can be tracked includes for example clicks, scrolling and mouse movements.

NSM (North Star Metric)

North Star Metric; A north star metric is the key measure of success in a company. It is the single metric that you focus on

OMTM (One Metric That Matters)

A concept from the book “Lean Analytics”. The metric that is used to focus on a daily basis. Every task should contribute to this metric.

Persona

A broad representation of your (dream) customers. Includes demographic and psychographic data such as age, behavior and interests.

PPC

Pay per click; advertising where you pay per click. Example: At Google Ads you pay for every click on your ad.

Scraping

Extracting information or data from websites.

UGC (User-generated Content)

User-generated content; Content that is produced by your users such as reviews or content on social media related to your company or brand.

UTM

Urchin Tracking Module; Tags that are added to a URL to track campaigns. Common and reqiured UTM parameters are utm_source, utm_medium and utm_campaign, . They