Growth Marketing Dictionary

Browse through our glossary of commonly used terms in growth & digital marketing.

A/B testing

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


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


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


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,


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


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,


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


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


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.

GTM (Google Tag Manager)

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


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.


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


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


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.


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

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