Glossary

A–C

• Ad spend: what you pay Google, Meta or TikTok for your ads to run. Separate from our fee.
• Bounce: a visit that saw one page and left.
• Campaign: a group of ads with one goal, budget and audience.
• Conversion: an action you care about, like a call, form or purchase. Also called a goal or lead.
• Cost per click (CPC): ad spend divided by clicks.
• Cost per lead (CPL): ad spend divided by leads. The best single measure of whether ads are paying off.
• Core Web Vitals: Google’s three measures of how fast a page feels. See What do the speed numbers mean?.
• CTR (click-through rate): the share of people who saw an ad and clicked it.

D–P

• DNS: the settings that point your domain at your website and email.
• Domain: your web address, like yourbusiness.com. See Domains and hosting: what’s included?.
• Hosting: the server your website lives on.
• Impressions: how many times your ads were shown.
• Landing page: the page an ad sends people to.
• PageSpeed: Google’s lab test of a page’s speed and quality. See What do my PageSpeed scores mean?.
• Pixel (or tag): a snippet from an ad platform that lets it count conversions from your ads.

R–Z

• Retargeting: showing ads to people who already visited your site.
• ROAS: return on ad spend, sales divided by ad spend. Mostly used for online stores.
• SSL certificate: what gives your site the padlock and https.
• Uptime: the share of time your website was up and working.
• UTM tags: labels added to a link (like utm_campaign=spring-sale) so you can see which ad or email a visit came from. See Where do my visitors come from?.