- AEO (Answer Engine Optimisation)
- Optimising content so search engines and AI assistants can use it to answer questions directly, often through clear question-and-answer formats and structured data.
- AI agent
- Software that uses an AI model to complete tasks with some autonomy, such as answering enquiries, researching leads or drafting follow-ups, within rules you set.
- AI Overviews
- AI-generated summaries that Google shows at the top of some search results, citing a selection of sources.
- AI share of voice
- How often your brand appears in AI answers for a defined set of prompts, compared with competitors.
- Attribution
- The method of assigning credit for a sale or lead to the marketing touchpoints that influenced it.
- CAC (Customer Acquisition Cost)
- The total sales and marketing cost of winning one new customer.
- Click-to-WhatsApp ads
- Ads on Meta platforms that open a WhatsApp conversation with your business instead of a website.
- Conversion rate
- The share of visitors or leads who complete a desired action, such as an enquiry or purchase.
- CRM
- Customer relationship management software that stores contacts, deals and interactions in one place.
- CRO (Conversion Rate Optimisation)
- Improving websites and funnels so a larger share of visitors take the action you want.
- Demand generation
- Marketing that creates interest and trust in your solution before buyers are ready to purchase, rather than only capturing existing demand.
- Entity
- A distinct thing, such as a company, person, product or place, that search engines and AI models recognise and connect to other things.
- First-party data
- Information your customers share with you directly, such as purchases, sign-ups and preferences.
- GEO (Generative Engine Optimisation)
- Improving how generative AI systems such as ChatGPT, Gemini and Perplexity understand, trust and cite your brand.
- Growth Score
- ADSOCL's assessment of how well a business performs at each of the six growth stages.
- ICP (Ideal Customer Profile)
- A description of the type of customer who gets the most value from you and brings you the most value.
- Lead magnet
- A useful resource, such as a checklist, calculator or guide, offered in exchange for contact details.
- Lead scoring
- Ranking leads by how likely they are to buy, based on who they are and what they have done.
- Lifecycle marketing
- Messages triggered by where a customer is in their relationship with you, from welcome to win-back.
- llms.txt
- A proposed text file at the root of a website that gives AI models a concise guide to the site's most important content.
- LTV (Customer Lifetime Value)
- The total revenue, or profit, a customer generates over their relationship with you.
- Offline conversions
- Sales or qualified leads recorded in your CRM and sent back to ad platforms so they can optimise toward real outcomes.
- Retail media
- Advertising sold by retailers and marketplaces, such as sponsored products on Amazon or Flipkart.
- RevOps (Revenue Operations)
- Aligning the processes, tools and data of marketing, sales and customer success around revenue.
- ROAS (Return on Ad Spend)
- Revenue generated for every unit of currency spent on advertising.
- Schema markup
- Structured data added to web pages that helps search engines and AI understand what the content is about.
- Server-side tracking
- Collecting analytics and conversion data through your own server rather than only the visitor's browser, improving accuracy and control.
- UGC (User-Generated Content)
- Content created by customers, such as reviews, photos and videos, rather than by the brand.
- UTM parameters
- Tags added to links that tell analytics tools where a visit came from.
- Zero-click search
- A search where the user gets the answer on the results page or in an AI summary and does not click through to a website.
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