Glossary
Digital Marketing Specialist Terms & Vocabulary
15 essential digital marketing specialist terms with plain-English definitions: the vocabulary you’ll hear in training and on day one.
Key digital marketing specialist vocabulary
These 15 terms come up constantly in digital marketing specialist training, on the job and in interviews. Knowing them helps you follow instructions, document accurately and sound prepared.
- A/B test
- Comparing two versions to see which performs better.
- Conversion rate
- The percentage of visitors who complete a goal.
- CPA
- Cost per acquisition: cost to get a conversion.
- CPC
- Cost per click.
- CTR
- Click-through rate: clicks divided by impressions.
- Funnel
- The stages customers move through from awareness to purchase.
- GA4
- Google Analytics 4: Google’s analytics platform.
- Keyword research
- Finding the terms people search for.
- Landing page
- A page designed for a specific campaign goal.
- Organic traffic
- Visitors from unpaid search results.
- Persona
- A profile representing a target customer.
- ROAS
- Return on ad spend: revenue divided by ad cost.
- SEM / PPC
- Search engine marketing and pay-per-click advertising.
- SEO
- Search engine optimization: improving organic search visibility.
- UTM parameters
- Tags added to URLs to track campaign traffic in analytics.
Practice these terms
Test yourself with the free Digital Marketing Specialist practice test: it includes vocabulary questions built from this list. For a complete course, see Digital Marketing Specialist training.
Browse terms from every career in our career glossary.