Dexe Digital Dictionary – Clear Definitions for Modern Marketing

A

Analytics, audiences, automations & AI.

A/B Test

Experiment

A controlled experiment where two versions of a page, ad or email compete. You send traffic to both and keep the one that delivers better results, like more leads or sales.

Above the Fold

Web

The part of a page visitors see without scrolling. This area should contain your key message, strongest proof and main call to action, because attention drops as people scroll down.

Ad Account

Ads

The central container for your campaigns inside platforms like Google Ads or Meta Ads. It stores billing, permissions, campaigns, audiences and performance data for your business.

Ad Fatigue

Ads

When the same creative is shown so often that people stop noticing it or get bored. Performance slowly drops until you refresh your visuals, copy, offer or audience targeting.

Ad Set / Ad Group

Ads

A cluster of ads that share the same targeting, placements and budget rules. You use ad sets or ad groups to test different audiences or keyword themes against each other.

Analytics

The measurement layer behind your marketing. It shows where visitors come from, what they do on your site, which campaigns bring leads and where money is actually being made.

Attribution

Analytics

The rules that decide which channel gets credit for a conversion. For example, last click, first click and data-driven models which split credit across multiple touchpoints.

Audience

Targeting

A defined group of people you want to reach. Audiences can be built from demographics, interests, behaviours, lookalikes or first-party data such as your own customer list.

B

Brand, behaviour & budget control.

Backlink

SEO

A link from another website pointing to yours. High-quality backlinks act like votes of trust, helping search engines see your site as more authoritative in your niche or area.

Bounce Rate

Analytics

The percentage of visitors who leave after viewing only one page. High bounce rates can signal slow loading, irrelevant traffic, poor messaging or a weak user experience overall.

Brand Awareness

Brand

How familiar people are with your name and what you do. Awareness campaigns focus on reach and recognition so that, when people are ready to buy, your brand feels like the safe option.

Brand Guidelines

Brand

A set of rules describing how your brand should look and sound. It covers colours, fonts, logo usage, tone of voice and examples, so all marketing feels consistent and professional.

Brand Positioning

Strategy

The place you want to occupy in your customer’s mind. For example, “premium but friendly,” “fastest in town” or “specialists for complex projects” compared with generic competitors.

Budget Cap

Ads

A limit you set on how much a campaign can spend per day or per month. Budget caps protect your cash flow while you test, then can be increased once results are proven.

Business Manager

Meta

Meta’s control centre for managing Facebook and Instagram assets. It holds ad accounts, pages, pixels and permissions, and keeps your personal profile separate from your business setup.

Buyer Persona

Strategy

A semi-fictional profile of your ideal customer including goals, frustrations, budget, objections and preferences. It guides messaging, offers and channel choices across your marketing.

C

Clicks, content & conversions.

Call to Action (CTA)

Conversion

A clear instruction telling visitors what to do next: “Request a quote”, “Book a call” or “Download the guide”. Strong CTAs are specific, visible and repeated throughout the journey.

Campaign

Ads

A container that groups your ads around one core objective such as leads, sales or traffic. It normally controls bidding strategy, daily budget and where your ads can appear.

Click-Through Rate (CTR)

Performance

The percentage of people who saw your ad or link and clicked. A healthy CTR usually means your targeting, headline and creative are aligned with what people actually care about.

Content Marketing

Content

Creating helpful articles, videos, tools and resources that answer questions your ideal buyers already have. Good content builds trust, grows organic traffic and warms people up before sales calls.

Conversion

Performance

A meaningful action such as a form submission, booking, phone call or purchase. Your entire digital strategy should work together to increase the number and quality of conversions each month.

Conversion Rate

Performance

The percentage of visitors who convert. For example, 100 visits and 5 enquiries equals a 5% conversion rate. Improving this number often beats simply buying more traffic with ads.

Conversion Tracking

Tracking

The setup that tells platforms when a valuable action happens. Proper tags, pixels and events let you see which campaigns drive profit instead of just clicks or impressions.

Cost Per Click (CPC)

Ads

The average amount you pay every time someone clicks an ad. Low CPCs are good, but only if those clicks actually turn into leads, sales and long-term customers for the business.

Cost Per Lead (CPL)

Ads

The average cost to generate one enquiry. CPL helps you decide whether campaigns are sustainable and how aggressively you can scale without breaking your profit margins.

CRM (Customer Relationship Management)

CRM

The system you use to store leads and customers, track conversations and move deals through your pipeline. A good CRM keeps everything in one place so you never lose track of who to follow up with and what was agreed.

D

Dashboards, data & demand.

Dashboard

Analytics

A screen that summarises your key numbers in one place. Dashboards help you quickly see traffic, leads, cost, ROAS and trends without digging through multiple separate reports each time.

Data Studio / Looker Studio

Analytics

Google’s free tool for building custom marketing dashboards. You can connect Analytics, Ads and spreadsheets to create live, visual performance reports for your business or clients.

Demand Generation

Strategy

Marketing designed to create new demand, not just capture existing searches. It focuses on education, storytelling and awareness so more people want what you do in the first place.

Display Ads

Ads

Visual banner ads that appear on websites, apps and YouTube rather than just in search results. They are ideal for retargeting and brand awareness when paired with strong creative.

Double Opt-In

Email

A signup process where someone confirms their email via a link before joining your list. It filters out fake addresses, protects deliverability and keeps engagement metrics higher over time.

Dynamic Creative

Ads

An ad format where the platform automatically mixes headlines, images and text to find the best-performing combinations. It speeds up testing when you have many assets to try at once.

Dynamic Remarketing

Ads

Retargeting that automatically shows people the specific products or services they viewed. Common in e-commerce, it reminds visitors of items they considered but didn’t yet purchase.

E

Emails, engagement & evergreen assets.

Email Automation

Email

Pre-built email flows that trigger automatically when someone joins your list, fills a form or takes an action. They nurture leads, deliver resources and follow up without manual sending each time.

Email Nurture Sequence

Email

A series of messages sent over days or weeks that educate prospects, answer objections and build trust. The goal is to turn cold leads into warm conversations or booked appointments.

Engagement Rate

Social

The percentage of people who interact with your posts compared to how many saw them. High engagement usually signals relevant content and a strong connection with your audience.

Evergreen Content

Content

Content that stays relevant for months or years, like guides, FAQs or how-to resources. Evergreen pieces become assets that keep attracting traffic and leads long after being published once.

Evergreen Funnel

Funnels

A lead-generation funnel that runs all year round. Instead of fixed launch dates, it continuously collects leads and automatically moves them through nurture and booking sequences.

Exit-Intent Popup

CRO

A message that appears when someone is about to leave your page—often offering a discount, lead magnet or reminder. Used carefully, it can recover enquiries that would have been lost.

Experiment Roadmap

Strategy

A prioritised list of tests you plan to run across your site, ads and funnels. It keeps optimisation organised so you’re always improving something instead of guessing randomly.

F

Funnels, frequency & first-party data.

Favicon

Web

The tiny icon that appears in the browser tab next to your page title. A simple but important branding touch that helps people spot your site among a sea of open tabs.

Funnel

Funnels

A focused sequence of steps that takes someone from first click to conversion. Typical funnels go from ad, to landing page, to form or booking, followed by automated follow-up messages.

Frequency Cap

Ads

A setting that limits how many times the same person sees your ad in a set period. It keeps your brand visible without crossing the line into annoying or repetitive harassment.

First-Party Data

Data

Data you collect directly from your customers and visitors—like email addresses, behaviour and preferences. It’s more accurate, privacy-friendly and powerful than rented third-party lists.

Form Abandonment

CRO

When someone starts filling a form but doesn’t complete it. Tracking this helps you identify friction points like too many fields, confusing questions or missing trust signals on the page.

Full-Funnel Strategy

Strategy

A plan that covers every stage: awareness, consideration, conversion and loyalty. Instead of relying on one ad type, you combine content, retargeting and nurture flows to move people step by step.

Frequency Report

Analytics

A view inside your ad platform showing how often people see your ads. If frequency climbs while results drop, it’s usually a cue to refresh creative or expand your audience.

Follow-Up Sequence

CRM

A chain of reminders via email, SMS or phone after someone enquires. Good follow-up is fast, consistent and helpful, turning “maybe later” leads into solid bookings and repeat work.

G

Google, growth & geo-targeting.

Geo-Targeting

Targeting

Showing ads only to people in specific locations such as postcodes, cities or custom radiuses. Essential for local service businesses that only work within a defined area or region.

Google Analytics

Analytics

Google’s free tool for tracking website traffic and behaviour. It shows where visitors come from, which pages they view, how long they stay and which journeys lead to conversions.

Google Business Profile (GBP)

Local SEO

Your business listing in Google Maps and local search. It holds your reviews, photos, opening hours and service area and is often the main source of calls for local companies when optimised properly.

Google Tag Manager (GTM)

Tracking

A container that lets you manage tracking tags for Analytics, pixels and events without constantly editing your site’s code. It keeps implementation cleaner and future changes much easier.

Growth Marketing

Strategy

A testing-driven approach focused on compounding improvements rather than one-off campaigns. It uses data, experiments and automation to steadily increase leads, revenue and retention over time.

Gated Content

Lead Gen

Valuable content locked behind a form, such as a guide, calculator or template. Visitors exchange their details to access it, turning anonymous traffic into leads in your CRM.

Goal Tracking

Analytics

Setting up specific actions in Analytics—like form submissions or bookings—as goals. It allows you to measure which pages and traffic sources are actually moving the business forward.

H

Heatmaps, headers & hero sections.

Heatmap

Analytics

A visual map showing where users click, scroll and hover on your pages. Hot spots reveal high interest, while cold zones highlight content that might be ignored or placed too low.

Header Tags (H1–H3)

SEO

The headings that structure your content for humans and search engines. H1 is the main title; H2s and H3s break sections into clear, scannable topics related to your core keyword themes.

Hero Section

Web

The first visible section at the top of a page. A good hero instantly explains what you do, who it’s for, why it’s valuable and what to do next—usually with strong visuals and proof.

High-Intent Keyword

Keywords

A search phrase that suggests someone is close to buying or booking. “Carpet cleaning Bognor Regis” is high intent; “carpet stains” is usually just research or curiosity.

Hook

Copy

The first line or idea that grabs attention in a headline, video or ad. A strong hook speaks to a problem, goal or curiosity your ideal customer already has in their head.

Hyperlocal Targeting

Local

Targeting very small geographic areas—like specific neighbourhoods or postcodes—instead of broad cities. It’s powerful for local leaders who dominate a tight radius around their base.

Hygiene Content

Content

Basic, always-needed content like FAQs, service pages and “how it works” explanations. Hygiene pieces answer fundamental questions and make your brand feel trustworthy and transparent.

I

Impressions, intent & integrations.

Impressions

Ads

The number of times your ad or piece of content was shown. One person can generate multiple impressions if they see your message several times in different sessions or placements.

Inbound Marketing

Strategy

Attracting customers to you through helpful content, SEO and value-driven campaigns instead of only pushing cold ads or outreach to people who never asked to hear from you.

Integration

Systems

Connecting tools so they share data and trigger actions. Examples include sending website leads straight into your CRM, updating pipelines automatically and syncing bookings with calendars.

Intent-Based Search

SEO

A search approach focused on what the user really wants to do—research, compare or buy now—and shaping your content and offers to match that underlying motivation closely.

Interactive Content

Content

Content formats people actively use, such as quizzes, calculators and configurators. They create deeper engagement and often give you richer data on each lead’s needs or budget.

Ideal Customer Profile (ICP)

Strategy

A description of the type of customer who gets the best results from you and is most profitable to serve. It combines niche, location, budget and problem into one clear target.

In-Platform Reporting

Analytics

Performance data shown inside ad platforms themselves. It’s useful for quick checks, but should be cross-checked with your main analytics to avoid double counting or attribution gaps.

J

Journeys & structured data.

Journeys (Customer Journey)

Strategy

The full path someone takes from discovering you to becoming a loyal customer. It includes first contact, research, comparison, decision, follow-up and ideally referrals or repeat work.

Journey Mapping

UX

The process of visually mapping each step of your customer journey. It helps you spot friction, content gaps and opportunities for automation or extra reassurance along the way.

JSON-LD Schema

SEO

A format for adding structured data to your pages. It helps search engines understand your business, services, reviews and FAQs, often unlocking rich snippets and enhanced search results.

Job-to-be-Done

Strategy

The real outcome customers hire you for, beyond the technical service. For example, “make my home feel fresh again” is the job, while carpet cleaning is simply the method.

K

Keywords, KPIs & knowledge hubs.

Keyword

SEO & Ads

A word or phrase typed into a search engine. In SEO you optimise pages around keywords; in ads you bid on them so your business appears when people search those phrases.

Keyword Difficulty

SEO

A score from SEO tools that estimates how hard it is to rank for a term. It considers the strength of existing pages, domain authority and backlink profiles in the search results.

Keyword Intent

Strategy

The underlying goal behind a search query, such as learning, comparing or buying. Matching your page to the right intent is crucial for both rankings and conversions.

Key Performance Indicator (KPI)

Measurement

A metric chosen to judge success, such as cost per lead, leads per month or ROAS. KPIs should link directly to business results, not just vanity numbers like likes or impressions.

Knowledge Base

Content

A library of guides, FAQs and resources that answer recurring questions. It reduces support time, improves customer experience and doubles as powerful SEO content for long-tail searches.

Keyword Match Types

Ads

Options like exact, phrase and broad in Google Ads that control how closely a search must match your keyword. They balance reach, control and relevance in your campaigns.

L

Landing pages, leads & lifetime value.

Landing Page

Web

A focused page built around one specific goal, usually capturing a lead. It removes distractions like complex menus and concentrates on a single clear message and action button.

Lead

Leads

A person or business that has shown interest by enquiring, booking or subscribing. Not every lead is ready to buy immediately, which is why good follow-up and nurturing are essential.

Lead Magnet

Lead Gen

A valuable free resource—guide, checklist, calculator or mini audit—that people receive in exchange for their contact details. It starts the relationship by delivering value before asking for anything.

Lead Nurturing

CRM

The ongoing communication with leads through email, SMS, retargeting and content. The aim is to educate, reassure and stay top of mind until they are ready to move forward.

Lead Qualification

Sales

The process of checking whether a lead is a good fit based on location, budget, timing and needs. It ensures your team spends time on the opportunities most likely to become clients.

Lifetime Value (LTV)

Revenue

The total revenue you expect from a customer over the whole relationship. Higher LTV allows you to invest more in acquiring leads and still stay comfortably profitable in the long run.

Local Pack

Local SEO

The map and three-pack of local businesses that appear at the top of many Google searches. Optimising your Google Business Profile and local pages helps you appear here more often.

M

Meta, mobile & monthly revenue.

Marketing Automation

Automation

Software and workflows that handle repetitive marketing tasks automatically—like sending follow-up emails, assigning leads and triggering reminders—so your team focuses on conversations, not manual admin.

Marketing Qualified Lead (MQL)

Leads

A lead that has shown enough interest and fit—through actions and profile—that marketing believes they’re ready for closer sales follow-up, not just general nurturing in the background.

Meta Description

SEO

The short snippet under your page title in search results. It doesn’t directly change rankings, but a strong description can dramatically increase how many people click through to your site.

Meta Pixel

Tracking

Meta’s tracking code for Facebook and Instagram. It sends data about visits and conversions back to your ad account, so campaigns can optimise and build retargeting audiences more accurately.

Mobile-First Design

UX

Designing for mobile screens first, then scaling up to tablet and desktop. It forces clean layouts, large tap targets and fast loading on the devices where most traffic now starts the journey.

Monthly Recurring Revenue (MRR)

Revenue

Predictable revenue from subscriptions or retainers that repeats every month. MRR makes it easier to plan hiring, investments and marketing spend compared with purely project-based income.

Multi-Channel Attribution

Analytics

A way of giving credit to multiple touchpoints in a journey—ads, emails, organic visits—instead of just the last click. It paints a more realistic picture of what actually influenced a conversion.

N

Niches, newsletters & nofollow links.

Native Ads

Ads

Ads that blend in with the surrounding content, such as sponsored articles or in-feed posts. Done well, they feel less intrusive and often get higher engagement than traditional banners.

Niche

Strategy

A focused slice of the market you choose to specialise in—such as roofers, clinics or local trades—so your messaging, case studies and offers become sharply relevant to that group only.

Nofollow Link

SEO

A link with a special attribute telling search engines not to pass ranking power. It can still bring referral traffic, but usually has less impact on SEO than a normal “follow” link.

Newsletter

Email

A regular email—weekly, monthly or seasonal—that shares updates, tips and offers. A good newsletter feels like a useful check-in, not just a sales blast dropped into the inbox sometimes.

Negative Keyword

Ads

A term you tell ad platforms to avoid. Negative keywords stop your ads showing on irrelevant searches, saving budget and improving the average quality of clicks and enquiries you receive.

Nurture Campaign

CRM

A set of messages and retargeting ads designed to warm up leads over time. Instead of chasing them immediately, you educate, reassure and stay present until the timing is right for them.

Net Promoter Score (NPS)

Reputation

A simple survey that asks how likely customers are to recommend you. The resulting score is a quick indicator of satisfaction and how strong your word-of-mouth growth might become.

O

Organic, open rates & omni-channel.

Offer Stack

Offers

The way you present everything that’s included in your deal—core service, bonuses, support, guarantees—so buyers see the full value and feel like they’re getting far more than they pay for.

On-Page SEO

SEO

Optimising individual pages with clear titles, headings, content and internal links. It helps search engines understand what each page is about and rank it for the right search terms locally or nationally.

Open Rate

Email

The percentage of recipients who open your email. Subject line, sender name, timing and list quality all affect this, making it a key early indicator of email health and relevance.

Organic Traffic

SEO

Visitors who reach your website through unpaid search results. High-quality organic traffic is one of the most valuable assets you can build, because it arrives every month without ad spend attached.

Omni-Channel Marketing

Strategy

Coordinating your message across multiple channels—search, social, email, website, offline—so people experience one joined-up brand, not random disconnected campaigns that feel inconsistent.

Opt-In Form

Lead Gen

A form used specifically to collect permission-based contact details, often tied to a lead magnet. It makes it clear that people are choosing to hear from you, supporting compliance and engagement.

Outreach Campaign

Sales

Proactive contact with potential clients via email, social or phone. Good outreach is personalised, helpful and relevant, not spammy blasts sent to random people with no context.

P

PPC, pixels, pages & prospects.

Page Speed

Web

How quickly your page loads and becomes usable. Faster pages improve user experience, boost conversion rates and are favoured by both search engines and ad platforms when ranking and serving results.

Pay-Per-Click (PPC)

Ads

An ad model where you pay only when someone clicks your ad, not when it simply appears. Common on Google and some social platforms, it can be very efficient when targeting is dialled in properly.

Pixel / Tracking Tag

Tracking

A small piece of code on your site that sends visitor data to ad or analytics platforms. It powers conversion tracking, retargeting and optimisation, and is essential for serious performance marketing.

Positioning Statement

Brand

A short sentence that captures who you serve, what problem you solve and why your approach is different. It guides your website copy, ads and sales conversations so everything stays consistent.

Programmatic Ads

Ads

Display and video ads bought automatically through real-time bidding systems. They use data to decide which users see which creative, and at what price, across large ad networks and placements.

Progress Bar (UI)

UX

A visual indicator—often on forms or multi-step funnels—showing how far someone has progressed. It reduces drop-off by making the journey feel finite and manageable instead of mysterious or endless.

Prospect

Sales

A potential client who fits your ideal profile and has shown some interest, but hasn’t yet become a paying customer. Prospects sit between general audience and active opportunities in your pipeline.

Pipeline (Sales Pipeline)

CRM

The stages leads move through—new, contacted, qualified, proposal, won or lost. A clear pipeline lets you forecast revenue and see where deals are stalling so you can improve that stage.

Q

Quality, queries & qualified leads.

Quality Score

Ads

Google Ads’ rating of how relevant your keywords, ads and landing pages are. Higher scores can lower your costs per click and improve ad positions compared with competitors bidding on similar terms.

Qualified Lead

Leads

A lead that matches core criteria such as location, budget and service fit. Qualified leads are realistic opportunities for new business, rather than enquiries that will never convert in practice.

Query (Search Query)

SEO & Ads

The exact wording a user typed into a search engine. Search term reports show these queries, helping you refine keywords, add negatives and shape content around how people really speak.

QR Code Campaign

Offline

A promotion that uses QR codes on flyers, vans or in-store materials to bridge offline and online. When scanned, they take people straight to landing pages, offers or booking forms on their phone.

Quotation Funnel

Funnels

A funnel built specifically to gather details for tailored quotes. It balances capturing enough information to price accurately with keeping the process quick enough that people actually complete it.

R

Remarketing, ROAS & responsive design.

Remarketing

Ads

Showing ads to people who have already interacted with your brand—visited your site, watched a video or used your app—to bring them back and move them closer to becoming customers.

Retargeting

Ads

Often used interchangeably with remarketing, it usually refers to serving ads to website visitors or engaged users based on pixels or custom audiences so they see you again after leaving.

Return on Ad Spend (ROAS)

Revenue

Revenue generated divided by ad spend. A ROAS of 4:1 means £4 in tracked revenue for every £1 spent on ads. It’s a key metric for deciding whether to scale, tweak or pause campaigns.

Return on Investment (ROI)

Revenue

A broader calculation than ROAS that compares net profit against all costs—ads, tools, staff and production. It answers whether the whole project or strategy is genuinely paying off financially.

Responsive Design

Web

A design approach where layouts flex automatically to different screen sizes. It ensures your website stays readable, usable and visually consistent on mobiles, tablets and large monitors alike.

Review Funnel

Reputation

A repeatable process—often automated—that asks happy customers for public reviews on platforms like Google and Facebook, steadily building social proof and local ranking power over time.

Relevance Score

Meta Ads

Meta’s internal rating of how well your ad resonates with the audience. Higher relevance can reduce costs and improve delivery, while low scores hint at targeting or creative mismatches.

S

Sales funnels, search & social proof.

Sales Funnel

Funnels

A model of the journey from stranger to customer, broken into stages like awareness, consideration and decision. Each stage is supported by specific content and campaigns that move people forward.

Scroll Depth

Analytics

A measure of how far down a page visitors scroll. It helps you see whether people reach key sections such as pricing, testimonials and calls to action, or drop off before ever seeing them.

Search Engine Optimisation (SEO)

SEO

The practice of improving your website and content so search engines rank you higher for relevant searches. Good SEO brings in ongoing, high-intent traffic without paying for every single click.

Search Intent

SEO

What the searcher really wants to achieve with their query—learn, compare, buy or find something nearby. Matching your page to that intent is vital for both rankings and conversions on that term.

Segmenting

CRM & Email

Splitting your audience into smaller groups based on behaviour, interests or stage. Segments receive more tailored messages and offers, which usually perform better than one-size-fits-all blasts.

Session

Analytics

A single visit to your website including all page views and actions within a certain time window. If the same person comes back later, that counts as a new session in most analytics platforms.

Social Proof

Trust

Evidence that other people trust and choose your business—reviews, testimonials, case studies, ratings and logos. Strong social proof reduces risk and dramatically boosts conversion rates on key pages.

Split Testing

Experiment

Another term for A/B testing: running two or more versions of a page, ad or email to see which produces better results. The winner becomes your new control for future improvements.

Smart Bidding

Ads

Google’s automated bidding strategies that use machine learning to optimise for conversions or conversion value. They work best when good tracking is in place and enough data is flowing through.

T

Tags, templates & top of funnel.

Tag Manager

Tracking

A central tool—like Google Tag Manager—that manages all your tracking tags. It reduces the need for constant code changes on your site, making ongoing optimisation faster and less error-prone.

Thank-You Page

Funnels

The page people see after they submit a form, book or purchase. It confirms success, sets next steps and is an ideal place to ask for referrals, upsell or share key onboarding information.

Time on Page

Analytics

How long visitors stay on a page before leaving or moving elsewhere. Extremely low times can mean the content isn’t engaging or the traffic isn’t matched to what the page actually offers.

Top of Funnel (TOFU)

Funnels

The awareness stage of your funnel, where people are just discovering your brand or problem. TOFU content focuses on education and interest, not hard selling or detailed pricing conversations yet.

Tracking Template

Tracking

A standard structure for adding UTM parameters or other codes to ad URLs. It ensures every click is tagged consistently so your analytics clearly show which campaigns drove which results.

Tripwire Offer

Offers

A low-priced, high-value offer designed to turn strangers into first-time buyers quickly. Once trust is established, you can invite them into higher-value core services and long-term relationships.

Test Budget

Ads

A smaller, controlled budget used to test new audiences, creatives or offers. The goal is to learn what works before committing larger amounts of spend to the winning combinations.

U

UX, UI, upsells & UTM tags.

Upsell

Offers

An additional or higher-tier product or service offered after an initial commitment. Thoughtful upsells increase revenue per customer while ideally delivering a better overall outcome for them too.

URL Parameter

Tracking

Extra information added to the end of a URL—like ?source=google—so you can track where visitors came from or which campaign link they clicked before landing on your page or funnel.

User Experience (UX)

UX

How someone feels when using your website, funnel or app. Good UX means it’s easy to navigate, understand and complete tasks without confusion, friction or second-guessing what to do next.

User Interface (UI)

UX

The visual layer of a digital experience—layout, colours, typography, icons and buttons. Strong UI supports good UX by making everything clear, consistent and pleasant to interact with on any device.

UTM Parameters

Tracking

Standardised tags like utm_source, utm_medium and utm_campaign that you attach to links. They allow tools such as Google Analytics to clearly show which campaigns and channels drove each visit.

Unsubscribe Rate

Email

The percentage of subscribers who opt out of your list over a period. A spike in unsubscribes can signal misaligned content, over-sending or that people never expected the emails they’re receiving.

V

Value ladders & video views.

Value Ladder

Offers

A structured set of offers that move customers from low-risk entry points to higher-value packages over time. Each step delivers more transformation, and in return, more revenue per client.

Video View Campaign

Ads

A campaign objective where platforms optimise delivery to people most likely to watch your videos. Often used to build warm audiences for later retargeting with stronger, direct-response offers.

View-Through Conversion

Analytics

A conversion that happens after someone saw an ad but didn’t click it. They return later by another route, but the original impression still played a role in their decision to convert.

Vanity Metrics

Measurement

Numbers that look impressive but don’t strongly connect to revenue—like raw followers or views. Useful as context, but they should never replace hard metrics like leads, deals and profit.

Voice of Customer (VoC)

Research

The actual words and phrases customers use in reviews, calls and messages. Using VoC language in your copy makes your marketing feel instantly more relevant and emotionally accurate.

W

Web vitals, workflows & word of mouth.

Web Core Vitals

SEO & UX

Google’s key metrics for user experience—covering loading time, interactivity and visual stability. Strong Core Vitals help rankings and make your site feel fast and reliable for real people too.

Web Form

Lead Gen

The form visitors complete to request a quote, book or join your list. Small tweaks to fields, order and trust elements can significantly increase the percentage of people who finish and submit it.

Wireframe

Web

A simple, low-detail layout sketch for a page focusing on structure, sections and content hierarchy. Wireframes make it easier to agree the flow before investing in detailed visual design work.

Workflow Automation

Automation

A sequence of automated actions triggered by events—like new leads, stage changes or missed calls. Workflows handle tagging, assigning, notifying and messaging so nothing slips through the cracks.

Word-of-Mouth Marketing

Growth

Growth that comes from customers recommending you to others. You can boost it with great service, memorable experiences, review funnels and simple referral schemes that reward sharing your brand.

Welcome Series

Email

A short sequence of emails sent immediately after someone joins your list or becomes a customer. It introduces your brand, sets expectations and points them towards the most useful next steps.

X

XML & cross-platform ads.

XML Sitemap

SEO

A machine-readable file listing your important URLs in a structure search engines can easily crawl. It helps them discover new content and understand how your pages fit together on the site.

X Ads (Formerly Twitter Ads)

Ads

Paid promotions shown on the X platform. They can be used for awareness, traffic or lead generation, especially when targeting specific interests, hashtags or follower lookalike audiences.

Y

YouTube, yield & year-on-year.

YouTube Pre-Roll Ad

Ads

A video ad that plays before a YouTube video, often skippable after a few seconds. Great for storytelling, demonstrations and building awareness with precise interest and intent targeting options.

Yield (Ad Revenue)

Revenue

The overall return generated by your ad inventory or campaigns over time. In simple terms, it’s how much money your traffic and audience attention are actually earning for the business.

Year-on-Year (YoY) Comparison

Analytics

Comparing this period’s performance—like leads, revenue or traffic—to the same period last year. YoY views help account for seasonality and show whether marketing is improving in the long run.

Z

Zero-click & zero-party data.

Zero-Click Search

SEO

A search result where users get their answer directly on the results page—via snippets, panels or AI overviews—so they don’t need to click through to any website, even if yours appears there.

Zero-Party Data

Data

Information a customer deliberately shares with you—like preferences, timelines or budgets in forms and surveys. It’s highly accurate and powerful for personalisation and automated follow-up logic.

Zapier Integration

Automation

A no-code connection between apps built with Zapier. It lets you pass data and trigger actions—such as creating deals, adding tags or sending alerts—without writing custom code or building full APIs.

All the confusing digital terms, finally explained.

Want us to turn these terms into real results?

What clients say about working with Dexe