Glossary — Frequently asked online marketing terms explained simply

Digital marketing is full of jargon. This glossary explains the most common terms in plain language.

What is a cookie?

A cookie is a small text file that websites can store in a browser. Cookies can be used to recognize visitors, remember settings, or enable analytics and personalization.

What is a conversion?

A conversion happens when a user completes a defined action — for example, starting a trial, submitting a lead form, or buying a product.

What is website analytics?

Website analytics means measuring user behavior on a website with tools such as Google Analytics. It helps evaluate goals and performance.

What is retargeting / remarketing?

Retargeting (often called remarketing) means showing ads to users who already visited your website.

What is GA (Google Analytics)?

GA is short for Google Analytics, one of the best-known web analytics tools.

What do SEA and SEM mean?

SEA = Search Engine Advertising.
SEM = Search Engine Marketing.
In practice, both are often used for paid search ads.

What does SEO mean?

SEO stands for Search Engine Optimization: improving your website so it ranks better in organic search results.

What is a SERP?

SERP means Search Engine Results Page — the list of results shown after a search query.

What is a CTA?

CTA means Call To Action — a clear instruction to the user, for example “Subscribe now” or “Get started today”.

What is a snippet?

In SEO context, a snippet is the search result preview (title, URL, description) shown in search engines.

What is a title tag?

The title tag defines the page title shown in browser tabs and search snippets.

What is a meta description?

A short page summary used by search engines in result previews.

What is GTM?

GTM stands for Google Tag Manager, a tool to manage tracking and marketing tags without changing source code each time.