Marketing-Glossar

A/B testing tests two or more variants of an ad or landing page against each other.

A direct integration of your customer CRM system with Facebook for real-time processing of your company's offline activities.

A part of ad delivery. You enter the maximum price that you are willing to pay for a click, an impression, or a conversion.

In Ads Manager, the ad group level is the campaign creation stage where you create groups of ads.

In Ads Manager, the ad level is the campaign creation stage where you create individual ads.

Analytics refers to the process of analyzing data to extract information that can be useful for companies and organizations to improve their performance. It involves using techniques such as data mining, machine learning, and statistics to collect, analyze, and interpret data.

A logged action that people take on your app. This is usually used to record the performance of advertisements and measured.

A possible campaign goal in the ad manager. Select the “App installations” destination if you want your app to redirect people to the App Store where they can download your app.

An application programming interface (API) is a special interface that allows programs to communicate with each other to perform various functions. An API can consist of a series of commands and protocols that provide a program to call another application. With an API, developers can create programs that can use external services such as databases and software libraries.

An account, tool, content, or data source that is owned by a company and is used to promote, advertise, or measure performance on Facebook.

A feature in Facebook's ad manager that allows you to provide multiple assets. The asset to be delivered is selected upon delivery.

Attribution is also known as “Facebook Attribution.” It is a measurement solution from Facebook that assigns conversions to specific platforms, channels, devices, ads, or content.

A type of booking on Facebook for ads where you decide that you want to participate in an ad auction.

A network of mobile app publishers that Facebook has approved to run Facebook ads on their apps.

Automatic events are a feature of the SDK and pixel data sources. This automatically records events in your app or website.

An option that you use when uploading your ad content You can select in the ad manager. This allows Facebook to automatically deliver your ad on the most effective platform.

B2B (business-to-business) is a term that refers to business transactions between two companies. It involves the exchange of goods, services, and/or information between two companies.

B2C (business-to-consumer) refers to the sale of goods and services directly to end users by companies. It is a term commonly used in the world of e-commerce to describe the sale of products or services from companies to end users over the Internet.

Bottom of the Funnel (BoFu) refers to a customer's last step before buying a product or service. It refers to the point at which a potential customer is ready to make a decision and make a purchase. It is a very important and critical point in the sales process as it involves converting the potential customer into an actual customer.

The bounce rate is the percentage of visitors who land on a page on the website and then leave it without clicking on anything else.

Brand lift is also known as brand affinity. It's a metric that shows how people feel about your brand as well as measures brand recognition.

A result of Facebook's frequency system. Impressions appear to be moved to ad groups, placements, or low-performing ads. In fact, the system maximizes the number of campaign results based on the ad group optimization you choose.

With broad targeting, you rely primarily on Facebook's delivery system to find the best people to show your ad to.

A setting that lets you tell Facebook the maximum amount you're willing to spend per ad group in a campaign.

A buyer persona is a fictitious representation of the ideal customer based on market research and real data about the existing customer.

A call-to-action is an invitation to visit a landing page and become a lead.

Promotional content that shows multiple images or videos that scroll from left to right.

The churn rate is the number of users who stop using a product over time.

The click-through rate is the percentage of the audience that moves on (or clicks through) from one part of the website to the next step of the marketing campaign.

Closed-loop marketing refers to a process in which companies track customer interactions across all channels to gain a better understanding of the effectiveness of marketing. Using this process, companies can reduce costs per customer by measuring the effectiveness of specific strategies and using the results to adjust their strategies.

A collection or grouping of promotional items that may be organized systematically.

Content is the way in which information is presented on a website or in an application to entertain, inform, or persuade a user. Content can be in the form of text, images, videos, audio files, graphics, and more.

A parameter that is added to events to collect more information about the product or service that people are interacting with in your app or website.

Content Management System (CMS) is software that allows users to manage, edit, and publish content such as text, images, videos, and other files without programming knowledge. It is a type of web application that allows users to create, edit, and manage content easily, quickly, and flexibly.

Content optimization systems (COS) are software solutions that help developers and marketers maximize the relevance and performance of their content.

A parameter that is added to events to collect more information about the type of product or service that people are interacting with in your app or website.

Context in marketing refers to the circumstances and conditions that influence a particular situation or behavior. This includes the demographic characteristics, psychographic characteristics, social characteristics, and cultural characteristics of the target group. These qualities help companies develop a better understanding of what drives their target audience and how they can best be addressed.

A product that uses randomized controlled trials to measure the number of incremental conversions that are attributable to Facebook ads.

A conversion path is a series of website-based events that make lead capture easier

CRO marketing is a method of increasing the percentage of visitors to your website who take a desired action

With Facebook attribution, this is the series of consecutive touchpoints that lead to a conversion.

The conversion rate is the average number of conversions per ad interaction, expressed as a percentage.

A possible campaign goal in the ad manager. Select the “Conversions” campaign goal if you want people to take valuable action on your website, app, Messenger, or WhatsApp.

A standard targeting option that allows you to target your ads to people based on demographics, location, interests, and behaviors.

CPL is a metric that marketers can use to measure how cost-effective campaigns are in generating new leads.

The CPM shows how high the costs are for 1,000 impressions.

Crowdsourced content is content that is created and made available by a large group of people. It can be images, videos, text, ideas, or other content contributed by a group of people who are involved in a specific project.

A group of people created using a Facebook advertising feature. This allows you to find your existing target groups among Facebook users.

A measurement object that is created by applying rules to existing events. This records individual ad results.

Customer Acquisition Cost (CAC) is the cost that a company must spend to acquire a new customer. It includes all costs directly related to getting a new customer, such as advertising, sales promotion, distribution costs, and marketing.

Customer relationship management (CRM) is a business process that improves the relationship between an organization and its customers and potential customers by collecting and analyzing data about customer interactions. The process includes managing customer touchpoints, creating customer profiles, conducting customer satisfaction surveys, and analyzing customer behavior.

A process where you specify the maximum price you're willing to pay for a click, impression, or conversion.

Dynamic content refers to content that changes based on user input, search queries, or other parameters. It is an important element of modern web design and can help improve user experience and increase conversion rates.

An option in the ad manager that allows you to access the platform Choose from all Facebook products yourself for your ads. Also known as “manual placements.”

An editorial calendar is a tool that is used to publish content and messages to a specific audience in a pre-planned time frame.

The engagement rate measures the amount of interactions compared to the reach of a campaign

Evergreen content is high-quality, timeless content that proves to be relevant over a longer period of time. Evergreen content is useful because it proves relevant over extended periods of time, causing it to constantly attract new visitors who learn about the content.

A delivery method that shows the ad on Facebook to as many people as possible in a short period of time.

Frictionpoints sind potenzielle Stolpersteine für potenziell Kunden auf ihrem Weg durch den Marketingfunnel

A measurement unit for the audience size of TV ads used by Nielsen. This is used to measure the impressions of one or more programs or commercials. Multiple impressions of the same advertisement are not included.

IGTV is a video-on-demand service from Instagram that allows users to create and share videos longer than a minute long. It's a separate app that users can download on their mobile devices. IGTV can also be watched via the Instagram app.

Instagram Video is a feature on Instagram that allows users to upload and share short videos up to 60 seconds in length. You can also add music, add filters and effects, edit videos, and comment on videos.

When someone watches a video, usually for a specific period of time.

A type of performance measurement that companies use to evaluate the success of an employee or marketing activity.

Keywords are the topics for which web pages are indexed in search results by search engines such as Google, Yahoo, and Bing.

The ratio of lifetime value (LTV) to customer acquisition costs (CAC).

A landing page is a single website that usually serves as the target of an online campaign. It is used to encourage visitors to perform a specific action, such as buying a product or signing up for a newsletter. There are different types of landing pages, all created specifically for specific campaign goals.

Put simply, leads in marketing are any person or organization that has interacted with your brand or that has the potential to become a future customer.

Lead nurturing is the development of a series of communication measures (emails, social media messages, etc.) aimed at qualifying a lead.

Lifecycle stages are phases of the life cycle of a project or product.

A prediction of the net profit that is attributable to the entire future relationship with a customer. U

A long-tail keyword is a highly targeted search phrase that contains three or more words.

Marketing automation is a collective term for a variety of technologies that help automate and optimize marketing processes. This includes tools for lead generation, campaign management, email marketing, and evaluation of analytics to provide a better customer experience.

Middle of the Funnel (MOTF) is the point in the sales process where potential customers learn more about your product or service. Customers who are in MOTF are usually willing to request more information as they make their buying decisions. Activities include setting up targeting campaigns, submitting forms, sending email campaigns, or linking to social media.

Mobile optimization is a process that optimizes the website, application, or other digital resource for access to mobile devices. This usually includes optimizing the layout, reducing load times, providing user-friendly navigation, and adapting content to make it accessible to mobile devices.

Monthly Recurring Revenue (MRR) is an important measure of a company's revenue that relates to regular subscription income. It's a KPI that measures revenue from subscription products and services in a given month. It is often used as a measure of a company's value as it is a good indicator of the stable and recurring nature of revenue.

A type of online advertising that takes on the form and function of the platform on which it appears.

The NPS is a customer satisfaction indicator that measures the extent to which customers would recommend the company on a scale of 0 to 10.

The News Feed is a personalized news streaming interface that allows users to see the latest information, activity, and content that's relevant to them. It is a feature that can be found on many social networks, blogs, and other websites.

A no-follow link is used when a website doesn't want to share the authority of a search engine with another web page.

Off-page SEO refers to inbound links and other external factors that affect how a web page is indexed in search results.

Search engine optimization on a website and the various elements in the HTML code.

Page View describes the number of page views that a user makes on a website. It can help measure activity on a website and see which content is most popular.

is an online advertising model in which advertisers only pay for their ads when a user clicks on the ad. It is therefore a form of paid advertising that is primarily used in search engines, on social networks and on websites with partner networks. PPC is one of the most efficient ways to drive targeted traffic to a website.

A product matrix is a diagram that describes the various products that a company offers and the characteristics that apply to each product.

A contact who has opted to receive communication from your company, has learned about your product or service, and is interested in learning more.

Responsive design is a web development approach ensuring websites adapt seamlessly to different screen sizes and devices. It uses flexible layouts, scalable images, and media queries to provide an optimal user experience on desktops, tablets, and smartphones. This technique enhances usability, accessibility, and visual consistency across varying resolutions and orientations.

Return on Investment (ROI) measures the profitability of an investment by comparing the gain or loss relative to its cost. Calculated as a percentage, ROI = (Net Profit / Investment Cost) × 100. It helps assess financial performance, compare investment options, and guide decision-making in business and personal finance.

Search engine optimization (SEO) is a collection of techniques, strategies, and tactics for improving the visibility of a website or web presence on search engines. This includes optimizing content and HTML codes, creating backlinks, and using search engine marketing. SEO helps companies get a higher position in organic search engine results and therefore attract more visitors.

The sender score is a reputation score of 0-100 for each IP address of an outgoing mail server.

Small-to-medium business (SMB) is a term used to describe companies that are located between small and large companies in size and turnover. SMB companies typically have fewer than 250 employees and more than 10 employees, and generate less than $50 million in revenue per year.

Social proof is a psychological phenomenon where people rely on the actions or opinions of others to guide their own behavior, especially in uncertain situations. It builds trust and credibility, often used in marketing to influence decisions. Examples include testimonials, reviews, endorsements, and social media followers showcasing popularity or approval.

Top of the Funnel (TOFU) refers to the initial stage in the customer journey where businesses attract a broad audience and generate awareness. The focus is on engaging potential customers through educational content, social media, and advertisements, aiming to spark interest and guide them toward deeper engagement with the brand.

URL stands for Uniform Resource Locator and is the address of a website or other resource on the Internet. A URL consists of a protocol component (e.g. http), a domain component (e.g. www.example.com) and an optional path component (e.g. /path/to/file.html).

UTM parameters are short text codes that you add to URLs (or links) to track the performance of a web page or campaign.

Unique Visitor is a term from web analysis and describes a visitor who has only visited a website once in a certain period of time. Since unique visitors are only counted once, an individual visitor can only be counted once as a unique visitor.

User experience (UX) is the entirety of impressions and experiences that a user has with a product or service. It includes the visual design, usability and functionality, but also the psychological aspects that result from handling the product or service.

User interface (UI) is an interface that allows users to interact with a computer or software. The user interface comprises the visual elements that the user works with, such as buttons, menus, text boxes, dialogs, etc. It is what users see when they interact with an application or device, and it also includes how they react to it.

Viral content is content that is quickly shared on various social media platforms to reach a large number of people. The content can be a video, an image, a meme, or an article. It is usually entertaining, interesting or informative and spreads quickly over the Internet.

Word-of-mouth is the sharing of information, opinions, and experiences about products, services, brands, and companies through word of mouth, word of mouth communication, or recommendations.