Digital marketing resources
Practical guides, ready-to-use checklists and templates, and a plain-English glossary of the terms you'll hear most often.
Checklists and templates
Free frameworks from our guides that you can use straight away.
One-page strategy template
Nine headings that turn a goal into a plan, with a filled-in example.
Commercial page SEO checklist
Nine checks for the service, product and category pages that drive revenue.
30-day CRO starter plan
A week-by-week plan for improving conversion without a testing tool.
Google Ads settings check
Six default settings to review before launching a campaign.
Performance metrics cheat sheet
CTR to LTV:CAC, with formulas and what each metric tells you.
Digital marketing glossary
The terms that come up most often, explained in plain English.
| Term | Meaning |
|---|---|
| A/B test | An experiment that splits visitors between two versions of a page or ad to see which performs better. |
| Attribution | The method of assigning credit for a conversion to the marketing touchpoints that preceded it. |
| Bounce / engagement rate | Measures of whether visitors interacted meaningfully with a page. GA4 reports engagement rate. |
| Conversion | A valuable action taken by a visitor, such as an enquiry, booking or purchase. |
| Conversion rate | The percentage of visitors or clicks that result in a conversion. |
| Core Web Vitals | Google's metrics for loading speed (LCP), responsiveness (INP) and visual stability (CLS). |
| CPA (cost per acquisition) | Ad spend divided by the number of customers or sales acquired. |
| CPC (cost per click) | The average amount paid for each ad click. |
| CPL (cost per lead) | Spend divided by the number of leads generated. |
| CRO | Conversion rate optimization: improving the share of visitors who convert. |
| CTR (click-through rate) | Clicks divided by impressions; a measure of how compelling a listing or ad is. |
| First-party data | Information a business collects directly from its customers with consent, such as email lists and CRM records. |
| GA4 | Google Analytics 4, Google's current website and app analytics platform. |
| Impression | One display of an ad or search listing to a user. |
| Keyword intent | The purpose behind a search: informational, commercial, transactional or navigational. |
| Landing page | The page a visitor arrives on from an ad or link, ideally designed for one specific action. |
| LTV (lifetime value) | The total value, often margin, a customer brings over their relationship with a business. |
| Organic traffic | Visitors who arrive from unpaid search results. |
| Performance Max | A Google Ads campaign type that uses automation to show ads across Google's channels. |
| Quality Score | Google's 1–10 rating of the relevance of your keywords, ads and landing pages. |
| Remarketing | Showing ads to people who have previously visited your website or engaged with your content. |
| ROAS (return on ad spend) | Revenue generated divided by ad spend. |
| Schema markup | Structured data added to pages to help search engines understand their content. |
| SERP | Search engine results page: the page of results shown for a search. |
| UTM parameters | Tags added to links so analytics tools can identify the source and campaign of each visit. |
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