Glossary
Plain words for trade terms.
Short answers to the terms you will meet on our pages and in our reports.
Anchor text The clickable words in a link.
Backlink A link from another site to yours.
Bounce rate (email) The share of emails that could not be delivered.
Conversion rate The share of visitors who buy, call or fill in a form.
Conversions API A way to send sales data from your server to Meta.
Cost per lead Cost per lead is what you pay, on average, to get one new lead. Cost per sale What you pay, on average, to win one sale.
DKIM A signature that proves an email really came from your domain.
DMARC A rule that tells inboxes what to do with fake mail from your domain.
Domain Rating (DR) A 0–100 score for the strength of a site’s links.
Firmographics Facts about a company, like size and industry.
ICP Ideal customer profile: a short description of your best-fit buyer.
Organic traffic Visits that come from unpaid search results.
Performance Max A Google campaign type that runs across all Google channels.
ROAS Return on ad spend: sales divided by ad cost.
Search intent What the person typing a search wants to do.
SPF A list of servers allowed to send mail for your domain.
Warm-up Slowly raising email volume on a new inbox.
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