skip to Main Content

80+ Web and Marketing Acronyms You Need to Know

Web and marketing acronyms | Madcraft


At Madcraft, we frequently use web and marketing acronyms on a day-to-day basis. Acronyms in digital marketing can have multiple meanings. For those unfamiliar with the specific terms, we have put together a list of acronyms used in digital marketing, such as SEO (Search Engine Optimization), UX (User Experience), and PPC (Pay-Per-Click), to name a few, so you can have a better understanding of the web & marketing industry and the language used within it.

You can use this acronym list to effortlessly skim, bookmark or save for future use. Take your digital marketing acronym game to the next level!

Google Ads acronyms

Google Ads Acronyms blog image
  • PPC (pay per click)

PPC is an online advertising model where advertisers pay each time someone clicks on their ad. Advertisers bid on keywords related to their target audience and their ads are displayed on search engines or social media platforms. PPC advertising is popular for its precision in targeting audiences and cost-effectiveness.

  • CPC (cost per click) 

The CPC metric measures the cost paid by advertisers for each click on their ads. It is calculated by dividing the total cost of the ad campaign by the number of clicks received. CPC is best used if you wish to determine the actual price you pay for each click in your ad cost. 

  • CPA (cost per acquisition)

The CPA metric calculates the cost of acquiring a new customer or lead. It is determined by dividing the total cost of a marketing campaign by the number of customers or users acquired through that campaign. CPA is best used in cases to evaluate the effectiveness of a marketing campaign, as well as to optimize the allocation of the advertising budget.

  • PLA (product listing ads) 

Product listing ads display product information, including an image and price, on search engine results pages. Interchangeable with Google Shopping Ads. PLA is a highly visual and effective way to promote your products and drive traffic to your website.

  • CPM (Cost per thousand impressions/mille)

The CPM metric measures the cost of displaying an ad a thousand times on a website or mobile app. Advertisers pay the website or app owner for every thousand impressions their ad receives. The “M” in CPM stands for the Roman numeral for one thousand (mille in Latin). CPM is best used in cases when aiming to improve brand awareness rather than generate direct sales.

  • CPV (cost per view) 

The CPV metric measures the cost an advertiser pays for each view or engagement with their video ad. Advertisers are charged when a viewer watches a predetermined amount of the video, such as 30 seconds or until the end of the video. The cost per view is calculated by dividing the total cost of the campaign by the number of views or engagements received. CPV is popularly used in video advertising campaigns to help advertisers determine the effectiveness and cost-efficiency of their ad campaigns. 

  • Target cost-per-acquisition (tCPA)

tCPA is a Google Ads bidding strategy where an advertiser sets a desired cost per acquisition and allows the advertising platform to automatically adjust their bid to achieve the desired cost per acquisition. Advertisers specify a target cost per acquisition (CPA) for a specific conversion goal, such as a sale or lead, and the advertising platform uses historical data to optimize the bid for each auction. The tCPA bidding strategy helps advertisers achieve their advertising goals while optimizing their ad spend and still staying within the advertiser’s budget.

tCPA strategy uses machine learning algorithms to
target the most likely users to take the desired action at the set cost.

  • ECPC (Enhanced cost per click)

ECPC is a Google Ads bidding strategy where an advertiser allows the advertising platform to adjust their bid for each auction based on the likelihood of the click leading to a conversion. The ECPC bidding strategy automatically increases or decreases the bid for each auction to increase the chances of conversion while keeping the cost-per-click (CPC) within the advertiser’s specified budget. ECPC is a popular option as it helps advertisers maximize their conversion rate while still controlling their ad spend.

  • GA (Google Analytics)

GA is a web analytics service that allows website owners to track and analyze website traffic and user behavior.

  • GA4 (Google Analytics 4) 

GA4 is the latest version of Google Analytics that offers an advanced approach to tracking website and app user behavior, including cross-device tracking and machine learning capabilities, to help businesses better understand and optimize their online presence.

  • GBP (Google Business Profile) 

GBP enables businesses to create a public profile on Google, displaying information such as business hours, contact information, and reviews to potential customers who search for the business on Google.

  • GTM (Google Tag Manager)

GMT allows website owners to manage and deploy analytics tags (snippets of code) on their websites without the need for manual coding. Installing GTM is common as it helps to simplify the process of tracking website activity and user behavior.

  • QS (Quality Score)

A rating system is used by search engines to measure the relevance and quality of an ad and its landing page. QS is determined by analyzing factors such as click-through rate, the relevance of ad copy, and the landing page. A higher score can lead to lower advertising costs and higher ad positions since the search engine rewards advertisers who provide a better user experience for their audience.

  • SEM (search engine marketing)

SEM refers to paid search advertising such as paid search ads (Google Ads or Bing Ads) on the search engine, social media Ads and inbox Ads.

SEO acronyms

SEO Acronyms blog image
  • SEO (Search engine optimization)

The process of optimizing a website or online content to increase its visibility and ranking in search engine results pages, with the goal of driving more organic (unpaid) traffic to the site. 

  • LSEO (Local search engine optimization)

The process of optimizing a website’s online presence (e.g., website’s content, metadata, and local business listings on search engines, and directories) to improve its visibility in local search results. Local SEO helps businesses attract more local customers by ranking higher in relevant search results for their target geographic areas.

  • SERPs (Search engine results page)

The page that a search engine displays after a user submits a query. The SERP shows a list of relevant web pages, images, videos, or other content that match the user’s search terms.

  • SERM (Search engine results management)

The process of managing and improving a website’s search engine visibility and reputation using SEO and SEM strategies. SERM can increase visibility, attract more traffic, and improve online reputation.

  • DNS (Domain name system) 

A system that translates human-readable domain names, such as “,” into numeric IP addresses that computers can use to identify and communicate with servers on the internet. 

  • DR (Domain ranking)

A metric used to evaluate the overall quality and authority of a website’s domain (potential ranking of a website in search engine results pages). DR analyzes the number and quality of backlinks pointing to a website, which are links from other websites that direct to the website being analyzed. The higher the quality and quantity of these backlinks, the higher the website’s DR score will be.

  • KW (Keyword)

A specific word or phrase that is used to identify or describe the content of a document, webpage, or other online material. Keywords are often used in SEO to help improve the visibility of a website or content in the SERPs. Keywords are essential to help people find what they’re looking for online.

  • Keyword density (KD) 

The percentage of times a particular keyword or phrase appears on a webpage compared to the total number of words on that page.

  • LTKW (Long Tail Keywords)

Specific, longer phrases that people use to search for information on the internet, typically consisting of three or more words. LTKW are usually less competitive and have lower search volume, but they are more specific to a particular topic or niche.

Using LTKW also help websites improve their visibility in the SERPs easier than single keywords.

  • CTR (Click-through rate)

CTR metric measures the number of people who click on the listing versus the number of impressions it makes. Utilizing the CTR in SEO, means you can optimize your search engine listings (adjusting title, meta description, or other elements) to improve the likelihood of (organic) traffic clicking on the link.

  • PA (Page authority) 

The PA metric measures a web page’s strength and authority based on factors such as backlinks and content relevance. A higher score indicates better chances of ranking higher in search results. It’s used to measure on-page optimization effectiveness and identify areas for improvement.

  • E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness

A framework used to assess the quality and credibility of a website’s content based on the expertise, authoritativeness, and trustworthiness of its creators.

  • Experience relates to the first-hand experience of users or the life experience of the content creator has on a topic. 
  • Expertise refers to the knowledge and skills of the content creator,
  • Authoritativeness relates to the reputation and influence of the content creator or website. 
  • Trustworthiness refers to the overall reliability and credibility of the website, including factors such as accuracy, transparency, and security.

This framework ensures that users receive high-quality and trustworthy information in their search results.

The extra E, Experience was added by Google in late 2022.

  • GSC (Google Search Console) 

GSC helps website owners monitor and maintain their site’s presence in Google search results. GSC provides insights and data about a website’s search performance, including information about search queries, backlinks, crawl errors, and more. By using GSC, website owners can optimize their site’s visibility in Google search results, troubleshoot issues, and improve the user experience for their audience.

  • LPO (Landing page optimization)

The optimization of the page that the people visit, usually the home page.

  • MTO (Meta tags optimization)

Meta tags are invisible tags that provide data about your page to search engines. Their optimization means a lot while ranking in SERPs.

  • Href (Hypertext reference)

It is an attribute that is used to link another web page or a different portion of the same page.

Social Media Acronyms blog image

Social media marketing acronyms

  • SMM (Social media marketing)

Utilizing social media platforms to promote brands, products, or services. SMM includes a variety of tactics such as creating and sharing content, running ads, and engaging with users to increase brand awareness, drive traffic, and generate leads or sales through social media. 

  • CMS (Content management system)

A software platform that allows users to create, manage, and publish digital content, typically for websites. CMS provides tools for organizing, editing, and publishing content, as well as controlling user access and permissions. CMS is popular as it enables website owners to update and maintain their websites without extensive technical knowledge or expertise.

  • CMGR (Community manager)

The person responsible for managing and engaging with a brand’s online community, typically on social media platforms. Community managers are responsible for building relationships with followers, responding to comments and messages, and creating content that resonates with the community. 

  • CRO (Conversion rate optimization)

The process of improving a website’s ability to convert visitors into customers or take any other desired action. CRO involves analyzing user behavior, conducting A/B testing, and making changes to the website’s design, content, and functionality to improve conversion rates.

Utilizing CRO can help to increase the effectiveness of a website &
maximize its return on investment (ROI).

  • CTA (Call to action) 

A prompt that encourages a user to take a specific action, such as “sign up now” or “buy today”. CTA’s can influence potential customers to take the next step in the sales funnel or engage with a brand in some way, typically through a clickable button or link.

  •  CTR (Click-through rate)

The CTR metric measures the number of clicks a piece of content receives relative to the number of impressions it generates. CTR is the best used to evaluate the effectiveness of online advertising campaigns, as it indicates how many people are clicking on an ad or a link and visiting a website. 

  • CPE (Cost per engagement) 

CPE is a type of advertising pricing model in which the advertiser only pays for a specific user action, such as a click, like, or share, rather than paying for impressions or views. This model is often used in social media advertising campaigns to measure the effectiveness of the ad in engaging with the audience.

  • UGC (User-generated content)

UCG refers to any content that is created by users of a product, service, or platform rather than by its official creators. This can include anything from blog posts, photos, videos, reviews, social media posts, and more. UCG is effective in SMM to build trust and credibility, as well as create a sense of community and engagement around a brand, as users share their experiences and connect with one another. 

  • ROAS (Return on ad spend)

The ROAS metric measures the effectiveness of advertising campaigns by calculating the revenue generated for each euro/dollar spent on advertising. 

  • CPM (Cost per 1000 impressions)

The CPM metric measures the cost that an advertiser pays per 1,000 impressions of their ad. An impression occurs when someone sees the ad on their Facebook feed or other placements. CPM can be used to evaluate the effectiveness of ad campaigns and inform targeting and bidding strategy.

  • Facebook API (Application programming interface)

Facebook’s API enables seamless integration with various platforms, including social plugins, mobile apps, and websites. This powerful tool allows access to user data, including profiles, pages, posts, and photos, across integrated apps, making it an excellent resource for user tracking.

Email marketing acronyms

Email marketing Acronyms blog image on web and marketing acronyms
  • ESP (Email service provider)

A company that provides email marketing services to businesses and organizations.

  • SMTP (Simple mail transfer protocol)

The standard communication protocol used for sending email messages between servers on the internet. 

  • UTM (Urchin tracking module) 

A code snippet added to the end of a URL to track the effectiveness of online marketing campaigns by monitoring clicks and user behavior on a website. UTM are best used to determine the success of campaigns aswell as identify the sources of traffic. 

  • CTOR (Click to open rate)

The CTOR measures the percentage of email recipients who clicked on a link in an email compared to the number of recipients who opened the email. The best use case for CTOR is to evaluate the effectiveness of email campaigns in engaging subscribers and encouraging them to take action.

  • DMARC (Domain-based message authentication, reporting, and conformance).

An email authentication that helps prevent email fraud and phishing.

  • DKIM (Domain keys identified mail). 

An email authentication method that allows an organization to take responsibility for a message in a way that email recipients can verify.

  • SPF (Sender policy framework)

An email authentication method that allows a domain owner to specify which servers are authorized to send email on behalf of their domain.

UX Acronyms blog image on web and marketing acronyms

UX acronyms

  • UX (User experience)

UX refers to the overall experience a user has while interacting with a product, service, or system. It encompasses all aspects of the user’s interaction, including usability, accessibility, functionality, and aesthetics, with the goal of creating a positive and meaningful experience for the user.

  • CX (Customer experience)

Refers to the overall perception and satisfaction a customer has with a company and its products or services throughout the entire customer journey.

  • UI (User interface)

The visual and interactive elements of a digital product, such as a website or mobile app, allow users to interact with and control the product.

  • IA (Information architecture)

The structure of information in a digital product, such as a website or app, to make it easy to find, understand, and use. IA focuses on creating a clear and logical structure for information, such as website navigation or content hierarchy, to help users navigate and make sense of the information presented to them.

web and marketing acronyms blog image

Website/eCommerce acronym

  • ATC (Add to cart)

ATC is a feature on eCommerce websites that allows users to add items to their digital shopping cart before proceeding to checkout and making a purchase.

  • AOV (Average order value) 

AOV tracks the average dollar amount spent each time a customer places an order on a website or mobile app.

  • CPA (Cost per acquisition)

The CPA metric measures the cost incurred to acquire a customer. It represents the total cost of marketing efforts needed to convert a lead into a paying customer, divided by the total number of acquisitions.

  • CAC (Customer Acquisition Costs) 

CAC measures how much a business spends to acquire new customers. The best use case for CAC is to measure each h marketing channel which can determine which channels are the most cost-effective for acquiring customers.

  •  CLTV (Customer Lifetime Value)

It is a prediction of the net profit attributed to the entire future relationship with the customer. CLTV is best used in customer segmentation, identifying the customers with the highest CLTV and tailoring marketing and sales efforts to focus on retaining those customers and increasing their value over time.

  • FTP (File transfer protocol)

A standard network protocol used to transfer files between a client and a server over the internet.

  • GWT (Google webmaster tools)

A web service provided by Google to help website owners monitor and maintain their website’s presence in Google search results.

  • HTML (Hypertext Markup Language)

The standard language used to create and design web pages and applications for the internet.

  • HTTP (Hypertext transfer protocol)

HTTP is the protocol used for communication between web browsers and servers. It allows for the retrieval of resources such as HTML pages, images, and videos

  • HTTPS (Hypertext transfer protocol secure)

HTTPS is a secure version of HTTP that encrypts the data being transmitted between the client (such as a web browser) and server, providing privacy and protection against data tampering. It’s identified by the lock icon and “https://” prefix in the URL bar. In short, HTTPS is the secure version of HTTP that encrypts data to protect privacy and prevent tampering.

  • IP Address (Internet protocol)

IP address is a unique numerical address assigned to devices connected to the internet, allowing them to communicate with each other. IP addresses are used to identify and route data between devices and networks.

  • OS (Operating system)

OS is software that manages computer hardware and software resources and provides common services for computer programs. It is the backbone of any computer system and is responsible for tasks such as memory management, process management, and input/output operations.

  • PHP (Hypertext preprocessor) 

PHP is a popular server-side scripting language used to build dynamic websites and web applications. It is often used in combination with a web server, such as Apache or Nginx, and a database, such as MySQL or PostgreSQL. PHP allows developers to create dynamic web pages that can interact with databases, perform calculations, and generate dynamic content.

  • URL (Uniform resource locator)

URL is a string of characters that provides a unique address for a resource on the internet. It typically includes the protocol, domain name, and path to a specific web page or resource, allowing users to access and share resources on the web.

  •  CAPTCHA (Completely automated public turing test to tell computers and humans apart)

A method to check whether the user is a person or robot.

  •  ISP (Internet service provider)

There are a lot of internet service providers like PTCL.

General web and marketing acronyms

  • EOD / EOM / EOY

End of Day/Month/Year



  • YTD

Year to Date

  • Q1 / Q2 / Q3 / Q4

Breaking down the year into 4 chunks of 3 months e.g. Q1– 1st Quarter (etc.) 

  • KPI (key performance indicator)

KPI is a measurable value that helps organizations track progress towards their goals and objectives. It is a metric that is critical to the success of a business or project. KPIs help track and measure success— a great metric to track if your business is goals based.

  • ROI (return on investment)

The ROI metric measure the profitability of an investment relative to its cost. It is calculated by dividing the net profit of an investment by its initial cost, and expressing the result as a percentage. In simple terms, ROI helps investors and business owners determine if an investment is worth the cost. ROI metric is best used when you want to evaluate the financial performance of an investment or project and compare different options to determine which ones will deliver the highest return on investment.

  • WOM (Word of mouth)

When people are talking about your business in their online and real life conversations. It’s a great sign that interest is growing in what you’re doing, and telling their friends and family about your products and services.

  • USP (Unique selling point)

USP is a characteristic or feature of a product or service or brand that makes a product or brand unique and different from the competition and provides a unique benefit to customers. By emphasizing a USP, businesses can better differentiate themselves in the market and appeal to their target audience.

  • B2B (Business to business) 

Business to Business refers to one business sells products or services to another business. 

  • B2C (Business to consumer)

B2C refers to a business sells products or services directly to end-users or customers. 

  • SaaS (Software as a service)

SaaS is a software delivery model in which applications are hosted by a service provider and made available to customers over the Internet. SaaS is typically provided on a subscription basis, and the service provider handles maintenance, updates, and security.

  • MQL (Marketing qualified leads) 

Refers to the sales funnel. MQL are prospects who are at the top of the funnel (Attract or Aware stage). MQLs are not ready to take action or make a purchase yet.

  • SQL (Sales qualified leads)

Refers to the sales funnel. SQL are prospects who are about to become leads and are usually near the bottom of the funnel (Convert or Delight stage).

  • TOFU (Top of the funnel)

These are cold prospects who have never heard of your brand or know very little.

  • MOFU (Middle of the funnel)

These are warm prospects who know your brand and are in the stage of considering and evaluating your offerings.

  • BOFU (Bottom of the funnel)

These are hot prospects who are ready to take the next step (ready for conversion)

  • AM (Account manager)

AM Account manager is the clients’ primary point of contact responibsile for devising effective marketing strategies, managing client communications, and composing detailed client reports.

  • PM (Project manager) 

The PM is esponsible for leading cross-functional teams in the successful delivery of projects.managing project scope, timelines, and budgets while ensuring that deliverables meet quality standards.

  • SLA (Service level agreement)

SLA is a commitment between a service provider and a client. Sla’s defines the level of service expected, such as response times, availability, and performance metrics. It outlines the responsibilities of both parties and specifies the consequences if the agreed-upon service levels are not met. 

  • ToS (Terms of service)

A set of rules and guidelines that outline the conditions and expectations of using company services. ToS may include information such as user conduct, intellectual property rights, disclaimers of liability, and more. By agreeing to the ToS, users agree to abide by the company’s rules and policies while using their services

  • SOW (Statement/scope of work)

A stated roadmap to a project that lays out the timeline, budget, deliverables, and expectations for both you and the agency you are working with. The contents of SOWs iclude the scope, costs and stakeholders of a job.

  • QR Code (Quick response barcode):

These are the codes that marketers generate to bridge offline and online marketing.

  • AI (Artificial intelligence)

AI are intelligent machines that can perform tasks that typically require human intelligence, such as learning, problem-solving, decision-making, and natural language processing.

  • ML (Machine learning)

ML Interlinks with AI and involves the use of algorithms and statistical models to enable computer systems to improve their performance on a specific task through experience.

By clearly understanding what these web and marketing acronyms stand for and how they are used, you can better navigate the digital landscape and stay up-to-date with the latest trends and developments.

To learn more about this and other key digital subjects, check out Madcraft’s expansive resource that covers a wide range of topics, including the one you’re interested in right now. As a full-service digital agency, we provide you with the tools and resources you need to supercharge your strategy today!

Stay up-to-date via email

    Latest Blog

    Start Your Project
    Back To Top