Lead Generation & Paid Ads Glossary
Your complete guide to understanding lead generation and paid advertising terminology. Each term includes detailed explanations, NZ business applications, and practical examples.
Marketing Metrics
Key performance indicators and measurements for tracking campaign success
Conversion Rate
The percentage of visitors who complete a desired action.
CPA (Cost Per Acquisition)
The cost to acquire one paying customer through advertising.
CPC (Cost Per Click)
The amount you pay each time someone clicks on your ad.
CPL (Cost Per Lead)
The average amount you spend on advertising to acquire one lead.
CPM (Cost Per Mille)
The cost to show your ad 1,000 times (cost per thousand impressions).
CTR (Click-Through Rate)
The percentage of people who click your ad after seeing it.
Customer Lifetime Value (CLV)
The total revenue a customer generates over their entire relationship with your business.
Quality Score
Google's rating of the quality and relevance of your keywords, ads, and landing pages.
ROAS (Return on Ad Spend)
The revenue generated for every dollar spent on advertising.
ROI (Return on Investment)
The profit generated relative to the amount invested in marketing.
Strategy & Tactics
Methodologies, frameworks, and approaches for effective lead generation
A/B Testing
Comparing two versions of a marketing asset to see which performs better.
Attribution
The process of determining which marketing touchpoints contributed to a conversion.
BANT (Budget, Authority, Need, Timeline)
A framework for qualifying leads based on four key criteria.
CRO (Conversion Rate Optimization)
The systematic process of increasing the percentage of website visitors who convert.
Lead Magnet
A free resource offered to prospects in exchange for their contact information.
Lead Qualification
The process of determining if a lead is a good fit for your product or service.
Lead Scoring
A methodology for ranking leads based on their likelihood to convert.
MQL (Marketing Qualified Lead)
A lead that marketing has identified as more likely to become a customer.
Retargeting
Showing ads to people who previously visited your website or engaged with your content.
Sales Funnel
The journey a prospect takes from awareness to purchase.
SQL (Sales Qualified Lead)
A lead that sales has vetted and confirmed as a genuine sales opportunity.
Ad Platforms
Advertising platforms and tools for reaching your target audience
Facebook Pixel
A code snippet that tracks visitor actions on your website for Meta advertising.
Google Ads
Google's pay-per-click advertising platform for Search, Display, Shopping, and YouTube.
Meta Ads
Advertising platform for Facebook, Instagram, Messenger, and Audience Network.
Performance Max
Google's AI-driven campaign type that runs ads across all Google properties.
General Terms
Fundamental concepts and terminology in digital marketing
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