Digital Marketing Glossary: 99 Terms You Should Know

In this section, I explained the most commonly used terms in digital marketing and their meaning.

Hence, it is necessary for beginners to equip themselves with proper understanding.

This way, you get yourself familiar with them when you see them.

These ecommerce terminologies are words used in communicating ideas in the business industry.

They allowed compressing a long explanation into a single word or two.


Whether you are starting or already in business, get knowledgeable about these terms.

As it is helpful than you can ever think.

  • It helps deepen the technical understanding of your business.
  • When there is an error on your eCommerce website, you can detect the cause from the message on screen.
  • It helps in promoting business on social media when you see these terminologies.
  • Ecommerce terms save time and energy using these terms than with long explanations.

Digital Marketing Terms You Should Know [0-9]

301 Redirects:

As the name implies, it’s a permanent redirection from one web address to another. This automatically sends your visitors and search engines bots to the new address when they click on the old one.

302 Redirects:

This works in the way as 301 Redirects— redirecting customers from an old web address to a new one.

The difference is why 301 Redirects is permanent, 302 Redirects is temporary.

404 Error:

Your website redirects visitors to this page when they land on a non-existing post or page on your website showing the content does not exist.

Digital Marketing Terms You Should Know [A-B]


This is when a visitor leaves your web page without making a desired action. It is when a visitor clicks on the Buy Now button, lands on your checkout page and leaves the page without buying.

A/B Testing

It is a method of testing two web pages, pop-ups, emails or ads to determine which performs better.

Another name for A/B Testing is Split Testing.

Address Verification Service (AVS)

Address Verification Service is a process which allows credit card companies to verify if the billing address you input on a website matches the one of your card records.



An affiliate is a person in agreement with another company to sell their products for a commission.

Affiliate Marketing

This is a type of marketing in which a company pays commission whether fixed or in percentage to affiliates after a successful sale.

Application Programming Interface (API)

An API is a programming instruction allowing two apps, software or website to connect, interact and exchange data. It is mostly used by web designers and developers.


Authorization is coined from authority. It’s a process of granting someone the permission to access certain features in your ecommerce website.

Average Time on Site

It simply means the average time spent by visitors on your store while browsing. Take the results as estimations.


It is a section of your website where you publish post to share information and discuss with your customers.

Bottom of the Funnel

Bottom of the Funnel or Funnel’s Bottom is last stage in a potential customer’s journey on your website. This is the stage where visitor becomes customers.

Brick-and-Click Store

This is the business model between physical shop and online store.

Those that want to buy online can do so. And those that wants to come to your physical location can.

Brick-and-Mortar Store

This ecommerce term is used to describe the typical shop you see selling on the street or mall.

These stores may still be selling but are nothing compared to their counterpart selling online.


This is an ecommerce marketing strategy where you combined similar or related products or services and sell to customers as one package.

Buy-to-Detail Rate

It is a digital marketing metric that allows you to compare the number of unique purchases versus the number of products’ views.

Buyers Persona

Buyers Persona is an imaginary representation of your prospective customers.


It covers everything such as their demographics, goals, status, behavioural patterns, values and more.

Digital Marketing Terms You Should Know (C – D)

Call-To-Action (CTA)

Call-To-Action is a digital marketing metrics strategy used to trigger a quick response or prompts visitors to do something.

It could be to fill a form, buy something, or make a call. The common CTAs used in ecommerce marketing are, ‘Buy Now’, Call Now, ‘Get Started’ and ‘Click Here’.


Chargeback is designed to help a buyer get refunds of his money.

This happens when a customer feels he was sold a fake product or perceive the transaction is fraudulent.

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Churn Rate

Churn Rate also called Attrition Rate is the percentage of customers who stop using a company’s service in period of time.

This is most popular among ecommerce businesses that run the subscription model.

Closed-Loop Marketing

Closed Loop Marketing is the process of collecting customers’ data from various sources, analyze the data and create relevant content for the targeted audience.

Cohort Analysis

Cohort Analysis is a marketing strategy to help marketers’ separate customers into group using their behavioural pattern.

It is all about finding similar traits between your customers and grouping them together.

Comma-Separated Values (CSV)

A CSV is a file format that arranges and stores your data in a tabular form. It’s like excel spreadsheet but with a .csv file extension.


A conversion is a point where a visitor or your targeted audience carries out your desired goal.

This goal could to make a purchase, submit their email, share an article, click a link and many more.

Conversion Funnel

As the name implies, conversion funnel is journey that happens from the moment a customer lands on your website to when the buy your products.

Conversion Rate

Conversion rate is the percentage of visitors who converted (carried out a desired goal).


It is calculated by dividing the total number of visitors who buys your products in a given time by the total number of visitors who landed on your website same time and multiply by 100.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization is the process of enhancing users experience on your website to increase your chance of converting them to customers.

Here is a good optimization checklist.

Content Management System (CMS)

Content Management System are publishing tools you can used to setup your website and publish content.


A cookie is the small amount of data your website generates and stores on the browsers to improve user experience.


Cross-Selling is the process of selling another products or services to customers who already bought from you.

You can cross-sell an earbud to someone who just bought a smart phone from your store.


Crowdsourcing is a practice of gathering data (information) from the general public to achieve a business goal.

It is a system where people voluntarily submit their ideas, content, opinions to a cause via social media platforms, and form filling.

Customer Lifetime Value (CLV)

This is a forecast of how much in total you can make from doing business with a particular customer.

Customer Acquisition Cost (CAC)

This is the amount you spent to get a customer who buys your products.

It is one of the most important digital marketing terms as it helps determine where you should reduce cost and where to spend more on.

Click Through Rate

Click Through Rate is a ratio showing between the number of time customers sees your brand and the number of time they clicked on it.

So, if Facebook display your ads to 1000 people and only 100 clicked on it. Your CTR will be 100 / 1000 which gives 0.1 CTR.

Digital Commerce

Digital commerce is a combination of infrastructure which makes up the ecommerce system.


It is good you know what digital marketing tools are available in the industry, so you best prepare when executing your strategy.

Discount Code

A discount (promo) code is a set of letters and numbers given to buyers to enjoy a reduction in price of products.

This reduction in price can be fixed (deduct flat price – N1000, $9) or by percentage (50%, 75%)


Dropshipping is an ecommerce business type where a retailer ships goods directly from the manufacturers to a customer using his brand name.

Domain Name

A domain name is a set of letters, numbers or characters that customers use to locate your website on the web.

Common domain name extensions are .com, .org, .net and more.

Digital Marketing Terms You Should Know (E – G)


An eBook also known as electronic book is a digital format of book print for use on electronic devices.

Editorial Calendar

Editorial calendar helps you keep track of what to write and when to write.

With it, you can make plans for the future and meet up with deadlines.


Email is the short form of electronic mail. It refers to the exchange of messages between two or more persons using an electronic device.

You can send text, documents, images, videos and more via email.

Engagement Rate

Engagement rate is used to measure how much and often a user interact with your content. This content could be ads, blog post, videos, podcast and more.

Evergreen Content

Evergreen content is a content that is useful and relevant for years to come. I call them, “Contents that stands the test of time”.

This type of content stays fresh with readers and friendly to search engines – Google, Yahoo and more.

Event-Triggered Email

These are emails automatically sent to a user or group of users when a certain action is performed on the site.


Example of event-triggered email is a discount code sent to buyers when the leave the checkout page without buying.

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You will get better explanation in this email marketing strategies.


Fulfillment is the systematic process you take from the moment a customer’s buys your products to when you deliver them the product.

Google Analytics

Google Analytics is a service provided by Google that allows you have a detailed report of your website statistics.

Growth Hacking

This is a process involving a quick analysis and experimentation of data to identify the most effective way to start and scale up a business.

Digital Marketing Terms (H – K)


A hashtag is a word or phrase usually preceded by a # sign, used in social media platforms to identify a trends or topics.

Inbound link (Backlink) is a third-party link from another website linking to your website.

It is part of the SEO Best Practices for ranking on Google.

Inbound Marketing

Inbound marketing is an ecommerce marketing strategy that uses content and website optimization to convert visitors into customers.


Infographics are graphical representation of data, facts or knowledge in an easy and understandable image format.

Intelligent Product Recommendation Systems

It’s an Artificial Intelligence system recommending products for your customers based on their previous purchase or browsing patterns.


Inventory is the quantity of goods you have to sell. It is the amount of goods available in your warehouse.

Key Performance Indicator (KPI)

Key Performance Indicator is the value that measures the success of your business at a particular time based.

It helps you evaluate your performance and check if you are meeting up with your business goals and objectives.


Keywords are words or phrase customers use on search engines to bring up relevant answers.


They are not only limited to search terms; they can also be words used to identify the content of a website.

Digital Marketing Terms You Should Know (L – M)

Landing page

It is a page containing information that speaks to the visitor’s needs thereby helping him/her buy on the spot.


Lead is one of the digital marketing terms used to describe a potential customer who found interest in your products or services.

Lifecycle Stages

In ecommerce, lifecycle stages are stages your products undergo before it becomes available to the public use.

You need to work with the best digital marketing agency to help promote these products.


Logistics is the movement of products to your customers.

It is what happens between the point of research to the point of consumption to meet up with customers satisfaction.

Long Tail

Long tail is an ecommerce marketing strategy where you sell large amount of products to small number of persons as against selling little products to mass number of persons.


Marketing is any business activity you do to get your products to more customers and make more sales.

This involves the use of advertisement, slogans, endorsements, influencers or media exposure and more.

Outsource your marketing to any of the best digital marketing agencies in Nigeria.


mCommerce is the use of wireless electronic device to buy and sell products or services on the internet.

The devices are mobile phones, smart phones, tablets, and even personal digital assistants also called (PDAs).

Merchant Account

Merchants account is a business bank account type that allows you to accept and process payments using your cards.

Middle of the Funnel

Middle of the Funnel is a stage in customer’s journey on your website where you meet with their needs.


This stage requires that you engage your customers because this is where they make their final decisions.

Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue is the forecast income you can expect to get from your business every month.

It only works if you operate on the subscription business model.

Digital Marketing Terms You Should Know (N – O)

Native Advertising

Native advertising is an online advertising type where ad content looks more of an editorial content.

This form of adverts does not need banners and gifs but runs with content like blogs or infographics.

Net Promoter Score (NPS)

How willing will your customers want to share or recommend your business with their friends and families?

That would depend on your Net Promoter Score. This score determines how loyal your customers are to your brand.

Omni-Channel Management

Omni-Channel Management is the ability to allow your customers access their stores in various channels.

It is a way of giving your customers a smooth shopping and managing experience across many ecommerce platforms.


This is one of the digital marketing terms coined by Oluboba Ayodeji, an eCommerce consultants, at a business conference in 2023.

It represents the balance between modern and traditional marketing.

It is a marketing model where you start online and end sales offline.

Open Rate

The percentage of users who received your email in their inbox and open it is called the open rate.

It is calculated by dividing the total numbers of emails opened by the total number of emails delivered and multiplies by 100.

Digital Marketing Terms You Should Know (P – Q)


Page Views is an ecommerce metrics that shows the number of times a particular page was viewed.

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It counts every page opened and refreshed by customers.

Payment Gateway

Payment Gateway is an ecommerce tool that helps with your payment transactions on your website.

It stands as the middle and receives money from your customers and end to your account after removing its commission.

Profit Margins

Profit margins are the percentage of products’ selling price that turns into profit.

It is the difference between how much you spent on business and the how much was generated from the products or services sold.

Partial Shipment

Partial shipment is a shipment type where the delivery process of products takes place in two or more consignment.

The customer has to give the permission before that shipping order can be accepted and began.

Pay-Per-Click (PPC) Marketing

Pay-Per-Click (Cost Per Click) is an advertising form where the advertisers pay you when his ads are clicked on your website.

A third party like Google Adwords will have to give you the ads code to include on your website.

Point-of-Sale (POS)

Point-of-Sale (Point of Purchase) is the point where a customer pays you in exchange for your products or services.

It is a digital replacement for cash register and as such can process, track, and manage customers’ orders.

Qualified Lead

A qualified lead is a visitor who has shown interest in your products or services.

They are now on the process to become a customer.

QR Code

QR (Quick Response) Code is a machine-readable code in black and white square share scanned by digital devices to provide access to information.

You can use them to store web links, passwords, text, co-ordinates and many more digital information.


Digital Marketing Terms You Should Know (R – U)

Recurring Transaction

Recurring transactions happens when you charge customers using their card details on specific periods in their own permission.

This works best with the subscription business model.

Return on Investment (ROI)

Return on Investment (Rate of Return) is the profit or loss you get from a business relative to the amount of money you invested.

It is a way of company comparing their performance based on their capital and expenses.

Service Level Agreement (SLA)

If you offer services, Service Level Agreement is the contract signed by you and the clients on the performance of work you will deliver.

This agreement covers the quality, scope, privacy, responsibilities, and time duration of the project.

Shopping Cart

Shopping cart is a part of your website where customers add different products when browsing through your products catalog.

This is the online version of how you go to a supermarket and then picks up a basket to puts in your chosen products.

Stock Keeping Unit (SKU)

Stock Keeping Unit are sets of letter and numbers you can scan to identify a specific products or services.

It helps you automatically keep track of your products and manage your inventory.

Software as a Service (SaaS)

Software as a service (On-demand) is an ecommerce business type where you provide access to software and its function on the web.

In this business model, you host the software and sell licenses using the subscription business models.

Time Lag

Time lag is the interval (in days) between when a visitor lands on your site and when he converted.

It takes into account all customers waiting, and transaction period.


Turnkey is software built from start to finish and ready for the available markets.


In this case, the software is not built to a particular customer’s taste or specification.

Top of the Funnel

The Top of the Funnel is the first stage in a customer’s journey on your website.

It is the first interaction between when a visitor lands on your website and engage with your content.


Upselling is an ecommerce marketing strategy where you offer customers additional products to make them buy more.

It is a way of recommending products your customers won’t have known exist in your products’ catalog.

User Experience (UX)

The overall experience of your site, apps, products, service to customers is called user experience. It defines how easy and interactive is your user interface to customers while using your products.

Conclusion On Digital Marketing Terms

Now, you see that you can’t go wrong with this eCommerce terminologies.

As a business owner, it is important you have an understanding of these digital marketing terms.


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