12 Most commonly used Digital Marketing acronyms explained

Working in the digital marketing space sometimes feels like it’s difficult to keep up with the latest buzzwords. There are so many three-letter-acronyms! Use our simple *one sentence* definitions for the twelve most used acronyms in digital marketing today.


Pay-per-click (PPC) is a form of online advertising whereby ads appear in search engines results and are paid for by the advertiser when a user clicks their ad.


Search-engine-optimisation (SEO) is a combination of strategies to increase the visibility of a website by obtaining a high rank in search results pages for relevant search terms.


Click-through-rate (CTR) is simply the number of ad interactions divided by the number of ad impressions, which provides a percentage of how many times ads were clicked out of the times they were shown.


Cost-per-click (CPC) is the cost of advertising divided by the number of ad clicks received, which provides a guide on how expensive it is to gain a click from your ad.


Cost-per-acquisition (CPA) is the cost of advertising divided by the number of conversions which occurred thereafter, which provides a guide on how expensive it is to acquire a conversion/lead to your company.


Cost-per-thousand-impressions (CPM) is the average cost of delivering one thousand ad impressions, often used for serving banner and video ads


Demand-side-platform (DSP) is a system that allows buyers of digital ad inventory to gain access to multiple ad exchanges or data exchange providers in one interface.


Real-time-biding (RTB) is a technology whereby advertising space is bought and sold per ad impression via a programmatic auction.


Data-management-platform (DMP) is a centralised store for collecting, integrating and managing large sets of data from multiple sources.


Key-performance-indicator (KPI) is a term used by digital marketers to define their main performance metric, for use when evaluating the success of a campaign.


Call-to-action (CTA) is the part of an advert which tells the user what to do next, i.e. the action to take after clicking the ad.


Conversion-rate-optimisation (CRO) is the practice of continually improving a website’s conversion rate through testing and user feedback.

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