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22 Must-Know Marketing Acronyms

10 mins read
8th Mar 2329th Feb 24

If you own a website, then it's fair to assume that you'll want to learn how to increase your inbound traffic. This means you one thing - marketing. There's really two ways you can go about this: pay a company to help with your marketing or learn yourself. Even if you decide that outsourcing everything is the best option for you, I would highly encourage you to carry on reading this blog article as you'll still need "skin in the game" to keep up with the conversation, become more comfortable with the process, and better understand any monthly marketing reports.

  1. CPA: Cost Per Action. This would be calculated by taking the cost of the marketing campaign and dividing it by the total number of conversions/desired actions you want to measure (landing page view, purchase, booking etc.)
  2. CPL: Cost Per Lead. Similar to the aformentioned CPA, but in the context of a lead generation.
  3. CTR: Click Through Rate. You could calculate a CTR by dividing the total number of adverts seen by the total number of people who clicked that advert to visit your particular site or landing page.
  4. CMS: Content Management System. Broadly speaking a CMS would be a platform like Shopify, BigCommerce, Squarespace, Wix, WordPress or HubSpot. It's just a software that centralizes and implements all of the handy tools you need to grow your business into a user friendly (typically zero code) dashboard.
  5. CTA: Call To Action. This could be a button, hyperlink, form, or an embedded email sign up box. It's basically an element of a web page, article, advert or video that encourages the viewer to complete a certain task.
  6. AOV: Average Order Value. If you divided the total value of orders by the number of orders you would be left with your AOV.
  7. SMM: Social Media Marketing. This term can be used in a broad sense, but really it pertains to your organic presence on social media and the utilities that come with it to grow such as native feed posts, groups, direct messages, stories, reels etc.
  8. SEO: Search Engine Optimisation. The optimisation of your website in the rankings of search engine result pages (SERPs) on platforms such as Google, Bing, and Yahoo.
  9. SERP: Search Engine Results Page. As previously mentioned, a SERP is what you see on your screen what you submit a query into Google. Let's just say page one of Google and everything on it - thats a SERP!
  10. CR: Conversion Rate. In the right context, a CTR would be a conversion rate. That's assuming your conversion goal was somebody just clicking on your advert. Quite easily, it's the total number of people who viewed a page or website and took the desired action that you would constitute as a conversion event.
  11. BR: Bounce Rate. If somebody visits your website and clicks off without navigating to a different part of your site, they would then become a bounce rate statistic. It's basically singe-page sessions divided by the total number of sessions.
  12. UI: User Interface. A design principle focused on aesthetics and style. Contextually relating to the graphical portion of a website such as the colours, spacing, branding, or font style.
  13. UX: User Experience. The acronymx UX pertains to how a user experiences a website in relation to matters like utility, easy of use, and efficiency.
  14. ROI: Return On Investment. A more general term relating to the total number of revenue generated in comparison to the money spent. To calculate ROI as a percentage use the following equation: ((profit - cost) / cost) x 100.
  15. ROAS: Return On Advertising Spend. Very similar to ROI, but more niche in it's context - advertising. It's calculated the same way using the formula: ((profit - cost) / cost) x 100.
  16. PPC: Pay Per Click. Related to the advertising model whereby the advertiser is charged by the advertising platform per every click they receieve on their advert. PPC is commonly used in the context of Facebok, Instagram, Snapchat and Google advertising.
  17. B2B: Business To Business. Trade between business entities only.
  18. B2C: Business To Consumer. Trade between businesses and customers/public/consumers.
  19. CMO: Chief Marketing Officer. The highest position one could achieve in a marketing role. This person would be in charge of overseeing the whole of a companies marketing activities, delegating, and decision making.
  20. CAC: Customer Acquisition Cost. The price it costs a company to acquire a new customer. This can be calculated a few ways, but a solid one would be to calculate the entire cost of sales and marketing efforts and divide it by the total number of newly acquired customers in the same time period.
  21. CPM: Cost Per Mille. This is a common advertising model used by advertising platforms to charge advertisers (just like PPC) - or it can be just a metric. A mille basically means one thousand and is borrowed from Latin.
  22. SWOT: Strengths, Weaknesses, Opportunities and Threats. A SWOT analysis is a basic guideline of assessment to strategically plan and manage a business.
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Author: Samuel King
Full Stack DeveloperDesignerMarketer
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