Glossário

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A/B testing A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

Abandoned cart: When a potential customer adds an item to their cart, but doesn’t complete the purchase

Accessibility: Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities

Artificial intelligence (AI): A field developing intelligent machines and software that simulate human thought or work

Average order value (AOV): The sum of individual order amounts divided by the number of orders

Average session duration: Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions

Automated bidding strategy: A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal

Anchor text: The visible text in a hyperlink

Applause rate: The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers

Behavioral data: Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website.

Backlink: A link that points to a website from another site.

Benchmarking: The process of comparing metrics or processes with competitors or industry standards.

Bid: The amount a marketer is willing to spend each time a potential customer clicks on their ad or contacts their business.

Big Data: A field in analytics that systematically mines and extracts information from very large datasets for insights

Blog: A discussion or informational website published on the internet consisting of
discrete, often informal diary-style text entries

Blogging: It refers to self-published writing that lives online.

BOPIS: Um acrônimo para “compre online, retire na loja”.

Buyer persona (Persona): A fictional representation of the ideal customer, based on real data and research.

Bounce Rate: It is the percentage of visitors who land on a webpage and
immediately leave.

Business-to-business (B2B): Refers to when businesses sell products or services to other
businesses (when businesses purchase from each other)

Business-to-consumer (B2C): Refers to when businesses sell products or services to
consumers (when consumers purchase from businesses)

Call-to-action (CTA): An instruction that tells the customer what to do next.

Campaign: A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online.

Cart abandonment: When a customer adds an item to their cart, but doesn't complete the purchase.

Cell: A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2.

Cart abandonment rate: The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase.

Click-and-mortar: A type of retail store that sells online as well as in a brick-and-mortar store.

Conversion stage: The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown

Cost per acquisition (CPA): The average cost of acquiring a potential customer.
quando a conversão ocorre.

CTR: Acronym for Click Through Rate. It is the click rate on the email.

Chatbot: A programmed system that responds to common customer questions.

Consumer-to-business (C2B): Refers to when individuals (consumers) sell products or services to businesses (when
businesses purchase from consumers).

Consumer-to-consumer (C2C): Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other).

Cookie: A small file stored on devices that tracks user behavior and analyzes traffic.

Cost per acquisition (CPA): The average cost of acquiring a potential customer

acquiring a potential
customer.

Cost per click (CPC): The amount a marketer pays when someone clicks on their ad.

Cost per thousand impressions (CPM): The amount a marketer pays for every 1,000
impressions an ad receives.

Cost per view (CPV): The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video

Customer acquisition cost (CAC): The average cost of acquiring a paying customer

Customer lifetime value (LTV or CLV): The average revenue generated per customer over
a certain period of time

Customer relationship management (CRM) system: Software that helps a business manage and monitor its interactions with existing
and potential customers

Demographics: Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location.

Data analysis: Examining data to draw conclusions, make predictions, and drive informed decision-making.

Data analytics: Monitoring and evaluating data to gain actionable insights

Display ad: A visual ad format placed on websites or applications.

Digital advertising: Communication made by a company to promote its brand, product, or service using various platforms and online channels

Disclaimer: It is the message inserted in the footer of the email template, informing the
customer that they have not been added to any database, and offering them the
option to stop receiving automatic emails. Since etag follows best practices, we recommend
that this option be offered and, when selected, respected.

Domain: The core part of a website’s URL, or internet address.

E-mail marketing: The process of sending messages to a list of existing subscribers to share information, drive sales, or create community .

E-commerce: The buying and selling of goods or services using the internet.

Evergreen content: Content that will be relevant over a long period of time.

Exact match: A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword.

External link: A link on a website that leads to content on other sites

Featured snippet: A special box that displays information about a search in the results page.

Footer: A navigation section at the bottom of a website.

Frequently asked questions (FAQ): A section on a website that provides answers to the
questions that customers might have regarding a business, their productsor services, policies,
processes, and more.

Geographic segmentation: The grouping of customers with regards to their physical location.

Google Analytics: A web analytics service that tracks and reports website traffic.

Google Ads: An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.

GIF: An animated image.

Hiperlink: A clickable link that takes the user to another page or website.

Home page: The main page of a website.

HTTPS: An internet communication protocol that protects the integrity and confidentiality of
data between the user’s computer and the site

Heat map: A data visualization tool that shows how visitors interact with a website.

In-house: Within a single company.

Impression: When a piece of content is displayed to a target audience.

Influencer: A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

Journey of the customer (Customer journey): The steps and interactions a customer has with a brand before, during, and after a purchase.

JavaScript:It is the line of code that we send to the client and must be implemented on the website, so
that our applications can run on their site.

Key performance indicator (KPI): A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.

Keyword: A search term that people use to find information, products, or services online.

Landing page: The first page a visitor encounters when they go to a website.

Lead: A potential customer who has interacted with a brand and shared personal information, like an email address.

Lifetime ROAS: The result of multiplying the number of new customers by the total LTV and dividing the result by the ad spend.

Lifetime value (LTV): The average revenue generated by customers over a certain period of time.

LTV to CAC ratio: The total LTV (total lifetime value) divided by CAC (customer acquisition cost).

Meta description: Text that provides search engines a summary of what the page is about.

Minimum bid: The lowest amount a marketer is allowed bid on a platform; also known as the floor.

Macro influenciadores: A completed response that indicates a user is moving toward a completed purchase transaction.

Mega-influencers: Influencers with 1 million or more followers.

Micro-influencers: Influencers with between 10,000 and 100,000 followers.

Meme: Quantifiable measurements that are used to track and assess a business objective.

Metrics: Quantifiable measurements that are used to track and assess a business objective.

Nano-influencers: Influencers with 10,000 followers or fewer.

Navigation bar: A collection of links to other pages within a website.

Newsletter: An email sent to subscribers on a regular basis, containing news and informational content relevant to the company and of interest to subscribers.

Omnichannel: The integration or synchronization of content on multiple channels.

Overdelivery: When a campaign delivers more impressions or clicks than planned.

On Hold: Paused or pending campaign.

Off-season The period where customers tend to take more time in making purchases, especially if it’s for a larger ticket item.

On-season: The period where customers are much more likely to buy products due to related weather variables or special events.

Open rate: The percentage of users or customers who open an email.

Open-source: Software that allows the user to access and edit the original source code.

Paid media: Any form of digital promotion a brand pays to put online.

Pay-per-click (PPC) advertising: A type of advertising that allows the advertiser to pay only when someone clicks on an ad link.

Performance goal: A target that has a measurable, numeric value.

PESTLE analysis: An audit that identifies political, economic, social, technological, legal, and environmental factors that may affect a marketing strategy.

Personalisation: The practice of delivering a customized experience for each customer.

Personalization tag: A code that allows the writer to insert unique user data from their mailing list into emails.

Personally identifiable information (PII): Information that could be used to directly identify, contact, or locate an individual.

Post-purchase communication: Any direct interaction customers have with a brand after they make a purchase

Property: A website, mobile application, or web page that is associated with a unique measurement ID in Google Analytics to enable metrics collection.

Python: A programming language used for data analysis and data visualization.

Qualitative data: Information that describes qualities or characteristics.

Return on investment (ROI): A ratio of net income (money made) to investment (money spent).

Remarketing: A strategy in which a marketer uses paid ads to target customers who have visited a website, app, or social media profile.

Rank A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm.

Return on ad spend (ROAS): How much revenue is gained versus how much was spent

Segmentation: The practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history.

Session: The period of user interaction with a website.

Subject: It is the subject of the email that will be sent to the customer.

Search engine marketing (SEM): Increasing a website’s visibility on a search engine results page through paid advertising.

Seasonality: The regular and predictable fluctuation of e-commerce traffic around special holidays, events, and weather on a quarterly or yearly basis.

Secure Sockets Layer (SSL) certificate: A digital certificate that authenticates a website’s identity and enables an encrypted connection.

Segment: A subset of analytics data that features a common characteristic; examples are a user segment, an event segment, or a session segment.

Segmentation: The practice of dividing an email subscriber list into smaller groups based on
criteria like interests, location, or purchase history.

Sitemap: A file that provides information about the pages, videos, and other files on a site, and the relationships between them

SMART: A goal-setting method that can help define and measure the success of the goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”.

Software-as-a-Service (SaaS): Web-based software available on a subscription basis.

Spam: Unsolicited and unwanted junk email sent out in bulk to a broad recipient list

Stakeholder: Someone with an interest in or a concern for a project and its results

Stock keeping unit (SKU): A unique code that retailers use to identify a product.

Tactic: An action a marketer takes to make a marketing goal happen.

Tone: How a brand’s voice is applied.

Template: E-mail layout.

Tag management system (TMS): Enables the deployment and management of many tags for multiple advertising platforms and systems in a simple and centralized way.

Third-party cookies: Cookies that aren’t developed and distributed by a website’s owner but are distributed through third-party tools.

Total LTV: The average revenue generated by customers over a period of time that includes the past to the present.

Touchpoint: Any interaction a customer has with a brand during their purchase journey.

Tweet: Any message posted to Twitter; May contain elements like text, photos, videos, links, and audio.

Traffic: The number of visits that a website receives.

URL: The address of a webpage or file on the internet.

Unique user: A single visitor who accesses a website within a specific period.

Unique selling proposition (USP): An explanation of why a product or service is better than the competition.

Upselling: A sales technique used to encourage customers to spend more by upgrading to a more expensive product.

User-generated content (UGC): Any content created by people, rather than brands.

UTM: A text tag added to a URL to help monitor that content.

UV: Acronym for Unique Visitors. This is the number of visitors who access the website within a
specific period of time, from a unique IP address.

Variables: Refers to the segments, dimensions, and metrics configured in a Google Analytics account

Video campaign: A Google Ads tool that allows businesses to place video advertisements before, during, or after YouTube videos and in the search results.

Vertical column chart: A chart in which individual measurements are each shown as a vertical column.

Variants: Different versions of the same content served to users during an A/B test.

Visitors: The total number of times people have been to a website or app as a result of clicking an ad.

Webinar: A presentation, typically educational, that is provided online.

Widget: A small application or interactive tool embedded in a website or platform.

Website prompt: A digital banner that calls on a website visitor to act in some way.

Welcome e-mail: An email sent out to brand new customers or subscribers.

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