Glossary Digital Marketing

Glossary digital marketing

It is not always easy to understand what is being talked about in today’s modern digital marketing.

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digital marketing

It is not always easy to understand what is being talked about in today’s modern digital marketing. Terminology such as CTA, bounce rate, optimization and keyword analysis and more is used. That is why we have created a dictionary that explains many of the abbreviations and words that we often use. These designations are not always known to our customers, so good reading!


If you get a page that says 404, it is an error code that browsers get if the requested URL does not exist. 404 errors occur when you click on a link to a website that has changed or removed the subpage to which the link refers.

If the page actually no longer exists, you should create an informative 404 page that explains why you get this error message. It is not recommended to forward 404 error code to the home page as it will be misleading to the user. It will also have a negative impact on search engine optimization.

A/B testing

A/B testing means testing two apparently similar elements to promote the same message. It could be, for example, an advertisement, a landing page, a button and the like that you test against each other with a different variable. The variable in an advertisement can be a different image, a different color of the button or a different headline. After setting up the A/B test, you go live and evaluate the response you get in the form of clicks, likes, etc.

The result of the A/B test will determine whether A or B wins. After you have reviewed the results of the A/B test, you can create a further strategy. A/B testing should be done continuously to ensure that you always achieve the best possible results for your marketing.

Alt Text/Alternative Text.

As computers cannot see and interpret images, you should, and should, use All text on all images on a website. This means that Google and those who use aids for the visually impaired will receive information about the image even if they cannot physically see it.


“Business to business”. The term B2B is used for companies that only offer their products to other companies. A typical example of a trade that takes place B2B is wholesalers who sell to suppliers.


“Business to customer” or “Business to consumer”. The term B2C is used for companies that offer their products and services to individuals.

Paid search

Paid search is advertising in the search engines. Paid search originates from the English term Search Engine Marketing (SEM). With paid search, you are usually only charged per click on the ads. This means that you basically only pay for those who show an interest in our products or services. The payment model used is often called pay-per-click, abbreviated as PPC.


Bing is the name of Microsoft’s search engine and is used by default if you use the internet explorer or edge browsers.

Bing Ads

Bing Ads was the name of Microsoft’s advertising tool used in their search engine Bing. Bing Ads is equivalent to Google’s advertising tool Google Ads. Bing Ads has changed its name and is now called Microsoft Ads.

Conversion Rate Optimizing

What is CRO? CRO is a systematic method used to increase the proportion of visitors to a website who convert to become a customer by, for example, purchasing in an online store or performing another predefined action (for example, using a contact form, signing up for a newsletter or other sub-goals).

Conversion rate optimization is defined based on the website’s unique goals and KPIs. The background for the method is based on user testing and analysis of the website.


Cookies are small text files that are stored on your computer when you visit a website. They make a recording of your activity in the browser and store the information. For example, a cookie makes it so that you do not have to log in every time you need to access a website, online store or website. They are also used to carry out targeted marketing in the form of showing relevant advertisements to those who have visited a specific website.


“Content Management System” is the name of the tool that is used in the background to publish a new website . A CMS is a publishing solution used to build, maintain and update websites. They are designed to allow you to publish content as easily as possible. Two examples of the most used CMS are WordPress and Joomla.


“Cost-per-click”, cost per click in Norwegian. CPC tells you how much one click costs you as an advertiser. One of the advertising strategies is to optimize the ads to get the lowest possible CPC so that you get the most clicks out of your budget.


“Cost-per-thousand-impressions” or “Cost-per-mille”, cost per thousand impressions in Norwegian. When using this bid strategy, you set a price that you are willing to pay per thousand impressions of the ad. CPM is a very common form of bidding when using banner ads.


“Click-through-rate”, click rate in Norwegian. CTR is the percentage of users who have clicked on an ad in relation to the number of times an ad has been shown. If an ad has had 1,000 views and CTR = 10%, this means that 100 people have clicked on the ad. A high CTR often shows that the message in the ad is relevant.


“Call-to-action” is a button, link, image, text or similar that can be clicked and requests that you, the user, take an action. For example, there could be text on a button that says buy now, read more, download here, order or similar. Note this term as it is one important element on web pages to influence users to make a conversion instead of just leaving your website.


Online shopping in Norwegian. For those who have an online store or webshop, you should always implement conversion tracking. See also new website .

Facebook Pixel

The Facebook pixel is a code that is implemented on a website in the same way as Google Analytics. The Facebook pixel is Facebook’s measurement tool that checks whether visitors to the website are logged into Facebook, Instagram or WhatsApp and uses this data to spread the user.

Facebook thus knows what users do even when they are outside, the Instagram app and beyond. Most people use Facebook on mobile and desktop and therefore Facebook probably has the best cross-device tracking of all available platforms.

The Facebook Pixel gives you 3 major advantages.

Retargeting allows you to show ads to people who have visited a website or used an app. It is also possible to do retargeting based on the behavior of users who have only added products to the shopping cart or visited boat-related products in the online store.

Attribution: Facebook records how many people take a pre-defined action (conversion) after viewing or clicking on an ad. You can therefore use this data as an addition to Google Analytics figures when setting up media mixes and budgets.

Optimisation: Facebook can be used to find the people who are most likely to make a purchase (conversion).

Frequency Control

Frequency management means that you decide how many times an advertisement will be shown during an hour, day, week, month, etc.

Flight frequency / bounce rate

Bounce rate is the rate expressed as a percentage of visitors to the website who leave it without taking an action. An action can be specified as a page view, loading a form, clicking a button or similar. A flight frequency has a duration of 0 seconds. A bounce frequency can also be a user who enters the site and is inactive for 30 minutes.

If a user has navigated through the page and clicks out afterwards, it will not count as a bounce. If you have a good and relevant website, you will have a low bounce rate. If the bounce rate is as high as 80-90% you should consider making changes to keep those who visit your website longer.


The General Data Protection Regulation is the personal data protection regulation that entered into force on 25 May 2018. The Personal Protection Ordinance is an ordinance that aims to strengthen and harmonize privacy protection when processing personal data.

Google Ads or Google Adwords

Google’s advertising tool was previously called Google AdWords, now it is called Google Ads . By using Google Ads, you can advertise in the Google search engine and the display network by using text ads, image ads and video ads. Google’s display network is often called GDN and consists of YouTube, websites and media houses such as Aller Media and Amedia, which have made their inventory available on a large stock exchange.

Google Ads provides statistics on views, clicks, conversions and more. You can choose which websites and keywords you want to advertise on. Google Ads also gives you full control over your costs as you can set a defined budget. Google ads are basically based on two factors.

1. What one is willing to pay per click. And

2. How many quality points you have. These two factors essentially determine the position in the search results for the entered search terms.

Google Analytics

Google has its own measurement tool which is often simply called GA. Google Analytics measures and reports the traffic on a website or an online store. Google Analytics provides good insight into how to improve the website, generate more traffic and more conversions. GA is one of the most used tools for measuring website traffic today. Google Analytics can also be implemented on any website regardless of the website’s CMS. See also What is SEO: Statistics


A conversion occurs when a person takes a desired action. This could be, for example, one sale, submitting a contact form, downloading a file or signing up for a newsletter. You often set a value on the conversion so that you can easily determine whether the ad leads to a conversion and how much you earn from it. If you have an online store, you can set up the e-commerce solution in Google Analytics and measure sales in kroner and øre.

Conversion rate or Conversion Rate

The conversion rate is calculated based on how many people take an action out of those who clicked on the ad.

Landing page

A landing page is the first page that you see or “land on” when you enter a website. As a rule, people think that the front page is always the landing page, but there are many different pages on a website that have good content that can come up when searching on the various search engines. Therefore, all the pages on one website can act as landing pages.

Campaign landing page

What is a campaign landing page? A campaign landing page is a specially designed website to be relevant in relation to the advertising you are doing. As a rule, a campaign landing page contains one product, product information and a CTA button.

Microsoft Ads

Microsoft ads is the advertising tool to be able to display ads on our products and services in Microsoft’s search engine. The position in the search results is based on payment and quality points to ensure relevant advertising to users.

Target group

A target audience is the potential people that you reach with your ads.


Reach is also called reach in Norwegian. Reach is thus the number of people that you reach when you advertise. If you do a purely branding campaign, it is natural to have reach as one of the goals, as you want to reach as many people as possible. Reach often refers to the number of people who have seen the ad as opposed to impressions which do not take into account whether one person has seen the ad 1 or 100 times. See also Reach Vs Impressions .


ROI stands for Return On Investment. In good Norwegian terms, they say that ROI is what you are left with after the investment. ROI is an important factor to take into account in all marketing as it often helps to decide which channels to use in the media mix and how much you have to budget for in the marketing budget. By tracking data, you can often see what you are left with in relation to the investment you make.


“Impression” in English. Views in Norwegian. Impressions are the number of times the advertisement or Facebook post has been shown. The number of views is independent of whether it has been shown several times to the same person. The number of views can therefore often be much higher than the number of people you would reach in the defined target group for the ad. This is usually due to the advertisement having been shown several times to the same user. You can often control this by setting frequency control on the ad. See also search engine optimization in Google.

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