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Marketing and automation glossary
| Term | Meaning |
|---|---|
| API | A way for two software systems to talk to each other, for example your website sending leads to your CRM. |
| CAC | Customer acquisition cost: total marketing and sales spend divided by new customers won. |
| Conversion | An action you want a visitor to take, such as an enquiry, call, WhatsApp chat or purchase. |
| Conversion rate | Share of visitors or leads who take that action. |
| CPC | Cost per click on an ad. |
| CPL | Cost per lead: ad spend divided by leads. |
| CRM | Software that tracks leads, customers and follow-ups in one place. |
| CTR | Click-through rate: share of people who saw an ad and clicked it. |
| D2C | Direct to consumer: selling to end customers instead of through dealers or shops. |
| Funnel | The steps a buyer goes through, from first seeing you to buying. |
| GBP | Google Business Profile, your listing on Google Search and Maps. |
| Landing page | A focused page built for one campaign or offer, with one clear action. |
| Lead | A potential customer who has shared contact details or messaged you. |
| Pixel / Conversions API | Tracking that tells Meta or Google which visitors took valuable actions, so campaigns can find more people like them. |
| Remarketing | Showing ads to people who already visited your website or engaged with you. |
| ROAS | Return on ad spend: revenue from ads divided by ad spend. |
| RTO | Return to origin: a cash-on-delivery parcel refused and sent back. |
| SEO | Search engine optimisation: improving how your website appears in search results. |
| UTM | Tags added to links so you can see which campaign brought each visitor. |
| WhatsApp Business API | The version of WhatsApp for businesses that need multiple agents, automation and integrations. |
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