A/B testing – A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
abandoned cart emails – Emails generated after an online shopper reaches the cart stage, but does not complete a transaction.
above the fold – The section of a Web page that is visible without scrolling.
ad blocking – The blocking of Web advertisements, typically the image in graphical Web advertisements.
ad extensions – In Google Ads, ad components that show additional information beyond the standard ad, often only when relevant to the user.
ad group – In search advertising, an account structure unit with one or more ads and a common targeting method.
ad space – The space on a Web page available for advertisements.
ad strength – In Google Ads, an estimate of an ad’s potential for success, based on the relevant, quantity, and diversity of the ad content.
AdSense – A contextual advertisement service provided by Google.
advertising network – A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
affiliate – The publisher/salesperson in an affiliate marketing relationship.
affiliate manager – A person responsible for managing an online affiliate program for an affiliate merchant.
affiliate marketing – Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
affiliate merchant – the advertiser in an affiliate marketing relationship.
affiliate network – a value-added intermediary providing services, including aggregation, for affiliate merchants and affiliates.
affiliate software – software that, at a minimum, provides tracking and reporting of commission-triggering actions (sales, registrations, or clicks) from affiliate links.
ALT text – HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.
animated GIF – A graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
AOV (Average Order Value) – An ecommerce metric that measures the average amount of revenue per transaction.
ARPPU (Average Revenue Per Paying User) – The average amount of revenue generated per paying user in a specified period of time.
ARPU (Average Revenue Per User) – The average amount of revenue generated per user in a specified period of time.
average position – In Google Ads, a deprecated metric that used to summarize the position your ad had appeared relative to other ads. In Google Search Console, a metric that shows an average of the position your site appeared in the organic search results.
autoresponder – A program that sends an automatic form response to incoming emails.