caching – The storage of Web files for later re-use at a point more quickly accessed by the end user.
call to action (CTA) – The part of a marketing message that attempts to persuade a person to perform a desired action.
call tracking – A system that measures how callers found a business, and they relevant actions they took.
CDN (content delivery system) – A system of geographically distributed servers designed to accelerate the delivery of web pages and files by routing user requests to the server that’s in the best position to serve them.
chatbot – chat robot – A computer program that engages people in simulated conversion to accomplish certain tasks.
chatbot builder – A program that simplifies the process of building chatbots,
churn probability – The percentage likelihood that a person will cease to be a customer.
click-through – The process of clicking through an online advertisement to the advertiser’s destination.
click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.
CLV (Customer Lifetime Value) – An estimate of the total monetary value of a customer to a business over the duration of their relationship.
cohort analysis – An analytics method of breaking a data set into smaller groups to observe differences in activity over time.
comment spam – Irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer’s website.
content marketing – A marketing strategy of creating and distributing content to attract and persuade a target audience.
contextual advertising – A method of serving advertisements based on the content (i.e., overall context or theme) of a web page.
conversion rate – The percentage of visitors who take a desired action.
cookie – Information stored on a user’s computer by a Web site so preferences are remembered on future requests.
core web vitals – A set of web page performance and user experience metrics that Google calculates based on real world usage data.
CPA (cost per action) – Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
CPC (cost per click) – The cost or cost-equivalent paid per click-through.
CPL (cost per lead) – Online advertising payment model in which payment is based on the number of qualifying leads generated.
CPM – Cost per thousand impressions.
CPV (Cost Per View) – In video advertising, a bidding method where you pay for qualifying views.
CRO (Conversion Rate Optimization) – The process of increasing the percentage of people who take a desired action on a website.
customer acquisition cost – The cost associated with acquiring a new customer.
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