UTM & Marketing Glossary

301 Redirect A 301 redirect is an HTTP status code that permanently sends one URL to another. It tells browsers

302 Redirect A 302 redirect is an HTTP status code that temporarily sends one URL to another. It tells browsers

A/B Testing A/B testing is a controlled experiment in which two versions of a single element are shown to separate

Attribution Model An attribution model is a rule, or set of rules, that decides how credit for a conversion is

Attribution Window An attribution window is the set period of time after a user clicks or views an ad during

Auto-Tagging Auto-tagging is a Google Ads feature that automatically adds a unique tracking parameter, the GCLID, to the URL of

Average Order Value (AOV) Average order value (AOV) is the average amount a customer spends in a single order. AOV

Base64 Encoding Base64 encoding is a method that converts binary data into a plain ASCII text string using a set

Bio Link A bio link is the single clickable URL placed in the bio section of a social media profile.

Bounce Rate Bounce rate is the percentage of website sessions that ended without the visitor engaging with the page. In

Branded Link A branded link is a shortened URL that uses a custom domain owned by the brand rather than

Campaign Attribution Campaign attribution is the practice of assigning credit for a conversion to the marketing campaigns, channels, or touchpoints

Campaign Brief A campaign brief is a short document that defines a marketing campaign’s goal, audience, message, channels, budget, and

Campaign Tracking Campaign tracking is the practice of measuring how individual marketing campaigns drive traffic, engagement, leads, and revenue across

Canonical URL A canonical URL is the version of a web page that search engines treat as the master copy

Click ID A click ID is a unique alphanumeric code that an ad platform adds to a destination URL each

Click Tracking Click tracking is the practice of recording every click a user makes on a link, button, ad, or

Click-Through Rate (CTR) Click-through rate (CTR) is the percentage of people who click on a link, ad, or search result

Conversion Rate Conversion rate is the percentage of visitors who complete a desired action out of the total number of

Conversion Tracking Conversion tracking is the process of recording when a user completes a valued action after clicking a link

Conversion Window A conversion window is the set period of time after a user clicks or views an ad during

Cost Per Click (CPC) Cost per click (CPC) is the amount an advertiser pays each time a user clicks on

Cost Per Lead (CPL) Cost per lead (CPL) is the average amount a business spends on marketing to generate one

Cost Per Mille (CPM) Cost per mille (CPM) is the amount an advertiser pays for every 1,000 ad impressions. CPM

Cross-Device Tracking Cross-device tracking is the practice of linking one person’s activity across multiple devices, such as a phone, tablet,

Custom Domain A custom domain is a branded web address (like link.yourbrand.com) used to shorten URLs instead of generic services

Customer Acquisition Cost (CAC) Customer acquisition cost (CAC) is the total amount a business spends on sales and marketing to

Dark Social Dark social is website traffic that comes from private link sharing but carries no referrer data, so analytics

Deep Link A deep link is a URL that opens a specific page or screen inside a mobile app or

Direct Traffic Direct traffic is website visits that analytics tools cannot attribute to any known source. It covers people who

Dynamic QR Code A dynamic QR code is a QR code that stores a short redirect URL instead of the

Engagement Rate Engagement rate is the percentage of an audience that interacts with social media content out of those who

FBCLID FBCLID stands for Facebook Click Identifier. It is a unique code that Meta adds to a link’s URL when

First-Touch Attribution First-touch attribution is a single-touch marketing attribution model that gives 100% of conversion credit to the very first

GCLID GCLID stands for Google Click Identifier. It is a unique code that Google Ads adds to your landing page

Google Analytics 4 (GA4) Google Analytics 4 (GA4) is Google’s web and app analytics platform that measures user behavior using

Google Search Console Google Search Console is a free web service from Google that helps website owners monitor, maintain, and

Google Tag Manager (GTM) Google Tag Manager (GTM) is a free tag management system from Google that lets marketers deploy

Last-Touch Attribution Last-touch attribution is a single-touch marketing attribution model that gives 100% of conversion credit to the final channel

Lifetime Value (LTV) Lifetime value (LTV) is the total revenue or profit a business expects to earn from a single

Linear Attribution Linear attribution is a multi-touch attribution model that gives every touchpoint in a customer journey equal credit for

Link Cloaking Link cloaking is the practice of hiding a long or unbranded destination URL behind a shorter, branded link

Link Expiration Link expiration is a setting that deactivates a URL after a defined condition: a specific date, a maximum

A link redirect is a server instruction that sends a visitor from one URL to another automatically. When someone clicks

Link Retargeting Link retargeting is the practice of attaching an advertising pixel to a shortened URL so anyone who clicks

Marketing Channel A marketing channel is a path a business uses to reach its audience and promote or sell its

MSCLKID MSCLKID stands for Microsoft Click ID. It is a unique code that Microsoft Advertising adds to your landing page

Multi-Touch Attribution Multi-touch attribution (MTA) is a measurement method that distributes conversion credit across every marketing touchpoint a customer interacted

Offline Conversion Tracking Offline conversion tracking is the practice of importing conversions that happen away from your website, like a

Position-Based Attribution Position-based attribution is a multi-touch attribution model that gives 40% of the conversion credit to the first touch,

QR Code A QR code is a two-dimensional barcode that stores data in a square grid of black and white

Query String A query string is the part of a URL that comes after the question mark (?) and carries

Referral Traffic Referral traffic is website visitors who arrive by clicking a link on another website rather than from a

Revenue Per Click (RPC) Revenue per click (RPC) is the average amount of revenue generated each time someone clicks on

ROAS ROAS stands for Return on Ad Spend. It measures how much revenue is generated for every dollar spent on

ROI ROI stands for return on investment. It is the percentage profit earned on an investment relative to its cost,

Server-Side Tracking Server-side tracking is a method of collecting analytics and conversion data on a web server you control, instead

Static QR Code A static QR code is a QR code that stores its full destination or data directly inside

Time Decay Attribution Time decay attribution is a multi-touch attribution model that gives more conversion credit to touchpoints that happen

Tracking Pixel A tracking pixel is a tiny piece of code, often a 1×1 transparent image, embedded in a web

Traffic Source A traffic source is the origin of a website visitor: where they came from before landing on your

TTCLID TTCLID stands for TikTok Click ID. It is a unique code TikTok adds to your landing page URL each

URL Encoding URL encoding is the process of converting characters into a format that can be transmitted safely over the

URL Parameters URL parameters are values added to a URL to pass extra data to a web page or server.

URL Shortener A URL shortener is a tool that converts a long web address into a short, condensed link. The

UTM Parameters: What They Are and How to Use Them UTM parameters are short text snippets added to the end

UTM Builder A UTM builder is a tool that adds UTM parameters to a URL so analytics platforms can attribute

UTM Code A UTM code is a snippet of text added to the end of a URL to track the

UTM Link A UTM link is a website URL with UTM parameters appended to its end so analytics tools can

UTM Naming Convention A UTM naming convention is a documented set of rules that defines how every UTM parameter value

UTM Tag A UTM tag is a snippet of text added to the end of a URL that identifies where

UTM Tracking UTM tracking is the practice of appending parameter tags to URLs so an analytics platform can identify the

utm_campaign utm_campaign is the UTM parameter that names the specific marketing campaign, promotion, or initiative driving traffic to your site.

utm_content utm_content is the optional UTM parameter that distinguishes between links or ads pointing to the same destination URL. It

utm_creative_format utm_creative_format is an optional UTM parameter that records the type of ad creative behind a campaign click. It identifies

utm_id utm_id is the UTM parameter that assigns a unique campaign ID to a tagged URL so Google Analytics 4

utm_marketing_tactic utm_marketing_tactic is an optional UTM parameter that records the targeting approach behind a campaign click, such as remarketing or

utm_medium utm_medium is the UTM parameter that identifies the marketing channel or delivery method bringing a visitor to your site.

utm_source utm_source is the UTM parameter that identifies the specific platform, website, or publication that sent a visitor to your

utm_source_platform utm_source_platform is an optional UTM parameter that identifies the platform responsible for directing traffic to a Google Analytics 4

utm_term utm_term is the optional UTM parameter that identifies the paid search keyword that triggered a click. It was built

Vanity URL A vanity URL is a short, memorable web address that redirects to a longer destination URL. It replaces

WBRAID and GBRAID WBRAID and GBRAID are two privacy-safe click IDs that Google Ads adds to landing page URLs for