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Glossary of Terms

3G – The third generation of mobile data technology that allows for download rates between 2-5 Mb/s.

4G LTE – The fourth-generation of mobile data technology that allows for download rates between 5-25 Mb/s.

A/B Testing – Usually for testing out UX in web design. This refers to split testing where 2 versions are compared against each other. One group of visitors see version A while another sees version too. Behavior and results are tracked.

Cost Per Acquisition (CPA) – The cost of converting one person to become a customer.

Cost Per Click (CPC) Same as pay per click (PPC). The cost every time someone clicks on a digital ad.

Cost Per Impression (CPI) – The cost per view for an online ad campaign.

Cost Per Thousand Impressions (CPM) – The online advertising cost per view.

Call To Action (CTA) – A banner, button, link, graphic, or text, that’s meant to convince visitors to click and continue down the marketing conversion funnel.

Click Through Rate (CTR) –  Unit of measurement on how many customers click on link to get more info on the business or product.

Conversion Rate (CVR) – Number of visitors who take action or become consumers over the number of total visitors.

Device Identifier (DID) – The unique consumer identifiers for in-app activity including Identifier for Advertising (IDFA) on iOS, Android ID, Windows ID, or Blackberry ID.

EdgeRank –Facebook’s News Feed algorithm. This determines what is displayed and how high the content is displayed on the user’s News Feed.

Gamification – The use of gameplay elements, such as point scoring or competition with others, in non-game applications.

Geolocation – Geographic information. Often with the widespread use of GPS trackers, marketers can create marketing strategies with a geographic focus.

Hyperlocal – Neighborhood-level information. For mobile advertising, hyperlocal is generally defined as the usage of GPS-level geolocation data to reach consumers.

Impressions – The number of times an ad is viewed or displayed once by visitors. It measures the reach of an advertisement.

Landing Page – The lead capture page. It’s the first page visitors see when they click on an ad or through a SEO result.

Mobile Marketing – Marketing on or with a mobile device such as a cell phone, iPad, etc…

Mobile Web – The web browser environment on a mobile device.

MRAID – Short for Mobile Rich Media Ad Interface Definitions. The predominant standard for creating and delivering rich media experiences within mobile apps.

Near Field Communication (NFC) – Radio communication between devices by touching them together or putting in close proximity.

Offer Wall – A page that appears within your app that offers users rewards or different incentives in exchange for spending money (or completing some action that you specify.) Learn more here.

PageRank – Google’s link analysis ranking system  for its search engine that gives a numerical weight to a hyperlinked web page in the world wide web.

Promoted Ads – Marketing content that is paid to be at the top of a search result.

Pay Per Click (PPC) – Method where advertisers only pay each time someone clicks on the ad.

Phablet – A word combination of phone and tablet that generally refers to devices with diagonally viewable screens between 5.01 and 6.9 inches.

Retargeting – Online advertising technique where once visitors stop by your site, a cookie is dropped in their browser and your ad follows them. This reminds the visitor of your brand with the hope of eventually converting them to customers.

Search Engine Optimization (SEO) – Strategy and tactics on how to organically rise and be one of the first results from search engines.

Social Media Marketing – A method of marketing to gain traffic for a site or increase app downloads by using social media channels and creating good content.

Simple Messaging Service (SMS) –  Mobile text messages.

User Experience (UX) – What the user sees, feel, experience, and how they navigate through your site and app.

User Interface (UI) – The visual part of the technology. What the user sees when interacting with the site or app.