A A/B Testing A method of comparing two versions of an ad, email, or landing page to see which performs better based on metrics like conversion rate or click-through rate. Attribution The process of identifying which marketing channel or campaign should receive credit for a conversion or sale. B Buyer Persona A semi-fictional representation of your ideal customer based on real data, behaviors, goals, and challenges. C Call-to-Action (CTA) A prompt (e.g., “Call Now,” “Get Your Free Quote”) encouraging the user to take a specific action that moves them closer to becoming a lead or customer. Click-Through Rate (CTR) The percentage of people who click on an ad or link after seeing it. Often used to measure ad engagement. Conversion When a visitor completes a desired action, such as filling out a form, booking a call, or making a purchase. Conversion Rate The percentage of total leads or visitors that take a specific desired action, such as becoming a customer. Cost Per Acquisition (CPA) The amount it costs to acquire a paying customer. A key metric in performance-based marketing. Cost Per Click (CPC) The amount paid each time a user clicks on a paid ad. Cost Per Lead (CPL) The amount paid to generate a single lead. In performance-based marketing, this is often a fixed fee. E Exclusive Leads Leads sold to only one client or business. These leads tend to convert at a higher rate and are more expensive than shared leads. F Funnel A model that represents the stages a lead goes through before becoming a customer—typically awareness, interest, consideration, and decision. H High-Intent Lead A lead that shows strong purchasing signals, such as filling out a detailed inquiry form or calling a tracked phone number. L Landing Page A standalone web page designed specifically for a marketing campaign, optimized to convert visitors into leads. Lead An individual or business that has expressed interest in your product or service, typically by submitting contact information. Lead Nurturing The process of developing relationships with leads by providing relevant content and timely follow-ups until they're ready to convert. Lead Qualification Assessing whether a lead meets specific criteria (such as location, income, need, or urgency) to be considered sales-ready. Lead Scoring Assigning a numerical value to a lead based on various factors like behavior, demographics, and engagement to prioritize follow-up. Lookalike Audience A type of audience created using data from existing customers or leads to target similar users—common in Facebook and Google Ads. P Pay Per Lead (PPL) A pricing model where advertisers only pay for qualified leads delivered to them—core to performance-based marketing. Performance-Based Marketing A results-driven marketing model where the advertiser only pays when a specific action (like a lead or sale) occurs. Q Qualified Lead A lead that meets pre-defined criteria (budget, authority, need, timeline) and is ready for a sales conversation. R Retargeting Online advertising that targets users who have previously visited your website or interacted with your brand. Return on Ad Spend (ROAS) The revenue generated for every dollar spent on advertising. A key metric in measuring campaign profitability. S Shared Leads Leads sold to multiple buyers (often at a lower price) which can reduce exclusivity and conversion rates. T Targeting The practice of directing your marketing efforts toward specific groups based on demographics, interests, behaviors, or location. Top of Funnel (TOFU) The awareness stage of the buyer's journey where potential leads first discover your brand or service.
Glossary of Marketing Terms
CONTACT PAY-PER-LEAD PROGRAMS NAVIGATION
HQ Address: 100 E. San Marcos Blvd. #400 San Marcos CA 92609 442/ 222.6675 (Phone) 442/ 533-7960 (Text) Arizona Office: 6991 E. Camelback Road Suite D-300 Scottsdale, AZ 85251
RESOURCES LEGAL
© Copyright 2025 VERTICAL GROUP LLC
info@verticalgroup.pro How to Generate High-Intent Leads Lead Conversion Blueprint Performance-Based Marketing 101 Terms of Use Privacy Policy Cookie Policy CCPA Glossary of Marketing Terms Motor Vehicle Accidents Bankruptcy Law Life Insurance IVF / Fertility Clinics Senior Care Facilities Vocational Schools For-Profit Colleges Industrial Equipment Home Loans Wealth Management Other Marketing Services Fill This Space Home About Us How it Works FAQs Contact Us Careers