Resources · Glossary
Marketing terms, plainly.
An A–Z of digital marketing terms used in Pakistan, with context for how they actually apply. Updated as the field changes.
25 terms · sorted alphabetically · constantly expanding
AEO
Answer Engine Optimisation
Optimising content to be cited by AI search engines like ChatGPT, Claude, Perplexity. The 2026 version of SEO.
CAC
Customer Acquisition Cost
Total marketing & sales spend divided by new customers acquired. The number that decides if your ad budget is working.
CPC
Cost Per Click
How much you pay each time a user clicks your ad.
CPM
Cost Per Mille
Cost per 1,000 ad impressions.
CRO
Conversion Rate Optimisation
The discipline of improving the % of visitors who become customers.
CTR
Click-Through Rate
Clicks divided by impressions. Tells you if your creative is interesting.
CTV
Connected TV
Streaming-platform advertising (YouTube on TV, Netflix ads, etc.).
DTC / D2C
Direct-to-Consumer
Brands that sell directly to customers, no retailer in between.
GEO
Generative Engine Optimisation
See AEO. Same concept, different vendor branding.
LTV
Lifetime Value
Total revenue a customer brings over their lifetime.
LP
Landing Page
A page designed specifically to convert ad traffic into a customer or lead.
PMax
Performance Max
Google's AI-driven, multi-channel campaign type.
ROAS
Return On Ad Spend
Revenue divided by ad cost. Above 2× is profitable for most businesses.
Retargeting
Showing ads to users who already visited your site or engaged with your brand.
SERP
Search Engine Results Page
The page Google shows when someone searches.
UGC
User Generated Content
Content made by customers or creators that brands use in ads.
Pixel
A small script you put on a website to track visitors for ad targeting.
Conversions API
Server-to-server tracking that supplements pixel data, required in 2026.
Schema markup
Code that tells search engines what your page is about. Helps with rich results.
Lead magnet
A free resource (PDF, checklist, tool) you give in exchange for an email.
Tripwire
A low-priced first offer designed to turn a lead into a paying customer.
Upsell
Offering a more expensive product or add-on after the initial purchase.
Funnel
The path from first awareness of your brand to becoming a customer.
MQL / SQL
Marketing/Sales Qualified Lead
Stages of how 'ready to buy' a lead is.
Account-Based Marketing
ABM
B2B marketing that targets specific named accounts rather than the whole market.