A/B testing is the process of comparing two or more versions of an email, ad, or other marketing material to see which one performs better. Different versions are shown to parts of the audience at the same time. For example, you might test subject lines, images, messages, or calls to action (CTAs). The goal is to find out which version gets the most clicks, conversions, or other desired actions.

Ad clicks count the number of times a user clicks on an ad. A click shows that someone interacted with the ad and wanted to learn more. This metric is commonly used to measure engagement in online advertising

An ad server is a system used to deliver and manage online ads on websites or platforms. It controls where and when ads appear, how often they are shown, and to whom. Ad servers also track impressions and clicks and provide detailed reports on campaign performance. Modern ad servers can manage various ad formats, including banners, videos, and native ads.

An alt tag is text linked to an image in an email or on a webpage. If the image can’t be displayed, the alt tag shows instead. Alt tags help users who can’t see images, such as those using screen readers, and they also improve SEO by describing the image to search engines. It’s good practice to include alt tags when creating HTML emails.

A banner is a graphic ad placed in online content. It can include images, animations, or videos and is designed to attract attention. When clicked, a banner usually takes the user to a landing page or website related to the ad’s message.

Banner format refers to the size and shape of a banner ad. There are standard dimensions used in online advertising so banners display correctly across different websites, platforms, and devices. At TraceParts, we have specific banner specifications depending on where the ad will appear. For banners on the TraceParts CAD-content platform: TraceParts CAD-Content Banner Specifications For banners in TraceParts newsletters: TraceParts Newsletter Banner Specifications

A banner impression is counted each time a banner ad is displayed on a webpage. Impressions help measure how often an ad was shown to users during a campaign

A bounce happens when an email cannot be delivered to the recipient. A soft bounce means there’s a temporary issue, like a full inbox. A hard bounce means there’s a permanent issue, like an invalid email address.

Brand awareness is the level at which people recognize and remember a brand. It shows how well a brand is known by its target audience and how easily it comes to mind when someone thinks about a product or service.

A call-to-action (CTA) is a short message that encourages users to take a specific action. It guides people toward the next step you want them to take, such as clicking a link, signing up, or downloading content. Examples include “Download Now,” “Register Today,” or “Get More Info.” A good CTA helps improve engagement and supports the main goal of a campaign.

A campaign is a set of planned marketing activities that work together to achieve a specific goal, such as generating leads, increasing sales, or building brand awareness. These activities usually follow clear steps: planning, concept development, content creation, execution, and reporting. A campaign can include different tools like emails, banners, ads, and newsletters, all aimed at reaching the target audience effectively.

Click-Through Rate (CTR)

Click-through rate (CTR) shows how often people clicked on a link or ad compared to how many times it was shown, delivered, or sent. It is calculated by dividing the number of clicks by the number of impressions or emails sent, then expressing the result as a percentage. CTR helps measure how effective a message or ad is at getting attention

A conversion happens when someone completes a desired action, such as filling out a form, downloading a file, or making a purchase. Conversions show that the campaign met its goal for that user.

Conversion rate is the percentage of people who completed a desired action, such as filling out a form or downloading content. It is calculated by dividing the number of conversions by the number of unique clicks, visits, or emails sent, depending on the type of campaign. This rate helps measure how successful a campaign is at turning interest into action.

Cost-per-click (CPC) refers to the cost of each click on an ad. It is used to measure how much each click costs within a campaign, whether as part of a pricing model where advertisers pay per click or simply to track performance

Cost per mille (CPM) refers to the cost for every 1,000 times an ad is displayed. It can describe either a pricing model where advertisers are charged per 1,000 impressions or simply a way to measure the cost of showing the ad.

CTOR (Click-to-Open Rate)

Click-to-open rate (CTOR) shows the percentage of users who clicked on a link out of those who opened the email. CTOR helps measure how effective the content of the email is at encouraging action after it has been opened.

Deliverability refers to how reliably marketing emails reach recipients’ inboxes rather than getting blocked, filtered, or sent to spam. It is influenced by things like sender reputation, list quality, and content. Good deliverability means emails not only get delivered but also land where recipients can see them.

Delivery rate is the percentage of emails that were successfully delivered to recipients out of the total emails sent. It is calculated by subtracting bounces from emails sent, then dividing by emails sent. A high delivery rate means most messages reached their destination.

Digital Marketing refers to promoting products, services, or brands using digital channels. This includes tools like email campaigns, banners, display ads, search engine ads, and social media to reach and engage audiences.

E-commerce refers to buying and selling products or services over the internet. It includes online stores, digital marketplaces, and transactions made through websites or apps.

Email marketing is the practice of sending messages, offers, or updates to a list of contacts by email. It is used to promote products, build relationships, share news, or drive actions like downloads or purchases.

Email Marketing Software

Email marketing softwar e is a tool that helps businesses create, send, and track email campaigns. It provides features like contact management, templates, automation, and reporting to make campaigns easier to manage and measure.

Geo targeting means showing ads or content to people based on their geographic location. This helps deliver more relevant messages to users depending on where they are.

A visual report showing where users clicked or interacted most on a webpage, email, or banner. Can help identify which parts of a design draw the most attention.

HTML (HyperText Markup Language) is the standard code used to build the structure and layout of web pages and emails. It allows the use of elements like headings, paragraphs, images, links, buttons, and styled text. In email marketing, HTML makes it possible to create visually appealing messages that include graphics, clickable links, and clear formatting. At TraceParts, our campaign management team tests all HTML emails before each send to ensure proper display and high quality.

A landing page is a specific web page created for a marketing campaign. It is where users arrive after clicking an ad or link, and it is designed to encourage a particular action, such as signing up, registering for a webinar, downloading content, or making a purchase

A lead is a person or company that has shown interest in a product or service, often by sharing contact information through a form, registering for a webinar, downloading content, or similar action.

Lead generation is the process of attracting and collecting contact information from people or companies that could become customers. This can be done through ads, emails, landing pages, forms, or other marketing activities designed to capture interest.

Multi-channel Marketing

Multichannel marketing means running a campaign across different channels at the same time. For example, it can combine emails, banners and newsletters in a single campaign. This helps reach a wider audience and reinforce the message by appearing in multiple places.

An online survey is a questionnaire shared through digital channels to collect information from a target audience. It helps businesses gather feedback, preferences, or opinions to improve products, services, or marketing strategies.

Open rate is the percentage of emails that were opened out of the total number sent. It helps measure how effective the subject line, sender name, and timing are at encouraging recipients to open the message.

Opt-in means a person has agreed to receive marketing emails or other communications. This shows clear consent and helps ensure that messages are sent to interested audiences.

Opt-out means a person has chosen to stop receiving marketing emails or communications. This is done by unsubscribing through a provided link or process.

Opt-out rate is the percentage of recipients who unsubscribed after receiving a campaign. It is used to track how well content matches audience interests.

A page impression is counted each time a web page is loaded or refreshed. It shows how often a page is viewed during a campaign or over a period of time.

Permission marketing is the practice of sending marketing messages only to people who have agreed to receive them. This helps build trust and ensures that communication is targeted at interested audiences.

A preheader is the short line of text that appears after the subject line in the inbox preview of an email. It complements the subject line by giving additional context about the content of the message to recipients and can help increase open rates when written effectively.

A prospect is a person or company that fits the target audience and could become a customer. Prospects may have shown some level of interest but have not yet engaged directly with a product or service.

A resend is a follow-up email sent to people who did not open the original message. It is often used to improve results by trying again with a new subject line or sending at a different time.

Retention rate is the percentage of customers or users who continue to engage with a company over a period of time. A high retention rate means people return or stay connected with the brand, showing satisfaction and loyalty. Digital marketing makes it easier to track retention through measurable actions, helping companies adjust campaigns and strengthen long-term relationships

Search engine advertising (SEA) is the practice of placing paid ads on search engine results pages. It helps promote websites, products, or services by showing ads to people who search for related terms or topics.

Search engine marketing (SEM) is the use of paid ads to promote websites, products, or services on search engines. It includes search engine advertising (SEA) and can also refer more broadly to strategies that help increase visibility on search results pages through paid placements.

Sending time refers to the moment a marketing email or message is sent to recipients. Choosing the right sending time helps improve open rates, click rates, and overall campaign results.

Search engine optimization (SEO) is the process of improving a website or content so it ranks higher in search engine results. Good SEO helps increase visibility and attract more visitors without using paid ads.

Spam refers to unwanted or unsolicited emails sent in bulk. Spam messages often reach people who did not give permission to be contacted and can damage a sender’s reputation.

A spam trigger is a word, phrase, or element in an email that increases the chance of the message being marked as spam by email filters. Examples include terms like “Free,” “Act Now,” or using excessive punctuation or all caps. Spam triggers can reduce deliverability and harm sender reputation, so marketing emails should be carefully reviewed to avoid them.

A subject line is the text that appears as the title of an email in the recipient’s inbox. A strong subject line clearly communicates the value or purpose of the email, builds curiosity or interest, and helps the message stand out among other emails. It plays a key role in encouraging people to open the message and engage with its content.

Targeting is the process of selecting specific groups of people to see an ad or message based on criteria like location, job title, industry, language, or behavior. Good targeting helps ensure that campaigns reach the most relevant audience to improve results.

A text ad is a short promotional message placed within digital content, such as a newsletter. It typically includes a headline, a few lines of descriptive text, and a clickable link leading to a landing page or offer. At TraceParts, text ads are used in email newsletters to highlight products, services, or special offers to a targeted, opt-in audience of engineers, designers, and technical professionals.

Digital Marketing Glossary

In the world of digital Marketing it is sometimes hard to know what is what. Its sometimes hard to grasp the meaning behind “Behavioural Targeting”, “Ad Server” or “Call-to-Action”. Our glossary will keep you informed and explain the differences and key facts. Of course you can always talk to one of our digital marketing experts.

A/B-Testing

A/B testing is the process of comparing two or more versions of an email, ad, or other marketing material to see which one performs better. Different versions are shown to parts of the audience at the same time. For example, you might test subject lines, images, messages, or calls to action (CTAs). The goal is to find out which version gets the most clicks, conversions, or other desired actions.
Ad Clicks

Ad clicks count the number of times a user clicks on an ad. A click shows that someone interacted with the ad and wanted to learn more. This metric is commonly used to measure engagement in online advertising
Ad Server

An ad server is a system used to deliver and manage online ads on websites or platforms. It controls where and when ads appear, how often they are shown, and to whom. Ad servers also track impressions and clicks and provide detailed reports on campaign performance. Modern ad servers can manage various ad formats, including banners, videos, and native ads.
Alt Tag

An alt tag is text linked to an image in an email or on a webpage. If the image can’t be displayed, the alt tag shows instead. Alt tags help users who can’t see images, such as those using screen readers, and they also improve SEO by describing the image to search engines. It’s good practice to include alt tags when creating HTML emails.
Banner

A banner is a graphic ad placed in online content. It can include images, animations, or videos and is designed to attract attention. When clicked, a banner usually takes the user to a landing page or website related to the ad’s message.
Banner Format

Banner format refers to the size and shape of a banner ad. There are standard dimensions used in online advertising so banners display correctly across different websites, platforms, and devices. At TraceParts, we have specific banner specifications depending on where the ad will appear.
For banners on the TraceParts CAD-content platform: TraceParts CAD-Content Banner Specifications
For banners in TraceParts newsletters: TraceParts Newsletter Banner Specifications
Banner Impression

A banner impression is counted each time a banner ad is displayed on a webpage. Impressions help measure how often an ad was shown to users during a campaign
Behavioural Targeting

Behavioral targeting, also called interest-based targeting, means showing ads to users based on their past online actions, such as the pages they visited or the products they downloaded. This helps deliver ads that are more relevant to the user’s interests and needs. For example, TraceParts offers behavioral targeting by allowing ads to be shown to users based on the categories of products they have downloaded.
Bounce

A bounce happens when an email cannot be delivered to the recipient. A soft bounce means there’s a temporary issue, like a full inbox. A hard bounce means there’s a permanent issue, like an invalid email address.
Brand Awareness

Brand awareness is the level at which people recognize and remember a brand. It shows how well a brand is known by its target audience and how easily it comes to mind when someone thinks about a product or service.
Call-to-Action (CTA)

A call-to-action (CTA) is a short message that encourages users to take a specific action. It guides people toward the next step you want them to take, such as clicking a link, signing up, or downloading content. Examples include “Download Now,” “Register Today,” or “Get More Info.” A good CTA helps improve engagement and supports the main goal of a campaign.
Campaign

A campaign is a set of planned marketing activities that work together to achieve a specific goal, such as generating leads, increasing sales, or building brand awareness. These activities usually follow clear steps: planning, concept development, content creation, execution, and reporting. A campaign can include different tools like emails, banners, ads, and newsletters, all aimed at reaching the target audience effectively.
Click-Through Rate (CTR)

Click-through rate (CTR) shows how often people clicked on a link or ad compared to how many times it was shown, delivered, or sent. It is calculated by dividing the number of clicks by the number of impressions or emails sent, then expressing the result as a percentage. CTR helps measure how effective a message or ad is at getting attention
Conversion

A conversion happens when someone completes a desired action, such as filling out a form, downloading a file, or making a purchase. Conversions show that the campaign met its goal for that user.
Conversion Rate

Conversion rate is the percentage of people who completed a desired action, such as filling out a form or downloading content. It is calculated by dividing the number of conversions by the number of unique clicks, visits, or emails sent, depending on the type of campaign. This rate helps measure how successful a campaign is at turning interest into action.
Cost-per-Click (CPC)

Cost-per-click (CPC) refers to the cost of each click on an ad. It is used to measure how much each click costs within a campaign, whether as part of a pricing model where advertisers pay per click or simply to track performance
Cost per Mille (CPM)

Cost per mille (CPM) refers to the cost for every 1,000 times an ad is displayed. It can describe either a pricing model where advertisers are charged per 1,000 impressions or simply a way to measure the cost of showing the ad.
CTOR (Click-to-Open Rate)

Click-to-open rate (CTOR) shows the percentage of users who clicked on a link out of those who opened the email. CTOR helps measure how effective the content of the email is at encouraging action after it has been opened.
Deliverability

Deliverability refers to how reliably marketing emails reach recipients’ inboxes rather than getting blocked, filtered, or sent to spam. It is influenced by things like sender reputation, list quality, and content. Good deliverability means emails not only get delivered but also land where recipients can see them.
Delivery Rate

Delivery rate is the percentage of emails that were successfully delivered to recipients out of the total emails sent. It is calculated by subtracting bounces from emails sent, then dividing by emails sent. A high delivery rate means most messages reached their destination.
Digital Marketing

Digital Marketing refers to promoting products, services, or brands using digital channels. This includes tools like email campaigns, banners, display ads, search engine ads, and social media to reach and engage audiences.
E-Commerce

E-commerce refers to buying and selling products or services over the internet. It includes online stores, digital marketplaces, and transactions made through websites or apps.
Email Marketing

Email marketing is the practice of sending messages, offers, or updates to a list of contacts by email. It is used to promote products, build relationships, share news, or drive actions like downloads or purchases.
Email Marketing Software

Email marketing software is a tool that helps businesses create, send, and track email campaigns. It provides features like contact management, templates, automation, and reporting to make campaigns easier to manage and measure.
Geo Targeting

Geo targeting means showing ads or content to people based on their geographic location. This helps deliver more relevant messages to users depending on where they are.
Heatmap

A visual report showing where users clicked or interacted most on a webpage, email, or banner. Can help identify which parts of a design draw the most attention.
HTML

HTML (HyperText Markup Language) is the standard code used to build the structure and layout of web pages and emails. It allows the use of elements like headings, paragraphs, images, links, buttons, and styled text. In email marketing, HTML makes it possible to create visually appealing messages that include graphics, clickable links, and clear formatting. At TraceParts, our campaign management team tests all HTML emails before each send to ensure proper display and high quality.
Landing page

A landing page is a specific web page created for a marketing campaign. It is where users arrive after clicking an ad or link, and it is designed to encourage a particular action, such as signing up, registering for a webinar, downloading content, or making a purchase
Lead

A lead is a person or company that has shown interest in a product or service, often by sharing contact information through a form, registering for a webinar, downloading content, or similar action.
Lead Generation

Lead generation is the process of attracting and collecting contact information from people or companies that could become customers. This can be done through ads, emails, landing pages, forms, or other marketing activities designed to capture interest.
Multi-channel Marketing

Multichannel marketing means running a campaign across different channels at the same time. For example, it can combine emails, banners and newsletters in a single campaign. This helps reach a wider audience and reinforce the message by appearing in multiple places.
Online Survey

An online survey is a questionnaire shared through digital channels to collect information from a target audience. It helps businesses gather feedback, preferences, or opinions to improve products, services, or marketing strategies.
Open Rate

Open rate is the percentage of emails that were opened out of the total number sent. It helps measure how effective the subject line, sender name, and timing are at encouraging recipients to open the message.
Opt-in

Opt-in means a person has agreed to receive marketing emails or other communications. This shows clear consent and helps ensure that messages are sent to interested audiences.
Opt-out

Opt-out means a person has chosen to stop receiving marketing emails or communications. This is done by unsubscribing through a provided link or process.
Opt-out Rate

Opt-out rate is the percentage of recipients who unsubscribed after receiving a campaign. It is used to track how well content matches audience interests.
Page Impression

A page impression is counted each time a web page is loaded or refreshed. It shows how often a page is viewed during a campaign or over a period of time.
Permission Marketing

Permission marketing is the practice of sending marketing messages only to people who have agreed to receive them. This helps build trust and ensures that communication is targeted at interested audiences.
Preheader

A preheader is the short line of text that appears after the subject line in the inbox preview of an email. It complements the subject line by giving additional context about the content of the message to recipients and can help increase open rates when written effectively.
Prospect

A prospect is a person or company that fits the target audience and could become a customer. Prospects may have shown some level of interest but have not yet engaged directly with a product or service.
Resend

A resend is a follow-up email sent to people who did not open the original message. It is often used to improve results by trying again with a new subject line or sending at a different time.
Retention Rate

Retention rate is the percentage of customers or users who continue to engage with a company over a period of time. A high retention rate means people return or stay connected with the brand, showing satisfaction and loyalty. Digital marketing makes it easier to track retention through measurable actions, helping companies adjust campaigns and strengthen long-term relationships
SEA

Search engine advertising (SEA) is the practice of placing paid ads on search engine results pages. It helps promote websites, products, or services by showing ads to people who search for related terms or topics.
SEM

Search engine marketing (SEM) is the use of paid ads to promote websites, products, or services on search engines. It includes search engine advertising (SEA) and can also refer more broadly to strategies that help increase visibility on search results pages through paid placements.
Sending Time

Sending time refers to the moment a marketing email or message is sent to recipients. Choosing the right sending time helps improve open rates, click rates, and overall campaign results.
SEO

Search engine optimization (SEO) is the process of improving a website or content so it ranks higher in search engine results. Good SEO helps increase visibility and attract more visitors without using paid ads.
Spam

Spam refers to unwanted or unsolicited emails sent in bulk. Spam messages often reach people who did not give permission to be contacted and can damage a sender’s reputation.
Spam Trigger

A spam trigger is a word, phrase, or element in an email that increases the chance of the message being marked as spam by email filters. Examples include terms like “Free,” “Act Now,” or using excessive punctuation or all caps. Spam triggers can reduce deliverability and harm sender reputation, so marketing emails should be carefully reviewed to avoid them.
Subject Line

A subject line is the text that appears as the title of an email in the recipient’s inbox. A strong subject line clearly communicates the value or purpose of the email, builds curiosity or interest, and helps the message stand out among other emails. It plays a key role in encouraging people to open the message and engage with its content.
Targeting

Targeting is the process of selecting specific groups of people to see an ad or message based on criteria like location, job title, industry, language, or behavior. Good targeting helps ensure that campaigns reach the most relevant audience to improve results.
Text Ad

A text ad is a short promotional message placed within digital content, such as a newsletter. It typically includes a headline, a few lines of descriptive text, and a clickable link leading to a landing page or offer. At TraceParts, text ads are used in email newsletters to highlight products, services, or special offers to a targeted, opt-in audience of engineers, designers, and technical professionals.
Total Clicks

Total visits count the total number of times people visit a website or landing page from a campaign. This includes multiple visits from the same person and helps show the overall interest generated by the campaign.
Total Opens

Total opens count every time an email is opened, including multiple opens by the same person. This shows how often people interacted with the message overall.
Total visits

Total visits count the total number of times people visit a website or landing page from a campaign. This includes multiple visits from the same person and helps show the overall interest generated by the campaign.
Tracking Link

A tracking link is a special URL that includes added parameters or codes to measure how people interact with a campaign. It allows marketers to see where clicks, visits, or conversions came from. For example, a specific ad, email, newsletter, or banner. Tracking links help analyze the performance of individual campaign elements and provide data for reporting and optimization.
Unique Clicks

Unique clicks count the number of individual recipients who clicked on a link in an email. Each person is counted once, even if they clicked multiple times.
Unique Opens

Unique opens count the number of individual recipients who opened an email. Each person is only counted once, no matter how many times they opened it.
Unique Visits

Unique visits count the number of individual users who visit a website or landing page during a campaign. Each person is counted only once, no matter how many times they return, helping to show the true size of the audience reached.
Viral Marketing

Viral marketing is a strategy that encourages people to share content widely, helping it spread quickly across networks. The goal is to increase visibility and engagement as more people see and pass along the message.
Visitor

A visitor is a person who goes to a website or landing page. Visitors can interact with the site by browsing content, clicking links, or completing actions like filling out forms.

Digital Marketing Glossary

A/B-Testing

Ad Clicks

Ad Server

Alt Tag

Banner

Banner Format

Banner Impression

Behavioural Targeting

Bounce

Brand Awareness

Call-to-Action (CTA)

Campaign

Click-Through Rate (CTR)

Conversion

Conversion Rate

Cost-per-Click (CPC)

Cost per Mille (CPM)

CTOR (Click-to-Open Rate)

Deliverability

Delivery Rate

Digital Marketing

E-Commerce

Email Marketing

Email Marketing Software

Geo Targeting

Heatmap

HTML

Landing page

Lead

Lead Generation

Multi-channel Marketing

Online Survey

Open Rate

Opt-in

Opt-out

Opt-out Rate

Page Impression

Permission Marketing

Preheader

Prospect

Resend

Retention Rate

SEA

SEM

Sending Time

SEO

Spam

Spam Trigger

Subject Line

Targeting

Text Ad

Total Clicks

Total Opens

Total visits

Tracking Link

Unique Clicks

Unique Opens

Unique Visits

Viral Marketing

Visitor