It is not always easy to understand what we are talking about in today’s modern digital marketing language. We use terminologies such as CTA, bounce rate, optimization, and keyword analysis and more.

That is why we have created a dictionary that explains many of the abbreviations and words that we often use.

These terms are not always known to our customers, so enjoy the reading!

A / B testing

A / B testing means testing two seemingly similar elements to promote the same message. For example, it could be an ad, a landing page, a button and the like that you test against each other with a different variable. The variable in an ad can be one different image, different color of the button or a different heading. After setting up the A / B test you go live and evaluate the response you get in the form of clicks, likes, etc. The result of the A / B test will determine if it is A or B that wins. After reviewing the results of the A / B test, you can create a further strategy. A / B testing should be done continuously to ensure that you always achieve the best possible results for your marketing.

All Text / Alternative Text

Since computers cannot see and interpret images, you should and should use All text on all images on a web page. This means that Google and those using visual impairments will get information about the image even if they can’t physically see it.


“Business to business”. The term B2B is used for companies that only offer their products to other companies. A typical example of B2B trading is wholesalers selling to suppliers.


“Business to the customer” or “Business to consumer”. The term B2C is used for companies offering their products and services to individuals.


Cookies are small text files that are stored on your computer when you visit a website. They record one of your activity in the browser and store the information. For example, a cookie means that you do not have to log in every time you have access to one website, online store or website. They are also used to do targeted marketing in the form of showing relevant ads to those who have visited a particular website.


“Content Management System” is the name of the tool used in the background for publishing web pages. One CMS is a publishing solution used to build, maintain and update web pages. They are designed to let you publish content as easily as possible. Two examples of the most commonly used CMS are WordPress and Joomla.


“Cost-per-click”, cost-per-click in Norwegian. CPC says how much a click costs you as an advertiser. One of the strategies of advertising is to optimize the ads to get the lowest possible CPC so that you get the most clicks out of your budget.


“Cost-per-thousand-impressions” or “Cost-per-mille”, cost per thousand impressions in Norwegian. Using this bid strategy, you set a price that you are willing to pay per thousand impressions of the ad. CPM is a very common form to use when using banner ads.


“Click-through-rate” or short for CTR is the percentage of users who click on an ad in relation to how many times an ad has been shown. If an ad has 1000 impressions and CTR = 10%, that means 100 people clicked on the ad. A high CTR often shows that the message in the ad is relevant.


“Call-to-action” is a button, link, image, text or similar that is clickable and prompts you as a user to take action. For example, there may be a text on a button that says buy now, read more, download here, order or similar. Note this term as it is an important element of web pages to influence users to make a conversion rather than just leaving your web page.


Impressions are the number of times the ad or Facebook post has been viewed. The displayed number is independent of whether it has been shown multiple times to the same person. Therefore, the number of impressions can often be much higher than the number of people who would reach the defined audience for the ad. This is usually because the ad has been shown to the same user multiple times. One can often control this by putting frequency control on the ad.

Frequency Control

Frequency management means that you decide how many times an ad should be shown within an hour, day, week, month, etc.

Bounce rate

Exit Rate is the percentage of website visitors who leave it without taking any action. An action can be specified as page view, form loading, click of a button or the like. An escape frequency has a duration of 0 seconds. An escape frequency can also be a user who enters the page and is inactive for 30 minutes. If a user has navigated through the page and clicks out afterward, it will not count as