Glossary

What Is A/B Testing? A/B Testing is a website optimization methodology used to compare two versions of a digital experience to determine which performs better against a specific business objective.

  What Is Abandonment Rate? Abandonment Rate is a metric that measures the percentage of users who begin a process but fail to complete it. It is commonly used to

  What Is Above the Fold? Above the Fold refers to the portion of a webpage that visitors can see immediately after a page loads, before they begin scrolling. It

  What Is Account-Based Marketing (ABM)? Account-Based Marketing (ABM) is a highly targeted B2B marketing strategy that focuses sales and marketing efforts on specific companies rather than broad audiences. Instead

What Is an Active User? An Active User is an individual who interacts with a website, application, software platform, or digital experience within a defined period of time. The specific

  What Is an Ad Impression? An Ad Impression is recorded whenever an advertisement is displayed to a user on a website, mobile application, search engine, social media platform, streaming

What Is Ad Relevance? Ad Relevance is a measure of how closely an advertisement aligns with a user’s interests, search intent, demographics, behaviors, preferences, or needs. It evaluates whether an

  What Is Ad Spend Efficiency? Ad Spend Efficiency refers to how effectively advertising investments generate measurable business outcomes such as leads, sales, subscriptions, revenue, appointments, trial signups, or customer

  What Is Adaptive Content? Adaptive Content refers to digital content that automatically changes based on visitor characteristics, behaviors, preferences, context, or engagement signals. Instead of presenting the same content

  What Is an Adaptive Experience? An Adaptive Experience is a digital experience that continuously adjusts based on how visitors interact with a website, application, platform, or digital environment. Rather

What Is an Adaptive Funnel? An Adaptive Funnel is a conversion funnel that dynamically changes based on visitor behavior, engagement signals, interests, intent, and stage in the buying journey. Unlike

  What Is an Adaptive Landing Page? An Adaptive Landing Page is a landing page that dynamically changes its content, messaging, design elements, offers, calls-to-action, forms, or user experience based