The words people keep using.

What people actually see when you advertise. It might contain text, an image, a video or a button.

The part of Meta where advertising is paid for and managed. It has its own access, billing and advertising setup. Having access to Instagram does not automatically mean you have access to the Ad Account.

A group of related ads inside Google Ads. It helps organise ads aimed at similar searches, products or audiences.

The level in Meta advertising where you decide who should see the ads, where they can appear, the schedule and often how the budget is handled. Sits between the Campaign and the Ad.

Something a person does that matters to the business. Calling, clicking WhatsApp, submitting a form, booking or buying are all examples.

The business structure in Meta used to organise business assets and access. Your Facebook Page, Instagram account, Ad Account and data sources can be connected to a Meta Business Portfolio.

Your public business information on Google. It can contain opening hours, phone number, location, photos, reviews and website link, and can appear in Google Search and Maps.

Meta's tool for managing day-to-day business activity across Facebook and Instagram. You may use it to manage posts, messages and parts of your business presence.

The top level used to organise an advertising objective. In plain language: what are we trying to achieve?

An action that matters to the business. A booking, purchase, phone call or enquiry might be a conversion. What counts as a conversion depends on the business.

A way of sending event information directly from a server or connected system to Meta. Unlike the Meta Pixel, it does not rely only on the visitor's browser.

Cost per click. The average amount paid for a click on an ad. A cheap click is not automatically a valuable click.

Click-through rate. The percentage of impressions that resulted in a click. It tells you how often people clicked after seeing something. It does not tell you whether they booked or bought.

Where Meta collects event information from a website or app. If someone views a page, clicks a button or submits a form, that information can be sent here.

Visits where the analytics system cannot clearly identify another source. This can include someone typing your website address, using a bookmark or clicking a link that did not pass useful source information. Not simply 'people who typed the URL'.

The system that points a domain name to the right online service. It helps the internet know where to send someone when they use your domain. Changing DNS can affect your website, email and other connected services.

The address people use to find you online. For example, yourbusiness.com. Owning the domain is separate from hosting the website.

A recorded action. A page view, click, form submission or purchase can be recorded as an event. The event is the measurable signal. The real person did the action.

The Meta tool used to check and manage event data. This is where you can see whether Meta is receiving information from sources such as a website.

Google Analytics 4. The website data bucket. It collects information about what happens on a website or app so you can analyse visits, actions and behaviour.

Google's advertising platform. Where paid advertising campaigns are created and managed.

See Business Profile. The current name for the business information that can appear in Google Search and Google Maps.

Google's map and place discovery product. For a local business, an important place people find the business, check its location and view business information.

The Google search engine. For a business, one of the places people may discover the website, business information or advertising.

A Google tool that shows how your website and Google Search are getting along. Search clicks, impressions, positions and technical issues affecting Google's understanding of the site.

Google's tag used to send data from a website to connected Google products. Depending on the setup, it can send information to products such as Google Analytics and Google Ads.

The switchboard. A tool used to manage tracking tags and help control what is measured and where information is sent. Not Google Analytics. GTM helps manage the tracking setup; Analytics receives and reports data.

The service that keeps your website files and application available online. Your domain is the address. Hosting is where the website lives. They can be provided by different companies.

Google advertising designed for hotels and accommodation. Hotel information such as price and availability can be used in hotel booking results and advertising across Google travel surfaces.

The Google system used to manage or connect hotel information such as rates and availability for Google travel products. Separate from a normal Google Business Profile.

One recorded display of something. An impression might mean an ad or search result was shown. It does not mean the person clicked, read or remembered it.

An event in GA4 that you mark as particularly important to the business. For example, a booking request or completed purchase. Not every event needs to be a key event.

The page someone arrives on after clicking a link, search result or ad. It is not always the homepage.

Google's reporting and dashboard tool. It can bring information from sources such as GA4, Search Console and Google Ads into reports. It does not collect website behaviour itself; it reports data from connected sources.

The Meta tool used to build and manage advertising. Where Campaigns, Ad Sets and Ads are created and reviewed.

See Business Portfolio. The Meta business structure used to organise business assets and access.

A piece of tracking code used to send website event information from a visitor's browser to Meta. It can help Meta measure actions connected to advertising.

Visits or visibility from unpaid search results. Organic does not mean nobody spent time or money creating the website, content or search work. It means the click itself was not bought as an ad click.

Advertising shown through search advertising systems such as Google Ads. The advertiser pays for the advertising activity according to the campaign setup.

Visits that arrive through a link on another website. For example, a tourism site, directory, partner or press article linking to your website.

The words a person actually typed or searched for. Not always the same as the keyword an advertiser selected or the words written on a webpage.

A group of interactions with a website or app over a period of activity. One person can have more than one session. A session is not the same thing as a person.

Two pieces of information used in analytics to describe where traffic came from and how it arrived. Source might be Google. Medium might be organic, paid or referral.

Extra information added to a link to help analytics understand where a visit came from. UTMs can identify things such as the source, medium or campaign. Useful when links are shared through social media, email, partners or advertising.

An action on a website that has been recorded for measurement. A click, page view, form submission or purchase might be a website event.