Growth Strategy Glossary

Rate at which a campaign spends its budget across the day/month.

The auction goal (reach, leads, sales) the platform optimises toward.

Serving ads to users who already visited your site or engaged.

Users who already know your brand, site visitors, email list, engagers.

Controlled test isolating one variable to prove which version wins.

Buying-intent stage; retargeting, comparison, high-intent search.

Spend across awareness, consideration and conversion in one coherent plan.

Framework: customers 'hire' a product to make progress on a specific job.

Consideration stage; comparison content, retargeting, lead magnets.

Enough data to say a result is real, not random noise; usually 95% confidence or higher.

Awareness stage; broad reach, educational content, cold prospecting.

Users with no prior brand contact; used for prospecting and top-of-funnel testing.

Restricting ad delivery to specific countries, cities, or radii; supports include and exclude lists.

Consideration stage; comparison content, retargeting, lead-nurture sequences.

Individual product page on an ecommerce site; the primary landing target for shopping ads.

Total revenue opportunity if you captured 100% of demand for your category.

Ad platform (Meta, Google, LinkedIn) that owns audience data end-to-end and blocks external measurement.

Sales qualification model (Budget, Authority, Need, Timeline) used to score inbound B2B leads.

Controls that prevent your ads from appearing next to harmful, inappropriate, or off-brand content.

Naming convention that encodes objective, funnel stage, audience, and geo into every campaign name.

Assigning point values to lead attributes and actions to prioritise sales follow-up.

The allocation of budget across paid channels (Meta, Google, LinkedIn, TikTok) tuned to funnel stage.

Single number that best captures the value your product delivers; the growth team optimises for it.