Glossary

Pipeline-to-Spend Ratio

This compares the total pipeline value generated from your advertising campaign to the ad spend spent in the same time period. A low ratio indicates that the advertising efforts are not generating enough pipeline to establish a high enough ROI. If you leverage UTMs correctly you’ll be able to see which campaigns and channel have the highest pipeline-to-spend ratio. This is most-likely where you should doulble down.

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Single Opt-In
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Site Speed
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Small and Medium Business (SMB)
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Social Account Management Tools
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Social Account Plan
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Social Assets
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Social Channels
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Social Listening
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Social Media Traffic to Website
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Soft Bounce
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Software As A Service (SaaS)
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Solution Aware
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Source
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Source Report
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Sponsored Content
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Sponsorships
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Style Guide
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Submission Rate
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Subscribe
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T-Shaped Marketer
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Tactic
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Target Account Audience
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Target Bids
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Targeting
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Technical SEO
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Technographic Segmentation
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Technographic Tools
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Text Link
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Thank-You Page
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Tone Of Voice
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Top of Funnel Conversion Rate
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Touchpoint
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Tracking
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Tracking Pixel
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Traditional Marketing
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Traffic
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Transactional Keyword
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Trigger Event
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TrueView (YouTube)
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TrueView In-Stream
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TrueView Video Discovery
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URL Parameter
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UTM
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Unaware
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Unique Selling Point (USP)
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Unsubscribe Rate
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Uplift Modelling
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Usability Testing
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User Experience (UX)
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User Intent
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User Interface (UI)
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User Journey
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User Persona
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User-Generated Content (UGC)
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Vanity Metrics
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Video Aspect Ratio
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Video Interstitial
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Video On Demand (VOD)
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Video Thumbnail
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View-Through Conversion
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Viral Coefficient of Social Content
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Viral Content
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Voice Search
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Web Crawler
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Webhook
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Webinar
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Website Optimization
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White Hat SEO
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White Paper
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Wide Skyscraper
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WireFrame
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Word Of Mouth (WOM)
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YouTube Masthead
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