Digital Marketing
150 terms · English and Spanish
This is how people talk where ads get counted: in reports, in the weekly review, in the argument about whose customer that was.
Most of it arrives as abbreviations, and the same three letters mean the same thing in Madrid as in Chicago — so the Spanish form sits right next to the English one, and you can see where the two part ways.
CTR (Click-Through Rate)CPC (Cost Per Click)CPM (Cost Per Mille)CPA (Cost Per Action)CPL (Cost Per Lead)CPI (Cost Per Install)CAC (Customer Acquisition Cost)LTV (Lifetime Value)LTV:CAC ratioROI (Return on Investment)ROAS (Return on Ad Spend)ARPU (Average Revenue Per User)AOV (Average Order Value)CVR (Conversion Rate)ConversionChurn rateRetention rateBounce rateImpressionsReachFrequencyEngagement rateMRR (Monthly Recurring Revenue)KPI (Key Performance Indicator)North star metricGMV (Gross Merchandise Value)AttributionLast-click attributionFirst-click attributionMulti-touch attributionData-driven attributionIncrementalityMMM (Media Mix Modeling)UTM parametersConversion trackingTracking pixelCohort analysisFunnelConversion funnelSessionEvent trackingA/B testingMultivariate testingDashboardGA4 (Google Analytics 4)Server-side trackingHeatmapStatistical significanceSEO (Search Engine Optimization)SERP (Search Engine Results Page)BacklinkAnchor textKeywordLong-tail keywordSearch intentOn-page SEOOff-page SEOTechnical SEODomain Authority (DA)E-E-A-T (Experience, Expertise, Authoritativeness, Trust)Meta descriptionTitle tagAlt textCrawlingIndexingCanonical tagSitemapSchema markupFeatured snippetCore Web VitalsLink buildingKeyword cannibalizationOrganic trafficSEO auditPPC (Pay-Per-Click)Google AdsQuality ScoreAd RankBidSmart biddingNegative keywordMatch typeAd groupSearch adDisplay advertisingShopping adsPerformance Max (PMax)RetargetingRemarketingLookalike audienceLanding pageAd extensions (assets)Banner adDaypartingAd auctionBidding strategyProgrammatic advertisingRTB (Real-Time Bidding)DSP (Demand-Side Platform)SSP (Supply-Side Platform)Ad exchangeFirst-party dataThird-party cookieCookielessCDP (Customer Data Platform)DMP (Data Management Platform)ViewabilityBrand safetyFrequency cappingContextual targetingInfluencer marketingUGC (User-Generated Content)Social proofHashtagViralCommunity managementSocial listeningOrganic reachContent marketingInbound marketingLead magnetEvergreen contentPillar pageCall to action (CTA)CopywritingGated contentThought leadershipNative advertisingEmail marketingOpen rateDrip campaignLead nurturingSegmentationPersonalizationMarketing automationDeliverabilitySubject lineLead scoringMQL (Marketing Qualified Lead)SQL (Sales Qualified Lead)CRM (Customer Relationship Management)Lifecycle marketingDouble opt-inSales funnelGrowth hackingProduct-led growth (PLG)Buyer personaCustomer journeyValue propositionASO (App Store Optimization)
The numbers in the report
CTR (Click-Through Rate)CTR (tasa de clics)
The share of people who clicked an ad or link out of everyone who saw it.
The banner drew 40 clicks from 4,000 views — a 1% CTR.
CPC (Cost Per Click)CPC (coste por clic)
How much an advertiser pays each time someone clicks their ad.
Search clicks got pricey last quarter, pushing CPC above plan.
CPM (Cost Per Mille)CPM (coste por mil)
The price an advertiser pays for one thousand ad impressions.
The publisher quoted a flat CPM for its homepage takeover.
CPA (Cost Per Action)CPA (coste por acción)
What it costs on average to get one desired action, like a signup or sale.
We capped CPA at a level where each new order still turned a profit.
CPL (Cost Per Lead)CPL (coste por lead)
The average cost of generating one lead from a campaign.
The webinar ads brought a lower CPL than the ebook ones.
CPI (Cost Per Install)CPI (coste por instalación)
What an advertiser pays for each app install driven by a campaign.
Rewarded video ads cut our CPI on Android in half.
CAC (Customer Acquisition Cost)CAC (coste de adquisición)
The full sales and marketing cost of winning one new paying customer.
Rising ad prices pushed CAC past what a first order brings in.
LTV (Lifetime Value)LTV (valor de vida)
The total revenue a business expects from a customer over the whole relationship.
Subscribers who stay for years lift the average LTV sharply.
LTV:CAC ratioRatio LTV:CAC
How the value of a customer compares to the cost of acquiring them.
Investors asked for our LTV:CAC before backing more ad spend.
ROI (Return on Investment)ROI (retorno de la inversión)
The profit earned relative to the money put into a campaign or channel.
The email channel showed the strongest ROI of anything we ran.
ROAS (Return on Ad Spend)ROAS (retorno de la inversión publicitaria)
Revenue earned for every unit of money spent on advertising.
The retargeting set held a 5:1 ROAS through the holiday push.
ARPU (Average Revenue Per User)ARPU (ingreso medio por usuario)
Average revenue a product earns per user over a given period.
A pricier plan tier nudged monthly ARPU upward.
AOV (Average Order Value)AOV (ticket medio)
The average amount a customer spends in a single order.
Free shipping over a threshold lifted AOV on the store.
CVR (Conversion Rate)CVR (tasa de conversión)
The share of visitors who complete a desired action out of the total.
A clearer checkout raised the landing page's CVR.
ConversionConversión
A visitor completing an action you want, like a purchase or signup.
Each demo booking counts as a conversion in the report.
Churn rateTasa de abandono (churn)
The share of customers who stop using a product over a period.
A rough onboarding flow drove churn up in the first month.
Retention rateTasa de retención
The share of customers who keep using a product across a period.
Push reminders nudged week-two retention higher.
Bounce rateTasa de rebote
The share of visits where someone leaves after seeing just one page.
A slow-loading page spiked the bounce rate on mobile.
ImpressionsImpresiones
The number of times an ad or post is shown, counting repeats.
The campaign racked up a million impressions in a week.
ReachAlcance
The number of unique people who saw a post or ad at least once.
The reel's reach spread far past our own followers.
FrequencyFrecuencia
The average number of times each person saw an ad in a period.
Frequency climbed so high that people started ignoring the ad.
Engagement rateTasa de interacción
The share of an audience that likes, comments on, or shares your content.
Polls in stories lifted the account's engagement rate.
MRR (Monthly Recurring Revenue)MRR (ingreso recurrente mensual)
The predictable subscription revenue a business collects each month.
Two enterprise deals added a healthy chunk to MRR.
KPI (Key Performance Indicator)KPI (indicador clave)
A key number a team tracks to judge whether it's hitting its goals.
Signups were the headline KPI for the launch quarter.
North star metricMétrica norte (north star)
The single metric that best captures the core value a product delivers.
The team rallied around weekly active teams as its north star.
GMV (Gross Merchandise Value)GMV (volumen bruto de mercancía)
The total value of goods sold through a marketplace before fees or returns.
The marketplace crossed a billion in annual GMV.
SessionSesión
A single visit to a site or app, bundling one user's actions in one sitting.
Average session length dropped after the redesign.
DashboardPanel (dashboard)
A single screen that pulls key metrics together for a quick read.
The morning dashboard flagged a sudden drop in traffic.
Domain Authority (DA)Autoridad de dominio (DA)
A third-party score (from Moz) predicting how well a domain might rank — not an official Google metric.
Their DA looked high, but the pages we cared about still ranked poorly.
Organic trafficTráfico orgánico
Visitors who reach your site through unpaid search results.
Half our organic traffic came from a single evergreen guide.
ViewabilityVisibilidad (viewability)
A measure of whether an ad actually appeared on screen where a person could see it.
Half the impressions billed, but low viewability meant few were ever seen.
Organic reachAlcance orgánico
The number of people who see a post without paid promotion behind it.
Organic reach slipped after the algorithm change, so the team started boosting.
Open rateTasa de apertura
The share of delivered emails that recipients opened.
A sharper subject line pushed the open rate up several points.
Search and rankings
SEO (Search Engine Optimization)SEO (optimización para buscadores)
Improving a site so it ranks higher in unpaid search results.
Months of SEO finally moved the guide onto page one.
SERP (Search Engine Results Page)SERP (página de resultados del buscador)
The page a search engine returns after someone runs a query.
Ads and map results pushed the top link far down the SERP.
BacklinkBacklink (enlace entrante)
A link from another website to yours, which search engines read as a vote of trust.
One link from a major news site did more than fifty small ones.
Anchor textTexto ancla
The visible, clickable words that carry a link, hinting to readers and search engines where it leads.
Every link just said 'click here', so the anchor text told Google nothing.
KeywordPalabra clave
A word or phrase people type into search that you want your page to show up for.
The post ranked for a keyword nobody on the team had thought to target.
Long-tail keywordPalabra clave de cola larga
A longer, more specific search phrase with lower volume but clearer intent.
'Running shoes' was hopeless, so we chased 'trail shoes for flat feet'.
Search intentIntención de búsqueda
The goal behind a query — to learn, compare, buy, or find a specific site.
The page sold hard, but the intent was to research, so visitors bounced.
On-page SEOSEO on-page
Tuning a page's own content, headings, and tags so search engines understand and rank it.
On-page SEO started with fixing the title and the thin copy.
Off-page SEOSEO off-page
Signals from outside your site — mainly backlinks and mentions — that build its authority.
The content was solid; off-page SEO was the missing piece.
Technical SEOSEO técnico
Site plumbing — speed, crawlability, structure — that lets search engines reach and read your pages.
Traffic climbed once technical SEO fixed the broken sitemap.
E-E-A-T (Experience, Expertise, Authoritativeness, Trust)E-E-A-T
Google's shorthand for the quality signals it weighs: experience, expertise, authoritativeness, and trust.
For health topics, thin E-E-A-T sinks a page no matter the keywords.
Meta descriptionMetadescripción
The short summary under a search result that tells searchers what the page offers.
A sharper meta description lifted clicks without changing the ranking.
Title tagEtiqueta title
The clickable headline of a page as it appears in search results and browser tabs.
We front-loaded the title tag with the keyword and clicks ticked up.
Alt textTexto alternativo (alt)
A written description of an image that screen readers speak and search engines read.
Empty alt text left blind users and Google guessing what the photo showed.
CrawlingRastreo (crawling)
How search engines send bots across the web to discover and revisit pages.
A stray robots.txt rule blocked crawling of the whole blog.
IndexingIndexación
Storing a crawled page in the search engine's database so it can appear in results.
The page was live for weeks but never got indexed.
Canonical tagEtiqueta canónica
A tag naming the preferred version of a page when several URLs show near-identical content.
A canonical tag pointed the duplicate print pages back to the original.
SitemapSitemap (mapa del sitio)
A file listing a site's important pages so search engines can find them all.
Submitting the sitemap got the new section indexed within days.
Schema markupMarcado schema
Code that labels page content so search engines can show rich results like ratings or prices.
Schema markup earned the recipe its star rating in search.
Featured snippetFragmento destacado
A boxed answer pulled to the top of results, above the regular links.
Rewriting the intro as a clear answer won the featured snippet.
Core Web Vitals
Google's set of speed and stability metrics measuring how a page feels while it loads.
Poor Core Web Vitals meant the layout jumped as buttons finished loading.
Link buildingLink building (construcción de enlaces)
The work of earning links from other sites to raise your authority and rankings.
Their link building leaned on guest posts and original research.
Keyword cannibalizationCanibalización de palabras clave
When several of your own pages compete for the same query and split its ranking.
Three blog posts targeted one term — classic keyword cannibalization.
SEO auditAuditoría SEO
A structured review of a site to find what's holding back its search performance.
The SEO audit flagged hundreds of pages with no internal links.
Evergreen contentContenido evergreen
Content that stays useful and keeps drawing traffic long after it's published.
That how-to guide is evergreen — it still pulls readers three years on.
Pillar pagePágina pilar
A broad page covering a core topic that links out to related, deeper articles.
The pillar page on SEO tied a dozen smaller posts into one hub.
Where the customer came from and what they did next
AttributionAtribución
Assigning credit for a conversion to the marketing touches that led to it.
Attribution settled a turf war over which channel earned the sale.
Last-click attributionAtribución al último clic
Giving all credit for a conversion to the final touch before it.
Under last-click, brand search grabbed credit the ads had earned.
First-click attributionAtribución al primer clic
Giving all credit for a conversion to the very first touch a person had.
First-click flattered the blog that started each journey.
Multi-touch attributionAtribución multicontacto
Splitting conversion credit across every touch along the customer's path.
Multi-touch revealed how email assisted sales that search closed.
Data-driven attributionAtribución basada en datos
Letting a model weigh each touch's real contribution using your own data.
Data-driven attribution shifted budget toward the underrated upper funnel.
IncrementalityIncrementalidad
The extra conversions a campaign truly caused, beyond what would happen anyway.
A holdout test showed the brand ads had little incrementality.
MMM (Media Mix Modeling)MMM (modelado de mix de medios)
Using statistics on aggregate data to gauge each channel's impact on sales.
With cookies fading, the team leaned on MMM to plan the budget.
UTM parametersParámetros UTM
Tags added to a link so analytics can see which campaign sent the visit.
A typo in the UTM parameters split one campaign across three rows.
Conversion trackingSeguimiento de conversiones
Recording when users complete valued actions so campaigns can be measured.
Broken conversion tracking made the ads look worse than they were.
Tracking pixelPíxel de seguimiento
A tiny invisible image that fires to record a visit or action.
The ad platform's tracking pixel wasn't on the thank-you page.
Cohort analysisAnálisis de cohortes
Grouping users by when they joined to compare how each group behaves over time.
Cohort analysis showed newer signups stuck around longer.
FunnelEmbudo
The staged path people move through from first awareness to a final action.
Most of the drop-off in the funnel happened right at signup.
Conversion funnelEmbudo de conversión
The step-by-step path a visitor takes toward a purchase or signup.
We mapped the conversion funnel to find where carts were abandoned.
Event trackingSeguimiento de eventos
Logging specific user actions like clicks or video plays for analysis.
Event tracking on the signup button revealed a dead form field.
A/B testingTest A/B
Comparing two versions with live traffic to see which performs better.
A/B testing the headline lifted signups by a clear margin.
GA4 (Google Analytics 4)
Google's analytics platform built around events for tracking sites and apps.
The team moved its reports to GA4 before the old version shut down.
HeatmapMapa de calor
A color-coded overlay showing where people click, move, or scroll on a page.
The heatmap showed nobody scrolled down to the pricing.
Statistical significanceSignificancia estadística
Confidence that a test result reflects a real effect, not random chance.
The variant led early, but not yet at statistical significance.
Paid ads
PPC (Pay-Per-Click)PPC (pago por clic)
A paid model where advertisers pay only when someone clicks their ad.
The launch ran on PPC until organic rankings caught up.
Google Ads
Google's platform for running paid ads across search, display, YouTube, and more.
Most of the search budget lived in one Google Ads account.
Display advertisingPublicidad display
Visual banner ads shown on websites and apps across ad networks.
Display advertising kept the brand in view long after the click.
Performance Max (PMax)
A Google campaign type that serves across all its channels using automation and one goal.
Performance Max spent everywhere at once, making channel reads hard.
Retargeting
Showing ads to people who already visited your site or app, matched by a pixel or audience list.
Retargeting followed cart abandoners with the exact item they left.
Remarketing
Winning back past visitors or customers through follow-up email and CRM touches.
A remarketing email nudged lapsed buyers with a since-you-left offer.
Lookalike audienceAudiencia similar (lookalike)
A new audience the platform builds to resemble your existing customers.
A lookalike audience off top spenders found buyers we'd have missed.
Landing pagePágina de destino (landing)
The standalone page a visitor lands on after clicking an ad or link, built for one action.
A focused landing page converted far better than the homepage.
Banner adBanner publicitario
A rectangular image ad placed in a fixed slot on a web page.
The banner ad ran atop every article on the partner site.
Programmatic advertisingPublicidad programática
Buying and placing ads automatically through software and real-time auctions instead of manual deals.
Programmatic advertising bought the same viewer across a dozen sites.
Frequency cappingLímite de frecuencia
A limit on how many times the same person sees a given ad over a period.
Frequency capping stopped one user from seeing the same banner twenty times.
Native advertisingPublicidad nativa
Paid content styled to match the look and feel of the platform it runs on.
The native ad read like an article, marked only by a small "sponsored" tag.
How ad buying works
Server-side trackingSeguimiento del lado del servidor
Sending analytics data from your own server instead of the user's browser.
Server-side tracking recovered data that ad blockers were dropping.
Ad auctionSubasta publicitaria
The real-time process that decides which ads show and in what order for each query.
Every search fires an ad auction before the page even loads.
RTB (Real-Time Bidding)RTB (puja en tiempo real)
An auction that prices and sells a single ad impression in the moment a page loads.
RTB settled the whole auction before the article finished rendering.
DSP (Demand-Side Platform)DSP (plataforma de demanda)
Software advertisers use to buy ad impressions across many exchanges from one place.
The DSP let one team buy inventory on sites it never contacted.
SSP (Supply-Side Platform)SSP (plataforma de oferta)
Software publishers use to sell their ad space into automated auctions.
The publisher's SSP filled unsold slots without a single sales call.
Ad exchange
A digital marketplace that matches ad buyers and sellers and auctions each impression automatically.
The ad exchange paired our bid with a slot on a site we'd never heard of.
First-party dataDatos propios (first-party)
Customer data a company collects directly from its own audience, site, or app.
With cookies fading, the team leaned on first-party data from signups.
Third-party cookieCookie de terceros
A tracking file set by a domain other than the site you're on, used to follow users across sites.
Chrome's plan to drop the third-party cookie forced a rethink of tracking.
CookielessCookieless (sin cookies)
Tracking and targeting that work without third-party cookies, relying on other signals or first-party data.
The vendor pitched a cookieless setup built on email logins instead.
CDP (Customer Data Platform)CDP (plataforma de datos de clientes)
Software that unifies customer data from many sources into one profile marketing can act on.
The CDP stitched app, web, and email history into a single customer view.
DMP (Data Management Platform)DMP (plataforma de gestión de datos)
Software that collects and organizes mostly anonymous audience data to build ad-targeting segments.
The DMP grouped anonymous visitors into segments the ad team could target.
Brand safetyBrand safety (seguridad de marca)
Keeping ads away from content that could damage a brand by association.
A brand-safety filter blocked the ads from running next to war footage.
Contextual targetingSegmentación contextual
Placing ads by the content of a page rather than by data about the individual viewer.
Contextual targeting put the running-shoe ad on a marathon-training article.
Bids and ad quality
Quality ScoreNivel de calidad (Quality Score)
Google's rating of how relevant your keywords, ads, and landing page are, which affects cost and rank.
Lifting Quality Score cut the cost per click without a bigger bid.
Ad RankRanking del anuncio (Ad Rank)
The value that decides an ad's position on the page, combining bid and quality.
A rival outbid us, yet better quality kept our Ad Rank on top.
BidPuja
The most an advertiser is willing to pay for a click, view, or action in an ad auction.
We raised the bid on brand terms to stop rivals poaching them.
Smart biddingSmart Bidding (pujas inteligentes)
Automated bidding where the platform sets each bid from live signals to hit a target.
Smart bidding chased conversions we couldn't have priced by hand.
Negative keywordPalabra clave negativa
A term you exclude so your ad won't show for irrelevant searches.
Adding 'free' as a negative keyword stopped burning budget on freebie hunters.
Match typeTipo de concordancia
A setting that controls how closely a search must match your keyword to trigger the ad.
Loose match types dragged in queries we never meant to bid on.
Ad groupGrupo de anuncios
A bucket inside a campaign holding related keywords and the ads that serve them.
Splitting the ad group by theme let each ad speak to its query.
Search adAnuncio de búsqueda
A text ad shown among search results when someone queries a matching term.
The search ad sat right above the map pack for local queries.
Shopping adsAnuncios de Shopping
Product ads showing an image, price, and store name right in search results.
Shopping ads outsold text ads once the product feed was clean.
Ad extensions (assets)Extensiones de anuncio (assets)
Extra bits on a search ad — links, phone, prices — that give it more room and reasons to click.
Sitelink assets sent shoppers straight to the sale page.
DaypartingSegmentación horaria (dayparting)
Scheduling ads to run only at the hours or days that perform best.
Dayparting paused ads overnight, when clicks rarely converted.
Bidding strategyEstrategia de pujas
The rule set guiding how you bid — by clicks, conversions, or a target return.
We switched the bidding strategy from clicks to target ROAS.
Email marketing
Reaching and nurturing an audience through email messages you send over time.
Email marketing brought back more repeat buyers than any paid channel.
Drip campaignCampaña drip
A preset series of emails sent automatically on a schedule or by trigger.
New signups dropped into a drip campaign that taught the product over a week.
Lead nurturingNutrición de leads
Building a relationship with prospects over time until they're ready to buy.
Lead nurturing kept the brand in mind until the budget finally opened up.
SegmentationSegmentación
Splitting an audience into groups so messages fit each one better.
Segmentation let the team email lapsed buyers a different offer than regulars.
PersonalizationPersonalización
Tailoring content or offers to a specific person's data or behavior.
Personalization dropped each customer's name and last order into the email.
Marketing automationAutomatización del marketing
Software that runs marketing tasks and messages automatically based on rules.
Marketing automation sent the follow-ups so no lead slipped through.
DeliverabilityEntregabilidad
Whether your emails actually land in the inbox rather than spam or nowhere.
Poor deliverability meant half the newsletter never left the spam folder.
Subject lineAsunto (del email)
The short headline of an email that decides whether it gets opened.
They A/B tested two subject lines before sending to the full list.
Double opt-inDoble opt-in
Requiring a new subscriber to confirm by clicking a link before they're added.
Double opt-in cut fake signups by making people confirm the email.
Everything else
Multivariate testingTest multivariante
Testing many element combinations at once to find the best-performing mix.
Multivariate testing needed weeks of traffic to reach a verdict.
Influencer marketingMarketing de influencers
Paying or partnering with people who have an engaged following to promote a product.
One influencer's honest review drove more signups than a month of ads.
UGC (User-Generated Content)UGC (contenido generado por usuarios)
Content about a brand made by its customers or fans rather than the brand itself.
The brand reposted customer UGC instead of shooting a polished studio ad.
Social proofPrueba social
People's tendency to trust something more when they see others already using or endorsing it.
"12,000 teams use this" is social proof that nudges the hesitant to sign up.
Hashtag
A keyword marked with # that groups posts on a topic so people can find them.
The campaign hashtag let the team track every post fans shared.
ViralViralidad
Content that spreads fast on its own as people keep sharing it with others.
The clip went viral overnight and pulled in views no ad budget could buy.
Community managementGestión de comunidad
Building and tending a brand's audience by replying, moderating, and sparking conversation.
Good community management turned angry comments into loyal regulars.
Content marketingMarketing de contenidos
Attracting an audience by publishing useful content instead of pitching directly.
Their blog quietly did the content marketing that ads never could.
Inbound marketing
Drawing customers in with helpful content and search so they come to you.
Inbound marketing filled the pipeline with people who found the guides first.
Lead magnetLead magnet (imán de prospectos)
A free resource offered in exchange for a visitor's contact details.
The checklist worked as a lead magnet, trading a PDF for an email.
Call to action (CTA)Llamada a la acción (CTA)
A prompt telling the reader exactly what to do next, like "Sign up" or "Buy now."
Changing the CTA from "Submit" to "Get my quote" lifted clicks.
CopywritingCopywriting (redacción publicitaria)
Writing text meant to persuade the reader to take an action.
Tighter copywriting on the landing page did more than any design tweak.
Gated contentContenido cerrado (gated)
Content locked behind a form that asks for details before granting access.
The report was gated content — no email, no download.
Thought leadershipLiderazgo de pensamiento
Publishing expert views to become a trusted voice people turn to in a field.
The founder's essays built thought leadership that pulled in inbound deals.
Lead scoringLead scoring (puntuación de leads)
Ranking leads by fit and behavior to show which ones are worth sales' time.
Lead scoring pushed the hottest signups to sales the same day.
MQL (Marketing Qualified Lead)MQL (lead calificado por marketing)
A lead marketing judges ready to hand to sales based on interest and fit.
Once someone downloads two guides, they become an MQL.
SQL (Sales Qualified Lead)SQL (lead calificado por ventas)
A lead that sales has vetted and accepted as worth actively pursuing.
Sales confirmed the budget and marked the MQL an SQL.
CRM (Customer Relationship Management)CRM
Software that stores customer contacts and history so teams can manage relationships.
Every call and email lived in the CRM, so anyone could pick up the thread.
Lifecycle marketingMarketing de ciclo de vida
Tailoring messages to each stage of a customer's journey, from first touch to loyalty.
Lifecycle marketing sent a welcome, then nudges, then a winback in turn.
Sales funnelEmbudo de ventas
The path prospects follow from first awareness down to purchase.
Most leads entered the sales funnel but dropped off before checkout.
Growth hacking
Chasing fast growth with cheap, unconventional experiments instead of standard marketing.
A growth-hacking referral loop got users inviting each other for free.
Product-led growth (PLG)PLG (crecimiento impulsado por el producto)
Letting the product itself drive signups and expansion, often through a free tier.
PLG let people try the tool free, and teams upgraded once they were hooked.
Buyer persona
A profile of a typical target customer used to guide marketing choices.
The buyer persona reminded the team they wrote for busy founders, not students.
Customer journeyCustomer journey (recorrido del cliente)
The full path a person takes from first hearing of a brand to buying and beyond.
Mapping the customer journey exposed where people quietly gave up.
Value propositionPropuesta de valor
The clear promise of why a product is worth choosing over the alternatives.
The value proposition — "invoices in one click" — fit on the homepage.
ASO (App Store Optimization)ASO (optimización en la App Store)
Tuning an app's store listing so it ranks higher and gets more downloads.
ASO on the title and screenshots doubled installs without extra ad spend.
Conversations from this deck
The ad report that landed in your inbox
CTR (Click-Through Rate)CPC (Cost Per Click)CPM (Cost Per Mille)
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KPI (Key Performance Indicator)CVR (Conversion Rate)ROI (Return on Investment)
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Marketing and sales on a call: whose lead is it
MQL (Marketing Qualified Lead)CPL (Cost Per Lead)CRM (Customer Relationship Management)
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In the app, these cards come as the day's set — already made.
Social listeningSocial listening (escucha social)
Tracking online mentions and conversations to learn what people say about a brand or topic.
Social listening caught the complaint trend before it reached support.