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This Growth Hacking Glossary is a resource from our Bestselling Growth Hacking Masterclass. Become a certified growth hacker and join a network of more than 30,000 alumni. 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

  • Acquisition (in Pirate Metrics): when a user has given you some way to identify them (e.g. an email address or customer profile).
  • Acquisition Channel: the pathway(s) through which potential customers discover and interact with your products, services, or brand.
  • Acquisition Content: the combination of headlines, sentences, calls-to-action, and visuals that are used in tactics designed to start relationships with a new users.
  • Activation (in Pirate Metrics): when a user has experienced using some version of your product or service.
  • Anchors (in Consumer Behavior): the common human tendency to rely on the first piece of information offered (the “anchor”) when making decisions.
  • Ad (in Online Advertising): one unique combination of content components (e.g. URL, headline, sentences, visual elements, and calls to action) distributed to an ad group.
  • Ad Group (in Online Advertising): how the group of potential recipients of your ads are defined within the ad system.
  • Authentic: worthy of belief.
  • Awareness (in Pirate Metrics): when a user visits a digital property for the first time.

 

  • Bundling (in Product Management): customizing unique combinations of products, services, and features to appeal to the needs of a specific persona.
  • Buying Center: the group of people and factors that determine whether or not a purchase is made.

 

  • Campaign: a coordinated series of events carried out over a period of time in order to achieve something.
  • Campaign (in Online Advertising): where an online advertising effort’s budget and method of distribution are set.
  • Cohort (in Growth Hacking): a group of users usually bound together by their behavior within a funnel.
  • Content (in Analytics): your title for a unique combination of words and/or visual elements used to attract users to a URL.
  • Conversion Point: Where a user can decide to take some action that transitions them to a lower stage of a marketing funnel.
  • Cost per Click: the money spent paying for the distribution of an ad divided by the number of unique clicks on the ad.
  • Customer Acquisition Cost (or CAC): the sum of the costs associated with attracting a new paying customer.

 

  • Down-funnel Keywords: search queries which contain elements that reveal a relatively high level of user intention.

 

  • Events (in Analytics): an instance of a user taking an on-page (e.g. clicking something) or page-load (e.g. visiting a page) action.

 

  • Facilitator Trigger: a mechanism designed to help a user access something when they want it.
  • Falloff Point: the stage in a marketing funnel where a user decides to exit the funnel.
  • Free Line (in Growth Hacking): the practice of segmenting the availability of products, services, and features based on the position of a user in your marketing funnel.
  • Friction (in Growth Hacking): sub-optimal communication or usability issues that result in lowered conversion or retention rates.

 

  • Goal (in Google Analytics): an event that can be defined in Google Analytics (e.g. loading “/thankyou.html”) and used to tabulate successful conversions, analyze digital behavior, and more.

 

  • ICE System:a method of ranking experiment ideas based on their potential impact, how confident you are that it would be successful, and how easy it is to launch it.
  • Influencers: individuals or organizations with access to large (usually 10,000+) or strategic audiences.
  • Intention Marketing: delivering pathways to products or a services based on information that has been revealed by a customer’s behavior.

 

  • Key Performance Indicator (or “KPI”): A measurable value that signifies the degree to which an objective is being achieved.

 

  • Lagging Variable: a measurable output of a system.
  • Language / Market Fit: how well the language you use to describe and market your product resonates with your market.
  • Lead Magnet (in Digital Marketing): something of value offered in exchange for information that can be used to identify and communicate with a user.
  • Leading Variable: a measurable input into a system.
  • Lifetime Customer Value (or LTV): the total amount of revenue earned from a customer over the life of the business relationship with them.

 

  • Marketing Funnel: An illustration of a theoretical journey that your customers take towards the purchase, repurchase, and advocacy of your product or service.
  • Medium (in Analytics): the type of path (e.g. email, online ad, social media post, etc.) taken to bring a user from a source to your URL.
  • Minimum Gross Margin: the amount of money that a business must retain after subtracting cost of acquiring customers (CAC) in order to run the business.

 

  • Open-ended Question: a deliberately non-specific question designed to see how someone thinks and prefers to direct a conversation.

 

  • Page-level Keywords:words or phrases used on a webpage that are designed to enable page-level discovery.
  • Persona: A semi-fictional representation of a type of customer based on market research.

 

  • Referral (in Pirate Metrics): when a user makes someone else aware of your brand.
  • Remarketing: defining the audience who will receive online ads based on their previously-observed online behavior.
  • Retention (in Pirate Metrics): the practice of re-engaging users of your product or service.

 

  • Search Advertising: paying for an ad to appear in a user’s search results.  
  • Segment: Customers a group of customers who are likely to respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.
  • Signal Triggers: a mechanism designed to tell a user that they’re on the right path.
  • Site-level Keywords: words or phrases used on webpages that are designed to enable site-level discovery.
  • Social Media Ads: paying for an ad to appear in a user’s experience using a social media platform.
  • Social Proof: qualitative (e.g. follower numbers) and quantitative (e.g. associated recognized brands) measures used by individuals to predict the trustworthiness of something.
  • Source (in Analytics): the digital location where traffic came from prior to your URL.
  • Spark Triggers: a mechanism that tries to convince a user to take an action.
  • Statistical Significance: The probability that the result of a given experiment or study could have occurred purely by chance.

 

  • Tactic: a method used to achieve what you want in a particular situation.
  • Tagging (in Social Media): mechanisms employed by social media platforms to link content to other parts of the network and make it more searchable.
  • Triggers (in Growth Hacking): when an event causes some digital action to be automatically performed.
  • Trust: belief in the reliability, truth, ability, or strength of someone or something.

 

  • Virality: the chances that something published on social media will get re-shared and reach new users.

 

 

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