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The most important abbreviations in online marketing
TCP, CTR, B2B, ROI – What? What Fanta 4 can do in the song “MfG” is also commonplace in the online marketing world. Have you only recently been in the industry and keep stumbling over terms you don't know?
We save you the time-consuming research and list 63 abbreviations in online marketing and their meaning. Arranged alphabetically, you will find the most well-known online marketing acronyms and abbreviations.
Abbreviations in the online industry
| Abbreviation | Expression | Meaning |
| Ad | Advertising | English: Advertising is the generic term for any type of advertising material used in online marketing. This includes, for example, advertising banners and text links. |
| Conditions | Terms of Service | Are pre-determined contractual conditions that are set by a party before the conclusion of a contract. |
| Al | artificial intelligence | English: Artificial Intelligence (AI), AI is a field of research that tries to emulate human perception and action through machines. |
| API | Application programming interface | English: (Application) programming interface, the API provides programs with a tool that they can use to connect to the software system. |
| B2B | Business to Business | Business relationships between at least two companies, for example in the sale of products and services. |
| BCC | Blind carbon copy | When sending an email, the recipient addresses are hidden in the BCC. |
| B2C | Business to Customer | Business relationships between companies and customers, for example in mainstream retail. |
| C2C | Customer to customer | Business relationships between at least two people without a business legal form, for example on online exchanges such as Ebay. |
| CC | Carbon Copy | When sending an email, the recipient address is visible in the CC. |
| CD | Corporate Design | English: Company appearance, part of the company identity, for example a uniform website and product design. |
| CEM | Customer experience management | Should lead to the acquisition of regular customers through positive feedback, ratings and word-of-mouth propaganda. |
| CEO | Chief Executive Officer | German: Managing Director, sets business goals and the strategic direction of the company. |
| CFO | Chief Financial Officer | German: commercial manager, is responsible for managing the finances and financial planning of a company. |
| CMO | Chief Marketing Officer | English: Sales Manager, is responsible for the basic sales orientation of the company via various marketing channels. |
| CMS | content management system | Is a program for the conceptual design of websites. The best known examples are: Wordpress, Joomla and Typo3. |
| COO | Chief Operating Officer | In contrast to the CEO, is responsible for the implementation of the set business goals or the operational business. |
| CPA | Cost per action | Also known as pay per action (PPA), this is a specific billing model for the costs incurred in online advertising that trigger a desired action. |
| CPC | Cost per click | Is a billing method common in online marketing, in which a certain price is determined for clicks on advertising material. |
| cpl | Cost per lead | Used in online marketing as a billing model when an affiliate provides a user who fills out a contact form on the merchant's website, for example. |
| CPM | Cost per mille | Also often associated with the synonym price per thousand (TCP), this is a calculation model for the costs of reaching a thousand potential customers with one advertising medium. |
| CPO | Cost per order | In affiliate marketing, refers to the remuneration that an affiliate receives from the merchant when a paying customer is successfully placed, i.e. a customer who places an order. |
| CPS | Cost per sale | Is a billing method in online marketing that determines the commission for an affiliate when the sale is actually brokered. |
| CR | conversion rate | Is an important metric that describes the relationship between website visitors and transactions made. |
| CRM | customer relationship management | Stands for the maintenance of long-term customer relationships from a company. Customer bases are built up and retained through CRM. |
| CRO | Conversion Rate Optimization | See CR (Conversion Rate). |
| CSS | Cascading Style Sheets | Is a program that determines all the design specifications (colors, shapes and font) for a homepage. It belongs to the general web standard. |
| CTA | Call to Action | In online marketing, refers to a banner or button that is intended to persuade the user to click further or to make a purchase. |
| CX | customer experience | English: Customer experience, CX refers to the customer experiences with the product, see CEM (Customer Experience Management). |
| FAQ | Frequently Asked Questions | Provision of information on particularly frequently asked questions. |
| FB | Is the most famous social network founded in 2004 by Mark Zuckerberg. | |
| FTP | File Transfer Protocol | Is a program to upload HTML encoded files (e.g. written with CSS) to a web server. |
| GA | Google Analytics | GA is a Google online service used to analyze website traffic. |
| HTML | Hypertext Markup Language | German: Hypertext: Markup language, HTML is a markup language that is used to create content on the World Wide Web. |
| HTTP | Hypertext Transfer Protocol | Used to locate a file. It indicates the beginning of the path of this file. |
| HTTPS | Hypertext Transfer Protocol Secure | In contrast to simple HTTP, it is a tap-proof transmission of data. |
| JPG/JPEG | Joint Photographic Expert Group | JPG is one of the most commonly used image formats in the digital world. It is characterized by a comparatively small file size with consistent image quality. |
| AI | Artificial intelligence | English: Artificial Intelligence (AI), AI is a field of research that attempts to emulate human perception and action through machines. |
| KPI | Key Performance Indicators | Is a business indicator used to measure how well the company's objectives are being met. Various success factors are used for the assessment. |
| PP | affiliate program | Also affiliate program, PP is a possibility in affiliate marketing that website operators can earn money on the internet as a partner of advertisers. |
| PPA | Pay per action | Also known as cost per action (CPA), this is a specific billing model for the costs incurred in online advertising that trigger a desired action. |
| PPC | Pay per click | Synonymous with cost per click. |
| PPL | Pay per lead | Synonym for cost per lead. |
| PPS | Pay per sale | Synonymous with cost per sale. |
| POS | point of sale | Is the place where a sale takes place. The term is used in all areas of marketing and can therefore refer to both a physical location, such as a bakery, and an online shop. |
| PR | public relations | German: Public Relations is a media science term that describes a company's communication to the outside world. |
| ROI | return on investment | Return on capital is the interest rate or return on a certain amount of capital invested. |
| ROSE | Return on Sale | German: Return on sales, is a business key figure in which a company's profit is divided by sales. The ROS thus determines the profit margin of the company. |
| RT | retweet | An RT is the retransmission of a tweet/message already sent by another user on the social network Twitter. |
| SEA | Search Engine Advertising | Are paid marketing measures to be found more easily in search engine rankings with an online presence for specific keywords. |
| S.E.M | Search Engine Marketing | English: Search engine marketing is the generic term for all measures that are intended to help an online presence to a better position in the search engine rankings. This includes the areas of SEO and SEA. |
| SEO | Search Engine Optimization | English: Search engine optimization, includes all measures to be found faster in organic search results. This includes all off- and on-page measures. |
| SERP | Search engine result page | Identifies the pages on which search engines list their search results. |
| S.I | visibility index | The SI is an indicator of a domain's visibility on Google's search results pages. This can be recorded with the Sistrix tool, for example. |
| CPM | Thousand contact price | Is a model for calculating the costs incurred for reaching a thousand potential customers with a specific advertising medium. |
| CR | top-level domain | TLD denotes the section to the right of the dot of a domain on the Internet. There are domain extensions for specific countries (.de,.uk) and general domain extensions (.aero, .com). |
| TNP | Thousand Users Award | Is a model for calculating the costs incurred to reach thousands of different people in the target group. |
| UAP | Unique advertising proposition | Is a unique selling point of a company with regard to its advertising measures, which set the company apart from the competition. |
| UGC | User Generated Content | Refers to content that is not provided by the website operator itself, but by the users of the website. This includes, for example, comments on blogs and forums. |
| URL | Uniform resource locator | Address of a website beginning with Hypertext Transfer Protocol HTTP or HTTPS. |
| USP | Unique selling proposition | Is a unique selling point of a company, be it in terms of quality or cost advantages compared to the market competition. |
| UX | User experience is the experience | Which a user collects with a website. In online marketing, attempts are always made to optimize this. |
| W3C | World Wide Web Consortium | W3C is a body that advocates for uniform technologies in the use and development of the Internet. |
| WWW | world wide web | www is a global network accessible via the Internet in the form of a hypertext system. |
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