Terminology Glossary

This glossary provides definitions for important terms related to Blue Frog Analytics, website audits, SEO, security, compliance, and technical site health.

A

A/B Testing

A method of comparing two versions of a webpage, ad, or email to learn which drives better results. Common arenas: CRO, PPC, email. Typical metrics: click-through rate (CTR), conversion rate, bounce rate.

A/B/n Testing

Running more than two variants at once; watch sample dilution. Because two’s company, but n is statistical chaos.

Abandonment Rate

The percentage of users who start but don’t finish a desired action (checkout, form, video, etc.). A core signal for conversion-flow triage.

Abandoned Cart

Items left behind in checkout; prime retargeting fodder. Ghosted at the register.

Abandoned Session

User exits mid-journey; not necessarily a bounce. Irish goodbye, digital edition.

Above the Fold

The portion of a page visible without scrolling. SEO/UX tip: park your primary CTA, value prop, and proof points here.

Accelerated Mobile Pages (AMP)

A Google-backed framework that strips bloaty markup for lightning-fast mobile loads. Pros: speed, SERP carousel eligibility. Cons: design limits, Google cache dependency.

Accessibility

Designing content so people with disabilities can use it. Guided by WCAG. Bonus: better UX + potential ranking lift.

Account-Based Marketing

B2B strategy that targets high-value accounts with hyper-personalized, multi-channel campaigns instead of broad personas.

Actionable Analytics

Insights translated directly into clear, measurable actions, no ivory-tower data pontificating allowed.

Adaptive Bitrate Streaming (ABR)

Video auto-adjusts quality to connection. Netflix but considerate.

Ad Blocking Rate

Share of impressions suppressed by blockers. Ads that never knew what hit ’em.

Ad Extensions

Extra bits that expand a Google Ad: sitelinks, calls, locations, snippets, et al. Boost CTR and Quality Score when used well.

Ad Fatigue

Performance decay caused by over-exposure to the same creative. Cure with fresh assets, tightened frequency caps, or new targets.

Ad Fraud

Fake impressions, clicks, or conversions. Bots don’t buy yachts—yet.

Ad Impression

A single display of an ad, click or no click. Fundamental denominator for CPM and view-through math.

Ad Inventory

The total ad real estate a site or app can sell: display, video, native, in-app.

Ad Network

Middle-man platform that matches advertisers with publisher inventory (e.g., Google AdSense, Taboola).

Ad Recall Lift

Incremental memorability measured by surveys. “Oh yeah, that ad.” Now with math.

Ad Rank

Google Ads’ placement algorithm. Formula: Bid × Quality Score × Ext. Impact. High rank means higher position at lower spend.

Ad Retargeting

Serving ads to past visitors who left without converting. Runs on GDN, Meta, LinkedIn, YouTube, et cetera.

Ad Scheduling (Dayparting)

Limiting ads to certain hours or days. Night-owl budgets keep their feathers.

Ad Sequencing

Ordered creatives to tell a story. Soap opera, but with UTM parameters.

Ad Server

Software that stores, targets, serves, and reports on digital ads (e.g., Google Ad Manager).

Ad Verification

Third-party checks for fraud, viewability, and safety. Trust, but verify—then verify again.

Ad Viewability

How much of an ad was actually seen by users. Crucial for campaign performance evaluation.

Adstock

Carryover effect of ads in media mix modeling. Ads have a hangover too.

Paid messages delivered through digital or offline channels to influence audience behavior, think search ads, display banners, social promos, video spots, even that podcast mid-roll. Core components: targeting + creative + placement. Key success metrics: impressions, click-through rate (CTR), cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS).

Add-to-Cart Rate

Percentage of sessions that add an item. The “maybe” before the “yes.”

Addressability

Target or measure individuals or cohorts within privacy constraints. Precision without the creep.

Admin Hardening

Locking down dashboards, credentials, and keys. Put a deadbolt on your data.

Advanced Matching

Hashing PII to improve platform match rates. Cupid with encryption.

Aggregated Event Measurement (AEM)

Meta’s post-ATT conversion protocol. Conversions through a keyhole.

Algorithmic Bidding

Platform-optimized bids such as tCPA or tROAS. Let Skynet spend your budget—wisely.

Always-On

Evergreen campaigns for steady demand. Coffee IV drip for your funnel.

AMP Signed Exchange (SXG)

AMP speed without losing origin branding. Fast and still your name tag.

Anchor Text

Clickable link text that signals relevance. Words that point with purpose.

Anonymization

Irreversible removal of identity. Witness protection for data.

Anti-Bot Protection

Filters and challenges that block automated abuse. A bouncer for your server.

API

Contract for systems to talk. Machines sliding into each other’s DMs.

App Tracking Transparency (ATT)

iOS prompt gating cross-app tracking. “Allow to track?”—the scariest modal in ads.

ARIA Attributes

Accessibility hooks for assistive tech. Semantic subtitles for screen readers.

ARPU

Average revenue per user. What each friend brings to the pizza fund.

Audience Overlap

Shared users across segments. Venn diagrams of wasted spend.

Audience Segmentation

Grouping users by traits and behaviors. Not everyone needs the same pitch.

Audit Trail

Tamper-proof log of changes. Breadcrumbs for the blame game.

AuthN vs AuthZ

Authentication (who you are) versus authorization (what you can do). Bouncer versus velvet rope.

Attribution Modeling

The framework used to assign conversion credit across marketing touchpoints. Popular models: last-click, first-touch, linear, time decay, data-driven. Critical for budget decisions.

Auto-Tagging

Platform-appended tracking parameters (e.g., GCLID). Labels your traffic so you don’t have to.

Average Order Value (AOV)

Revenue per order—the cart’s self-esteem score. Lift it with cross-sells, bundles, and free-shipping thresholds to track downstream impact of ad spend on commerce efficiency.

B

Backlink

External link that passes authority. The internet’s word-of-mouth.

Bad Bot Traffic

Non-human hits inflating metrics. Zombies in your analytics.

Bandwidth

Data transfer capacity. The size of your server’s straw.

Habit of ignoring display ads. Camouflage by overuse.

Baseline

Pre-change performance reference. The “before” in your makeover.

Behavioral Segmentation

Grouping by actions taken. You are what you click.

Benchmarking

Compare to peers or your past. Competitive snooping with charts.

BigQuery Export (GA4)

Raw event data piped into BigQuery. GA4 without training wheels.

Black Hat SEO

Tactics against guidelines. Fast wins, faster penalties.

Blocklist (Brand Safety)

Domains or placements to avoid. Places your logo shouldn’t vacation.

Bounce

Single-hit session with no further interaction. Knock-knock, nobody stayed.

Bounce Rate

The percentage of single-page sessions. High bounces flag misaligned traffic, slow loads, or weak first impressions.

Brand Lift

Measured change in perception or intent after exposure to advertising. Gathered via surveys or controlled experiments to prove upper-funnel impact.

Brand Lift Study

Survey-based ad impact. Did the ad move minds, not just mice?

Brand Safety

Avoid harmful content adjacencies. No ads next to dumpster fires.

Breadcrumbs

Hierarchical navigation links. GPS for deep pages.

Brotli Compression

Modern alternative to gzip. Smaller files, happier phones.

Browser Caching

Store assets locally for speed. Memory is the fastest CDN.

Budget Pacing

Spend rate versus plan—don’t sprint a marathon in mile one. Monitoring spend relative to plan throughout the flight avoids end-of-month fire drills or underspent campaigns.

Bundle Splitting

Break JavaScript into smaller chunks. Snacks, not a buffet, for the main thread.

C

CAC (Customer Acquisition Cost)

Total cost to win a new customer across ads, sales, incentives, and tooling—how expensive is hello? Benchmark against Customer Lifetime Value (CLV) to judge viability.

Cache-Control

HTTP header setting caching rules. Traffic signs for browsers.

Call Tracking / DNI

Dynamic numbers map calls to sources. Phone leads with a return address.

Call-to-Action (CTA)

The explicit next step you want the audience to take—click, download, subscribe, buy. Micro-copy, placement, and contrast drive response.

Canonical Tag

Preferred URL among duplicates. “This one’s the real me.”

CAPTCHA

Human verification challenge. Prove you’re not a toaster.

CCPA/CPRA

California privacy laws including “Do Not Sell/Share.” Privacy with teeth and fines.

CDP

Centralized customer profiles with activation. Your marketing brain, now with memory.

CDN

Edge servers speeding content delivery. Teleport for pixels.

Churn Rate

Percentage of customers who leave. The leaky bucket metric.

Click Path

Sequence of pages or events a visitor takes. Footprints in the snow.

Click-Through Rate (CTR)

Clicks divided by impressions. Quick pulse on creative resonance and audience fit across search, social, display, and email.

Client- vs Server-Side Tracking

Browser tags versus server collection. Front row versus control room.

CLS

Cumulative Layout Shift; visual stability. Stop jumping, page!

CMP

Consent Management Platform. The cookie bouncer.

Cohort Analysis

Tracking a group over time. Follow the class, not the crowd.

Content Decay

Old content performance drop. SEO has a half-life.

Content Hubs/Pillars

Topic clusters tied together with internal links. Be the librarian, not the hoarder.

Content Security Policy (CSP)

Restricts allowed sources for scripts, styles, and more. Whitelist friends, block chaos.

Contextual Targeting

Based on page content, not identity. Ads that read the room.

Conversion API (CAPI)

Server-side conversion sharing. Skip the browser gossip.

Conversion Lag

Delay between click and conversion. The patience tax.

Conversion Rate Optimization (CRO)

Structured testing to remove friction and boost the percentage of visitors completing a goal. Blends UX research, analytics, and rapid experimentation—fewer leaks, more loot.

Conversion Window

Lookback period for attribution. How long you keep receipts.

Core Web Vitals

LCP, CLS, and INP. The three horsemen of UX.

CORS

Cross-origin resource sharing policy. Customs for web requests.

Crawl Budget

How much Googlebot will crawl. Don’t waste it on junk.

CRM

Contact and opportunity management. Your sales memory palace.

Cross-Domain Tracking

Stitch sessions across related sites. Follow the user, not the URL.

Cross-Device Identity

Match the same user across devices. Same human, different screens.

Customer Lifetime Value (CLV)

Projected revenue from a customer over the full relationship. Anchors paid media bids, retention efforts, and segmentation.

D

Data Layer

Structured event payload for tags. Your analytics API on-page.

Data Minimization

Collect only what’s needed. A diet plan for PII.

Data Retention

How long data is kept. Delete like a pro, not a coward.

Data Warehouse

Central analytics store. Where events go to become insights.

DDoS

Traffic flood to knock sites offline. Firehose versus teacup.

De-duplication

Remove double conversions or IDs. One win ≠ two trophies.

Deferred Loading (defer/async)

Non-blocking scripts. Let content go first class.

Demand Gen (Google)

YouTube and Discover upper-funnel campaigns. Window shopping at scale.

Demand Generation

Full-funnel programs that create, nurture, and capture demand—mixing content, ads, email, events, and product experiences to feed pipeline.

Demographic Targeting

Age, gender, parental status, and similar filters. Stereotypes—with consent.

Disavow File

Ask Google to ignore spammy links. “They don’t even go here.”

Display Advertising

Visual ad placements (banners, rich media, native) across web and apps. Priced via CPM/CPC and optimized for reach, viewability, and post-view conversions.

DMP

Cookie-era audience broker. Grandpa CDP.

DNS

Domain naming system. The internet’s phonebook.

DNSSEC

Signed DNS responses. Autograph your answers.

Do Not Track (DNT)

Browser flag few honor. A polite suggestion, mostly ignored.

Do Not Sell/Share

CCPA opt-out for data sales or sharing. “Hands off my data,” legally.

Domain Authority

Proxy metric for link strength. Not Google’s metric, but handy gossip.

Duplicate Content

Same content across URLs. Twins confuse crawlers.

E

Edge Rendering

Compute at the CDN edge. Logic, now closer to users.

E-E-A-T

Experience, Expertise, Authoritativeness, Trust. Credentials meet usefulness.

eCommerce Tracking

Product, detail, cart, and checkout events. Follow the money clicks.

Email Deliverability

Inbox versus spam outcomes. The gatekeeper you can’t see.

Engagement Rate (GA4)

Sessions with sustained activity in GA4—bounces grew up and got nuance. More broadly, aggregate interaction metrics (likes, shares, comments, saves, clicks) over total reach gauge resonance for organic and paid social content.

Enhanced Conversions

Hashed PII to boost match rates. Conversions with better ID.

ETL/ELT

Move or transform data pipelines. U-Haul for bytes.

Event Taxonomy

Canonical naming and parameters for events. Stop naming everything “click.”

Event Tracking

Instrumenting analytics platforms to capture on-site actions beyond pageviews—scroll depth, CTA clicks, video plays—for granular attribution and reporting. Because “pageview” isn’t a personality.

ETag

Cache validator header. “Has this changed?” without re-downloading.

Exit Rate

Percentage of users leaving from a page. Someone’s last stop has to exist.

Experiments Platform

A/B infrastructure post-Optimize. Bring your own lab coat.

F

Combinatorial filters exploding URLs. SEO’s combinatorial headache.

FCP

First Contentful Paint. The first hello from your page.

FID (Deprecated)

Replaced by INP in Core Web Vitals. Retired, but still shows up at reunions.

Fingerprinting

Inferred identity via device signals. CSI: Browser Unit.

First-Party Data

Consented data you own. The good stuff lawyers like.

Firewall / WAF

Blocks malicious traffic. Your site’s riot shield.

Floodlight

Campaign Manager 360 conversion tag. A very specific kind of light.

Funnel Analysis

Steps from visit to purchase. Where dreams leak out.

G

Gated Content

Requires a form or gate to access. Pay with emails, not dollars.

GA4

Event-based Google Analytics. Fewer sessions, more events, many opinions.

GCLID

Google click identifier for auto-tagging. The Rosetta Stone of attribution.

GPC

Global Privacy Control signal. “Do not sell” on autopilot.

GSC

Google Search Console. Where Google leaves you cryptic notes.

GTM

Google Tag Manager. Ship tags without shipping code.

Gzip

Classic compression. Duct tape for web assets.

Geo Targeting

Limit delivery by location. Don’t sell snow blowers in Miami.

H

H1–H6 Hierarchy

Structured headings. Give crawlers an outline, not a thesis.

Header Bidding

Parallel SSP auctions before the ad server call. Speed dating for impressions.

Heatmap

Visual click or scroll attention. Where eyeballs actually went.

HIPAA

U.S. health data rules. PHI is not ad fuel.

HSTS

Force HTTPS. No more “http://” oopsies.

HTML Sitemap

Human-readable sitemap page. Sitemap with training wheels.

HTTP/2 & HTTP/3

Faster parallel, multiplexed requests. Traffic lanes for packets.

Hydration

Activating server-rendered HTML on the client. Giving your HTML a brain.

I

IAB Categories

Standard content taxonomy. Labels for where your ads hang out.

iFrame

Embedded window inside a page. Picture-in-picture for the web.

Percentage of eligible impressions you won. Your slice of the auction pie.

Incrementality Test

Causal lift versus baseline. Proof it wasn’t correlation cosplay.

Index Bloat

Too many low-value URLs indexed. Junk drawer in Google’s index.

Index Coverage

What’s indexed—and why not. The report where problems confess.

INP

Interaction to Next Paint; responsiveness. How long the page takes to notice you.

Information Architecture

Organizing content logically. Floor plan before furniture.

IP Anonymization

Mask IP addresses. Blur the license plate.

ISO 27001

Security management standard. Paperwork with actual teeth.

ITP

Safari’s tracking prevention. Cookie crumble, Apple style.

J

JavaScript SEO

Make JS-rendered content crawlable. Don’t hide your words behind a script.

JSON-LD

Structured data format for schema. Markup that Google actually reads.

JWT

Signed claims for authentication. Passes that can’t be forged (easily).

K

Keyword Cannibalization

Pages competing for the same term. Your pages fighting each other.

Keyword Difficulty

Relative ranking challenge. How heavy the SEO lift is.

Keyword Intent

Informational vs transactional, etc. What the searcher really wants.

Knowledge Panel

Branded info box in SERPs. Your résumé on the right rail.

KPI

The metric that matters. If you track 50, none are key.

L

LCP

Largest Contentful Paint. The big stuff shows up—finally.

Landing Page Experience

Destination quality score factors. Don’t bait-and-switch the click.

Latency

Delay before data transfer. The opposite of snappy.

Lead Scoring

Rank leads by fit and intent. Sales’ cheat sheet.

Link Equity

Authority passed via links. Popularity, but transferable.

Link Velocity

Pace of link acquisition. Grow fast, not suspiciously fast.

Log File Analysis

Inspect bot behavior in server logs. What Googlebot actually did.

Long-Tail Keywords

Low volume, high intent queries. Fewer searches, better buyers.

Lookalike Audience

Users similar to a seed list. Friends of friends who might like you.

LTV

Lifetime value. What a customer is truly worth.

M

Malvertising

Malicious ads. Don’t boost the bad guys.

Manual Actions

Google penalties for violations. The wooden spoon of SEO.

Map Pack

Local three-pack results. Prime real estate with directions.

Match Types

Broad, Phrase, Exact in search. How fuzzy you let Google be.

Measurement Plan

KPIs tied to business goals. Strategy before spreadsheets.

Media Mix Modeling (MMM)

Top-down attribution. Attribution for grown-ups (and CFOs).

Meta Description

SERP snippet hint. Your elevator pitch in ~160 characters.

Meta Robots Tag

Per-page index or crawl directives. Whisper sweet nothings to crawlers.

Mobile-First Indexing

Google primarily uses mobile content. Shrink it, then rank it.

MQL / SQL

Marketing- versus Sales-Qualified Lead. Tosses over the wall, but smarter.

Multi-Touch Attribution (MTA)

Credit split across touchpoints. Credit where multiple credits are due.

N

Native Advertising

Ads matching the surrounding content form. Disguised, but disclosed.

Negative Keywords

Exclude terms in PPC. Tell Google what you’re not.

Net Promoter Score (NPS)

Promoters minus detractors. Would they lend you a lawnmower?

Noindex

Keep a page out of search. Hide the mess from guests.

Nofollow/UGC/Sponsored

Link attributes to signal intent. Tell Google why the link exists.

Non-Working Media

Production and fees rather than impressions. Budget that never meets a user.

Normalization

Standardize values across data sets. Make apples behave like apples.

O

OAuth 2.0

Delegated authorization. Borrowed keys, limited doors.

Off-Page SEO

Signals beyond your site. What the internet says about you.

On-Page SEO

Content and HTML optimizations. What you can fix today.

Open Graph

Social sharing meta tags. Choose your preview photo—wisely.

Open Redirect

Parameter that forwards anywhere. Phishers’ favorite party trick.

Orphan Pages

No internal links inbound. Lost children of your sitemap.

Organic Search

Unpaid listings. Free like puppies—maintenance required.

OWASP Top 10

Common web vulnerabilities list. The hacker’s shopping list.

P

Page Experience

UX signals affecting visibility. Don’t make users suffer for ranking.

Page Speed

How fast content renders. Users are faster than your site—act accordingly.

Pages per Session

Average pages per visit. Bingers versus bounce-and-gone.

Pagination

Dividing lists across pages. Don’t strand page 2 in Narnia.

Ads on social platforms. Virality with a credit card.

Parameter Handling

Rules for query or tracking parameters. Tame the “?utm” zoo.

Passkeys (WebAuthn)

Passwordless authentication. Keys you can’t forget or reuse.

Path Analysis

Flow between events or nodes. Choose-your-own-adventure, measured.

PCI DSS

Payment card security standard. Because fines are pricey.

Penetration Test

Ethical hacking to find holes. Break it before they do.

PII

Personally identifiable information. Data lawyers dream of (and about).

Performance Max (PMax)

Goal-based, inventory-wide Google campaigns. One switch, many pipes.

Pixel

Small tracking script or image. Spy—with permission.

PKCE

OAuth extension for public clients. Extra locks on flimsy doors.

PWA

Progressive Web App features. App vibes without the app store.

Privacy Sandbox

Topics, Protected Audience, and Attribution APIs. Ads on a cookie diet.

Programmatic Advertising

Automated ad buying. Traders, but with CPMs.

Property (GA4)

Container for data streams. Your analytics address.

Proxy Cache

Shared caching layer. Middleman with a good memory.

Prerendering

Generate HTML ahead of time. Prebake your pages.

Pruning Content

Remove or consolidate low-value pages. Garden your site; weeds happen.

PageRank

Link-based importance signal. Popularity, but with math.

Q

QA Tagging

Systematic validation of tags. Trust, but test—then test again.

Query Parameter Canonicalization

Normalize URL parameters. One product, not twelve URLs.

Quality Score

Relevance, CTR, and landing-page experience metric in Google Ads. Google’s vibe check for your ads.

R

Real-User Monitoring (RUM)

Performance measured from actual users. Benchmarks from humans, not labs.

Redirect Chain

Multiple hops before the final URL. SEO’s version of telephone.

301/302/307/308

Permanent versus temporary redirects. Tell browsers how serious you are.

Referral Exclusion

Prevent self-referrals in analytics. Stop attributing to… yourself.

Regression

Performance drop after a change. When “deploy” rhymes with “destroy.”

Render-Blocking Resources

Assets that delay first paint. Scripts that need to chill.

Responsive Search Ads (RSA)

Auto-mixed headlines and descriptions. Mad-Libs for PPC.

Responsive Design

Layout adapts to screens. Yoga for CSS.

Retention Rate

Customers who stick around. Loyalty’s scoreboard.

Robots.txt

Crawl allow or deny file. A polite “keep out” sign.

RBAC

Role-based access control. Least privilege beats trust falls.

S

sGTM / Server-Side Tagging

Proxy tags through your server. Fewer cookies, cleaner data.

Schema.org

Structured data vocabulary for rich results. Speak fluent Google.

Search Intent

User goal behind a query. The “why” behind the keyword.

Search Visibility

Share of voice in SERPs. Not just where you rank—how often.

HttpOnly and SameSite flags. Cookies with chaperones.

Security Headers

CSP, HSTS, SRI, X-Frame-Options. Seatbelts for HTTP.

Session (GA4)

Time-bound group of events. A visit with a clock.

Session Replay

Visual playback of sessions. CCTV for UX.

Share of impressions versus the market. Who’s loudest, measurable.

Internal search result surfaced in SERPs. Shortcut to your own search bar.

Sitemap Index

Points to multiple sitemaps. Table of contents for spiders.

Soft 404

Looks like a 404, returns 200. Mixed signals, bad vibes.

SPA vs MPA

Single- versus multi-page apps. One canvas versus many rooms.

SRI (Subresource Integrity)

Verify script or style hashes. Trust, but hash.

SSL/TLS

Encrypts traffic. Whisper, don’t shout, over the wire.

SSG

Static Site Generation. HTML now, JavaScript later.

Status Codes

2xx, 3xx, 4xx, 5xx. HTTP’s mood ring.

SxO

Search plus experience optimization. Rank well, feel great.

T

Tag Management System (TMS)

Orchestrate pixels and events. Air traffic control for tags.

Tag Audit

Inventory and validate tags. Spring cleaning for scripts.

Target CPA / ROAS

Smart bidding goals. Tell Google the destination, not the route.

Taxonomy (Data)

Controlled naming scheme. Dictionaries beat debates.

Technical Debt (Analytics)

Legacy tags and specs that slow work. Interest rates paid in chaos.

TTFB

Time to First Byte from the server. How fast the server says “hi.”

Threat Modeling

Identify likely attack paths. Paranoia, but constructive.

Third-Party Cookies

Cross-site cookies being sunset. The party’s over; grab your coat.

Throttling (APIs)

Rate limits on requests. No, you can’t pull everything at once.

Time on Page

Duration until the next hit or close. Stopwatch with blind spots.

Time to Interactive (TTI)

When the page becomes usable. Looks done versus is done.

Title Tag

Primary SEO title. Judge the book by this.

Topical Authority

Depth and signals on a subject. Be the nerd, win the nerd points.

Tracking Plan

Specification of events and properties. Measure twice, tag once.

Trailing Slash Canonicalization

/page versus /page/. Pick one and stick with it.

TTL (Caching)

Cache time-to-live. Expiration dates for bytes.

Two-Factor Auth (2FA)

Second factor to log in. Passwords’ responsible adult.

U

UGC Markup

rel="ugc" on user-generated links. Tell Google the crowd wrote it.

UTM Parameters

Source, medium, campaign tags. Shipping labels for traffic.

Universal Analytics (UA)

Legacy Google Analytics sunset in 2023. The old dog retired in ’23.

URL Parameters

Query strings for content or tracking. Little keys, big messes.

User Agent

Client identifier string. The browser’s business card.

User Properties (GA4)

Attributes tied to users. Context that travels with the person.

User Segmentation

Slice users for analysis. Slicing to start seeing.

V

View-Through Conversion

Conversion after an impression without a click. Saw it, didn’t click, still bought.

Visitor Stitching

Merge IDs across visits or devices. Franken-user, but useful.

vCPM

Viewable cost per thousand impressions. Pay only when likely seen.

W

WAF

Web Application Firewall. See “Firewall / WAF” for the full rundown.

WebP / AVIF

Modern image formats. Prettier pixels, fewer bytes.

Webhook

Event-driven HTTP callbacks. Apps tapping each other’s shoulders.

WebAuthn

Standard behind passkeys. Keys, meet browser.

Web Crawler

Automated page fetcher. Robots reading your site at 3 a.m.

WPO

Web Performance Optimization. Make fast the default, not a miracle.

X

X-Robots-Tag

HTTP header with index rules. Robots meta, but server-side.

XSS

Cross-site scripting vulnerability. When user input gets snarky—and dangerous.