A cheat sheet of most commonly used acronyms in e-com and digital marketing

Mike Maleta
Aug 10 · 6 min read

Now and then you might come across abbreviations that left you feeling confused. So I made a list of acronyms that are commonly used in e-commerce and digital marketing space with a short description of the given term.


AB — Auto Bidding — option for bidding automatically inside the auction for your ad placements based on your bid

AI — Audience Insights — tool that lets you see how many people are interested in cats on the platform, or anything you could imagine

AM — Ads Manager — place where you can manage your fancy ads

AOV — Average Order Value — a metric which shows what average total of every order placed within a specific time is, the higher the better

ATC — Add to Cart — action / event on your store, an important micro-conversion step towards the purchase

ATV — Average Transaction Value — metric for average amount that a consumer spends with you within a single order

ATP — Average Time to Purchase — average amount of time costumer spends on your site till purchase

BIG 5US, Canada, UK, Australia, New Zealand — usually used to describe top 5 english speaking countries as targeting for your campaign

BM — Business Manager — your main tool from which you control your ads and check audience insights among other helpful features

CC — Custom Conversions — let you create rules for events or URLs, when you create these rules, you can measure more specific customer actions

CLV — Customer Lifetime Value — also known as LTV is a measurement of the total expected revenue from a customer over their entire relationship with a company

COD — Cash on Delivery — one of the payment option for clients, clients pays when goods arrive at his doorstep

COGS — Cost of goods sold — its the base cost of product you get from supplier

CPA — Cost Per Acquisition / Action — online advertising pricing model, meaning you pay for acquiring new customers e.g. by making a sale, click, newsletter sign up etc.

CPE — Cost per Engagement — this time you pay for engagement, meaning customers stop scrolling to engage with your ad on his feed (e.g. likes, comments)

CPL — Cost Per Lead — you pay for explicit sign-ups from potential costumers who displayed interested in your offer

CPM — Cost Per Impression (Cost Per Mil) — cost you pay for 1000 views or clicks (impressions)

CPC — Cost per Click / PPC — Pay Per Click — cost you pay when ad is clicked, meaning for every click you ad / link receives

CPP — Cost per Purchase — measurement of cost of advertising divided by the number of sales you get

CR — Conversion Rate — metric that shows percentage of visitors who take a desired action on your website, e.g. made an order or sign up for newsletter

CRO — Conversion Rate Optimization — process or system for enabling and increasing the percentage of people to take an action when they visit a website

CRR — Customer Retention Rate — refers to a certain point in the customer life-cycle and it can be measured monthly, quarterly, or annually depending on the business

CSB — Courier Shipping Bill — to be short and sweet it refers to document for ordered goods that are being exported

CTA — Call to Action — term referring to a link/button/image intended to prompt users to perform a specific action, usually takes the form of an instruction like „buy now” leading the consumer to the next step a sales funnel

CTC — Cost to Company — is the annual salary package of an employee, it indicates the total expenses that a company spends on an employee in a year, CTC includes gross salary with incentives and other expenses

CTR — Click Through Rate — refers to ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement, measuring the effectiveness of your campaign

CTW — Click to Website — means you pay per click to your designated website

DABA — Dynamic Ads Broad Audience — with DABA you can target a broad audience and seek to reach people who have already expressed an interest in your type of product or service, even if they have never visited your website

DPA — Dynamic Product Ad — ad that automatically shows the right products to people who have expressed interest on your website or anywhere on the internet (remarketing)

DT — Desktop — ad placement device-wise

eCPSU — Effective Cost Per Swipe Up — the average cost per each swipe up

eCPV — Effective Cost Per Video View — the average cost per qualified video view

KPI — Key Performance Indicator — is a measurable value that demonstrates how effectively your ads are achieving their objective

LAA / LAL / LLA — Look Alike Audience — is an algorithmically-assembled group of social network members who resemble, in some way, another group of members, for example your past costumers

LTB — Life Time Budget — lets you set an specific amount to spend over the lifetime of an ad set

LTV — Lifetime Value — also known as CLV is a measurement of the total expected revenue from a customer over their entire relationship with a company

MAU — Monthly Active Users — is a performance metric for the success of an internet product, app or website per month

MB — Manual Bidding — option for bidding manually inside the auction for your ad placement based on your bid

MO — Mobile — ad placement device-wise

PPE — Page Post Engagement — is a metric that shows how much people engage with your page through likes and comments

PUR — Purchase — well it’s everything you should strive for with your store, bottom of the funnel

ROAS — Return on Ad Spend — is the amount of revenue a company receives for every dollar spent on an ad

ROI — Return on Investment — measures the gain or loss generated on an ad relative to the amount of money invested

RT — Retargeting — automatically shows the right products to people who have expressed interest in them on your website based on cookies

RVR — Repeat Visitor Ratio — measures the percentage of visitors who return to your site after an initial visit during some specific time period

SEO — Search Engine Optimization — is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine

SEM — Search Engine Marketing — involves the promotion of websites by increasing their visibility in search engine results pages through paid advertising

SMO — Social Media Optimization — is the process of increasing the awareness of a product, brand or event by using a number of social media outlets and communities to generate viral publicity

SKU — Stock Keeping Unit — is used by retailers to identify and track its inventory, or stock

TOS — Terms of Service — rules by which one must agree to abide in order to use a service or else get banned

UPP — Unpublished post / Dark post — allow marketers to programmatically target specific demographics and conduct A/B tests without cluttering up their own brand’s newsfeed

USP — Unique Selling Proposition — could be thought of as “what you have that competitors don’t”

WC — Website Conversion — is a Facebook ad objective, helps boost conversions on your website

WCA — Website Custom Audiences — audience mades from visitors on your website e.g. people who visited specific pages or people who visited your site in last 30 days

VA — Virtual Assistant — is any type of remote assistant who provides administrative, creative or technical support service

VC — View Content — is a Facebook ad objective, sends traffic to specific piece of content

VTP — Average Visits to Purchase — average number of sessions from first website interaction to Purchase

VV — Video Views — is a Facebook ad objective that is aimed at getting the most views for a particular video during its first 10 seconds


Feel free to add some of the acronyms I might have skipped by commenting or messaging me 😀

Mike Maleta

Written by

e-com | conversion addict | aesthetics seeker @mikemaleta https://mikemaleta.com/

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade