Digital Marketing and Tech Glossary 2026
Complete glossary of digital marketing and tech terms for 2026. CPC, CTR, ROAS, CRM, Google Ads, Next.js, React, Remarketing, B2B, CPV, CTA and Cross-Marketing explained in a comprehensible way.
What this glossary covers
This glossary defines 13 core terms from digital marketing and web development: CPM (cost per mille), CRM, ROAS, Google Ads, Next.js, React, Remarketing, CPC, CTR, B2B, CPV, CTA and cross-marketing. Each term is explained in understandable language with formulas, benchmarks and practical examples.
CPM — Cost per Mille (Thousand Contact Price)
- Formula: CPM = (total expenditure/total impressions) × 1,000
- You pay for every 1,000 times your ad is shown, regardless of clicks
- Great for brand awareness campaigns on Meta, YouTube, and LinkedIn
- CPM vs. CPC: CPM buys visibility; CPC buys clicks
CRM — customer relationship management
A CRM is both a corporate strategy and a software platform for managing all interactions with prospects and customers. It stores contact histories, tracks deals, automates follow-up actions, and segments target groups. Popular platforms: Salesforce, HubSpot, Pipedrive, Zoho. B2B CRMs focus on long sales cycles; B2C CRMs focus on customer loyalty and lifetime value.
ROAS — Return on Ad Spend
- Formula: ROAS = revenue from ads/advertising spending
- Below 1× = loss | 2—4× = profitable | 10×+ = check attribution
- ROAS does not take margins into account; always evaluate together with profit margins or POAS
- Most important KPI in paid digital marketing
Google Ads
Google's advertising platform includes Search, YouTube, Display Network, Gmail, and Google Maps. It is based on a PPC auction principle with bidding and quality factor. Campaign types: Search, Display, YouTube, Shopping, Performance Max, App. Significant difference to Meta Ads: Google covers existing demand; Meta creates new demand.
Next.js vs. React
React
- Meta JavaScript UI library
- components, JSX, states, props, hooks
- Client-side only — SEO challenges
- The motor
Next.js
- React framework developed by Vercel
- SSR, SSG, app router, image optimization
- Rendered on the server side — SEO friendly
- The car
Remarketing (retargeting)
- Show ads to people who have already visited your website, app, or content
- Mechanism: Tracking pixel or cookie records the visit
- Higher conversion rates than prospecting because the target group knows the brand
- Prospecting = new target groups | Remarketing = already known target groups
CPC — Cost per Click
- Formula: CPC = Total ad spend/ Total clicks
- Dominant model in Google Search; also widespread on Meta and LinkedIn
- Payment is only made when clicked — based on purchase intent
- Influencing factors: keyword competition, quality score, industry, bidding strategies
CTR — click-through rate
- Formula: CTR = (clicks/impressions) × 100
- Google Search Ads average: 2-5% | Display: 0.1-0.5% | Meta: 0.5—1.5%
- Organic position 1 CTR: 25-35%
- In Google Ads: higher CTR increases the quality score and lowers the CPC
B2B — Business to Business
B2B refers to business transactions between companies, not with end users (B2C). B2B has longer sales cycles, rational buying criteria, smaller target groups, higher order values, and relationship-based decisions. The best B2B channels: LinkedIn Ads, Google Search (high purchase intent), content marketing, email sequences, account-based marketing (ABM).
CPV — Cost per View
- Formula: CPV = Total advertising spend/ Qualified views
- Primarily used in YouTube TrueView campaigns
- One view = 30+ seconds viewed (or complete, if shorter) or interaction
- Benchmark CPV: $0.01—$0.05; B2B targeting: $0.10-$0.30
CTA — Call to Action
A CTA is any request that moves an audience to take a specific next step: a button, a text hint, a spoken prompt in a video, or a section on a landing page. Effective CTAs are concrete (“Try now for free” instead of “Click here”), action-oriented, benefit-oriented and contextually appropriate. Placement, color, and text should always be A/B tested.
cross-marketing
Cross-marketing (mutual marketing) is a strategy in which two or more non-directly competing brands promote each other in order to increase their joint reach. Examples: travel platform and suitcase manufacturer, web agency and tax office. The difference to affiliate marketing: No commission is paid per referral; both sides benefit from shared target group exposure and distribution.
Frequently asked questions
Source: Georgia Business & Technology Glossary by Del-Ops Technology & Consulting Team. Last Updated: February 2026.