Glossary

A ten-digit long code: a standard local phone number registered with US carriers for business text messaging. The brand and each messaging campaign are registered before sending.

Running two versions of an ad, message, or page at the same time to see which performs better.

Structuring a website and its content so AI assistants and answer engines can find, understand, and accurately cite it.

Working out which channel or message led to a result, such as a click, sign-up, or visit.

The US law for commercial email. It requires accurate sender information and subject lines, identifying ads, a valid postal address, and an unsubscribe option that is honored within 10 business days.

A dollar sign followed by a ticker symbol, used on X and other platforms to tag posts about a stock.

The share of people who clicked after seeing an ad, email, or message: clicks divided by impressions or deliveries.

The average amount paid for each click on an ad.

The cost of 1,000 ad impressions.

A sign-up confirmed twice: the person subscribes, then confirms by replying to a text or clicking an email link. It produces cleaner lists and stronger consent records.

Federal Trade Commission guidance requiring endorsers, including paid influencers, to clearly disclose material connections, such as payment, with whatever they promote.

The number of times an ad or post was displayed, whether or not anyone clicked.

Paying creators to present a company or product to their audiences, with the paid relationship disclosed.

A paid program that introduces a public company to new investors through channels such as text messages, newsletters, creators, and ads, with the compensation disclosed.

A web page built for a specific campaign, where ads, emails, and texts send people to learn more or sign up.

An ad audience that a platform builds to resemble a source group, such as people who already engaged with a company.

Paid placements designed to match the look of the content around them, labeled as sponsored.

The share of delivered emails that were opened. Some email apps load images automatically, which can inflate opens, so clicks are a more reliable measure.

A person's permission to receive messages. For marketing texts, US rules generally require clear written consent, which can be given electronically.

Automated buying of ad placements across many websites and apps at once, usually through real-time auctions.

Reach is how many different people saw a message. Frequency is how many times each person saw it, on average.

Showing ads to people who previously visited a website or engaged with a company's content.

A provision of the Securities Act of 1933 that makes it unlawful to publicize a security in exchange for compensation from an issuer, underwriter, or dealer without fully disclosing the compensation and its amount.

A 5- or 6-digit number used for high-volume business text messaging in the US, approved through carriers.

Sending marketing text messages to people who have opted in, with sender identification and a working way to opt out.

A paid feature inside an email newsletter, labeled as sponsored.

Standard replies for text programs: STOP ends messages from the sender, and HELP returns contact and support information.

The Telephone Consumer Protection Act, a US federal law that, with FCC rules, restricts marketing calls and texts, including consent requirements, time-of-day limits, and opt-out handling.

Tags added to a link, such as utm_source and utm_campaign, so analytics tools can show which channel and campaign sent a visitor.