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.

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.

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.

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 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 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.

Ads

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).

Ad Server

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

Ad Viewability

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