Tech Glossary

Table of Contents

Welcome to the wonderful world of tech, where jargon and complex terms can sometimes leave you scratching your head. Whether you’re a tech newbie or just looking to brush up on your skills, understanding all those technical terms can feel like a bit of a challenge. But don’t worry. We’ve got you covered with our tech glossary. Our goal is to make tech lingo more accessible and less intimidating by breaking down those complicated concepts into simple, easy-to-understand definitions.

This evolving resource will be updated with terms and concepts included in our monthly blog articles! 


Acquisition in marketing means getting new customers or visitors to a website or social media page. Companies use different methods to attract new customers, such as advertising online or offline, promoting on social media, and optimising their website to appear higher in search engines. The main goal of acquisition campaigns is to introduce a new audience to their product or service.

AI Artificial Intelligence (AI)

AI stands for Artificial Intelligence, which means teaching computers to do things that normally require human intelligence, like problem-solving, learning, understanding language, recognising objects and sounds, and even making decisions. It involves creating algorithms that can learn from data, recognise patterns, and make predictions. AI can be used in many applications, such as robotics, virtual assistants, and self-driving cars.

Affiliate marketing

Affiliate marketing is a way for companies to sell their products by working with other people or businesses (called “affiliates”). These affiliates promote the company’s products on their own websites or social media pages using ads or links. When someone clicks on an ad or link and buys a product from the company’s website, the affiliate earns a commission. It’s like a win-win situation: the company gets more sales, and the affiliate earns money for promoting the products.

Assistive technology

Assistive technology is any software or hardware you can use to help people who have various disabilities. Assistive technology products can include wheelchairs, prosthetics or text-to-speech technology. The primary function of these products is to improve how well people can function and act independently to promote their wellbeing.

Augmented Reality (AR)

Augmented Reality (AR) is a technology that uses a device, such as a smartphone or a pair of glasses, to add digital elements to the real world. For example, you might point your phone at a city street and see information about the buildings, restaurants, and stores in your area overlaid on the screen. AR enhances what you see and helps you interact with the world around you in new and exciting ways.


Authentication is a security measure that companies use to make sure that only authorised people or devices can access their network systems. This helps protect important information from getting into the wrong hands. There are three main ways that authentication can happen: you might need to enter a password or other secret information (called a “knowledge factor”), show a special card or key (called a “possession factor”), or use something unique about yourself, like a fingerprint (called an “inherent factor”). By requiring authentication, companies can make sure that their systems stay safe and secure.


Automation is a way of using software or computer programs to do things automatically without needing someone to do them by hand. For example, you might set up a program to automatically sort your emails into different folders based on who sent them or what the subject is. This can save time and make things more efficient, so people can focus on more important tasks.


Back-end refers to the part of a computer system that users can’t see or interact with directly. This is where the data and code are stored and processed, and it’s what makes everything work smoothly behind the scenes. For example, when you buy something online, the website uses the back-end to securely process your payment information and update inventory records. You don’t see this happening, but it’s important for the website to function properly.

Click-through rate

Click-through rate (CTR) is a measure of how many people clicked on a link or ad compared to how many people saw it. For example, if 100 people see an ad and 10 of them click on it, the CTR is 10%. CTR is often used in online advertising to see how well an ad is performing. A higher CTR means that more people are interested in the ad and want to learn more, while a lower CTR might mean that the ad needs to be improved or shown to a different audience.
Cloud computing
Cloud computing is a way of using the internet to store and access data and software. Instead of keeping everything on your own computer, you can store it on a remote server (called the cloud) and access it from anywhere using an internet connection. This can be helpful if you want to access your files or software from multiple devices or if you don’t have enough storage space on your computer. Cloud computing can also provide a flexible and scalable way to run applications and services without needing to invest in expensive hardware or infrastructure.


Cookies are small pieces of information that a website sends to your computer when you visit it. These pieces of information are stored in a file inside your web browser and can include things like your preferences, browsing history, and login information. Websites use cookies to remember you and personalise your experience. For example, a website might remember your language preference or show you ads based on your browsing history. Cookies aren’t always bad, and they can make using websites more convenient. However, some people prefer to delete their cookies regularly for privacy reasons.


Cross-platform refers to a program or software that can run on different types of devices or operating systems, such as Windows or Mac. This means that the same program can be used on different devices without needing to create a separate version for each one. For example, a cross-platform app might work on both an iPhone and an Android phone or on a computer and a tablet.

Custom funnels in Google Analytics 4

Custom Funnels is a tool in Google Analytics 4 that helps you see how customers move through different stages of a process or journey on your website. You can create a custom funnel by setting rules based on different factors, like what pages people visit or what actions they take. Then, you can see how many people make it through each stage of the funnel and how many drop off. This can help you identify areas where people might be getting stuck or losing interest, so you can improve the customer experience. With Custom Funnels, you can also create specific user groups based on where they drop off and then use that information to retarget those users with specific ads or marketing campaigns to try and bring them back.


A cyberattack is when someone tries to break into a computer system or network without permission. This can be done using various methods, such as stealing login credentials, exploiting software vulnerabilities, or spreading malware. Cyberattacks can be targeted at individuals, businesses, or governments, and they can cause a lot of damage, such as stealing sensitive data, locking users out of their own devices, or disrupting critical infrastructure. Protecting against cyberattacks is important to keep personal and sensitive information safe.

Cybersecurity Compliance

Cybersecurity compliance means following the rules and guidelines set by organisations or authorities to protect digital information and systems from threats. These rules can come from various sources, such as laws, regulations, or industry standards, and they are designed to ensure that companies and individuals are taking appropriate measures to prevent cyberattacks and protect sensitive data. By complying with these standards, companies can demonstrate that they are taking cybersecurity seriously and doing their part to keep their customers’ information safe.


Cybersecurity means protecting your digital stuff (like computers, smartphones, and websites) from criminals who want to steal, damage, or disrupt it. Cybersecurity involves using different tools and techniques to keep your digital assets safe, such as setting up strong passwords, using antivirus software, encrypting sensitive data, and educating yourself and your employees about how to spot and avoid online threats. Cybersecurity is important because we rely on technology to do so many things these days, from shopping and banking to communicating and working, and we don’t want hackers or cybercriminals to interfere with our digital lives.

Data visualisation

Data visualisation is a way of presenting information using pictures, charts, and other visual aids. It’s a way to turn raw data into something more understandable and engaging. For example, you might use a bar chart to show how many people bought different types of products or a line graph to show how a stock price changed over time. By visualising data, you can quickly see patterns and trends that might not be apparent from just looking at numbers or text. Data visualisation is a useful tool for anyone who needs to communicate complex information in a clear and concise way.


Demographics refers to the characteristics of a population, such as age, gender, ethnicity, income, education level, and geographic location. These characteristics can be used to analyse and understand patterns and trends in a population, which can inform decisions in areas such as marketing. 


Embedding is a way of adding content from one web page or platform to another. For example, you might embed a YouTube video on your blog by copying and pasting the video’s code into your blog post. When someone views your blog post, they’ll be able to watch the video right there on the page without needing to go to YouTube. You can also embed other types of content, like images, social media posts, or interactive maps. Embedding is a useful tool for sharing content and making it more engaging and accessible for your audience.


Encryption is a way of making data secret and unreadable to anyone who doesn’t have the right key to unlock it. It works by scrambling the information so that it’s difficult to understand without the key. For example, if you wanted to send a private message to someone, you might use encryption to make sure that only that person can read it. Encryption can help keep sensitive information, like passwords or credit card numbers, safe from hackers and cybercriminals who might try to steal it.

Engaged session and bounce rate in Google Analytics 4

Engagement rate and bounce rate are two metrics that show how interested people are in your website or app. Engagement rate measures the percentage of sessions where users spent a meaningful amount of time on your site, triggered a conversion event, or visited multiple pages or screens. Bounce rate measures the percentage of sessions where users left your site quickly without doing anything else.

For example, if someone visits your website and spends more than 10 seconds reading your content, clicks on a link to another page, or makes a purchase, it’s considered an engaged session. If someone visits your website but quickly leaves without doing anything else, it’s considered a bounce. The engagement rate shows how many people are interested in your site, while the bounce rate shows how many people aren’t. By tracking these metrics, you can see how well your website or app is performing and make adjustments to improve engagement and reduce bounce rate.


Engagement refers to any interaction between a user and content, such as clicking on a link, leaving a comment, or sharing a post. It’s a way of measuring how interested people are in what you’re sharing and how much they’re willing to interact with it. For example, if someone likes or shares your social media post, it’s a sign that they found it interesting or helpful. By tracking engagement, you can see what type of content resonates with your audience and adjust your marketing strategy accordingly. Engagement can help build a relationship between the user and the brand, which can lead to increased brand loyalty and customer retention.

Engagement Time in Google Analytics 4

User engagement is the amount of time someone spends with your web page in focus or app screen in the foreground, which allows you to measure when users actively use your site or app


A firewall is a program that helps keep your computer or network safe from unwanted access or attacks from outside sources. It acts like a gatekeeper, monitoring and controlling the flow of data in and out of your computer or network. The firewall checks incoming and outgoing data to make sure it meets certain security standards and follows specific rules. For example, it might block incoming traffic from suspicious or unauthorised sources, or it might allow outgoing traffic only to trusted destinations. Firewalls can help protect your computer data from hackers and malware by managing network traffic and blocking unsolicited incoming traffic.

First-party data

First-party data is information that your company collects directly from your customers or audience. This can include data from interactions on your website, mobile app, or social media accounts. For example, if someone fills out a form on your website, that information is first-party data. First-party data is valuable because it’s reliable and comes straight from the source. It can help you better understand your audience and personalise your marketing efforts to meet their needs. By using first-party data, you can create more effective marketing campaigns and build stronger relationships with your customers.


Impressions refer to the number of times an online piece of content, such as an ad or a social media post, is displayed or appears on a user’s screen. It’s a way of measuring how many times people see the content, regardless of whether or not they interact with it. For example, if a social media post is displayed on a user’s screen, that’s one impression. If the post is displayed on 100 users’ screens, that’s 100 impressions. Impressions can help you understand how many people have been exposed to your content, and they can be used as a metric to measure the success of a marketing campaign. However, it’s important to keep in mind that impressions don’t necessarily indicate how many people have engaged with the content.


Keywords are specific words or phrases that people use to search for information online. When you enter a search query into a search engine like Google, the search engine looks for pages and websites that contain those keywords. For example, if you’re looking for information on how to bake a cake, you might search for “cake recipe” or “how to bake a cake.” Those are keywords that the search engine will use to find relevant content. Keywords are an important part of search engine optimisation (SEO), which is the process of optimising your website or content to make it more visible and accessible to search engines. By including relevant keywords in your content, you can help people find your website or content more easily.

Landing Page

A landing page is a standalone web page created specifically for the purpose of generating conversions, such as leads or sales. It is designed to capture the visitor’s attention and guide them towards taking a specific action, such as filling out a form or making a purchase.

Here are a few examples of landing pages:

  • A landing page for webinar registration, with a form to collect attendee information and a clear call-to-action (CTA) button to sign up.
  • A landing page for a product launch, highlighting the features and benefits of the product, with a CTA button to purchase.
  • A landing page for a lead magnet, such as an ebook with a form to collect the visitor’s contact information and a CTA button to download the resource.
  • A landing page for a free trial of a software product, with a form to collect the visitor’s information and a CTA button to start the trial.


Malware is a type of software that’s designed to harm a computer system or steal personal information. Malware can come in many different forms, including viruses, spyware, adware, and ransomware. Malware is created by hackers with malicious intent, and it’s often used to gain unauthorised access to computer systems or to steal sensitive information. To protect against malware, organisations can hire cybersecurity professionals, such as ethical hackers and penetration testers, to develop security systems that can identify and protect computer systems against malware. It’s also important for individuals to be careful when downloading and installing software or clicking on links from unknown sources, as these can sometimes contain malware.


Phishing is a type of online scam where fraudsters send fake or unauthorised emails to people in order to trick them into giving away confidential information, such as usernames, passwords, or credit card numbers. These emails often look like they’re from a legitimate source, like a bank or a company that the person does business with. They might ask the person to click on a link, download an attachment, or provide personal information. The goal of phishing is to steal sensitive information that can be used for identity theft or financial fraud. To protect against phishing, it’s important to be wary of emails from unknown or suspicious sources and to never provide personal information unless you’re certain it’s a legitimate request.


Psychographics is a method of categorising people based on their attitudes, values, interests, and personality traits. This information can be used to understand their behaviour and preferences and to develop targeted marketing strategies or products.

For example, if a company is selling outdoor gear, it may use psychographics to identify potential customers who have an interest in outdoor activities, enjoy spending time in nature, and value sustainability. By tailoring their marketing messages and product offerings to these specific psychographic profiles, the company can increase their chances of attracting and retaining customers who are more likely to be interested in their products.


Retargeting, also known as remarketing, is a digital advertising strategy that involves displaying targeted ads to users who have previously interacted with a brand’s website, social media profiles, or mobile apps.

For example, if a user visits an online retailer’s website but leaves without making a purchase the retailer can use retargeting to show the user ads for the same products they viewed on other websites they visit, such as social media or news websites. This tactic aims to bring the user back to the retailer’s website to complete their purchase.

Another example is when users add items to their shopping cart but abandon the checkout process. In that case, the retailer can use retargeting to display ads promoting the products in the user’s cart, encouraging them to complete their purchase.

Retargeting campaigns can be effective in increasing brand awareness, engagement, and conversion rates by targeting users who have already expressed interest in a brand’s products or services.


Retention refers to how many customers continue to do business with a company over a period of time. It’s a way of measuring customer loyalty and satisfaction. Customer retention is important because it’s often less expensive to keep existing customers than to find new ones. The higher a company’s retention rate is, the more loyal its customers are likely to be and the more successful the business is likely to be. For example, if a company has a high retention rate, it’s a sign that its customers are happy with their products or services, and they’re more likely to recommend the company to others. Retention can be measured by tracking how many customers return to do business with the company over a period of time, such as a month or a year.

Search engine optimisation (SEO)

Search Engine Optimization (SEO) is the practice of optimising a website or web page to rank higher on search engine results pages. The goal is to make the website or web page more visible and accessible to people who are searching for related topics or information. This is done by identifying and using specific keywords and phrases that people commonly search for when looking for information on a particular topic. By including these keywords in the website’s content, title tags, meta descriptions, and other elements, search engines can more easily understand what the website is about and rank it higher in search results. SEO is important because it can help drive more traffic to a website, which can lead to more customers, sales, and revenue.

Search engine marketing (SEM)

Search Engine Marketing (SEM) is a type of digital marketing that involves using advertising to improve the visibility of a website in search engine results. SEM involves creating and placing ads on search engines like Google, Bing, or Yahoo. These ads appear at the top or bottom of search engine results pages and are often targeted to specific keywords or phrases that people are searching for. The goal of SEM is to drive more traffic to a website and increase its visibility to potential customers. SEM can be an effective way to promote a business, especially if it’s new or has limited brand recognition. It can also be a way to compete with other businesses that are already established in the market. By targeting specific keywords and phrases, businesses can reach people who are actively searching for products or services like theirs, which can lead to more conversions and sales.


Spam is any kind of unwanted or unsolicited message that is sent to a large number of people at once. These messages are usually sent via email but can also come through text messages, social media, or phone calls. Spam messages can be annoying and disruptive and often contain advertising or other unwanted content. They are usually sent by companies or individuals trying to promote something or scam people. Spam messages can be harmful if they contain viruses, spyware, or other types of malware that can damage your computer or steal your personal information. To avoid getting spam, it’s important to be cautious about giving out your email address or other contact information and to use spam filters and other security measures to protect yourself online.

Third-party data

Third-Party Data refers to information that is collected and owned by companies that do not have a direct relationship with consumers. This data is typically collected by organisations such as data brokers, ad networks, or other third-party providers. They gather data from various sources like cookies, social media platforms, and other online interactions. This data is then sold to other companies who use it to better target their marketing campaigns, personalise content, or gain insights about consumer behaviour. Third-Party Data is often used in digital advertising to help businesses reach their target audience more effectively.

Website traffic

Website traffic is the number of visitors who visit a website over a certain period of time. It’s a measure of how many people are accessing and interacting with a website. Website traffic is usually measured in visits or sessions, which refers to the amount of time a user spends on the website. Website owners use website traffic metrics to track the popularity of their site, evaluate the effectiveness of their marketing efforts, and identify areas for improvement. The more website traffic a site has, the more opportunities it has to engage with potential customers, generate leads, or make sales.

Virtual Private Network (VPN)

A virtual private network (VPN) is a secure and private connection between two or more devices or networks over the Internet. It allows users to access the internet securely and privately as if they were on a private network. VPNs use encryption to protect data transmitted over the internet, making it difficult for third parties to intercept or access. This is especially useful when accessing sensitive information, like online banking or company files, from public Wi-Fi networks. VPNs can be set up using dedicated hardware or software and are often used by businesses to allow employees to work remotely while still maintaining secure access to company resources.

Written by Andrea Sevilla

Andrea is our Marketing Consultant & Copywriter who works with our clients to craft content for their websites, blog articles, promotional materials and more!

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