Glossary
A glossary for AI-native agencies.
The vocabulary of AI, marketing, and agency operations — explained for the teams putting it into practice.
Browse by area
Pick a corner of the glossary, or search across all of them.
AI
The vocabulary of modern AI — agents, models, protocols, and the patterns shaping how agencies adopt them.
Marketing
The marketing terms agency teams actually use day-to-day — from acquisition metrics to brand mechanics.
Agency operations
The mechanics of running a profitable agency — utilization, margin, scoping, capacity, and the levers behind each.
54 terms
A
- A/B testing & sample sizeMarketing
- Ad fatigue (frequency)Marketing
- AI agentAI
- AI evalsAI
- AttributionMarketing
- AVE (advertising value equivalency)Marketing
B
- Billable utilizationAgency operations
- Blended rateAgency operations
- Brand equityMarketing
- Break-even pointMarketing
C
- CACMarketing
- Capacity planningAgency operations
- Churn rateMarketing
- Click-through rate (CTR)Marketing
- Client profitabilityAgency operations
- Conversion rateMarketing
- Cost per attendee (event CPX)Marketing
- CPA (cost per action)Marketing
- CPC (cost per click)Marketing
- CPL (cost per lead)Marketing
- CPM (cost per mille)Marketing
- CPV (cost per view)Marketing
D
- Days sales outstandingAgency operations
- DOOH CPMMarketing
E
- Effective rateAgency operations
- Email marketing ROIMarketing
- Engagement rateMarketing
F
G
- Gross marginAgency operations
I
- Ideal customer profileMarketing
- Influencer / KOL pricingMarketing
L
- LTVMarketing
M
- MQLMarketing
P
- PositioningMarketing
Q
- QR codeMarketing
R
- RealisationAgency operations
- RetainerAgency operations
- ROASMarketing
- ROI (return on investment)Marketing
S
- Scope creepAgency operations
- Share of voice (SOV)Marketing
- SQLMarketing
T
- Tool useAI
U
- UTM parametersMarketing