The Plain-English Marketing Glossary for small business owners.
Agencies use acronyms to make marketing sound harder than it is. Here is what the common ones actually mean.
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Customer Acquisition Cost (CAC)
Plain English definition: How much money you have to spend in marketing and sales to win one new paying customer.
Why it matters to your bank account: If your CAC is $200 and a customer only pays you $150, your business loses money with every sale. If CAC is $50 and they pay $500, you have a money-making engine.
Lifetime Value (LTV)
Plain English definition: The total amount of money an average customer spends with your business over their entire relationship with you.
Why it matters to your bank account: A healthy business aims for an LTV that is at least 3x higher than its CAC (the 3:1 golden ratio).
Google Search Console (GSC)
Plain English definition: A free tool from Google that shows you the exact words people typed into Google before clicking on your website.
Why it matters to your bank account: Unlike vanity rankings, GSC shows you real search volume, real impressions, and what questions your buyers want answered.
Conversion Rate (CVR)
Plain English definition: The percentage of people who visit your website or landing page and take an action (like filling out a quote form or booking a call).
Why it matters to your bank account: If 100 people visit your site and 4 submit a form, your conversion rate is 4%. A small lift in that number means more leads from the visitors you already get.
Click-Through Rate (CTR)
Plain English definition: The percentage of people who see your link (in an email, Google search result, or ad) and actually click on it.
Why it matters to your bank account: High CTR means your headline or subject line is compelling and addresses what the reader cares about.
Jamar
Plain English definition: The lead of your marketing team at Jara Marketing. You talk to him in chat.
Why it matters to your bank account: Jamar reads your business and your Marketing Health Check, then tells you what he would do first. If he thinks the real problem is something other than what you asked about, he says so once, then does what you decide. He can bring in the specialist the work needs.
Seniority
Plain English definition: How much of the work a teammate's role owns. A more senior role covers more of the job.
Why it matters to your bank account: Seniority is about scope, not about how clever the teammate is. It helps you see who handles a task and who only drafts a piece of it.
Human-in-the-Loop
Plain English definition: A safety setup where an AI drafts and suggests, and a person reviews and approves before the work goes out.
Why it matters to your bank account: It is where every Jara Marketing workspace starts. Your team drafts. You approve what goes out, unless you give a teammate more independence.
Return on Ad Spend (ROAS)
Plain English definition: How many dollars in revenue you make for every single dollar you spend on paid advertising.
Why it matters to your bank account: A ROAS of 4.0x means you made $4,000 for every $1,000 spent on Google or Meta ads.
Schema Markup (Structured Data)
Plain English definition: Hidden code placed on your website that helps search engines like Google understand your business hours, reviews, pricing, and services.
Why it matters to your bank account: It can make you eligible for richer Google search listings. Google decides whether to show them.
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