Public Relations


Don’t know your CTR from your CTA?

March 2020

Reading time: 4 minute(s).

Have you ever been in a meeting and heard people using acronyms that you simply don’t understand? Everyone else is nodding along, so it must just be you, right?

Maybe, or it could be they are trying to disguise their own confusion. Acronyms have become commonplace in the shorthand of the digital world and it feels like new ones are being added all the time.

So, if CTR, CPC and CTA have you saying WTF, we are here to assist with this helpful list of acronyms.




  • API – Application Programming Interface: Works as a third party enabling one piece of software to take information to use in another.
  • AR – Augmented Reality: immersive experience allowing items in the real world to interact with computer generated imagery
  • B2B – Business to Business: activities between commercial organisations
  • B2C – Business to Consumer: activities between a commercial organisation and a consumer
  • BR – Bounce Rate: the length of time a user stays on your website, the lower the better
  • CPA – Cost Per Action: the cost to the advertiser when a user does what they are invited to do, like clicking through to a web page or completing an online form
  • CPC – Cost Per Click: the cost to the advertiser when someone clicks on their ad
  • CPL – Cost Per Lead: the calculated cost to the advertiser of dividing the cost of advertising by the number of new leads.
  • CMS – Content Management System: an application used to create and manage a website without the need for technical knowledge.
  • CR – Conversion Rate: a calculation of the number of people who visited a website and carried out the desired action.
  • CRM – Customer Relationship Management: software application allowing businesses to track leads and customers.
  • CTA – Call To Action: often a button a page asking users to do something, like send an email or make a phone call,
  • CTR – Click Through Rate: a calculation that shows the percentage of page visitors who clicked on an advert

  • GA – Google Analytics: detailed stats on a webpage.
  • GDPR – General Data Protection Regulation: a legal regulation for protecting data
  • GMB – Google My Business: a free tool that gives your business a presence on Google
  • HTTP – HyperText Transfer Protocol: the language used to create websites
  • KPI – Key Performance Indicator: a way of tracking the performance of a business or individual
  • PPC – Pay Per Click: a way of marketing where the advertiser pays each time someone clicks on their ad
  • PR – Page Rank: where your website appears on a search engine search page
  • QS – Quality Score: a Google measure calculated by looking at the relevance of your landing page and used to determine your rank in an ad auction
  • ROI – Return on Investment: a measure to see how effective your marketing has been in terms of the revenue or leads generated
  • RTB – Real Time Bidding: online ad auctioning process
  • SEO – Search Engine Optimisation: using the right key words to help generate organic traffic
  • SERP – Search Engine Results Page: the pages generated in response to a user’s search terms
  • UI – User Interface: what the website user looks at
  • UX – User Experience: the interaction the user has with a website


Hopefully, this guide will help you to be able to join in the meeting conversations with confidence. And if there are any acronyms that you think should be included, get in touch.

March 2020 | Adam Mclaughlan