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Glossary
The vocabulary of growth.
Every term gets its own page: a canonical definition written to be quoted, a worked example, and the service where the work actually happens.
AI Search
AI Search, defined.
Generative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of making a brand visible, accurately described, and cited inside AI-generated answers from systems like ChatGPT, Claude, Perplexity, Gemini, and Google AI Mode.
Read the definition →Answer Engine Optimization (AEO)
Answer Engine Optimization (AEO) is structuring content so answer engines, including AI assistants and search features like AI Overviews, can extract a direct, correct answer from it.
Read the definition →AI citation
An AI citation is a reference an AI answer engine attaches to its response, naming the source it drew a claim from.
Read the definition →AI crawler
An AI crawler is an automated agent that fetches web pages for AI systems, either to train models or to retrieve live content for answering queries.
Read the definition →AI visibility
AI visibility is the measurable presence of a brand inside AI-generated answers: whether the major engines mention it, how they describe it, and which competing brands appear in the answers where it should.
Read the definition →Google preferred source
A Google preferred source is a publisher a signed-in user has marked as preferred in Google Search, which raises that source’s prominence in the user’s Top Stories and related result surfaces.
Read the definition →Zero-click search
A zero-click search is a query that ends without the searcher visiting any website, because the results page or an AI answer satisfied the intent directly.
Read the definition →SEO & Web
SEO & Web, defined.
Entity SEO
Entity SEO is optimizing how search and AI systems understand a brand as a distinct entity: its name, category, location, offerings, and relationships, kept consistent across the site, structured data, and third-party profiles.
Read the definition →Structured data (JSON-LD)
Structured data is machine-readable markup, most commonly JSON-LD script blocks, that states what a page is about in schema.org vocabulary: an organization, a service, a product with a price, an FAQ, an article.
Read the definition →Technical SEO
Technical SEO is the engineering layer of search visibility: crawlability, indexation, rendering, redirects, canonical URLs, sitemaps, structured data, and page speed.
Read the definition →Core Web Vitals
Core Web Vitals are Google’s field-measured user experience metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness), and Cumulative Layout Shift (visual stability).
Read the definition →Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO) is the discipline of increasing the share of visitors who take a valuable action, using research, experimentation, and measurement rather than taste.
Read the definition →Mobile Growth
Mobile Growth, defined.
App Store Optimization (ASO)
App Store Optimization (ASO) is improving an app’s visibility and conversion inside the App Store and Google Play: keyword-informed metadata, screenshots and previews that convert, ratings velocity, and store experiments.
Read the definition →Custom product pages
Custom product pages are alternate versions of an App Store product page, each with its own screenshots, previews, and promotional text, reachable by unique URLs.
Read the definition →Store listing experiments
Store listing experiments are the native A/B tests the app stores provide for listing assets: Google Play’s store listing experiments and Apple’s product page optimization.
Read the definition →SKAdNetwork (SKAN)
SKAdNetwork (SKAN) is Apple’s privacy-preserving attribution framework for iOS: instead of user-level tracking, the device sends delayed, aggregated postbacks that credit an ad network with an install and a coarse conversion value.
Read the definition →Aggregated Event Measurement (AEM)
Aggregated Event Measurement (AEM) is Meta’s protocol for measuring web and app events from iOS users under Apple’s privacy rules: a limited, prioritized set of conversion events reported in aggregate.
Read the definition →ATT opt-in rate
The ATT opt-in rate is the share of iOS users who allow tracking through Apple’s App Tracking Transparency prompt.
Read the definition →Mobile Measurement Partner (MMP)
A Mobile Measurement Partner (MMP) is the independent attribution layer for app campaigns, such as Adjust or AppsFlyer: one SDK that credits installs and events to channels, deduplicates across networks, and reports cohorts.
Read the definition →Attribution window
An attribution window is the period after an ad interaction during which a conversion is credited to it, such as 7-day click or 28-day click.
Read the definition →Cohort analysis
Cohort analysis groups users by when they arrived, then follows each group’s behavior over time: retention, revenue, and payback by acquisition week or channel.
Read the definition →D7 ROAS
D7 ROAS is return on ad spend measured seven days after install, per cohort: revenue from a cohort’s first seven days divided by what it cost to acquire.
Read the definition →Cost per install (CPI)
Cost per install (CPI) is ad spend divided by the installs it produced.
Read the definition →IAA vs IAP
IAA (in-app advertising) and IAP (in-app purchases) are the two core app revenue models: monetizing attention with ads versus monetizing users with purchases and subscriptions.
Read the definition →Paywall optimization
Paywall optimization is systematic testing of where, when, and how an app asks for money: placement in the flow, offer structure, trial length, pricing, and the screen itself.
Read the definition →Paid Media
Paid Media, defined.
LTV to CAC ratio
The LTV to CAC ratio compares customer lifetime value to customer acquisition cost, stating how many dollars of value each acquisition dollar buys.
Read the definition →Creative fatigue
Creative fatigue is the performance decay that sets in as an audience sees the same ad repeatedly: costs rise and results fall while nothing else changed.
Read the definition →Incrementality
Incrementality is the share of measured conversions that would not have happened without the ad.
Read the definition →AI Automation
AI Automation, defined.
AI agent
An AI agent is software that uses a language model to pursue a goal through multiple steps and tools: reading systems, making bounded decisions, and taking actions, rather than answering a single prompt.
Read the definition →Human-in-the-loop
Human-in-the-loop is an automation design in which defined actions wait for a person’s approval before executing, typically anything irreversible: spending money, messaging a client, writing to a production system.
Read the definition →AI governance
AI governance is the documented control system around AI in production: written scopes per automation, hard bounds on what runs alone, logging, output verification against baselines, escalation paths, and named human accountability.
Read the definition →Model Context Protocol (MCP)
The Model Context Protocol (MCP) is an open standard that lets AI assistants connect to external tools and data through a common interface, so one integration serves many AI clients.
Read the definition →Fluent in the vocabulary. Better at the work.
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