Canonical: https://www.strataigize.com/glossary/ Description: Plain-language definitions of marketing and AI terms: GEO, AEO, SKAdNetwork, MMPs, attribution windows and AI agents. Examples explain how each is used. [Home](https://www.strataigize.com/) / Glossary Glossary # The vocabulary of growth. Understand the terms in a marketing report or AI proposal. Each page gives a definition, a worked example and links to the related work. [AI Search](https://www.strataigize.com/glossary/#category-ai-search)[SEO & Web](https://www.strataigize.com/glossary/#category-seo-web)[Mobile Growth](https://www.strataigize.com/glossary/#category-mobile-growth)[Paid Media](https://www.strataigize.com/glossary/#category-paid-media)[AI Automation](https://www.strataigize.com/glossary/#category-ai-automation) 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 →](https://www.strataigize.com/glossary/generative-engine-optimization/)[ ### 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 →](https://www.strataigize.com/glossary/answer-engine-optimization/)[ ### AI citation An AI citation is a source reference attached to an AI-generated response, usually a link supporting part of the answer. Read the definition →](https://www.strataigize.com/glossary/ai-citation/)[ ### AI crawler An AI crawler fetches web pages for a specific purpose, such as search indexing, model training, or retrieval requested by a user. Read the definition →](https://www.strataigize.com/glossary/ai-crawler/)[ ### 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 →](https://www.strataigize.com/glossary/ai-visibility/)[ ### Google preferred source A Google preferred source is a publisher a signed-in user has marked as preferred in Google Search. Read the definition →](https://www.strataigize.com/glossary/google-preferred-source/)[ ### Zero-click search A zero-click search is a query that ends with no visit to an external website. Read the definition →](https://www.strataigize.com/glossary/zero-click-search/) 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 →](https://www.strataigize.com/glossary/entity-seo/)[ ### Structured data (JSON-LD) Structured data is machine-readable markup, commonly JSON-LD, that describes visible page content using schema.org terms such as Organization, Service and Article. Read the definition →](https://www.strataigize.com/glossary/structured-data/)[ ### 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 →](https://www.strataigize.com/glossary/technical-seo/)[ ### 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 →](https://www.strataigize.com/glossary/core-web-vitals/)[ ### 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 →](https://www.strataigize.com/glossary/conversion-rate-optimization/) 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 through relevant metadata, listing creative, reviews, and experiments. Read the definition →](https://www.strataigize.com/glossary/app-store-optimization/)[ ### 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 →](https://www.strataigize.com/glossary/custom-product-pages/)[ ### Store listing experiments Store listing experiments are native tests of app-store listing variants. Read the definition →](https://www.strataigize.com/glossary/store-listing-experiments/)[ ### SKAdNetwork (SKAN) SKAdNetwork (SKAN) is Apple’s privacy-preserving attribution framework for iOS. Read the definition →](https://www.strataigize.com/glossary/skadnetwork/)[ ### Aggregated Event Measurement (AEM) Aggregated Event Measurement (AEM) is Meta’s approach to measuring ad-related conversion events when privacy restrictions limit available user-level data. Read the definition →](https://www.strataigize.com/glossary/aggregated-event-measurement/)[ ### ATT opt-in rate The ATT opt-in rate is the share of users who grant tracking permission through Apple’s App Tracking Transparency prompt, with the measured population stated. Read the definition →](https://www.strataigize.com/glossary/att-opt-in-rate/)[ ### 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 →](https://www.strataigize.com/glossary/mobile-measurement-partner/)[ ### 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 →](https://www.strataigize.com/glossary/attribution-window/)[ ### 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 →](https://www.strataigize.com/glossary/cohort-analysis/)[ ### 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 →](https://www.strataigize.com/glossary/d7-roas/)[ ### Cost per install (CPI) Cost per install (CPI) is ad spend divided by the installs it produced. Read the definition →](https://www.strataigize.com/glossary/cost-per-install/)[ ### 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 →](https://www.strataigize.com/glossary/iaa-vs-iap/)[ ### 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 →](https://www.strataigize.com/glossary/paywall-optimization/) 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 →](https://www.strataigize.com/glossary/ltv-to-cac-ratio/)[ ### 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 →](https://www.strataigize.com/glossary/creative-fatigue/)[ ### Incrementality Incrementality is the share of measured conversions that would not have happened without the ad. Read the definition →](https://www.strataigize.com/glossary/incrementality/) 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 →](https://www.strataigize.com/glossary/ai-agent/)[ ### 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 →](https://www.strataigize.com/glossary/human-in-the-loop/)[ ### 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 →](https://www.strataigize.com/glossary/ai-governance/)[ ### Model Context Protocol (MCP) The Model Context Protocol (MCP) is an open standard for connecting AI applications to external tools and data through a common interface. Read the definition →](https://www.strataigize.com/glossary/model-context-protocol/) ## Put the terms in _context._ Bring your growth question to a free 30-minute consultation. We can work through what the numbers mean and which changes to consider. [Book a growth consult →](https://www.strataigize.com/audit/)