Glossary
Marketing and MCP glossary
Plain definitions of 32 terms marketers meet when they connect AI to ads, analytics and websites: from MCP and tool calls to budget pacing, ROAS, GEO and llms.txt.
- 32 terms
- 17 letters
- 12 guides linked
A2 terms
AI agent
An AI agent is an AI model that can plan and carry out several steps toward a goal using tools, rather than only answering one question.Also: AI marketing agent, AI agent for marketingAI crawler
An AI crawler is a bot run by an AI company to fetch web pages, either to train models (such as GPTBot or ClaudeBot) or to answer users in real time (such as…Also: AI bot, GPTBot, ClaudeBot
B1 term
C5 terms
Change approval
Change approval is a control where an AI or automation proposes an exact change and a person must approve it before it is applied.Also: human approval, human in the loopConnector (AI connector)
A connector is an AI app's link to an outside service, usually a remote MCP server, that lets the AI read data and take actions there.Also: Claude connector, ChatGPT appConversion tracking
Conversion tracking records valuable actions people take after interacting with your ads, such as purchases, leads or calls, so platforms can report results and…CPA (cost per acquisition)
CPA is ad spend divided by the number of conversions. If you spent $1,000 and got 25 leads, your CPA is $40.Also: cost per conversion, cost per actionCTR (click-through rate)
CTR is clicks divided by impressions. If an ad was shown 2,000 times and clicked 60 times, its CTR is 3%.Also: click-through rate
G4 terms
GA4 key event
A key event is a Google Analytics 4 event you've marked as important to your business, such as a purchase or lead. GA4 renamed “conversions” to “key events” in 2024.Also: GA4 conversionGAQL (Google Ads Query Language)
GAQL is the SQL-like query language of the Google Ads API. A GAQL query selects fields from a resource, such as campaign or search_term_view, with filters and date…Also: Google Ads Query LanguageGenerative engine optimization (GEO)
Generative engine optimization (GEO) is the practice of making a brand and its content more likely to be found, understood and cited by AI assistants such as ChatGPT…Also: GEO, AI search optimization, answer engine optimizationGuardrail (spend cap)
A guardrail is a hard limit enforced by software, not by a prompt, that blocks unsafe changes, such as any budget above a set maximum.Also: budget cap, budget bumper
I1 term
K1 term
L1 term
M3 terms
MCP (Model Context Protocol)
MCP, the Model Context Protocol, is an open standard for connecting AI applications to external tools and data.Also: Model Context ProtocolMCP client
An MCP client is the component inside an AI app that holds the connection to one MCP server, lists its tools and sends tool calls.MCP server
An MCP server is a program that offers tools and data to AI apps through the Model Context Protocol. It describes each tool so the AI can decide when to call it, runs…
N1 term
O2 terms
OAuth
OAuth is the standard way to let one app access your account in another without sharing your password: you sign in on the provider's own page, approve specific…Offline conversion import
Offline conversion import sends sales or qualified leads that happen outside your website (in a CRM, on the phone) back to the ad platform, matched by a click ID such as…
P1 term
Q1 term
R1 term
S3 terms
Search terms report
The search terms report lists the actual searches that triggered your ads, with the cost, clicks and conversions each one produced.Smart Bidding
Smart Bidding is Google Ads' family of automated bid strategies (such as Maximize conversions, Target CPA and Target ROAS) that use machine learning to set a bid for…Structured data (schema markup)
Structured data is machine-readable information about a page, usually written in JSON-LD using the schema.org vocabulary, that tells search engines and AI systems what…Also: schema markup, JSON-LD
T1 term
U2 terms
Undo (change rollback)
Undo, or rollback, reverses an applied change by restoring the previous values, such as the old budget or status.Also: rollback, revertUTM parameters
UTM parameters are tags added to a URL, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.Also: UTM tags, UTM
W2 terms
Wasted spend
Wasted spend is ad money spent on clicks that couldn't reasonably convert, such as irrelevant search terms, broken landing pages or untracked conversions, or that spent…White-label report
A white-label report is a client report that carries the agency's own brand (name, colors, footer) instead of the reporting software's, so the work reads as the agency's.Also: white label reporting, branded client report
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