A plain-language glossary of the terms you will meet when learning digital marketing, reading an agency report or choosing a course, with notes on where each term behaves differently in Nigerian and other African markets.
TL;DR
- Definitions written for these markets, not translated into them.
- The full glossary lives as its own indexable section.
- Learn the measurement terms first.
Why a glossary
Whether you are starting a career, trying to understand what your agency's report says, or reading before you enrol, the vocabulary is the first barrier. Most of it is simple once defined plainly; the confusion comes from terms being used loosely.
The terms that matter most
Attribution, conversion rate, cost per acquisition, ROAS, CPM, CTR, keyword difficulty, backlinks, structured data, Core Web Vitals, dark social, UTM parameters and lifecycle. If you know these twelve and what they mean in a WhatsApp-heavy funnel, you can read any report.
Where the full list lives
The glossary is now a dedicated section with one page per term, each noting where the term behaves differently in African markets. This article stays as the introduction and links into it.
Frequently asked questions
How many terms should I learn?
The measurement dozen first. The rest as you meet them.