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AI marketing glossary

The terms we use every day —from GEO to CPA— explained plainly.

AEO (Answer Engine Optimization)

Optimising content so search engines and assistants use it as a direct answer to a question. It overlaps with GEO and relies on clear answers, structured data and FAQs.

AI agent

An artificial-intelligence system that performs tasks autonomously —querying data, drafting, publishing, replying— connected to other tools. At Ekualia it always operates under human supervision.

Attribution

The method of assigning each conversion to the channel or campaign that produced it. Without attribution, you can't tell which spend works.

Conversion

A valuable, tracked action a user takes: submitting a form, opening WhatsApp, calling, buying or signing up.

Core Web Vitals

Google metrics on the real loading, interactivity and visual stability experience of a website. They influence rankings and conversion.

CPA (cost per acquisition)

What it costs to obtain one conversion: ad spend divided by the number of enquiries, sales or sign-ups obtained.

Data-driven

A way of working where decisions are made from measured data (enquiries, sales, costs) rather than hunches. In marketing it means measuring every action and tying it to a business number.

Full Control 360

Ekualia's product that runs a brand's entire online marketing —website, SEO, AI visibility, Ads, email, content, social and analytics— with API-connected AI and human supervision, reported monthly in business numbers.

GEO (Generative Engine Optimization)

The set of actions that make generative AI assistants —ChatGPT, Gemini, Perplexity, Copilot or Google AI Overviews— know a brand, describe it with correct facts and recommend it. Also called AI visibility.

Google Analytics 4 (GA4)

Google's web analytics tool that measures visits, behaviour and key events of users on a website or app.

Google Business Profile

A business listing on Google Maps and Search, with address, hours, reviews and posts. Key for local searches and for what AI says about a business.

Google Search Console

Google's tool showing how a website appears in search: queries, clicks, rankings, indexing and errors.

Google Tag Manager (GTM)

Google's tag manager for installing and controlling tracking (analytics, pixels, conversions) without touching the site's code, with versions and consent.

Lead or enquiry

Contact from a prospective customer showing interest, for example through a form or a message. A qualified lead meets the minimum criteria for sales to follow up.

llms.txt

A text file at a website's root that summarises, for language models, who the company is and where its most important content lives.

Looker Studio

Google's free tool for building dashboards that combine data from GA4, Ads, Search Console, spreadsheets and other sources.

Process automation

Connecting tools so repetitive tasks —onboarding, quotes, invoices, alerts, reports— run on their own, with alerts and control.

ROAS

Return on ad spend: revenue generated by a campaign divided by its cost. A ROAS of 4 means €4 in sales for every euro spent.

SEO

Search engine optimisation: technical, content and authority work so a website's pages rank well in the organic results of Google and other search engines.

Structured data (schema.org)

Markup in a website's code that tells machines what each element is: organisation, service, article, FAQ, product. It helps search engines and AI understand and cite the content.