Agentic
A way of working where an AI agent performs the routine steps and a person checks and approves the result.
Agentic does not mean no people. People keep the risky decisions, and the agent keeps the repeated steps that eat time.
// 31 terms
Glossary in plain words.
Every term we use in an article, explained in one sentence you can read out loud. Open any entry for the full guide.
AI and automation
AI agent
Also written: agent
An AI program that performs work steps by itself, for example reading a message, drafting a reply, and recording the result.
An agent works inside limits you set. An important action still waits for a person to approve it, and every step is recorded so you can check it.
API
Also written: application programming interface
The official door 2 systems use to exchange data, without anybody copying it by hand.
An API makes a connection repeatable and reviewable. When a tool has no API, data usually moves through manual exports that fall behind.
MCP
Also written: model context protocol
A standard that lets an AI program use your tools and data under clear permissions.
MCP gives one shape for how an agent reads data and runs actions. Without such a standard every connection is written again and is hard to review.
Webhook
An automatic message one system sends to another the moment something happens, for example an incoming WhatsApp message.
A webhook makes data arrive by itself, without your system asking. A number held manually on a phone produces no webhook.
Content and pages
AIO
Also written: ai overview, ai overviews
The AI answer summary above search results. It answers part of the question before anybody presses a link.
Your page still works when the summary quotes it. Write the direct answer, sourced numbers, and clear questions so the page earns the citation.
GEO
Also written: generative engine optimization
The work of preparing a page so an AI answer engine quotes it correctly, not only a classic search engine.
Answer engines lift clear sentences, sourced numbers, and tidy structure. A page that answers in the first paragraph is easier to quote than a page that circles.
Landing page
The page an ad points to. It carries 1 offer and 1 action, with no menu pulling the visitor elsewhere.
A good landing page loads fast, answers the main objection, and records every form submission. A slow page wastes the ad budget you already paid.
Schema
Also written: schema.org, structured data
Extra description inside page code that tells a search engine what the page is, for example an article, a service, or a question and answer.
Schema does not change how the page looks. It helps a machine read the page correctly, and its text must equal the text a reader sees.
SEO
Also written: search engine optimization
The work of making your page easy to find and easy to choose in search results, without paying for ads.
SEO covers page content, site structure, speed, and links. A high position with a title that promises no answer still earns few clicks.
Tracking and data
Attribution
Also written: atribusi
How a system decides which ad or channel receives the credit for 1 sale.
An ad platform counts only the conversions it can claim inside its own attribution window. Your internal report counts orders that were actually paid, so a gap is normal.
CAPI
Also written: conversions api
A server path that sends conversion data from your system to the ad platform, without depending on the buyer browser.
A browser pixel is often cut by blockers and cookie limits. CAPI sends the same events from a server, so the ad platform still receives your sales data.
What is the Conversions API (CAPI)? →PixelCTWA CLIDAttribution
Conversion
Also written: conversions, konversi
The action you count as a result, for example a paid order, a sign-up, or a chat that becomes a qualified buyer.
Pick 1 conversion point that means money, then use it in every report. Counting every chat as a conversion teaches the ad algorithm to find people who ask, not people who pay.
GA4
Also written: google analytics 4
The Google analytics tool that records visits and actions on your site as events.
GA4 stores event-based data, not session-based data like the old version. Keep your GA4 event names equal to the ad platform event names so the reports compare.
GTM
Also written: google tag manager
A tool for installing and changing tracking code without editing the site code every time.
GTM keeps tags, triggers, and variables in one place. A GTM mistake usually shows up as a double conversion or a conversion that never arrives.
Pixel
Also written: meta pixel, facebook pixel
A piece of code on a web page that tells the ad platform somebody opened the page or took an action.
A pixel runs in the visitor browser, so blockers and privacy settings affect it. Pair the pixel with CAPI so the data still arrives.
UTM
Also written: utm parameter
A label you attach to a page address to mark the source of a visit, for example the campaign and the channel.
UTM tells your report where a visitor came from. Write the naming rule once and use it in every ad, because upper and lower case count as different values.
Ad numbers
Break-even ROAS
Also written: break even roas
The point where ad revenue covers the cost of goods and the media cost. Calculate it as 1 divided by your gross margin.
A 35% gross margin gives a break-even ROAS of 2.86. Below that point, each extra rupiah of ad spend reduces your contribution. It does not yet include salaries, rent, or other fixed costs.
CPA
Also written: cost per acquisition
The average cost of 1 result, for example 1 order or 1 qualified buyer.
CPA means something only when you define one clear result. CPA for an incoming chat and CPA for a paid order are 2 different numbers.
CPC
Also written: cost per click
The average cost of 1 ad click. Divide the ad spend by the number of clicks.
A cheap CPC does not mean the ad works. Cheap clicks often carry people who only ask for a price. Compare CPC with your cost per order.
CPM
Also written: cost per mille
The cost of 1,000 ad impressions. CPM prices reach, not results.
CPM rises when your audience is narrow or when many advertisers chase the same people. A cheap CPM on the wrong audience still wastes budget.
CTR
Also written: click-through rate
Clicks divided by impressions, as a percentage. CTR shows how often people press the ad or the search result they saw.
A low CTR at a high position usually means the title and description promise no answer. A high CTR with low sales means the promise does not match the page.
Gross margin
Also written: margin kotor
The share of the selling price left after the cost of goods, written as a percentage.
A product at Rp 100,000 with a Rp 65,000 cost of goods has a 35% gross margin. That number sets your break-even ROAS and a sensible ad budget ceiling.
Impression
Also written: impressions, impresi
The number of times your ad or page appeared on a screen. An impression is not a person and not a search.
One person can produce many impressions. Impressions measure reach, but a budget decision should use a number closer to sales.
MER
Also written: marketing efficiency ratio
Total revenue divided by total ad spend. MER judges all ad spend together, not one campaign.
MER uses total revenue, including orders from repeat customers and organic channels. It helps when per-campaign attribution is unstable, for example in a business that closes sales in chat.
ROAS
Also written: return on ad spend
Revenue from ads divided by ad spend. A ROAS of 4 means each Rp 1,000 of ad spend returns Rp 4,000 of gross revenue.
ROAS measures the gross result of ads, not profit. Profit appears after the cost of goods, shipping, and operating costs. Compare your ROAS with your break-even ROAS, which is 1 divided by your gross margin.
How to calculate ROAS and break-even ROAS →Break-even ROASMERROI
ROI
Also written: return on investment
Profit minus all costs, divided by all costs. ROI counts profit, while ROAS counts gross revenue.
ROI needs the cost of goods, shipping, payment fees, and salaries. A ROAS of 4 can still mean a negative ROI when the product margin is thin.
Ads and channels
CTWA
Also written: click-to-whatsapp
A Click-to-WhatsApp ad. It sends people from Facebook or Instagram straight into your WhatsApp conversation.
A CTWA ad stops at the WhatsApp door. The platform never sees the conversation, so you must send the conversion back for the sale to land on the right ad.
CTWA CLID
Also written: ctwa_clid
The unique code Meta attaches to the first WhatsApp message from an ad click. It connects the buyer to the ad.
Treat the CLID as a parcel tracking number. Store it on the contact, then send it back with the conversion so Meta knows which ad produced the sale.
Funnel
Also written: sales funnel
The order of stages a buyer passes, from meeting you to paying you.
Each stage needs different words. Sending a hard offer to somebody who just met you usually costs more and sells less.
Retargeting
Also written: remarketing
Showing ads to people who already interacted with you, for example opened a page or sent a chat.
Retargeting usually returns a high ROAS because the audience is small and warm. It cannot be your only measure, because growth still needs new audiences.
Questions about this page
What is this glossary for?
It gives one plain sentence for each marketing and AI term we use on this site, so a business owner can read any article without a dictionary.
How do the highlighted words in an article work?
A marked word shows its meaning when you hover it on a computer or tap it on a phone. The card also links to the full guide when one exists.
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