Glossary

PPC landing page glossary

Short reference pages for the terms buyers search when troubleshooting Google Ads landing pages, tracking, SEO controls, and lead routing.

Quality Score

A Google Ads diagnostic estimate of ad, keyword, and landing page relevance.

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Landing Page Experience

Google's estimate of how useful and relevant your final URL is for the searcher.

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Message Match

How closely the landing page headline, offer, and CTA match the ad that earned the click.

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Final URL

The page URL a visitor reaches after clicking an ad and following any redirects.

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UTM Parameters

Tracking parameters added to URLs so analytics tools can identify source, medium, campaign, term, and content.

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gclid

Google Click Identifier used to connect ad clicks to downstream conversions.

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gbraid

Google click identifier used for some iOS app and web attribution flows.

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wbraid

Google click identifier used for some web-to-app and privacy-preserving attribution flows.

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Enhanced Conversions

Google Ads feature that can use hashed first-party data to improve conversion matching.

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Conversion Action

A configured Google Ads event that tells Google which lead or sale should be optimized.

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Webhook

An HTTP callback that sends data from one system to another when an event happens.

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Lead Routing

The process of sending captured leads to the right CRM, sheet, chat, or backend system.

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Canonical URL

A signal that tells search engines which URL should be treated as the preferred version.

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Noindex

A robots directive that asks search engines not to include a page in search results.

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Custom Domain

A branded domain used to host landing pages instead of a generic builder URL.

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A/B Testing

A controlled comparison between page variants to measure which version converts better.

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Dynamic Text Replacement

Changing page text based on keyword, campaign, or URL data.

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Thank-You Page

The page or message shown after a form submission or conversion.

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Click Heatmap

A visual report showing where visitors click on a page.

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Lead Score

A label or number used to prioritize leads based on fit and intent signals.

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