A US IRS form you send to each independent contractor you paid US$600 or more during the year, and to the IRS.
A test that shows two versions of something (an email, ad, or web page) to different people at the same time to see which performs better.
The Americans with Disabilities Act is increasingly applied to websites, which courts expect to be usable by people with disabilities (commonly measured against WCAG standards).
How many people know your business exists. It’s the top of the marketing funnel, before anyone buys.
A private nonprofit in the US and Canada that rates businesses and collects customer reviews and complaints.
The percentage of visitors who land on your website and leave without clicking anything or visiting another page.
The overall impression people have of your business — your name, logo, tone, reputation, and how you make customers feel.
The specific action you ask someone to take, like “Call now,” “Get a quote,” or “Buy today.”
The US law governing commercial email. It requires honest subject lines, a real physical mailing address, and a working unsubscribe link in every marketing email.
Canada’s Anti-Spam Legislation, which is stricter than the US: in most cases you need a recipient’s consent before sending commercial email or texts.
California privacy laws giving residents the right to know what personal data you collect, to delete it, and to opt out of its sale.
When a visitor takes the action you wanted — making a purchase, filling out a form, or calling you.
The percentage of people who take your desired action out of everyone who had the chance. If 100 people visit and 3 buy, that’s a 3% conversion rate.
How much you pay each time someone clicks one of your ads.
How much you spend on average to generate one lead (a potential customer who shares their contact details).
The percentage of people who click an ad, link, or email after seeing it. 1,000 views and 20 clicks is a 2% CTR.
A rule from the 2018 South Dakota v. Wayfair Supreme Court case: you can owe sales tax in a US state where you have enough sales, even with no physical presence there. Thresholds are often US$100,000 in sales or 200 transactions.
A nine-digit tax ID the IRS issues to a US business, used to file taxes, hire employees, and open a business bank account. It’s the business equivalent of a Social Security Number.
The US Federal Trade Commission polices deceptive advertising. Its Endorsement Guides require that paid reviews, influencer posts, and testimonials clearly disclose the relationship.
The journey a customer takes from first hearing about you (awareness) to becoming a paying customer, often pictured as a narrowing funnel.
Optimizing your content so AI tools like ChatGPT, Gemini, and Google’s AI answers recommend or cite your business when people ask questions.
A free Google listing that shows your business on Google Search and Maps, with your hours, location, reviews, and photos.
The number of times your ad, post, or listing was shown — whether or not anyone clicked.
A standalone web page built for one purpose, usually where people arrive after clicking an ad, focused on a single offer and action.
A person or business that has shown interest in what you sell, usually by sharing contact details like an email or phone number.
The total profit you expect to earn from a customer over the entire time they do business with you, not just their first purchase.
A Limited Liability Company — a popular US business structure that separates your personal assets from business debts and lawsuits, with simpler rules than a corporation.
Traffic, reach, or results you earn for free — through search rankings, social posts, or word of mouth — rather than paid ads.
Canada’s federal privacy law for personal information collected in commercial activity, requiring consent and reasonable safeguards.
How you define what makes your business different and why a specific type of customer should choose you over competitors.
Showing ads to people who already visited your website or interacted with you, reminding them to come back.
Keeping existing customers coming back rather than constantly chasing new ones.
How much revenue you earn for every dollar spent on advertising. Spend US$1 and earn US$4 back, and your ROAS is 4:1.
Return on investment — the profit you make compared to what you spent, across any activity, not just ads.
A tax added at the point of sale on many goods and some services, set by US states and localities (Canada uses GST/HST/PST instead).
Search engine optimization — improving your website so it ranks higher in Google and other search engines for free.
The simplest business structure, where you and the business are legally the same person, with no separation between personal and business liability.
A US IRS form a business or contractor fills out to give their taxpayer ID to a company that pays them.
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