Marketing WTF

Your quick guide to the many acronyms of online marketing

This book works as a dictionary of the online marketing acronyms you should know. You’ll learn what the acronym means and also what other names it goes by (AKAs). Since many online marketing acronyms are also formulas, we’ll break down the formula in simple natural language for you. Finally, you’ll learn how to use the acronym in a sentence with a colleague, with investors and the ever so useful at a party context. Impress your coworkers and friends with your knowledge of these marketing terms. Or just use this book as a cheat sheet to know WTF all these things mean.

About the Author

Sean Percival is an American marketer, entrepreneur, investor, and author. Through his work in acclaimed accelerator programs like 500 Startups, Sean has helped to mentor hundreds of startups on growth marketing. For this book, he’s taken all that experience helping early-stage founders better understand marketing, specifically the language of online marketing and all the acronyms found in it.

Who This Book is For

Online Marketers

You should be experts in all these terms and how how to calculate them

Newbie Marketer

Just getting started? This book is perfect for understanding the terminology.

Paid Media Buyers

Know your CPCs from CPAs and then some.

Social Media Marketers

It’s nice to get likes on Instagram but learn how to measure more.


It makes a great gift for students who are interested in marketing.

What People Are Saying

I loved how simply the acronyms were broken down in the author’s witty way. This is a great guide to help my entire team to be on the same page with online marketing, especially with the people who are less experienced in the field. Thank you for making this so fun, easy and to the point! I highly recommend it.

Kristel Tuul
Head of Growth, CHOOOSE

This is a easy to follow guide on all the important marketing terms.. It was very helpful in better understanding the language of online marketing.

Stina Liland
COO, Bitrefill

What’s Inside the Book

Table of Contents

  1. Average Revenue Per User (ARPU)
  2. Annual Recurring Revenue (ARR)
  3. Average Order Value (AOV)
  4. Customer Acquisition Cost (CAC)
  5. Conversion Rate Optimization (CRO)
  6. Cost Per Click (CPC)
  7. Cost Per Lead (CPL)
  8. Cost Per Mille (CPM)
  9. Call To Action (CTA)
  10. Click Through Rate (CTR)
  11. Google Analytics (GA)
  12. Gross Merchandise Value (GMV)
  13. Key Performance Indicators (KPI)
  14. LifeTime Value (LTV)
  15. Monthly Recurring Revenue (MRR)
  16. Month on Month (MoM)
  17. Net Promoter Score (NPS)
  18. Search Engine Optimization (SEO)
  19. Search Engine Results Page (SERP)
  20. Social Media (SoMe)
  21. Unique Selling Proposition (USP)
  22. Urchin Tracking Module (UTM)
  23. Word of Mouth (WOM)