Letter A

An A/B test is an experiment where two versions (A and B) are shown to different audience groups to compare metrics.

Activation is the first key action of the user in the product, after which he is highly likely to stay and return.

AEO - content optimization for AI search engines (Perplexity, ChatGPT) instead of traditional SEO.

An Aha moment is the moment when the user first realized the real value of the product and felt: “this is why I need it.”

The AI agent is an LLM that not only responds, but performs a chain of tasks: calls tools, accesses the API, and makes decisions step by step.

AI detection - determining that text or photos were generated by a neural network. Search engines demote “naked” AI content without editing and texture.

AI marketing - implementation of neural networks and LLM in marketing production: creatives, texts, analytics, automation.

AI Overview - generated answer at the top of the search results. Takes clicks from regular links; SEO's job is to get to its sources.

AI Watermark is an invisible mark in AI-generated content to identify machine generation.

AIDA is a classic funnel model: Attention → Interest → Desire → Action. Skeleton for advertising texts and sales scripts.

AOV (Average Order Value) - average bill: revenue ÷ number of orders. AOV growth improves unit economics without increasing the advertising budget.

App Install is an advertising campaign with the goal of installing a mobile application. Metrics: CPI, ROAS, retention rate.

ARPU - revenue ÷ all users. ARPPU - revenue ÷ only those who pay. The difference between them shows the share of audience monetization.

ARR (Annual Recurring Revenue) is the annual recurring revenue of a SaaS product from active subscriptions, without one-time payments and professional services.

Attribution is the distribution of credit for a conversion between the channels that affected it. It depends on the model which channel the lead will “receive” in the report.

An auction in advertising is a pricing mechanism in which the winner is determined by the maximum bid adjusted for the quality of the ad.