[ 007 ] FAQ
Questions and
terms.
Everything clients ask before deciding + a glossary of 60+ marketing terms explained for beginners.
Do I have any commitment?
No. No minimum duration or notice period — you can leave anytime. We just note that performance marketing needs time (typically 2–3 months) for campaigns to gather data and show their full potential.
Do you work with competitors in the same industry?
In small niches (e.g., local florists in Bratislava) we have exclusivity. For larger categories (e-commerce fashion) we strictly separate teams and communication channels and protect all confidential information.
Do you communicate via Slack or email?
Both. Slack or Teams for quick matters, email for important decisions. Weekly reports are sent automatically via email.
Do I own the advertising accounts?
Yes, all accounts (Google Ads, Meta, GA4) are under your company. We have access as an agency. When the cooperation ends, we remove access — you keep everything.
How long does onboarding take?
7–10 business days. First discovery call, then audit, strategy, signing and setup. First campaign runs within 14 days of signing.
Are advertising budgets included in the price?
No. The monthly fee covers our work (campaign management, creatives, optimization, reporting). Advertising budgets (Google, Meta, etc.) you pay directly to the platforms from your card.
What's the minimum I have to spend on advertising?
There's no hard minimum budget, but we realistically recommend at least €500–1,000 monthly per channel. Below this amount campaigns can't gather enough data for effective learning.
What are the payment terms?
First payment is in advance. Further invoices have payment terms according to agreement. We accept bank transfer and card. With 6-month payment in advance you get 10% discount, with 12-month 20%.
Can you do one-time projects?
Yes — account audit (€290), GA + tag manager setup (€490), conversion optimization (€990). For continuous campaign management however, long-term cooperation makes much more sense.
Do you guarantee results?
We don't guarantee specific numbers — no serious agency can do that. However, we guarantee results-focused work, transparent data, and open communication. If we can't bring you value, we'll be the first to tell you.
When will I see the first results?
Search campaigns (Google Ads) bring first conversions within the first week. Display and Meta campaigns need 2–4 weeks for learning. Advanced optimizations are measurable after 2–3 months.
What ROAS is realistic?
It depends on the category. E-commerce (one-time purchase): 3–5×. Subscription / repeat purchase: 4–8×. Lead gen: we measure CPA instead. At the start, we always inform you where the benchmarks are for your category.
What do you do when a campaign isn't working?
First, we look for whether the problem is in the campaign (bidding, creatives, audience) or outside it (website, offer, pricing). For longer issues, we call an ad-hoc retrospective where we directly discuss what to try next.
Do you handle GDPR and cookie compliance?
Yes. During onboarding, we implement cookie consent (Cookiebot or Iubenda), set up Google Analytics 4 in EU mode, use server-side tracking for Meta and Google, and document everything in a GDPR DPA that we'll sign with you.
What is server-side tracking?
Classic tracking works through the browser, which can be blocked (iOS, ad blockers). Server-side tracking sends data from your server directly to advertising platforms — independently of the browser. Result: 20–40% more captured conversions.
Who owns the data?
You do. All accounts are under your company, data is stored in your Google and Meta accounts. Our Looker Studio dashboards are built on top of your data — when the collaboration ends, you still have them.
Do you also do SEO?
Yes, but we approach it differently than classic SEO agencies. Our focus is on technical SEO (speed, indexation, structured data), keyword research oriented on commercial intent, and quality content. We only do linkbuilding through digital PR or guest posts on verified websites.
Do you do email marketing?
Yes. Mainly through Klaviyo (e-commerce) or Mailchimp / ActiveCampaign (B2B). We prepare welcome flows, abandoned cart automations, segmentation, A/B tests for subject lines.
Do you create creatives (videos, banners, copy)?
Yes, our in-house designer prepares the first package of static and video creatives (usually 12 variants for Meta). For more extensive productions, we work with verified partners.
Do you also do campaign localization (CZ, HU, DE)?
Yes, including native copy. We have native Slovaks and Czechs on our team, and for HU and DE we collaborate with native specialists. Localization is not just translation — we also adapt creatives, offers, and CTAs.
CATEGORY
LETTER
A A/B testing ADVERTISING
Comparing two versions of an ad (or website) to determine which performs better. For example, the same product with two different headlines — you track which one brings more clicks and sales.
A Abandoned cart EMAIL
An automated email sent to a customer who added a product to their cart but didn't purchase. Typically recovers 10–20% of lost orders.
AOV AOV E-COMMERCE
Average Order Value — the average value of an order. AOV €80 means the average customer purchases €80 worth. Increasing AOV by 10% is often easier than acquiring a new customer.
A Attribution MEASUREMENT
The way it's decided which channel gets "credit" for a conversion. For example, if a customer first clicked on Facebook, then Google and made a purchase — the attribution model decides which channel gets counted.
B2B B2B GENERAL
Business to Business — selling to companies. Long decision cycle, more decision-makers, higher order values. LinkedIn, Google Search and B2B landing pages are the main channels.
B2C B2C GENERAL
Business to Consumer — selling to end customers (regular people). Short decision cycle, impulse purchases. Meta and Google are the main channels.
B Backlink SEO
A link from another website to your website. Google sees it as a vote of confidence — the more quality backlinks you have, the higher you rank. Warning: cheap spam links can hurt you.
B Bid ADVERTISING
The maximum amount you're willing to pay for a click or ad impression. Ad platforms work like auctions — whoever bids more (and has better quality ads) appears ahead of the competition.
B Brand awareness GENERAL
Brand awareness — how many people know you, even though they've never purchased from you. It's not direct sales, but it increases future conversions. YouTube, Display, and social networks are the main channels.
CAPI CAPI MEASUREMENT
Conversions API — Meta technology that sends conversions from the server directly to Meta servers. Complement to the Pixel — without it you lose ~30% of conversions in attribution.
C Conversion ADVERTISING
Any action that a visitor takes on your website — purchase, form submission, phone call, registration. Without tracking conversions, you cannot optimize your advertising.
CR Conversion Rate ADVERTISING
Conversion Rate — percentage of visitors who made a conversion. CR 2% means that out of 1,000 visits, 20 made a purchase. For e-shops, a good CR is 1-3%.
CPA CPA ADVERTISING
Cost Per Acquisition — the cost to acquire one customer or order. The most important metric for e-shops. CPA €20 means a customer costs you €20 in advertising.
CPC CPC ADVERTISING
Cost Per Click — the price for one click on your ad. In Google Ads for Slovakia typically €0.30–2, depending on the industry. Higher CPC = more competition or worse ad quality.
CPL CPL ADVERTISING
Cost Per Lead — the cost to acquire one lead (contact, inquiry). Common in B2B or services where you don't sell online but make phone calls.
CPM CPM ADVERTISING
Cost Per Mille — the price for 1,000 ad impressions. Used mainly in brand campaigns (Display, YouTube), where it's not about clicks but awareness.
CTA CTA GENERAL
Call To Action — a call to action. A button or link that tells visitors what to do: "Buy now", "Request audit", "Book appointment". The most important element on a website.
CTR CTR ADVERTISING
Click-Through Rate — the percentage of people who clicked on your ad out of those who saw it. CTR 2% means that out of 1,000 impressions, 20 people clicked. Higher CTR = more relevant ad.
D Display Network ADVERTISING
Banner ads on partner websites (news sites, blogs, YouTube). Suitable for branding and remarketing, weaker for immediate sales.
F Feed (product) E-COMMERCE
Structured list of products in a format understood by advertising platforms (XML, CSV). Without a proper feed, you cannot run Google Shopping or Meta Catalog ads.
F Funnel GENERAL
Funnel — the customer journey from first contact to purchase. Top funnel = awareness (never heard of you), middle = consideration, bottom = purchase. Each phase needs a different type of advertising.
GA4 GA4 MEASUREMENT
Google Analytics 4 — the latest version of Google's analytics tool. Tracks visits, conversions, traffic sources, and user behavior. Free and essential foundation for every website.
GBP Google Business Profile SEO
Free company profile in Google Maps and search. Contains address, opening hours, photos, reviews. Essential for local businesses — if you don't have a profile, you don't exist for local customers.
G Google Shopping E-COMMERCE
Google ad with product image, price and shop name. The strongest channel for e-shops — customers see the product before clicking.
GTM GTM MEASUREMENT
Google Tag Manager — a tool for managing tracking codes without interfering with website code. Through GTM you deploy GA4, Meta Pixel, conversions, etc. Central place for all tracking.
H Heatmap MEASUREMENT
Visualization showing where users click and look on your website. Warm colors (red) = many clicks, cold colors (blue) = few clicks. Helps reveal why people don't click on CTA buttons. Hotjar, Microsoft Clarity.
H Heuréka E-COMMERCE
Largest price comparison site in CZ and SK. Mandatory channel for e-shops — most people check prices through Heuréka when shopping.
K Keyword SEO
A word or phrase that customers type into Google. For example "buy shoes online" or "hair salon Bratislava". SEO revolves around targeting the right keywords.
K Klaviyo EMAIL
The most popular email platform for e-shops. Best integration with Shopify, WooCommerce. Advanced segmentation and flows.
KPI KPI GENERAL
Key Performance Indicator — the key metric you track. For e-shops, KPIs are revenue, ROAS, number of orders, AOV. Without KPIs, you don't know if your campaign is working.
LP Landing page GENERAL
A single-purpose page where ads lead to. It has one goal — to get a conversion (purchase, form, phone call). No distracting elements, clear CTA.
L Lead GENERAL
A potential customer who has shown interest (filled out a form, called, downloaded a PDF). They're not a customer yet, but someone you can sell to.
L Local SEO SEO
SEO focused on local searches ("hair salon Bratislava", "car service Prešov"). Key elements are Google Business Profile, reviews and local backlinks.
L Lookalike audience ADVERTISING
An audience that resembles your existing customers (age, interests, behavior). The algorithm looks for people who have a similar profile to those who have already purchased. The strongest type of targeting.
L Looker Studio MEASUREMENT
Free tool from Google for creating visual dashboards. Connects data from multiple sources (Ads, GA4, Shopify, CRM) into clear charts. Formerly Data Studio.
LTV LTV E-COMMERCE
Lifetime Value — the total value of a customer over their entire purchasing period. If a customer averages 4 purchases in their lifetime and each order is €80, LTV = €320. This is the ceiling for how much you can spend on customer acquisition.
M Mailchimp EMAIL
The most well-known email platform — simple, affordable for small businesses. Free for ~500 contacts. Suitable for beginners and small companies.
M Meta description SEO
Short page description (up to 160 characters) that Google displays under the title in search results. Doesn't directly affect SEO position, but influences whether people click on your result.
N Newsletter EMAIL
Regular email sent to a subscriber list. Contains news, promotions, articles. Cheap channel for communicating with existing customers.
O Off-page SEO SEO
Part of SEO that deals with what other websites say about you — backlinks (links to your website), social media mentions, reviews. The hardest part of SEO.
O On-page SEO SEO
Part of SEO that deals with what's directly on your website — texts, headlines, meta tags, structure, internal linking. The easiest part of SEO.
O Open rate EMAIL
The percentage of people who opened your email out of those who received it. Typical open rate for newsletters is 20–30%. For welcome flows up to 50–60%.
PMAX Performance Max ADVERTISING
A type of Google Ads campaign that automatically displays ads across all Google networks (Search, YouTube, Discover, Gmail, Maps, Display). Suitable for e-shops with Shopping feed.
P Pixel MEASUREMENT
A small piece of code (usually JavaScript) that platforms (Meta, Google, TikTok) install on your website. The pixel records who visited the site, what they viewed, and what they purchased — this then enables retargeting.
R Remarketing (retargeting) ADVERTISING
Advertising targeted at people who have already visited your website or viewed a product. The most effective type of campaign — the person already knows you, so the chance of purchase is higher.
ROAS ROAS ADVERTISING
Return On Ad Spend — return on advertising spend. ROAS 5× means that for every euro spent on advertising, you generated €5 in revenue. The goal of most e-shops is ROAS of at least 3-4×.
S Search Network ADVERTISING
Ads in Google search — text above organic results. The strongest channel for immediate demand (the customer is already looking for a solution).
SEO SEO SEO
Search Engine Optimization — optimizing your website for search engines (mainly Google). The goal is to get your website on the first page of results for keywords relevant to your business. A long-term process.
S Server-side tracking MEASUREMENT
Advanced measurement method where data doesn't go directly from the browser to Google/Meta, but through your server. Bypasses ad-blockers and iOS 14.5+ restrictions. Thanks to this, ~30% of conversions that would otherwise be lost are preserved.
S Session recording MEASUREMENT
Recordings of real website visits — you can see where users clicked, how they moved their mouse, where they got "stuck". Helps determine why people don't complete their orders.
S Shopify E-COMMERCE
Global e-shop platform — easiest integration with Meta CAPI, Klaviyo, GA4. Suitable for new and growing e-shops. Monthly fee from ~$30 USD.
S Shoptet E-COMMERCE
Very popular e-shop platform in CZ and SK. Monthly fee from ~10 €. Good for beginning e-shops.
T Technical SEO SEO
Part of SEO that deals with the technical condition of your website — loading speed, mobile version, sitemap, robots.txt, schema markup. Without proper technical SEO, Google won't even index your website.
U Upgades E-COMMERCE
Slovak e-shop platform with good support for SK/CZ market. Monthly fee from ~30 €. Suitable for local e-shops.
W Welcome flow EMAIL
Automatic series of emails sent to new subscribers (or first-time buyers). Introduces the company, products, values. Most powerful emails — open rates over 50%.
W WooCommerce E-COMMERCE
Free e-shop plugin for WordPress. Flexible, but requires more maintenance (hosting, security, updates). Suitable if you already have a WordPress website.
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