The terms we use, plainly defined.

Healthcare

AHPRA

Australian Health Practitioner Regulation Agency. The regulator for healthcare practitioners, sets standards for clinical advertising and patient testimonials.

GBP / Google Business Profile

Google's local business listing. For multi-clinic networks, GBP management at scale is a major SEO discipline.

MHTP

Mental Health Treatment Plan. Medicare-funded mental health treatment pathway, GPs are the gateway.

NIPT

Non-Invasive Prenatal Testing. A specific genomic diagnostic, long-tail SEO target for diagnostics businesses.

PGx

Pharmacogenomics. Genetic testing for medication-response prediction. Niche-test marketing target.

FIS

Fertility Information Seminar. Adora Fertility's flagship event-led campaign format, separate spend line in the engagement.

Multi-clinic GBP

Google Business Profile management at the 60+ clinic scale. Citation hygiene, location-page architecture, review acquisition pipelines.

Patient acquisition KPI

Cost per patient booking, cost per qualified GP-recruitment application, not click-through rate or impression count.

Industrial B2B

Capability statement

The single highest-leverage industrial document. Designed for tier-1 procurement-officer attention spans (90 seconds inside before deciding).

Tier-1 panel

Pre-qualified vendor list at major mining houses (BHP, Rio Tinto, FMG) and head contractors. Panel position is the operational currency in industrial B2B.

FIFO / DIDO

Fly-In Fly-Out / Drive-In Drive-Out. Mining-services workforce model. Recruitment marketing channel matters.

RFT / Tender response

Request For Tender. The procurement-officer-driven competitive bid process. Tender response systems turn 3-day scrambles into 3-hour assemblies.

ISO 45001 / ICAM / NSCA

Safety credentials and frameworks. Non-negotiable tier-1 prerequisite, surface clearly on the cap statement and the website.

Consumer ecommerce

CAPI

Conversion API. Server-side tracking from Shopify or WooCommerce to Meta + Google. iOS-14-resilient attribution, deduplicated events.

B2B for WooCommerce / Wholesale Suite

WooCommerce wholesale-portal plugins. Logged-in retailer storefront, tiered pricing, ABN-gated catalogues, NET-30 terms.

Shopify B2B / Company accounts

Shopify's native B2B wholesale layer. Logged-in retailer accounts, tiered pricing, customer-specific catalogues, B2B checkout.

Klaviyo flows

Email automation flows in Klaviyo, welcome, browse-abandonment, abandoned-cart, post-purchase, win-back. The highest-ROI line in the B2C stack.

Predictive segments

Klaviyo's predictive segments, likely-to-purchase, churn-risk, predicted gender, expected next purchase date. Sitting unused in most accounts.

AOV / CLV

Average Order Value / Customer Lifetime Value. The two economics-defining metrics for B2C brands. AOV gates checkout design, CLV gates acquisition spend.

Performance Max

Google Ads campaign type. Multi-channel automated campaign, particularly strong for catalogue ecom (Shopify + WooCommerce).

Markets (Shopify)

Shopify's multi-region pricing + multi-domain feature. For brands selling internationally with different price points or catalogues per region.

AI Production stack

Vertex AI

Google Cloud's AI platform. Where our production AI pipelines run.

Imagen / Veo 3 / Gemini 2.0

Google's image-gen / video-gen / text-gen models. Brand-trained per retainer client.

NL2SQL

Natural-Language-to-SQL. Plain-English queries answered against BigQuery datasets, self-service analytics for non-technical portfolio managers.

GEO (Generative Engine Optimisation)

Optimisation for ChatGPT, Gemini, Perplexity visibility. Schema-first content, llms.txt manifest, evidence-density, source-citation engineering.

CAPI server-side

Server-side conversion tracking via Meta Conversion API. iOS-14-resilient, deduplicated event flow, integration with Shopify customer events and WooCommerce checkout.