Glossary of Terms

Tech talk can be confusing, and let’s be honest, you’re here because you need some help with it.  We compiled a list below of some of the most common questions we get and concepts or terms that may be tough to grasp. Not sure what something means?  Just ask us.

We sure do love acronyms, don’t we 😂 ?


AWS is an acronym for Amazon Web Services, and is just that.  It is a large catalog of web based services offered by Amazon first launched in 2006.

AWS came to be as a means to solve a problem.  Amazon is a really big eCommerce store.  Running one of the the largest eCommerce stores in the world has some unique challenges when it comes to hosting.  They went to work on a cloud infrastructure and sold it to all of the rest of us along the way.

We use AWS for storage, hosting, and development here at Bridge Road Marketing.



Bare Metal

Bare Metal Server Explanation.  findthis


The Cloud, cloud computing, cloud server, cloud storage, etc.  Cloud has become one of the most overused marketing buzz words in the IT industry.  Anytime you hear cloud its generally referring to data, applications, content, or stored and/or published on a network of servers that may or may not be across multiple physical locations.


A Conversion occurs when you accomplish a desired goal on your website or within your marketing campaign.  Some examples of conversions include, but are not limited to; completing a sale on your eCommerce site, getting a user to enter an email on a popup, a potential customer calling your business, or a user subscribing to your feed.


This ones old school.  Central Processing Unit.  The brain of a computer… or server.  For our purposes with a central focus on websites we deal with CPUs on the server level.  The number of cores and processor value will generally determine how many processes your website or application can handle at once.


Credentials is a term meaning login information.  This will typically be a username and password, email and password, a pin.  Credentials should only be shared with trusted parties if at all, and should never be sent over email or in any unencrypted format.


CRM is an acronym for customer, relationship, management software. CRMs are design to help businesses record, track, and manage relationships with customers or potential customers for sake of sales, marketing, and retention. Salesforce is one of the largest and most well known CRMs.  Bridge Road Marketing works with all CRMs, though we use a custom developed system internally.  Some examples of other CRMs include Agile CRM, Hubspot,, ZOHO, and many more. Even Mailchimp, as its evolved, has the potential to be used as a CRM.


CSV is an acronym for Comma Separated Values.  A CSV is a very handy tool in web development and managing data as it is a simply text file with values that can be easly translated into many different formats.  Many database value import / exports are passed using a CSV format.


DNS is an acronym that stands for Domain Name System.  This is the system that assigns your domain name to the assets that make up your website or application.  You are likely to hear this term when moving your website from one server to another and can also expect to hear the phrase “DNS propagation” which is the amount of time it takes for your domain name to “link up” to its new location internet wide.  e.x. We update your DNS to point your domain name to the new site we’ve built for you, while your old site is hosted at GoDaddy.  While the DNS is propagating you may see the new version in Chicago, IL, but in Sydney Australia they are still seeing the old version.  Once DNS propagation is complete, everyone is seeing the new version of your site.


eCommerce refers to selling stuff on the internet.  Several years back we decided to use the eCommerce spelling of the word (I believe because that’s how Magento did it).  You will see it as ecommerce, Ecommerce, e-commerce, and E-Commerce.  They all mean selling goods, services, subscriptions, or anything you can think of online.


Encryption is a security process that scrambles your data.  A key is required to unscramble it by the recipient. SSL and more recently TLS are the most common forms of encryption used on websites.  


A firewall is a network tool that filters traffic coming into your network.  Firewalls may be hardware or software based, with hardware firewalls protecting against external threats (e.x. denial of service attack from IP address) and software protecting against internal (e.x. an email with a malicious link)

Host / Hosting

Web hosting is generally how were are using this term.  Any website you visit has to live somewhere. Hosting generally refers to where a website lives.  This is usually a computer or more likely a network of computers connected to the internet.  Bridge Road Marketing hosts most of the sites we build and provide ancillary services included in the monthly or annual fee associated with hosting. 



Memory (see also RAM)

Like Cpu Memory is a fundamental part of all computing.  Bridge Road Marketing hosts your site on a dedicated server that we actively manage.  Depending on your package or custom solution a certain amount of memory is allocated to your website or application.


A mockup is an image representation of what your website, application, or user interface will look like.  the purpose of a mockup is to give you an idea of the overall look of your project.  Mockups will often be used in tandem with wireframes and in cases may be one in the same.




NDA is an acronym for Non Disclosure Agreement.  A non disclosure agreement generally says “we will work on your project, but we won’t tell anyone about, and if we do we’ll be subject to penalties.”  A non disclosure agreement is a means to protect your perceived new and unique idea.


POS is an acronym for Point of Sale.  This typically refers to an onsite point of sale or register at a brick and mortar location, or a portable device for use at events that allow accepting credit card (chip / swipe) or various other mobile payment types.


PPC is an acronym for Pay Per Click.  PPC involves the creation of ad creative, run times, budgets, target audiences, and more for ads that run on a per click basis on social media platforms, in search, and on many other locations across the web.



SKU is an acronym for Stock Keeping Unit.  all products in your eCommerce store should have a sku whether it is required by your system or not.  Get in the habit of providing a unique sku to each and every inventory item you sell.  

e.x. You only sell 1 t-shirt on your website.  Only 1 sku right?  Not excactly… you have 1 polo style shirt which coming in Yellow, Red, and Blue  and sizes s-XL.  3 sizes, 4colors = 12skus.  BRM21-polo-yellow-s, BRM21-polo-yellow-m, BRM21-polo-yellow-L, BRM21-polo-yellow-XL, BRM21-polo-red-s, and so on.

Most modern eCommerce platforms will help in generating these types of skus based on attributes used for your variable or configurable products.   




Variable Product

WooCommerce term for a parent product with children option based on attributes.  A variation does not count as a product in WooCommerce.

A product that has attribute options that the end user can select from. 

e.x.  A t-shirt with a color select drop down and size drop down is a Variable Product in WooCommerce, a Configurable Product in Magento, and a Product Variant in Shopify.


A wireframe is a representation of the places, directions of travel, and user flow through your website or application.  A wireframe will often be used in tandem with a mockup giving the client an idea of form and function prior to development work beginning.

White Label

White labeling, as we refer to is it, is doing work under the umbrella of another brand.  This is very common in our industry.  Bridge Road Marketing has does white label work for large firms that have overflow, boutique marketing firms who’s primary skill sets are design, and business / networking / hardware experts who wish to add website design, development, and marketing as a service offering.  White labeling amounts to one party doing the work, but the “label” taking the credit for it.  Often times an NDA will accompany white label work. 


Z-index is a css value that controls the layering of elements on an html web page.  A position must be implied and a higher number is higher above where a lower number is below.