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AI and automation
Artificial intelligence (AI) (umjetna inteligencija)
Software that does tasks that normally need human understanding: writing text, summarizing a document, sorting messages. In business talk, AI usually means a tool built on a large language model.
More: AI and automation at Midaz
Large language model (LLM) (veliki jezički model)
An AI model trained on a huge amount of text. Given what you type, it writes a likely continuation, which is why it writes and summarizes well. It does not look facts up like a database, so it can be wrong (see hallucination).
AI assistant (AI asistent)
A tool that answers a question or carries out a task you give it: it finds information, summarizes a document or drafts a text. Example: your team asks what the returns policy says, and the assistant prepares an answer for someone to review.
More: AI assistant or automation: which do you need?
AI agent
A program that uses an AI model to choose and carry out a series of steps toward a goal, for example looking up data, writing a reply and sending it. The more actions you leave to an agent, the more it matters to decide in advance what it may and may not do, and who checks the result (see human review).
Chatbot
A chat window on a website or in a messaging app that answers visitors. Some chatbots offer fixed choices, others answer in free text using a language model. It makes sense when the same questions keep arriving and the answers already exist in writing.
More: An AI chatbot for your business: when it makes sense
Automation (automatizacija)
Linking steps that people normally do by hand, such as copying data from a form into a spreadsheet, into a flow that runs on agreed rules. Automation does not have to use AI. A good one names the person who takes over when something fails.
More: AI and automation
Workflow (tok rada)
The sequence a piece of work follows from start to finish: what comes in, who or what processes it, who checks it and where the result ends up. Example: a message from a form becomes a task for the responsible person.
More: Enquiry handling: from a message to a task
Rule versus AI suggestion (pravilo naspram AI prijedloga)
A rule gives the same result for the same input: if a required field is empty, the enquiry goes back. An AI suggestion is an estimate, for example which category an enquiry belongs to, and it can be wrong. Simply moving data often needs no AI. AI is for interpreting free text, with a check.
More: Where should a business start with AI automation?
Human review (ljudska provjera)
A step where a person looks over what the system prepared before it has consequences. AI suggests, a person decides. The more important the decision, the more this step is needed.
Hallucination (halucinacija)
An answer from an AI model that sounds convincing but is wrong or made up. That is why answers about prices, deadlines and terms should not go out without checking a source. Example: a chatbot quotes a discount the business never approved.
More: The ten-question chatbot test
Pilot (pilot)
A small trial on one task, with agreed examples and a review date. A pilot shows whether a solution works on your own work before you expand it. Midaz agrees it as a separate piece of work, with a written quote based on scope.
Advertising and measurement
Google Ads
Google's paid advertising system. Your ad can appear when someone searches for a term you chose, and for search ads you usually pay when someone clicks, not for the ad being shown.
More: Google Ads
Campaign (kampanja)
A unit in your account with one goal, one budget and its own settings, for example a campaign for one service in one city. Inside a search campaign are ad groups, ads and keywords.
Keyword (ključna riječ)
A word or phrase you pick so that your ad can appear when someone searches for it. Choose what your customer actually types, not the names you use inside the company.
Negative keyword (negativna ključna riječ)
A term you do not want your ad to appear for. Google describes it as a way to exclude search terms from a campaign. Example: a firm selling air conditioners excludes “free” and “job”.
More: Review of an existing Google Ads account
Performance Max
A campaign type in which Google shows your ads across several of its channels from a single campaign, based on the goal and the data you give it. Compared with a plain search campaign you leave more decisions to Google, so goals and measurement matter even more.
More: When to choose Performance Max
Cost per click (CPC) (cijena po kliku)
The amount charged when someone clicks your ad. It comes from an auction, not a price list: ad and page quality, the context of the search and how many other advertisers compete all play a part. So there is no single click price you can borrow from another business.
More: How much does Google Ads cost in Bosnia?
Enquiry (upit)
A call, a WhatsApp message or a submitted form from someone interested in your service. A click on an ad is not an enquiry, and a qualified enquiry is one from the right person for a service you really offer.
More: Measuring enquiries from Google Ads
Conversion (konverzija)
An action by a visitor that you have defined as valuable to your business. That is how Google describes it too: a purchase, a sign-up, a phone call or another action you choose. For a business that works on enquiries, a conversion is usually a submitted form or a call, not a mere page visit.
Conversion tracking (praćenje konverzija)
The setup that lets Google Ads record that a conversion happened and which ad led to it. Without it the account sees clicks but does not know which ones produced an enquiry. Before launch, check that each enquiry is counted once.
More: How to check what is counted
ROAS (return on ad spend)
The conversion value, usually the value of purchases, divided by what you spent on ads. Fictional example: spend is 100, purchases are worth 400, so ROAS is 4. A higher ROAS is not the same as profit, because it ignores what the product, delivery and returns cost you. It is mostly used for online stores.
More: Google Ads for online stores
Ad budget (budžet za oglase)
The money spent when people click your ads, charged by Google. You set a daily budget, and actual spend depends on the number of clicks and the cost per click. It is not part of the fee for the work and is not paid to Midaz.
More: What do I pay, and to whom?
Fee for the work (naknada za rad)
Payment to whoever sets up and runs the campaign, separate from the ad budget. The scope of work and the way it is billed should be written in the quote.
Websites
Landing page (odredišna stranica)
A page a visitor reaches from an ad, built for one offer and one main action, such as sending an enquiry. It continues the message of the ad, with few distractions. On this site “landing page” is also the name of a service.
More: Landing page design; What is a landing page, and what is it for?
Form (obrazac)
A form on a website where a visitor writes what they need and leaves contact details. A good form asks only for what you need to reply. A successfully submitted form can be measured as a conversion. A click on the button alone does not show that the message arrived.
More: What counts as an enquiry
Analytics consent (pristanak za analitiku)
Consent is the visitor's choice about whether you may measure their visit with cookies or similar identifiers. When they decline, the numbers are incomplete, because part of the visits stays invisible. Check the obligations that apply to you with a lawyer.
More: Privacy policy
Sources
Google help pages we opened and read before writing the definitions. They open in a new tab.
If a term is still unclear, write it down with the question you want answered. The same goes for anyone's quote: when you cannot explain a phrase in your own words, ask for an explanation before you sign.
See also an AI chatbot for your business, Google Ads, web design or contact.
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