Translation and localization both transform content to another language, but there are key differences that set them apart. Translation is the process of changing text from one language to another with the goal of sticking to the exact meaning of the content. Localization is an umbrella term that refers to end-to-end transformation including translation and content optimization, such as imagery, payment, and technical aspects of a funnel and customer experience to appeal to local markets. Localization places a strong focus on cultural context.