Digital Marketing Terminology

To help our clients understand their digital marketing reports, we created a glossary. We hope these definitions help give you more straightforward meanings and insights into your reports.

Average Position

Is an average of where your ad appears on a Google search results page.

A/B Testing | Split Testing

Commonly used in e-newsletters, email subject lines, social media advertising, call-to-action, and landing pages, A/B Testing is a test where there are two versions of a landing page and ultimately see which performs better over the other one.

Note: The difference in the landing page can be very minor (i.e. changing a font or button).

Adwords

Adwords by Google gives you the opportunity to place ads on Google, YouTube, and other Google ad sites.

Ad Extensions

Additional information that you can add to Google Adwords ads (addresses, callouts, click-to-call, reviews, etc.)

Banner Ad

A digital marketing ad that uses an image across the banner section on different websites.

B2B

B2B refers to business-to-business interactions.

B2C

B2C refers to business-to-consumer interactions.

Bounce Rate

The percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server.

Churn Rate

The number of consumers lost during a specific period of time.

Cost Per Click (CPC)

Is a pricing model and metric. It’s most commonly used in Google advertising. You only pay when a consumer clicks on your ad.

CPM – Cost Per Thousand:

Is a pricing model and refers to the amount you pay to show your ads to consumers. For example, 10,000 ad impressions at a $5 CPM would cost $50.

Clicks

When a consumer sees your ad and they click on it to go to your landing page.

Click Rate

The percentage of the number of unique clicks divided by the total number of sends.

Click-Through Rate (CTR)

A social media metric that represents the number of times a user clicks through divided by the total number of impressions your post receives.

Conversion

When someone clicks on your ad and completes a desired action, such as a phone call or form fill.

Conversion Rates

The average number of conversions per ad interaction, shown as a percentage.

Engagement

The number of likes, retweets, shares, and comments that your page received.

Google Analytics

Google platform that analyzes data brought in from the web, including traffic, conversion, etc.

HTML

Hypertext Markup Language is a collection of codes that tells the web browser how to display a webpage’s content.

Impressions

The number of times your page’s content has been seen by platform users.

Inorganic

Content that was paid to be displayed (i.e., an ad).

Keywords

These are words or phrases used in your campaigns that are highly relevant to your products and services that assist Google in placing your ads in front of interested consumers.

Landing Page

The entry page to your website.

Meta Data

Two to three lines that appear in a Search Engine result (i.e., Google).

Organic

Free traffic to your content.

Post Reach

Number of unique social media users that saw your social post

• Page Reach: Number of social media users that saw any content you posted on your page
• Organic Reach: (Unpaid) Number of social media users that saw your content without paid promotion
• Paid Reach: Number of social media users that saw your content with some sort of paid promotion

Search Engine Optimization | SEO

Organic use of a search engine to promote traffic to a website.

Social Media Analytics

Clear data highlighting your social media platform(s)’ marketing strategies (brand awareness, impressions, reach, page consumptions, etc.)

Reach

The number of people that have seen content associated with your page.

We hope you found these definitions helpful, and if you did not see a word you were looking for, please do not hesitate to contact us in the comment section. Thanks for reading!