
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—best hardwood floors or cost to install engineered hardwood flooring, for example.
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!
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