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.
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 by Google gives you the opportunity to place ads on Google, YouTube, and other Google ad sites.
Additional information that you can add to Google Adwords ads (addresses, callouts, click-to-call, reviews, etc.)
A digital marketing ad that uses an image across the banner section on different websites.
B2B refers to business-to-business interactions.
B2C refers to business-to-consumer interactions.
The percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server.
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.
When a consumer sees your ad and they click on it to go to your landing page.
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.
When someone clicks on your ad and completes a desired action, such as a phone call or form fill.
The average number of conversions per ad interaction, shown as a percentage.
The number of likes, retweets, shares, and comments that your page received.
Google platform that analyzes data brought in from the web, including traffic, conversion, etc.
Hypertext Markup Language is a collection of codes that tells the web browser how to display a webpage’s content.
The number of times your page’s content has been seen by platform users.
Content that was paid to be displayed (i.e., an ad).
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.
The entry page to your website.
Two to three lines that appear in a Search Engine result (i.e., Google).
Free traffic to your content.
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.)
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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