Digital Marketing Analytics Glossary

Do you know the difference between ad impressions and page impressions? How about CPM and RPM? Find out by searching through our Digital Marketing Analytics Glossary below.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains terms acronyms, abbreviations, synonyms, and terms related to metrics.

If you’re looking for something specific, we recommend you use the search box.

 

AJAX progress indicator
Reset Search

  • 2

  • A 2nd Order Link is when you post something (on your blog, social media etc), then someone reads...   Learn More >

  • 3

  • Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >

  • a

  • When someone adds something to their shopping cart on a website that sells things but then...   Learn More >
  • In online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Active View is how Google AdSense measures Viewable Impressions. An Active View Viewable...   Learn More >
  • What does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • ATC is short for a metric called "Add to Cart". This is where a user adds something to a cart on...   Learn More >
  • What is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
  • A set of ad impressions. For example, the total amount of ad impressions a publisher or network...   Learn More >
  • An ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
  • The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • A provider of website analytics such as Google Analytics.
  • The average (mean) amount earned per order (in revenue). This is a helpful metric to make...   Learn More >
  • An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • ATC is short for a metric called "Add to Cart". This is where a user adds something to a cart on...   Learn More >
  • Attribution is the process of judging data to decide which action you will say caused a result....   Learn More >
  • AVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
  • The average (mean) amount earned per order (in revenue). This is a helpful metric to make...   Learn More >
  • In Google Analytics Internal Search report, this is the number of pages a user views after doing...   Learn More >
  • AVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
  • AVOC Rate is the percentage of video ads that are audible and visible on complete (they have the...   Learn More >

  • b

  • A backlink is a link from another website. Backlinks are different to inbound links, which...   Learn More >
  • 'Baseline' in online advertising generally refers to the unoptimised set of stats you get when...   Learn More >
  • Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • A benchmark is a statistical point of interest used for comparison. They are usually expressed...   Learn More >
  • The term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • Brand Awareness generally means how memorable a brand is under different conditions. It is...   Learn More >
  • Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • Splitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
  • Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >

  • c

  • The amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
  • What Is Call Tracking? Call Tracking in digital marketing is the process of attributing phone...   Learn More >
  • Cart-To-Detail Rate is a metric in Google Analytics (when using the enhanced eCommerce module)...   Learn More >
  • What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • CT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • Last updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
  • CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • Close Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
  • Cumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • Completion Rate is a metric meaning the percentage of people who completed a task, out of those...   Learn More >
  • A consumption is a metric Facebook uses, which basically means the number of clicks on any of...   Learn More >
  • What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • Core Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
  • Cost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • Facebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
  • What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • Last updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
  • Cumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • The amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
  • Core Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >

  • d

  • Traffic from social media platforms that doesn't contain any referral information so cannot be...   Learn More >
  • Dark Traffic means traffic where the referrer is unknown. It includes links from secure sites...   Learn More >
  • A way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • Demographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Detractors is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • A way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • The amount of time it takes for a browser to actually receive the HTML code (pre-loading the page).
  • Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >

  • e

  • A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • The conversion rate of online sales (as opposed to other types of conversions).
  • Effective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Effective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Efficacy means somethings ability to produce the intended result. In online advertising, it is...   Learn More >
  • Email Bounce Rate is the percentage of emails sent which weren't delivered. In general terms -...   Learn More >
  • An Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Exit Rate is the percentage of users who left a website after visiting a specific webpage. It...   Learn More >

  • f

  • Facebook's website analytics program (similar to Google Analytics) that was officially retired...   Learn More >
  • FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • First Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
  • Field Data is data that is collected from real users rather than from a lab. Google is now using...   Learn More >
  • What does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
  • First Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
  • First Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
  • FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • What does Follow Ratio mean? Follow Ratio is the number of followers compared to the number of...   Learn More >
  • In online advertising, frequency refers to how often an ad appears to a single user in a...   Learn More >

  • g

  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • Google Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
  • Google Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
  • The new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • The new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >

  • h

  • In digital marketing, half-life is defined as the time it takes for a piece of content to...   Learn More >
  • Hard bounces in email marketing refer to when you try to email someone, and their email address...   Learn More >
  • Hit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >

  • i

  • Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • What does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • A time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • What does Impression RPM mean? Impression RPM is the amount of revenue paid per 1,000...   Learn More >
  • Impression Share is a metric in Google Ads. It is the percentage of impressions that your ads...   Learn More >
  • In email marketing, the term ‘Inactive Subscriber’ refers to someone who has chosen to continue...   Learn More >
  • An inbound link is a link that leads to your webpage. In SEO it is important to have lots of...   Learn More >
  • 'Incremental' is a common way of referring to things that only happened because of marketing...   Learn More >
  • What is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
  • A metric used when the goal of advertising is getting someone to install a piece of software...   Learn More >
  • Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • The total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • An operating system from Apple which included many updates around privacy. For digital...   Learn More >
  • What is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >

  • k

  • KPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >
  • KPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >

  • l

  • When data is collected under lab conditions. For example, when testing page loading speed, Lab...   Learn More >
  • The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • The time between a user action (such as a click) and the corresponding reaction on a webpage...   Learn More >
  • A potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • LTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >
  • LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • A "Like" is a social media term, meaning when a user clicks a button to show they like or...   Learn More >
  • The rate at which a site gets new inbound links, usually measured as the number of linking...   Learn More >
  • A long click is when a user clicks on a site on a search engine, then doesn't make that search...   Learn More >
  • The Long Tail refers to the vast majority of websites that get comparatively little traffic, but...   Learn More >
  • Loyalty Rate is the percentage of users that visited a website or app, that also visited in the...   Learn More >
  • LTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >
  • LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • The ratio of lifetime value to customer acquisition cost. This is a way of measuring whether the...   Learn More >

  • m

  • A marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
  • A metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • MER stands for Media Efficiency Ratio. MER is a metric that shows you how much you get back...   Learn More >
  • MER stands for Media Efficiency Ratio. MER is a metric that shows you how much you get back...   Learn More >
  • Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • Month-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • A metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • MRR stands for Monthly Recurring Revenue. It is the predictable amount of revenue a business...   Learn More >
  • Month-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • An acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • MRR stands for Monthly Recurring Revenue. It is the predictable amount of revenue a business...   Learn More >
  • An acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >

  • n

  • New Cost Per Acquisition. The amount it costs for sales (or actions) from new customers. A...   Learn More >
  • Net Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >
  • New Cost Per Acquisition. The amount it costs for sales (or actions) from new customers. A...   Learn More >
  • What is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • What is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • Non-Organic Traffic means traffic that has been paid for. This would include users on a site who...   Learn More >
  • Non-Session Data is information that cannot be gleaned from a user by their usage of a site....   Learn More >
  • Net Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >

  • o

  • Open Rate is the percentage of people who were sent an email who opened it. It is one of the...   Learn More >
  • An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • ‘Opt-in’ or ‘Opting in’ means requiring a user to make an active, positive choice to increase...   Learn More >
  • Organic Search refers to non-paid-for traffic which comes to a website from a search engine.
  • Organic traffic means website traffic that is not paid for - ie users finding your site through...   Learn More >
  • An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • When an ad delivers too many impressions/clicks/conversions etc.

  • p

  • Also known as a page view, a page impression is a digital marketing metric that counts each time...   Learn More >
  • What does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • Page Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
  • Pages Per Session is a website analytics metric which means the number average number of web...   Learn More >
  • A page view is a metric for how many times a webpage is loaded.
  • Paid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
  • Passives is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • A Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Promoters is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >

  • q

  • Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
  • Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
  • Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
  • Quarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • Qualified Leads are leads that are likely to become sales, as they have had some secondary test...   Learn More >
  • Qualitative means the qualities of something that cannot be measured. For example, if you think...   Learn More >
  • A version of the Quality Score metric that Yahoo! used.
  • Quality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
  • Quantitative means the qualities of something that can be measured. For example, if an ad has a...   Learn More >
  • A quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
  • Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
  • Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
  • Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
  • Quarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • A quartile is a statistical term that means the quarter in which something statistically...   Learn More >
  • Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • A query is any request for information. For example, a search in a search engine is a query, as...   Learn More >

  • r

  • Reach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • When something occurs in Real-Time, that means it is actually occurring at the speed of life, as...   Learn More >
  • Recency is a metric that refers to how long it's been since a user has done something, and is...   Learn More >
  • Referral Traffic is traffic from a link on another website (not including search or social media...   Learn More >
  • A referrer means a site or service which has a link to your site. Can be used as a dimension in...   Learn More >
  • What is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >
  • In Google Analytics Internal Search report, this is how many times someone viewed a search...   Learn More >
  • What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • The total amount of money taken in by a person or company, before any expenses (such as taxes...   Learn More >
  • What does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • What is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >

  • s

  • In Google Analytics Internal Search report, this is the percent of sessions where someone left...   Learn More >
  • The actual words used in a search engine by a user. Contrasts to keywords, which are groups of...   Learn More >
  • Search Ranking refers to how high up in search results a website appears for a certain term on...   Learn More >
  • In Google Analytics Internal Search report, this is the percentage of searches where someone...   Learn More >
  • Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • A feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
  • A session is from when a user logs on to a website to when they leave. It is a metric used by...   Learn More >
  • Session Duration is a website analytics metric that means how long on average a user spends on a...   Learn More >
  • Sharing is a term mostly used in social media that is a softer way to talk about posting...   Learn More >
  • Share of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • A general term for the speed at which a site loads. Site speed can be broken down into multiple...   Learn More >
  • The process of monitoring social channels for people talking about your brand or things related...   Learn More >
  • In Email Marketing, Soft-Bounces refer to what are usually temporary issues – the recipient...   Learn More >
  • Share of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • A way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
  • A subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • This is the name for a person or group of people who have voluntarily decided to become notified...   Learn More >
  • Marketing that collects and uses a surprising amount of data to target people. A terrifying and...   Learn More >

  • t

  • ? means change or difference,and is used in digital marketing to discuss either the rate of...   Learn More >
  • Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • In Google Analytics Internal Search report, the amount of time a user spends on the site after a...   Learn More >
  • A measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • In Google Analytics Internal Search report, Total Unique Searches is a count of the number of...   Learn More >
  • A hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
  • Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • A measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • Twitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >

  • u

  • When an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
  • The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • A person using a computer. Different to a User in that the term “Unique Users” only includes...   Learn More >
  • An unqualified lead is one that has been gathered, but no further testing has been done to...   Learn More >
  • When someone unsubscribes from something, it means they have decided they no longer want to...   Learn More >
  • In email marketing, the unsubscribe rate means the percentage of your users who are choosing to...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • A user is the analytics term for a person using a computer. Different to a Unique User in...   Learn More >
  • User experience testing is the process of making sure that users have the best experience...   Learn More >
  • A user interaction is often what advertisers are interested in gaining from their adverts. What...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >

  • v

  • What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • Viewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
  • What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • View-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
  • A View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >

  • w

  • A new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
  • Week-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • An acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
  • Week-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • An acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >

  • y

  • Year-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • Year To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >
  • Yield in online advertising is a generic metric term. It kind of means "the amount you got out...   Learn More >
  • Year-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • Year To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >

 

Back: Digital Marketing Analytics