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.

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• %

• % Search ExitsIn Google Analytics Internal Search report, this is the percent of sessions where someone left...   Learn More >
• % Search RefinementsIn Google Analytics Internal Search report, this is the percentage of searches where someone...   Learn More >

• 2

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

• 3

• 3rd Party Cookies
  Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >

• a

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

• b

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

• c

• CACThe amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
• Call TrackingWhat Is Call Tracking? Call Tracking in digital marketing is the process of attributing phone...   Learn More >
• Cart-To-Detail RateCart-To-Detail Rate is a metric in Google Analytics (when using the enhanced eCommerce module)...   Learn More >
• ClickWhat is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
• Click-ThroughCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
• Click-Through RateWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
• Click-Through RateCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
• Click-To-Open RateCTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
• Close RateClose Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
• CLSCumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
• Completion RateCompletion Rate is a metric meaning the percentage of people who completed a task, out of those...   Learn More >
• ConsumptionA consumption is a metric Facebook uses, which basically means the number of clicks on any of...   Learn More >
• ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion PixelWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion RateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion Rate OptimisationConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
• Conversion Rate OptimisationWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion Rate OptimisationThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Conversion Rate OptimisationThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• ConvertedIn online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
• Core Web VitalsCore Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
• CostCost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
• Cost Per ClickWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• Cost Per Completed ViewCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
• Cost Per ResultFacebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
• CPCWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• CPCVWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• CPCVCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
• CRThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• CROConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
• Cross-Device ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Cross-Device ConversionA way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
• CTCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
• CTORCTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
• CTRWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
• CTRCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
• Cumulative Layout ShiftCumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
• Customer Acquisition CostThe amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
• CWVCore Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >

• d

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

• e

• EARLA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
• Earnings Per Thousand VisitorsEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
• eCommerceeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• eCommerce ConversionAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
• eCommerce ConversioneCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce Conversion RateThe conversion rate of online sales (as opposed to other types of conversions).
• eCommerce Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• eCommerce Conversion RateeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce Conversion RateAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
• ecommerce conversion rateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• eCPEEffective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
• eCPMeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
• Effective Cost Per EngagementEffective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
• Effective Cost Per ThousandeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
• EfficacyEfficacy means somethings ability to produce the intended result. In online advertising, it is...   Learn More >
• Email Bounce RateThe term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
• Email Bounce RateWhat does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
• Email Bounce RateEmail Bounce Rate is the percentage of emails sent which weren't delivered. In general terms -...   Learn More >
• EngagementAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Enhanced Tracking ProtectionThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
• EPMVEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
• EREngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Estimated Ad Recall LiftA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
• ETPThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
• Exit RateExit Rate is the percentage of users who left a website after visiting a specific webpage. It...   Learn More >

• f

• Facebook AnalyticsFacebook's website analytics program (similar to Google Analytics) that was officially retired...   Learn More >
• Facebook Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Facebook Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Federated Learning of CohortsFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
• FIDFirst Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
• Field DataField Data is data that is collected from real users rather than from a lab. Google is now using...   Learn More >
• Fill RateWhat does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
• First Input DelayFirst Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
• First Time Impression RatioWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• First Time Impression RatioFirst Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
• FLoCFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
• Follow RatioWhat does Follow Ratio mean? Follow Ratio is the number of followers compared to the number of...   Learn More >
• FrequencyWhat does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
• frequency capWhat does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >

• g

• GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• GA4Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
• Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
• Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• Google Analytics 4Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
• Google ChromeGoogle Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
• Google Data StudioGoogle Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
• Google Search ConsoleThe new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
• Google Tag ManagerGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
• GSCThe new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
• GTMGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >

• h

• Half-LifeIn digital marketing, half-life is defined as the time it takes for a piece of content to...   Learn More >
• Hard-BounceHard bounces in email marketing refer to when you try to email someone, and their email address...   Learn More >
• Hard-BounceThe term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
• HitHit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >

• i

• IEMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
• ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression CapWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression CapA time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
• Impression RPMWhat does Impression RPM mean? Impression RPM is the amount of revenue paid per 1,000...   Learn More >
• Impression RPMWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression ShareWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Impression ShareImpression Share is a metric in Google Ads. It is the percentage of impressions that your ads...   Learn More >
• Inactive SubscriberIn email marketing, the term ‘Inactive Subscriber’ refers to someone who has chosen to continue...   Learn More >
• Inbound LinkAn inbound link is a link that leads to your webpage. In SEO it is important to have lots of...   Learn More >
• Instagram Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Instagram Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Install RateWhat is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
• InstallsA metric used when the goal of advertising is getting someone to install a piece of software...   Learn More >
• Internet ExplorerMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
• InventoryThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
• Inventory ForecastingThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
• Inventory ManagementThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
• iOS14An operating system from Apple which included many updates around privacy. For digital...   Learn More >
• IRWhat is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >

• k

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

• l

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

• m

• Marketing ChannelA marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
• MAUA metric that social networks use to describe how many people are using their site. The point of...   Learn More >
• Media Efficiency RatioMER stands for Media Efficient Ratio. MER is a metric that shows you how much you get back from...   Learn More >
• MERMER stands for Media Efficient Ratio. MER is a metric that shows you how much you get back from...   Learn More >
• MetricsMetrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
• MoMMonth-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
• Month To DateAn acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
• Month-on-MonthMonth-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
• Monthly Active UsersA metric that social networks use to describe how many people are using their site. The point of...   Learn More >
• Monthly Recurring RevenueMRR stands for Monthly Recurring Revenue. The predictable amount of revenue a business receives...   Learn More >
• MRRMRR stands for Monthly Recurring Revenue. The predictable amount of revenue a business receives...   Learn More >
• MTDAn acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
• Multi-Touch AttributionSometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >

• n

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

• o

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

• p

• Page ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Page ImpressionAlso known as a page view, a page impression is a digital marketing metric that counts each time...   Learn More >
• Page RPMWhat does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
• Page SpeedPage Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
• Page ViewA page view is a metric for how many times a webpage is loaded.
• Pages Per SessionPages Per Session is a website analytics metric which means the number average number of web...   Learn More >
• Paid MediaPaid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
• PassivesPassives is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
• Post Impression WindowWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Post-Click ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Post-Click ConversionA Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
• Post-Click WindowThe Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
• Post-Impression ConversionA Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
• Post-Impression ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Post-Impression ConversionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Post-Impression WindowThe Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
• PromotersPromoters is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >

• q

• Q1Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
• Q2
  Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
• Q3Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
• Q4Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
• QOQQuarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
• QPSQueries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
• Qualified LeadsQualified Leads are leads that are likely to become sales, as they have had some secondary test...   Learn More >
• QualitativeQualitative means the qualities of something that cannot be measured. For example, if you think...   Learn More >
• Quality IndexA version of the Quality Score metric that Yahoo! used.
• Quality ScoreQuality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
• QuantitativeQuantitative means the qualities of something that can be measured. For example, if an ad has a...   Learn More >
• QuarterA quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
• Quarter 1Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
• Quarter 2Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
• Quarter 3Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
• Quarter 4Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
• Quarter-on-QuarterQuarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
• QuartileA quartile is a statistical term that means the quarter in which something statistically...   Learn More >
• Queries Per SecondQueries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
• QueryA query is any request for information. For example, a search in a search engine is a query, as...   Learn More >

• r

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

• s

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

• t

• The Delta? means change or difference,and is used in digital marketing to discuss either the rate of...   Learn More >
• Third-Party CookiesCookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
• Time after SearchIn Google Analytics Internal Search report, the amount of time a user spends on the site after a...   Learn More >
• Time to InteractiveA measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
• Total Unique SearchesIn Google Analytics Internal Search report, Total Unique Searches is a count of the number of...   Learn More >
• Tracking LinksA hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
• TrafficTraffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
• Troubleshooting
  The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
• TTIA measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
• Twitter Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Twitter Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Twitter Engagement RateTwitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >

• u

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

• v

• Value For MoneyWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• VfMWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• VIWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
• View-ThroughView-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
• View-Through ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• View-Through ConversionA View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
• view-through conversion rateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• View-Through Conversion RateWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• View-Through Conversion RateView-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
• View-Through RateWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
• ViewabilityViewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
• Viewability RateWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
• Viewable ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Viewable ImpressionWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
• VRWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
• VTRWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >

• w

• Website Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Website Engagement RateAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Website Engagement RateA new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
• Week To DateAn acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
• Week-on-WeekWeek-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
• WoWWeek-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
• WTDAn acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >

• y

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

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