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 Exits
    In Google Analytics Internal Search report, this is the percent of sessions where someone left...   Learn More >
  • % Search Refinements
    In Google Analytics Internal Search report, this is the percentage of searches where someone...   Learn More >
  • 2nd Order Link
    A 2nd Order Link is when you post something (on your blog, social media etc), then someone reads...   Learn More >
  • 3rd Party Cookies
    Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • Abandoned Cart
    When someone adds something to their shopping cart on a website that sells things but then...   Learn More >
  • Acquisition
    In online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Active View
    Active View is how Google AdSense measures Viewable Impressions. An Active View Viewable...   Learn More >
  • Ad Call
    What does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • Ad Impression
    What 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 Model
    An ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
  • Ad Rank
    Ad Rank is a metric used by Google to decide the positioning of an ad for different keywords on...   Learn More >
  • Analytics
    The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics Platform
    A provider of website analytics such as Google Analytics.
  • API
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • Application for Programming Interface
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • Attribution
    The process of relating sales or conversions to advertising activities – either post-click or...   Learn More >
  • Avg. Search Depth
    In Google Analytics Internal Search report, this is the number of pages a user views after doing...   Learn More >
  • Backlink
    A 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 Segmentation
    Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Benchmark
    A benchmark is a statistical point of interest used for comparison. They are usually expressed...   Learn More >
  • Bounce
    The term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • Bounce Rate
    What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BR
    What does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • Brand Awareness
    Brand Awareness generally means how memorable a brand is under different conditions. It is...   Learn More >
  • BTDR
    Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • Buy-To-Detail Rate
    Buy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • Call Tracking
    What Is Call Tracking? Call Tracking in digital marketing is the process of attributing phone...   Learn More >
  • Cart-To-Detail Rate
    Cart-To-Detail Rate is a metric in Google Analytics (when using the enhanced eCommerce module)...   Learn More >
  • Click
    What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Click-Through
    CT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • Click-Through Rate
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Click-To-Open Rate
    CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • Close Rate
    Close Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
  • CLS
    Cumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • Completion Rate
    Completion Rate is a metric meaning the percentage of people who completed a task, out of those...   Learn More >
  • Consumption
    A consumption is a metric Facebook uses, which basically means the number of clicks on any of...   Learn More >
  • Conversion
    What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion Rate
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate Optimisation
    Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Converted
    In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • Core Web Vitals
    Core Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
  • Cost
    Cost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • Cost Per Click
    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
    Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • Cost Per Result
    Facebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
  • CPC
    What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • CPCV
    Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • CR
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • CRO
    Conversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Cross-Device Conversion
    A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CT
    CT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • CTOR
    CTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • CTR
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Cumulative Layout Shift
    Cumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • CWV
    Core Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
  • Dark Traffic
    Dark Traffic means traffic where the referrer is unknown. It includes links from secure sites...   Learn More >
  • Data Management Platform
    A way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • Dayparting
    Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • Demographic Segmentation
    Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Demographics
    Demographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • Detractors
    Detractors is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Discrepancy
    Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • DMP
    A way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • DOM Ready Time
    The amount of time it takes for a browser to actually receive the HTML code (pre-loading the page).
  • Downweight
    Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • EARL
    A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • Earnings Per Thousand Visitors
    Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • eCommerce
    eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce Conversion
    An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion Rate
    The conversion rate of online sales (as opposed to other types of conversions).
  • eCPE
    Effective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • eCPM
    eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Effective Cost Per Engagement
    Effective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • Effective Cost Per Thousand
    eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Efficacy
    Efficacy means somethings ability to produce the intended result. In online advertising, it is...   Learn More >
  • Email Bounce Rate
    Email Bounce Rate is the percentage of emails sent which weren't delivered. In general terms -...   Learn More >
  • End of Week
    A way to describe when stats are taken ("these are our EOW sales"), or when something should be...   Learn More >
  • Engagement
    An Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement Rate
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Enhanced Tracking Protection
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • EOW
    A way to describe when stats are taken ("these are our EOW sales"), or when something should be...   Learn More >
  • EPMV
    Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • ER
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Estimated Ad Recall Lift
    A metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • ETP
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Exit Rate
    Exit Rate is the percentage of users who left a website after visiting a specific webpage. It...   Learn More >
  • Facebook Analytics
    Facebook's website analytics program (similar to Google Analytics) that was officially retired...   Learn More >
  • Facebook Engagement Rate
    Facebook Engagement Rate Versus Standard Engagement Rate Engagement rate, in general, is...   Learn More >
  • Federated Learning of Cohorts
    FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • FID
    First Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
  • Field Data
    Field Data is data that is collected from real users rather than from a lab. Google is now using...   Learn More >
  • Fill Rate
    What does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
  • First Input Delay
    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
    First Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
  • FLoC
    FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • Follow Ratio
    What does Follow Ratio mean? Follow Ratio is the number of followers compared to the number of...   Learn More >
  • Frequency
    What does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
  • GA
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • GA4
    Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • Geo-Targeting
    In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google Analytics
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Analytics 4
    Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • Google Chrome
    Google Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
  • Google Data Studio
    Google Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
  • Google Search Console
    The new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • Google Tag Manager
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • GSC
    The new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • GTM
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Half-Life
    In digital marketing, half-life is defined as the time it takes for a piece of content to...   Learn More >
  • Hard-Bounce
    Hard bounces in email marketing refer to when you try to email someone, and their email address...   Learn More >
  • Hit
    Hit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >
  • IE
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Impression
    What does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Impression Cap
    A time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Impression RPM
    What does Impression RPM mean? Impression RPM is the amount of revenue paid per 1,000...   Learn More >
  • Impression Share
    Impression Share is a metric in Google Ads. It is the percentage of impressions that your ads...   Learn More >
  • Inactive Subscriber
    In email marketing, the term ‘Inactive Subscriber’ refers to someone who has chosen to continue...   Learn More >
  • Inbound Link
    An inbound link is a link that leads to your webpage. In SEO it is important to have lots of...   Learn More >
  • Install Rate
    What is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
  • Installs
    A metric used when the goal of advertising is getting someone to install a piece of software...   Learn More >
  • Internet Explorer
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Inventory
    The total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • iOS14
    An operating system from Apple which included many updates around privacy. For digital...   Learn More >
  • IR
    What is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
  • Key Performance Indicator
    KPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >
  • KPI
    KPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >
  • Lab Data
    When data is collected under lab conditions. For example, when testing page loading speed, Lab...   Learn More >
  • Landing Page
    The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Last Click
    Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • Latency
    The time between a user action (such as a click) and the corresponding reaction on a webpage...   Learn More >
  • Lead
    A potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • Lifetime Value
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • Likes
    A "Like" is a social media term, meaning when a user clicks a button to show they like or...   Learn More >
  • Link Velocity
    The rate at which a site gets new inbound links, usually measured as the number of linking...   Learn More >
  • Long Click
    A long click is when a user clicks on a site on a search engine, then doesn't make that search...   Learn More >
  • Long-Tail
    The Long Tail refers to the vast majority of websites that get comparatively little traffic, but...   Learn More >
  • LTV
    LTV (often called Customer Lifetime Value or CLTV) is an attempt at predicting the amount of...   Learn More >
  • LTV:CAC
    The ratio of lifetime value to customer acquisition cost. This is a way of measuring whether the...   Learn More >
  • Marketing Channel
    A marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
  • MAU
    A metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • Metrics
    Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • MoM
    Month-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • Month To Date
    An acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • Month-on-Month
    Month-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • Monthly Active Users
    A metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • MTD
    An acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • Multi-Touch Attribution
    Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • Net Promoter Score
    Net Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >
  • NHT
    What is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • Non-Human Traffic
    What is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • Non-Organic Traffic
    Non-Organic Traffic means traffic that has been paid for. This would include users on a site who...   Learn More >
  • Non-Session Data
    Non-Session Data is information that cannot be gleaned from a user by their usage of a site....   Learn More >
  • NPS
    Net Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >
  • Open Rate
    Open Rate is the percentage of people who were sent an email who opened it. It is one of the...   Learn More >
  • Operating System
    An 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 >
  • Optimising
    What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • Organic Search
    Organic Search refers to non-paid-for traffic which comes to a website from a search engine.
  • Organic Traffic
    Organic traffic means website traffic that is not paid for - ie users finding your site through...   Learn More >
  • OS
    An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Overdelivery
    When an ad delivers too many impressions/clicks/conversions etc.
  • Page Impression
    Also known as a page view, a page impression is a digital marketing metric that counts each time...   Learn More >
  • Page RPM
    What does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • Page Speed
    Page Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
  • Page View
    A page view is a metric for how many times a webpage is loaded.
  • Pages Per Session
    Pages Per Session is a website analytics metric which means the number average number of web...   Learn More >
  • Paid Media
    Paid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
  • Passives
    Passives is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Post-Click Conversion
    A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click Window
    The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression Conversion
    A Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression Window
    The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Promoters
    Promoters is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Q1
    Q1 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 >
  • Q3
    Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Q4
    Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
  • QOQ
    Quarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • QPS
    Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • Qualified Leads
    Qualified Leads are leads that are likely to become sales, as they have had some secondary test...   Learn More >
  • Qualitative
    Qualitative means the qualities of something that cannot be measured. For example, if you think...   Learn More >
  • Quality Index
    A version of the Quality Score metric that Yahoo! used.
  • Quality Score
    Quality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
  • Quantitative
    Quantitative means the qualities of something that can be measured. For example, if an ad has a...   Learn More >
  • Quarter
    A quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
  • Quarter 1
    Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
  • Quarter 2
    Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
  • Quarter 3
    Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Quarter 4
    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
    Quarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • Quartile
    A quartile is a statistical term that means the quarter in which something statistically...   Learn More >
  • Queries Per Second
    Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • Query
    A query is any request for information. For example, a search in a search engine is a query, as...   Learn More >
  • Reach
    Reach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • Real-Time
    When something occurs in Real-Time, that means it is actually occurring at the speed of life, as...   Learn More >
  • Recency
    Recency is a metric that refers to how long it's been since a user has done something, and is...   Learn More >
  • Referral Traffic
    Referral Traffic is traffic from a link on another website (not including search or social media...   Learn More >
  • Referrer
    A referrer means a site or service which has a link to your site. Can be used as a dimension in...   Learn More >
  • Response Rate
    What is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >
  • Results Pageviews / Search
    In Google Analytics Internal Search report, this is how many times someone viewed a search...   Learn More >
  • Return On Ad Spend
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • Return On Investment
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • Revenue
    The total amount of money taken in by a person or company, before any expenses (such as taxes...   Learn More >
  • Revenue Per Thousand Pages
    What does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • ROAS
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • ROI
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RR
    What is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >
  • Search Query
    The actual words used in a search engine by a user. Contrasts to keywords, which are groups of...   Learn More >
  • Search Ranking
    Search Ranking refers to how high up in search results a website appears for a certain term on...   Learn More >
  • Segmentation
    Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • Sentiment
    A feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
  • Session
    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
    Session Duration is a website analytics metric that means how long on average a user spends on a...   Learn More >
  • Share
    Sharing is a term mostly used in social media that is a softer way to talk about posting...   Learn More >
  • Share of Voice
    Share of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • Site Speed
    A general term for the speed at which a site loads. Site speed can be broken down into multiple...   Learn More >
  • Social Listening
    The process of monitoring social channels for people talking about your brand or things related...   Learn More >
  • Soft-Bounce
    In Email Marketing, Soft-Bounces refer to what are usually temporary issues – the recipient...   Learn More >
  • SOV
    Share of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • Split Testing
    A way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
  • Subdomain
    A subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • Subscriber
    This is the name for a person or group of people who have voluntarily decided to become notified...   Learn More >
  • Third-Party Cookies
    Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • Time after Search
    In Google Analytics Internal Search report, the amount of time a user spends on the site after a...   Learn More >
  • Time to Interactive (TTI)
    A measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • Total Unique Searches
    In Google Analytics Internal Search report, Total Unique Searches is a count of the number of...   Learn More >
  • Tracking Links
    A hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
  • Traffic
    Traffic 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 >
  • TTI
    A measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • Twitter Engagement Rate
    Twitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >
  • Underdelivery
    When an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
  • Uniform Resource Locator
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • Unique User
    A person using a computer. Different to a User in that the term “Unique Users” only includes...   Learn More >
  • Unqualified Lead
    An unqualified lead is one that has been gathered, but no further testing has been done to...   Learn More >
  • Unsubscribe
    When someone unsubscribes from something, it means they have decided they no longer want to...   Learn More >
  • Unsubscribe Rate
    In email marketing, the unsubscribe rate means the percentage of your users who are choosing to...   Learn More >
  • Urchin Tracking Module
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URL
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • User
    A user is the analytics term for a person using a computer. Different to a Unique User in...   Learn More >
  • User Experience Testing
    User experience testing is the process of making sure that users have the best experience...   Learn More >
  • User Interaction
    A user interaction is often what advertisers are interested in gaining from their adverts. What...   Learn More >
  • UTM
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • Value For Money
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VfM
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VI
    What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • View-Through
    View-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
  • View-Through Conversion
    A View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion Rate
    View-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • View-Through Rate
    What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • Viewability
    Viewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
  • Viewability Rate
    What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • Viewable Impression
    What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • VR
    What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • VTR
    What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • Website Engagement Rate
    A new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
  • Week To Date
    An acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
  • Week-on-Week
    Week-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • WoW
    Week-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • WTD
    An acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
  • Year To Date
    Year To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >
  • Year-on-Year
    Year-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • Yield
    Yield in online advertising is a generic metric term. It kind of means "the amount you got out...   Learn More >
  • YoY
    Year-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • YTD
    Year To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >

 

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