Bounce Rate: Single page view visits divided by entry pages. For example, when a visitor visits a web site, views a single page, and leaves the site, this visit will have a bounce rate of 100.
Call to Action: A Call To Action, or CTA, is a term used to describe a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. It is an essential part of inbound marketing as well as permission marketing in that it actively strives to convert a user into a lead and later into a customer. The main goal of a CTA is a click or a scan in the case of a qr code, and its success can be measured via a conversion rate formula that calculates the times the CTA was seen over the amount of clicks. Another way to test the effectiveness of a CTA is using a/b testing where several graphics are presented to a user and the graphic with highest success rate becomes the default.
Click-through: Number of times a link was clicked by a visitor.
Click-through rate (CTR): The number of click-throughs for a specific link divided by the number of times that link was viewed.
Confirmed Opt-in: A method of getting permission to send email campaigns. Confirmed opt-in requires the subscriber to respond to a confirmation email, either by clicking on a confirmation link, or by replying to the email to confirm their subscription. Only those subscribers who take this additional step are added to your list.
Content Marketing: Content marketing is the creation of unique content and re-purposing in blog posts, white papers, e-books, webinars, success stories, FAQs, etc. to generate leads and move prospects through the sales funnel. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.
Conversion: A visitor completing a target action. Typically a landing pages contain a Call to Action (CTA). When a visitor views a landing page and completes a target action such as registering for a newsletter or signing up for a webinar, it is called a conversion.
Conversion Rate: The number or percentage of recipients who respond to your call-to-action for a certain internet marketing campaign. This is the measure of your campaign’s success. You may measure conversion in sales, phone calls, appointments etc.
Customer Lifecycle Analysis: Page views, clicks and other events (such as API calls, access to third-party services, etc.) are all tied to an individual visitor instead of being stored as separate data points. Connecting all the data points into a marketing funnel can offer additional insights into visitor behavior and website optimization.
E-book: An electronic book is a publication in digital form, consisting of text, images, or both, and produced on, published through, and readable on computers or other e-book readers such as the Amazon Kindle or the Apple Ipad. Usually, e-books are downloadable and viewable using a program like the Adobe Reader.
E-mail Marketing: Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
Entry Page: The first page of a visit.
Event: Any logged or recorded action that has a specific date and time assigned to it by either the browser or server.
Exit Page: The last page on a site accessed during a visit, signifying the end of a visit/session.
External Referrer: The external referrer is a page URL where the traffic is external or outside of the website or a web-property defined by the user.
Integrated Marketing Intelligence Tools: Tools that help visualize, aggregate, and correlate the data from different marketing channels, both online and offline. Leveraging these insights can improve marketing resource allocation and ROI.
Internal Referrer: The internal referrer is a page URL that is internal to the website or a web-property within the website as defined by the user.
Internet Marketing: Internet marketing is referred to as the marketing of products or services over the Internet. It ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales.
Keyword Research: Keyword research is a practice used by search engine optimization professionals to find and research actual search terms people enter into the search engines when conducting a search. Search engine optimization professionals research keywords in order to achieve better rankings in their desired keywords.
Landing Page: A web page that is linked to your internet marketing campaign to provide additional information directly related to products or services promoted in the campaign.
Lead Generation: Lead generation is a marketing tool used to generate consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes – list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.
Marketing Automation Software: Automates and coordinates marketing activities customer segmentation, customer data integration (CDI), and campaign management across any number of channels and enables marketing organizations to manage and streamline the entire marketing process.
Marketing Qualified Lead (MQL): When a lead enters the sales and marketing funnel, it gets an initial score based on its profile data such as company size, industry, role of lead, frequency of visits, specific pages visited, etc. Once the Lead Score reaches a certain threshold, the lead is called a Marketing Qualified Lead (MQL) and is transfered to sales.
New Visitor: The number of Unique Visitors with activity including a first-ever Visit to a site during a reporting period.
Open Rate: The percentage of e-mails opened in any given e-mail marketing campaign.
Original Referrer: The original referrer is the first referrer in a visitor’s first session, whether internal, external or null.
Page: A page is an analyst definable unit of content.
Page Views: The number of times a page (an analyst-definable unit of content) was viewed.
Page Views per Visit: The number of page views in a reporting period divided by number of visits in the same reporting period.
Page Exit Ratio: Number of exits from a page divided by total number of page views of that page.
Podcast: A podcast is a type of digital media consisting of an episodic series of audio files subscribed to and downloaded through web syndication or streamed online to a computer or mobile device. Podcasts are often listened to on portable media players such as the Apple Ipod.
Referrer: The referrer is the page URL that originally generated the request for the current page view or object.
Repeat Visitor: The number of Unique Visitors with activity consisting of two or more Visits to a site during a reporting period.
Return Visitor: The number of Unique Visitors with activity consisting of a Visit to a site during a reporting period and where the Unique Visitor also Visited the site prior to the reporting period.
Sales Accepted Lead (SAL): If a Marketing Qualified Lead (MQL) is accepted by sales, it becomes Sales Accepted Lead (SAL).
Sales/Channel Enablement: Sales/Channel enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.
Sales Qualified Lead (SQL): If a lead becomes an opportunity after accepted by sales, it becomes Sales Qualified Lead that can be won or lost.
Search Engine Optimization: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.
Search Marketing: It is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion. Search engine optimization (SEO) “optimizes” website content to achieve a higher ranking in search results, for example, by incorporating specific keywords or links associated with the website. Depending on the context, SEM can be an umbrella term for various means of marketing a website including SEO, or it may contrast with SEO, focusing on just paid components.
Search Referrer: The search referrer is an internal or external referrer for which the URL has been generated by a search function.
Single-Page Visits: Visits that consist of one page regardless of the number of times the page was viewed.
Single Page View Visits (Bounces): Visits that consist of one page-view.
Social Media: It refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”
Unique Visitors: The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period.
Visits/Sessions: A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate.
Visit Duration: The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session.
Visit Referrer: The visit referrer is the first referrer in a session, whether internal, external or null.
Web Analytics: Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Web Design: Web design is the process of planning and creating a website. Text, images, digital media and interactive elements are used by web designers to produce the page seen on the web browser. As a whole, the process of web design can include conceptualization, planning, producing, post-production, research, advertising.
Webinar: An interactive seminar conducted via the internet. A powerful content marketing tool, webinars are scheduled and conducted using applications such as GoToWebinar or Webex which offer features such as real-time questions and answers, participant chat, and surveys. They can be recorded for viewing later.
Website: A website is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address known as a Uniform Resource Locator. All publicly accessible websites collectively constitute the World Wide Web.
Acknowledgement – Some of the definitions for terms in this glossary have been adapted from the Digital Analytics Association and Wikipedia.