WEB ANALYTICS

A/B Split testing is a type of online experiment commonly used by marketers to analyse customer behaviour and to measure the effectiveness of their marketing initiatives such as website design or email campaigns. The aim is to identify which version of a website, web page, email or advertisement results in the desired outcome as closely as possible.

Abandonment rate is a term used in marketing to measure how successful an engagement or experience is. It is essentially a metric that measures the percentage of customers who do not complete an action or process, such as making a purchase or abandoning a website visit.

Average Position (AP) is a metric used to measure the performance of digital marketing campaigns. It reflects the average rank of ads in relation to their competitors' ads.

Website Bounce occurs when a visitor lands on a page and leaves without engaging with any other page on the website; this is also known as ‘bounce rate’. It is basically a measure of how many visitors to a website leave the site after only viewing a single page.

Bounce rate is a metric used to measure the effectiveness of website content and its ability to keep visitors engaged. It is usually expressed as a percentage, and is determined by dividing the total number of visitors who leave a website after only viewing one page, by the total number of visitors to the site.

Click paths (also known as clickstreams or clickstream analytics) refer to the sequences of online actions (clicks) taken by a user navigating a site, or sequence of sites, including the links and screens they visit, the duration of their visit and the area they explore most. By analysing click paths, it's possible to discover how users interact with a digital platform (such as a website or an app) and then use that data to optimise user experiences, personalise offers and/or target marketing campaigns.

Click tracking is the process of tracking click-throughs from a digital advertisement or link, allowing advertisers and marketers to gain valuable insights into how users interact with their content. This technology allows marketers to better understand user behaviour, making it easier to optimise campaigns and achieve their desired outcomes.

Clickthrough rate (abbreviated to CTR) is an internet marketing metric used to track the effectiveness of a marketing campaign. It measures how many clicks a customer takes on an advertisement before taking a desired action, such as purchasing a product or subscribing to a newsletter.

Conversion in marketing terms is the term used to describe the process of converting the interest or intent of a potential customer into ongoing interaction and customer loyalty. In other words, it is the process of turning a customer’s interest in a product or service into an actual sale.

A Conversion funnel is a series of interactions a customer has with your business online, from the point of awareness to the final purchase. It’s the path a customer takes towards a desired action, like buying a product, signing up for a newsletter, or entering an email address.

Conversion optimisation is the term used to describe methods to improve the conversion of a company’s online traffic into customers. It focuses on improving the performance of a website to increase the rate of visitors who embark on a desired action such as buying a product or filling out a contact form.

A ‘Conversion path’ is a term used in marketing to describe the chain of events which lead a potential customer from discovering a service or product to completing a desired action. It is a necessary part of understanding how successful a marketing campaign might be and is key to monitoring customer behaviour.

Conversion rate is a term used in marketing, and it refers to the percentage of visitors to your website or other online platform that go on to complete a desired action such as making a purchase, signing up for a newsletter or downloading an app or other product. Conversion rate is a powerful metric for understanding the effectiveness of your marketing efforts and campaigns.

Cost Per Acquisition (CPA) is a marketing term used to describe the cost associated with acquiring a new customer or action. It is a standard metric used by marketers to measure and evaluate their marketing campaigns, often in comparison to other campaigns.

CPC (Cost Per Click) is a type of digital advertising where payment is based upon each time an ad is clicked, rather than based on impressions (or the number of times an advertisement is viewed). It is a way for advertisers to control how much they pay for a given advertisement.

CPM stands for Cost Per Mille, or Cost Per Impression, and is a measure of the cost of advertising on a certain channel or platform. It is a metric used in online marketing, as it refers to how much it costs for an advertiser to reach a thousand people.

Conversion Rate Optimisation, or CRO for short, is a marketing process aimed at improving website performance and increasing customer conversions. It involves analysing website elements, such as design, usability and customer behaviour, to identify areas for optimization and improve the user experience.

Click Through Rate (CTR) is a metric used to measure the effectiveness of an online ad, campaign, or email. It is an important component of any digital marketing strategy and is used to gauge the success of any online advertising efforts.

Customer acquisition cost (CAC) is a metric commonly used in business to refer to the cost of convincing a consumer to purchase or use a company’s product or service. Also known as ‘customer acquisition cost’, CAC helps businesses measure how efficient their marketing and sales operations are and decide how to invest their resources.

Drop out rate is a term used in marketing to refer to the number of people who do not complete a process or activity. In other words, it is a measure of how many people are failing to complete a task or process.

Dwell time is an important marketing concept that is used to measure the amount of time a user spends on a web page. In simple terms, it refers to the amount of time someone spends engaging with a website before leaving it.

Earnings Per Click (EPC) is a metric used in online marketing or advertising that shows the potential income generated per click that an ad generates. It is presented as a ratio, figure, or percentage, and is useful in helping marketers measure the effectiveness of their campaigns.

An Exit page is the last page of a website that a user visits before leaving. It is also known as the last page viewed and the page-off.

A Frequency cap is an important tool that marketers use in order to prevent overexposure of their promotional materials, such as pay-per-click (PPC) ads, to the same users. It helps enhance and customize customer experience, as well as maintain brand loyalty.

GCLID (Google Click Identifier) is a unique code that Google assigns to each visitor and their corresponding click on a digital advertisement. This unique code helps marketers to track where the visitor came from, what ad they clicked on, and investigates post-click behavior, such as what pages the visitor went to and how long they stayed on each page.

Google Analytics is a powerful web analytics tool from Google which helps users understand their website visitors in ways that just wouldn’t be possible through manual data gathering methods. It tracks website user behaviour such as number of visitors, bounce rate, time spent on site and which pages are of most interest to site visitors.

A Heatmap is a visual representation of data that uses colour coding to represent different values. It is an effective tool for visually representing and understanding large amounts of data quickly and intuitively, and is commonly used by marketers to analyse user behaviour and performance metrics.

Impressions are a key metric used to measure the impact of a marketing campaign, as it shows how often your advertisement has been served to a particular audience. They indicate how many times an item has been seen or served, regardless of whether a recipient actually clicks on it or not.

Impression fraud (also known as domain spoofing) is a type of online advertising fraud that occurs when internet users are tricked into unknowingly viewing fraudulent online ads by deceptive techniques. The ads can be in the form of text, banner or display ads and can appear on almost any website, including social networking websites, search engine listings, or even your own website.

Impression Share, sometimes referred to as ‘IS’, is an important metric that marketers use to measure a campaign’s success, and to identify areas for improvement. In a nutshell, impression share is the amount of impressions you received versus the amount of impressions you were eligible to receive.

Indexed pages refer to the number of pages in a website that a search engine such as Google or Bing has included in its index. This means when someone searches for a particular term or phrase, the indexed pages of a website are the ones that appear in the search engine results page (SERP).

Key performance indicators (KPIs) are measures of how well an organisation is performing its tasks. They allow organisations to track progress towards their goals and give an indication of the overall performance of the business.

LTV:CAC (or Lifetime Value to Customer Acquisition Cost) is an important financial metric used by marketers to understand the profitability of an acquisition channel. It allows them to quantify the predicted return on their marketing spend and helps to inform decisions on which channels should be used to drive the maximum ROI.

A New visitor to a website can be described as an absolutely fresh website visitor - somebody who has never been on the website before. As any online business understands, new visitors to their website represent potential opportunities for conversion, whether that is sales, appointments, leads, or subscribing to a newsletter.

Page exit ratio is a key metric used in digital marketing to measure how successful a website or page is in engaging users and retaining their interest. It measures the percentage of website visitors who leave the page without taking any action or going further into the website.

Page views refers to the number of times a particular webpage has been viewed. It is a metric used to measure the effectiveness of internet marketing campaigns and the success of a website.

A ‘Return visitor’ is a customer who returns to a website or store and makes multiple purchases, visits or views. It is an important concept in marketing, as return visitors can often indicate loyalty and brand loyalty.

Sessions, sometimes also referred to as ‘session times’, is an essential concept in marketing, which until recently had become overlooked, but is now enjoying renewed focus. This article will provide a comprehensive overview, guide and guidelines for best practices with sessions.

Tracking is an essential tool for understanding your digital marketing activities and your customer engagement. Tracking allows you to measure how successful your campaigns are with customers, how different marketing activities convert into customers, or sales, and measure the results of your overall digital marketing activities.

Tracking code is a unique code used to track the performance of a website, advertising campaign or other online marketing activity. It is typically embedded into a website or other digital medium to monitor user activity on the website and to assess the impact of the digital campaigns.

Unique content is content that is original and has not been used elsewhere. It may be content that’s been written from scratch or content that’s been adapted or edited from existing material to make it unique.

Unique Visitors refer to a specific metric in web analytics and marketing, and it is used to measure the number of distinct individuals who have visited a specific site or page within a given period of time. It is important to understand the concept of unique visitors, as it helps to measure the popularity of a website and assess its success in engaging with an audience.

Visit duration is a measure of the amount of time customers spend on a particular website or webpage. It is also a metric that is used by businesses to measure the effectiveness of their online presence, as well as to track the user experience of their customers.

Visit referrer is a term used in digital marketing that defines the combination of methods used to bring potential customers to a website. It looks at the sources of traffic, the paths taken to reach the website and the behaviour of those visitors once they are on the site.

Visitor sessions, also known as user sessions, refer to the period of time a visitor is actively engaging on a website. During the session, a visitor carries out specified activities such as viewing pages, making purchases and signing up to receive notifications.

Web analytics is the process of analyzing and understanding how people interact with webpages, websites, and other web-based resources. It is the practice of making sense of all the data that is collected on any online asset, and then using that data to make decisions and optimize the performance of a website.

Website Analytics can be defined as the analysis, measurement, and interpretation of quantitative data regarding visitors to a website. It is a key tool that provides insight into website performance, user experience, and more generally, the effectiveness of a website’s marketing and communication efforts.

A Website hit is a measure of traffic to a website, often used to estimate the total number of visitors to a website in a given period. It is one of the most basic metrics used when assessing the popularity of a website, and it is generally the first indicator used to gauge performance.