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.
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.
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.
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.
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.
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).
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.
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 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.
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.