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General

Budget

An amount of money spent on a method on a daily or monthly basis.

Contact point

The number of times a person visits a website, reads an email or otherwise engages with the campaign.

Lead

Information submitted by a potential client, possibly by a contact form, phone or email.

Report

A daily, weekly or monthly email that summarises results for a campaign.

Sale

A physical sale of a product or service.

User

A person that has access to one or more campaigns, can log in and view the campaign, and may be able to update it.


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Last updated on 26 August, 2017



Advertising

Click

A single click on an advert.

CTR

Click-through-rate. The percentage of users that view an advert versus clicking on it.

Conv. Rate

Conversion rate. The percentage of users that click an advert versus contact or buy on a website.

Impression

The number of times an advert is displayed.

Keyword

A keyword that a user types into a search engine that results in an advert display.


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Last updated on 26 August, 2017



Email

Campaign

A single email that has been sent to a group of subscribers.

Click

A single click on a button or link in an email.

Click Rate

The percentage of people that click on a link or button in an email versus those that received it.

List

A list of subscribers.

Open

A person that has received an email and opened it or viewed it in their email client.

Open Rate

The percentage of people that receive an email versus open it.

Subscriber

A person that has subscribed to an email campaign.


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Last updated on 26 August, 2017



Marketing

Conversion

The action of converting a potential customer into a customer.

Conversion Rate

The percentage of potential customers that are converted into customers.

Funnel

A method of displaying the flow of a sale or group of sales and how they become sales.

ROI

Return on investment. The percentage of monetary income versus cost to acquire the sale. A 100% ROI means it cost as much to acquire the sale as was made.


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Last updated on 26 August, 2017



Methods

Advertising

A PPC (pay-per-click) campaign on Google Adwords or another method to acquire website visitors.

Email

Email campaigns sent to users or people that have signed up for a list.

SEO

Search engine optimisation. Website users that are acquired via organic search results on a search engine.


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Last updated on 26 August, 2017



SEO

Backlink

A link to a website on another website.

Keyword

A keyword that a user types into a search engine that results in a result display.

Rank

The position that a search engine result appears on a search result page, ordered from 1 ascending.

Rank Factor

A parameter that dictates how high in search results a website page is ranked.

SEO score

A weighted score card of the effectiveness of ranking factors for a single page in relation to a keyword.


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Last updated on 26 August, 2017



Website

Bounce

A user that visited a website and left within 10 seconds without taking further action.

Direct Source

A user that arrives on a website by directly typing in the URL of the website.

Heatmap

A visual display of how users click on a website page.

Organic

A user that arrives on a website by entering a search term into a search engine, then clicking on a non-advert search result.

Referral

A user that arrives on a website by clicking on a link in another website.

Session

A single visit from a user to a website.

Scroll

The action of scrolling down a website page.

Source

The website or other place that a user arrived on a website from.


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Last updated on 26 August, 2017



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