Metrics & Attributes Glossary

Brittney Miller
7 MIN READ

Have you left a particular meeting not knowing what a word meant? We created this blog full of digital and social media terms with definitions to help you stand out in meetings.

WEBSITE

METRICS:

Sessions– the number of times your website/a page on your site is visited

ATTRIBUTES:

Medium– how a user got to your website

Examples of different types of mediums:

  • Cost per Click (CPC)– refers to the actual price you pay for each click
  • Direct
  • Email
  • Orangic
  • Pay per Click (PPC)– refers to the actual price you pay for each click
  • Referral

Device Type– is the type of device that the user is using whenever they are viewing your website

Examples of different types of devices:

  • Tablet
  • Mobile
  • Desktop

Operating System – the operating system a user is using when they visit your website – depends on the device they have

Examples of Operating systems:

  • Android
  • Blackberry
  • Chrome OS
  • Firefox OS
  • iOS
  • Linux
  • Macintosh
  • Tizen
  • UNIX
  • Windows

Browsers– is the browser a user uses to access your website – the user chooses this based on their device presents

Examples of web browsers:

  • Android WebView
  • Blackberry
  • Chrome OS
  • Firefox OS
  • iOS
  • Linux
  • Macintosh
  • Tizen
  • UNIX
  • Windows

User Type– is referring to a user, who is either a returning visitor – meaning they have visited your website before, or a new visitor – meaning they have never visited your website before to year webpage

Examples of sources:

  • Google
  • Linkedin
  • Facebook
  • Bing
  • Yahoo


EMAIL

METRICS:

Emails Sent– refers to the total number of emails that have been sent out

Successful Deliveries– refers to the actual number of emails that were successfully delivered to an inbox – meaning any addresses that bounced are not counted

Bounces– refers to the number of emails that were not successfully delivered. This could be due to receiving a false or incorrect email address or delivery issues

Delivery Rate– this rate is calculated by the successful deliveries divided by the total of emails sent. The percentage of emails successfully delivered

Open Totals– the total number of times your email is opened. If 1 person opens it 10 times, each open by that person is counted

Unique Opens– is the number of recipients who have opened your email at least once, if 1 person opens it 10 times, that only counts as 1 open

Open Rate– is the percentage of people who opened your email. This is found by dividing the total opens by the total successful deliveries

Click Totals– this tells you the total number of times a person clicks on a link or button in the email if they click it 5 different times, each click is counted

Unique Clicks– is the number of recipients who have clicked anything in the email. If a person clicks 5 different times, that only counts as 1

Click Rate– is the percentage of people who clicked on a link/button in your email. This is found by dividing the total clicks by the total successful deliveries

Unsubscribes– the number of people who decided to unsubscribe to your mailing list after receiving the email

ATTRIBUTES:

Campaign Name– this is the name you have chosen to give your email. It is simply a title within your mail provider to identify it


GOOGLE ADS

METRICS:

Cost– is the total amount of money spent on ads

Avg. CPC– the average amount you are paying per click on your ads

Avg. Position– the average position your ad is appearing in the search results. 1 is the first listing

Impression– the total number of times your ad is seen – doesn’t have to be clicked

Impression Share– is the percentage of impressions that your ads received compared to the total number of impressions that your ads could get. Impressions divided by total eligible impressions. So, if 80%, your ad was shown 8 out of 10 times someone searched a term you bid on. Bid, UX, and quality score affect this

Unique Opens– is the number of recipients who have opened your email at least once, if 1 person opens it 10 times, that only counts as 1 open

Clicks– total number of times someone clicked on your ad

Click Through Rate (CTR)– is the number of clicks ads receive per the number of impressions. This is calculated by the total number of clicks divided by total impressions

Conversion– is a completed activity, online or offline, that is important to the success of your business, this is set up in your google analytics – often purchases, call or form submission

Cost per Conversion/CPA– out of the total amount spent, how much have you spent to inquire a conversion. This calculated by total ad spend divided by total conversions

Conversion Rate– is the percentage of visitors that come to your website that complete a desired goal

Lost Impression Share– is the percentage of impressions you lost out on due to insufficient budget

Lost Impression Share (Rank)– is the percentage of impressions you lost on due to low ad rank

ATTRIBUTES:

Campaign– is the name of the campaign

Keyword– the words that are chosen to signal your ads to be served when the user searches those specific words/terms


CALL TRACKING

METRICS:

Calls– total number of calls received from an ad

Ring Time– is the average length of time the phone rang before the call was answered

Talk Time– is the average length of time spent on the phone call talking

ATTRIBUTES:

Name– the name listed in caller ID

Source– is the beginning point that the call was driven from, (such as your website, online ad, brochure, etc.)

Audio– this link allows you to listen to the audio recording of that specific call – copy and paste into a web browser, and this URL will then play you the audio of the phone call (if enabled)

About Brittney Miller

Brittney graduated from Texas Woman’s University in August 2018 with a BBA, with a major in marketing. When she’s not busy with #AgencyLife, you can find her at the movies with a coke and popcorn.

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