When you meet with your inbound marketing folks and they present you with a bright, shiny, colorful marketing analytics report with all sorts of numbers and graphs and weird words and acronyms on it, here’s a brief “cheat sheet” of sorts, so you don’t leave the room looking like a deer in headlights!
Yes, they go great with a big glass of milk, but we’re not talking the edible kind here. Cookies in the digital world are small “crumbs” of data that are left behind when you have accessed a particular website. They are used to track how many times you go back to that website.
2. Direct Traffic
Not to be confused with traffic encountered on the road. This kind of online measurement tells you that someone physically typed in your website’s URL into the browser to find you (vs. doing a random “I want to find the greatest business in the world” search in Google).
3. Bounce Rate
Well, yes, this could pertain to how many times you get thrown out of a bar during a given timeframe…but in the marketing analytics world, this term measures how many people land on one of your web pages, but then leave without clicking further into your site. This is important information to know if you’re pursuing inbound marketing, with your website being one of your major attractants.
Much like how the “Hit Parade” used to measure the most popular songs of the day by how many times it got airplay over the radio waves, “hits” on your website can include how many views each page has gotten, how many social media interactions were connected to your website, and even how the user viewed your website (mobile vs. desktop).
5. Organic Search
For those of you who like to eat healthy, you’re used to doing organic searches in the grocery store. This type of search, on the other hand, means someone visits your site because it came up on a search engine query such as Google, Bing or Yahoo.
6. Engagement Rate
No, this isn’t a measurement of how many dates you have before the question is popped. The engagement rate in “online speak” is how long a person stays on your website, and how many pages in your site they view.
Although conversions of one sort or another happen every day, when a marketing analytics report refers to conversions, it’s talking about how many people “converted” on your website by divulging some information on a form or responding to another kind of call to action, compared to the total number of visitors to your site.
For more basic marketing terms to get to know, click here.