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Updated by Marc Binkley on Nov 14, 2013
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Marc Binkley Marc Binkley
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66 Social Media Analytics & Optimization Resources

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Metric

Metric

A metric is a number.

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Goals

Goals

Specific strategies you'll leverage to accomplish your business objectives

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Click Through Rate

Click Through Rate

CTR - Usually used as banner ad success. It is number of clicks/ number of impressions

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Entry Page

Entry Page

The first page viewed by a visitor while browsing through a website.

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Keywords

Keywords

Words and phrases entered in a search engine to reach a result page. Keywords help position websites well to attract potential customers.

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Organic Search Results

Organic Search Results

The natural, unpaid search results listed by a search engine

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Exit Page

Exit Page

The last page viewed, rather the page from which the visitor exited.

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Impression

Impression

Each view of an online advertisement is counted as an impression. Also used to describe the number of exposures a traditional ad has in the marketplace

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Bounce Rate

Bounce Rate

The percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site.

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Key Performance Indicator

Key Performance Indicator

KPI - A type of performance measurement. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged.

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Conversion

Conversion

When a prospective customer takes the marketer's intended action

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Conversion Funnel

Conversion Funnel

The process of tracking website visitors conversion across a series of process steps.

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Stickiness

Stickiness

A website’s capability to retain visitors, measured as number of pages visited per session and time spent on website.

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Pay Per Click

Pay Per Click

PPC - also called paid searches where the advertiser pays based on the number of clicks on the advertisement.

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Benchmarking

Benchmarking

Gives users a view into how their Website is performing in comparison to other Websites of similar size.

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Direct Traffic

Direct Traffic

Visits to your site where the user types your URL into their browser's address bar or when a visitor uses a bookmark to get to your Website.

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Organic Traffic

Organic Traffic

Visitors who come to your Website from unpaid organic or natural search engine results.

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Page View

Page View

The amount of times visitors arrive on individual pages of your Website. Page views allow you to see which pages on your site are the most popular.

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Referring Sites

Referring Sites

Other Websites that refer or send visitors to your Website are called referring sites.

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Returning Visitor

Returning Visitor

A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website, it demonstrates that the Website is of interest to them. Also known as loyalty.

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Unique Visitor

Unique Visitor

The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers.

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Time on site

Time on site

The average length of time a visitor spends accessing your site within a specified time period. You can use this data to measure the effectiveness and quality of your Website. The longer visitors spend on your site, the more informative and interactive your site is.

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Traffic

Traffic

The total number of visits to your Website. Within Google Analytics, traffic can be divided into multiple categories including, direct, organic and paid.

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Inbound Marketing

Inbound Marketing

Inbound marketing is a style of marketing that essentially focuses permission-based marketing techniques that businesses can use to get found by potential customers, convert those prospects into leads and customers, and analyze the process along the way.

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Outbound Marketing

Outbound Marketing

Utilizes traditional interruptive marketing tactics to generate leads such as direct mail, trade shows, print and TV advertising, and cold calling.