Vocabulary in Digital Marketing World

Vocabulary in the Digital Marketing World

Web Analytics

Click-through rate (CTR): 

A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords/image/thumbnails and ads are performing.

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 10 clicks and 100 impressions, then your CTR would be 10%.

A high CTR is a good indication that users find your content thumbnail/title/description helpful and relevant. Clickstream - The path the visitor takes through a website is called the "clickstream". 

Clickstream analysis :

 is the process of collecting, analyzing and reporting aggregate data about which pages a website visitor visits -- and in what order. There are two levels of clickstream analysis, traffic analytics and e-commerce analtyics. Traffic analytics operates at the server level and tracks how many pages are served to the user, how long it takes each page to load, how often the user hits the browser's back or stop button and how much data is transmitted before the user moves on. E-commerce-based analysis uses clickstream data to determine the effectiveness of the site as a channel-to-market. It's concerned with what pages the shopper lingers on, what the shopper puts in or takes out of a shopping cart, what items the shopper purchases, whether or not the shopper belongs to a loyalty program and uses a coupon code and  the shopper's preferred method of payment.

SEO = Search Engine Optimization

is the practice of increasing the quantity and quality of traffic to your website through organic (non-paid directly to Search Engines) search engine results.  Search engines (ex. Google, Yahoo, Bing) will crawl, measure, and rank websites based on different factors and their own algorithm.  These weight of these factors may change throughout the years due to bad players trying the game the system.

Previously, due to some players who tried keyword stuffing the website (increase the number of count of the keywords to be read by bots), buying backlinks, created content for bots instead of humans, and other ways to trick search engines, these Search Engines updated their algorithms to de-rank this Back Hot SEO websites.

More info on SEO here

Marketing Analytics

CPA - Cost Per Acquisition is the measurement of the cost of acquiring a customer who clicks on an advertisement, website link or completes any action (such as sales, download, lead form) —in other words, the return on marketing investment, in particular, total marketing spend over total front-end conversions. (While CPM and CPC are based on eyeballs and traffic, CPA is based on specific lead generation actions)

CPM - Cost-per-Impression.  Industry Calculation = Cost / Count 1000 Impression

CPC - Cost-per-Click.  Calculation = Cost/ Count of Clicks

Quality Score - Quality Score is Google AdWords’ rating of the relevance and quality of keywords used in PPC campaigns. It is largely determined by the expected click-through rates (CTR), the relevance of ad copy, landing page quality, and relevance and other factors. However, CTR is the biggest part of a Quality Score at up to 60 percent, according to Hal Varian, Google’s Chief Economist.

Understanding your Quality Score is important because:

If you improve your Quality Score, it can lower your cost per click (CPC)
If you lower your CPC, it can lower your cost per conversion
If you lower your cost per conversion, it can boost your revenue
It helps you lower your cost per acquisition (CPA)
Digital marketing is not a static enterprise. Everything is always changing

Impressions: 

How many times your thumbnails were shown to viewers on YouTube through registered impressions.

Views: 

The number of legitimate views for your channels or videos.

Average view duration: 

Estimated average minutes watched per view for the selected content, date range, region, and other filters.

Watch time: 

The amount of time that a viewer has watched a video. This gives you a sense of what content viewers actually watch (as opposed to videos that they click on and then abandon)

API - API is short for Application Programming Interface. 

Usually, Analysts like me depend on developers/IT to extract data from our employer's Analytics account into custom scripts or programs for more automated and efficient reporting and analysis.  Analysts like me can download data from the frontend, but there are issues such as: 

• refresh time after filtering
• social media platforms, Google, Yahoo, Bing UI can freeze
• download time may time a while/lag