Google Advertising & Web Marketing Glossary and Terms..
"Quick glossary of Google terms"
Abandonment - The number of customers who drop off during
the process of conversion, like a half filled form or incomplete
purchase.
Acquisition - Process of attracting visitors to a website or the
number of visitors arrived.
Affiliate Marketing - A method of marketing where other websites
can sign up to sell your products for a commission.
Bounce Rate - The instances of visitors entering and leaving the
same page.
Click Through Rate - Usually used as banner ad success. It is
number of clicks/ number of impressions.
Click Through - This is an instance of a click on a link leading
to another section of the site or page, or another website.
Conversion – An activity which fulfils the intended purpose of a
website like buying a product, filling up a form or subscribing
to a newsletter. Conversion rate is the percentage of visitors
who successfully convert.
Conversion funnel
– The defined path, like a series of steps or
pages for a visitor to reach the final objective, like filling
up a form or purchasing a product.
Cookie - A text file placed on the visitor’s computer while
browsing a website. Cookies contain information to track
returning visitors.
Crawler – An automated program used primarily by search engines
and other services to gather information from the World Wide
Web.
Entry Page – The first page viewed by a visitor while browsing
through a website.
Exit Page – The last page viewed, rather the page from which the
visitor exited.
Filters – A set of rules to extricate information from a large
amount of data.
First Party Cookie – These cookies are placed by the websites
unlike third party cookies placed by vendors. First party
cookies are understood to be secure and reliable.
Hit – An often confused term, hits are any request by the
browser to the web server. A web page is a collection of
different components like HTML, Images and CSS, each registering
as a separate hit with every single request for the page.
Impressions - Each view of an online advertisement is counted as
an impression.
Key Performance Indicators – The crucial parameters showing the
health of the website and success of marketing strategies.
Keywords – Words and phrases entered in a search engine to reach
a result page. Keywords help position websites well to attract
potential customers.
Log Files
– A text file created in the server capturing all
activity on the website. This file is the primary source of data
for analysis.
Page Duration – Time spent by visitor on a web page.
Page Tags – Tags are JavaScript codes embedded in the web page
to be executed by the browser. Tags are used to generate log
files used by certain Web Analytics Tools.
Page Views – Each rendering of the web page by the server is
counted as a page view.
Path Analysis – Analysis on how visitors traverse through the
website. Gives valuable information to check if they follow the
intended site navigation etc.
PPC – Pay per click, also called paid searches where the
advertiser pays based on the number of clicks on the
advertisement. Google and Overture are two popular paid search
engines.
Referrer – Websites, Search Engines or Directories or any others
identifiable as the origin of the visitor.
Return Visitor – A visitor who can be identified with multiple
visits, either through cookies or authentication.
Search Analytics – Analyzing search terms and behaviour of
visitors using the website search engine.
Session – The record of a single visitor browsing through the
website. It includes an entry page, navigation and exit pages.
Stickiness – A website’s capability to retain visitors, measured
as number of pages visited per session and time spent on
website.
Visitor - Also called unique visitor, is understood as an
individual visiting the website over a specified period of time.
A visit is understood as two consecutive actions by a visitor
within a span of 30 minutes.
Visitor Segmentation – The process of segregating and studying
visitors based on various behaviour patterns.
Web Analytics – The process of collection, measurement and
analysis of user activity on a website to understand and help
achieve the intended objective of the website.
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