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
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
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.
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 visitors computer while
browsing a website. Cookies contain information to track
Crawler An automated program used primarily by search engines
and other services to gather information from the World Wide
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
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
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
A text file created in the server capturing all
activity on the website. This file is the primary source of data
Page Duration Time spent by visitor on a 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
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 websites capability to retain visitors, measured
as number of pages visited per session and time spent on
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.