Digital Marketing

Key Performance Indicator; measurement used to evaluate performance

KPI

A measurable piece of data

Metric 

Screen showing important data in one place

Dashboard 

Data used to understand performance

Analytics 

How well something is achieving its goal

Performance 

Visitors coming to a website/page

Traffic

Number of times users click

Clicks 

Number of times content is viewed

Views 

Percentage of people interacting with content

Engagement Rate 

Percentage of users completing a desired action

Conversion Rate 

Rate at which something increases over time

Growth Rate 

Number of unique people who saw your content

Reach 

Total number of times content was displayed

Impressions 

Actions people take on your content

Engagement 

Person who follows an account/page

Follower 

People who see or are targeted by your content

Audience 

Results achieved without paid advertising

Organic 

Anything you publish online

Content 

Published social media content

Post 

Text written with a post

Caption 

Call to Action; tells people what to do

CTA 

Referencing another account using @

Mention 

Identifying a person, page, or product

Tag 

Reposting content to another audience

Share 

Process of improving content to appear higher in search results

Search Engine Optimization (SEO)

Words customers search for

Keyword 

The actual phrase a person enters

Search Term 

Finding useful search terms

Keyword Research 

Position of a result in search

Ranking 

Page showing search engine results

Search Engine Results Page (SERP)

Longer, more specific search phrase

Long-tail Keyword 

Improving a title for search and customers

Title Optimization 

Potential customer

Lead 

Person who may become a customer

Prospect 

Process of finding potential customers

Lead Generation 

Turning a lead into a customer

Lead Conversion 

Advertising to people who previously interacted with your business

Retargeting 

Re-engaging people who previously showed interest

Remarketing 

Comparing two versions to see which performs better

A/B Testing 

AI assistant that can understand and generate text

ChatGPT 

A digital document you can read, download, or print

PDF 

A book that you read digitally on a phone, tablet, computer, or e-reader

Ebook 

A digital learning program that teaches you a specific skill or topic through lessons, videos, guides, or activities

Course 

A product created and sold online and delivered digitally, such as ebooks, courses, templates, or guides

Digital Product