Marketing Definitions
Clear Marketing Terms Made Simple
Explore straightforward definitions of common digital marketing terms, strategies, and concepts.
- Website Analytics
- Search Engine Optimization
- Google Ads
- Google Business Profile Listing
- Google Local Service Ads
Total Website Views
Total duplicated users during the reporting period. This includes repeat visits by the same users.
Website Analytics
Unique website users in the reported date range.
Traffic Source
Where your visitors came from before landing on your website. Common sources include: Organic, Direct, Referral, Paid Search, Other.
Organic Search
Unique users who found you via Google or another search engine.
Direct
Unique users people who typed your URL directly or used a saved bookmark.
Referral
Unique users who came from another website.
Paid Search / Ads
Unique users visitors who clicked on Google Ads, Facebook Ads, etc.
Other / Unknown
Unique users traffic that Google couldn’t confidently categorize.
New vs Returning Visitors
New Users – First-time visitors to your website during this period / Return Visitors – Visitors who have been to your site before
Web Traffic Per Device
% of users accessing your website from desktop, mobile, or tablet.
Top Landing Pages
Most visited pages on your website. The path “/” indicates your homepage.
Note
Data collected based on Google Analytics 4 tracking.
Organic Search Clicks
Total duplicated users clicked your website’s link in Google Search results during the reported date range.
Organic Impressions
The number of times your website appeared in Google Search results, regardless of whether the link was clicked.
Top Searched Keywords
Search queries that resulted in your website appearing in search results.
Newest Backlinks
Recently discovered links from other websites pointing to your domain.
Keyword
Words or phrases describing your product or service that you choose to help determine when and where your website appears on Google Search Results.
Location
The geographic area where the keyword is being measured.
Organic search position of the keyword. “Not found” indicates the keyword does not appear in the top 100 search results.
Google Change
The movement of keywords in Google’s Search Engine Results Pages (SERPs). A positive change indicates an improvement in rankings. A negative change indicates that the keyword has dropped in rankings.
Google Local
The keyword’s position in Google Maps search results. A dash (—) means the keyword does not have a local ranking.
Google Local Change
The movement of keywords in Google’s Search Engine Results Pages (SERPs). A positive change indicates an improvement in rankings. A negative change indicates that the keyword has dropped in rankings.
Top Landing Pages
Most visited pages on your website. The path “/” indicates your homepage.
Note
Data collected from Google Search Console – Note: Search rankings and visibility can vary due to algorithm updates, search behavior, and competition.
Impressions
The number of times your ad was shown on Google. This includes search and display ad appearances.
Clicks
The total number of times users clicked on your ad. Note: We use a third party software service designed to protect ad campaigns from click fraud. It blocks bots, click farms and other non-genuine clicks.
Average CPC
The average amount you paid for each ad click. Calculated by dividing total cost by total clicks.
Conversion Rate
The percentage of clicks that resulted in a conversion (e.g. a phone call, form submission, or chat lead). This indicates how effectively your ad traffic turns into leads.
Cost
Total amount spent on your Google Ads during the reported date range.
Google Ad Leads (Total Conversions)
The number of tracked leads attributed to your Google Ads campaign. These leads may include contact form leads from your website, tracked calls, or chat.
Search Impression Share
The percentage of impressions your ads received compared to the total number of impressions you were eligible to receive. A lower percentage means you’re missing opportunities due to budget or ad rank.
Top Impression Share
The percentage of your ads that appeared in the top positions (above organic results) out of the total impressions you’re eligible for. Note: This is different from Search Impression Share, which considers all eligible impressions, not just those in top positions.
Top Performing Keywords
Highlights the keywords generating the most clicks or conversions. Useful for evaluating which search terms are most effective in your ad strategy.
Top 10 Cities
Breakdown of where your ad clicks or leads are coming from geographically. Helps identify strong performing locations and potential areas for growth.
Campaigns
Lists the active ad campaigns and performance by campaign name. Includes metrics like impressions, clicks, cost, and conversions.
Calls
The number of phone calls made directly from your Google Business Profile during the reported date range.
Business Profile Impressions
The number of times your profile was viewed on Google Search or Google Maps. Each time your profile appears in a search result counts as one impression.
Website Clicks
The number of users who clicked the “Visit Website” button on your Google Business Profile.
Google Search vs Google Maps
Breakdown of how users found your profile—either through Google Search or Google Maps. Helps identify where your local visibility is strongest. Note: Google only stores up to 18 months of Business Profile data. Older data will not appear in current reports.
Total Reviews
The number of new reviews received during the reported date range.
Average Rating
Average rating based on only the reviews collected during the reported date range.
Listed Google Reviews
Displays the individual reviews received within the reported date range.
Total Reviews (All Time)
The total number of reviews on your Google Business Profile.
Average Rating (All Time)
The overall average star rating based on all Google reviews collected to date.
Leads
Number of charged leads received through your Google Local Service Ads during the reported date range.
Cost
Total amount spent on charged leads for Local Service Ads for the reported date range.
Lead Table
This table lists each charged lead received.