Digital marketing jargon buster - Part 1

Analytics​  or ​Web Analytics Tools​ ­ - The analysis of data generated by people’s activity on  websites or mobile apps, for the purpose of discovering ways to improve websites and  marketing campaigns.    E.g. “I’m using web analytics tools to come up with ideas to redesign my website.”  

App (Application)​ ­ - A program designed to run on smartphones, tablets and other mobile  devices.    E.g. “My house needs painting, so I used a local app to find a reputable service near me.”  

Banner Ad​ ­ - A form of advert found on web pages and mobile applications, usually in image  format.    E.g. “I’m using banner ads to bring new customers to my website.”  

Blog​ ­ - A regularly updated website written by an individual, typically in a conversational style,  and focused on a specific subject.    

Browser​ ­  - A computer program used to navigate the Internet on computers, tablets and  smartphones. Examples include Chrome, Firefox, Internet Explorer and Safari.  
 E.g. “I’m not sure why my website looks different depending on the browser a person is using.”  

Click-­through Rate (CTR)​ ­ - The number of times people click on an item of interest, like an  advert, in comparison to the number of times users are exposed to that item.  
 E.g.: “My click-­through rate on ads about external painting is 2%, but my CTR on ads about  indoor murals is less than 1%.”  

Content​ ­ - The digital material available to users, via text, video, audio, images, etc.  
 E.g. “I’m adding more image and video content to my site, so it’ll be more engaging.”  

Conversion​  or ​Goal ​­ - The action you want visitors to perform.  Examples include e-commerce purchases, form submissions, phone calls, and video views.  
 E.g. “My main goal is for people to book a consultation on my website, but signing up for my  email newsletter would also be a conversion.”