Normally expressed as a percentage – this is the number of visitors who land or a site and leave without viewing any other pages

Refers to the rate at which users click through, normally expressed as a percentage. This metric is often used in reference to pay per click (PPC) ads.

See Also: Clickthrough, Pay Per Click

When a pre-defined action is fulfilled. In an online environment a conversion may be a sale, a request for further information, an email sign up, a white paper downloaded, etc.

Refers to the rate at which visitors to a website convert. It is up to the site owner to decide what a conversion is e.g. a sale, an email sign up etc. Conversion rate is normally expressed as a percentage. Conversion rates can be used to help calculate maximum bids for PPC, and also to ascertain the ROI for marketing campaigns.

An online payment model similar to pay per click, but in this instance you pay per action – e.g. a phone call rather than a click through

A calculation to determine how much a new acquisition cost. Calculated by (cost of marketing activity) divided by (no. of acquisitions)

Online payment model. Rather than being charged based on the number of impressions (the number of times an ad is viewed) you are charged only if someone clicks through to your site

See Also: CPM

A calculation to determine how much a new lead cost. Calculated by (cost of marketing activity) divided by (no. of leads)

A calculation to determine how much an order cost. Calculated by (cost of marketing activity) divided by (no. of orders)

A calculation to determine how much a new sale cost. Calculated by (cost of marketing activity) divided by (no. of sales)

A metric to allow the easy comparison of various costs. Originally used by the print industry CPM referred to the cost per thousand of a given print job. Today this is sometimes used as a payment model for online advertising. Unlike CPC where you pay on a per click basis, with CPM you are charged a fee per thousand impressions.

See Also: CPC

Widely regarded as an out-moded metric, a hit is not the same as a visit. A hit is a download of a file from a web server – so if a page on your site contains 5 graphics, then you will generate 6 hits every time this page is requested – 5 for the graphics and 1 for the page.

See Also: Visit

A marketing metric which refers to the number of times your ad is viewed.

Marketing metric which refers to the total number of times a page has been viewed over a given time frame. So 5 page views maybe 5 different visitors viewing a page once each, or one visitor returning to a page 5 times.

An individual who visits a site more than once over a given period of time.

A calculation to determine the efficacy of activity. To calculate ROI divide the total cost of the campaign or project, by the total profit driven by this activity.

An online marketing metric. A session is when a user accesses a site and then either leaves of their own accord, or the session will expire after a period of inactivity.

See Also: Visit

A marketing metric which is calculated by dividing a specific company’s spend by the total spend in the sector to give a percentage.

A Marketing Metric which refers to the amount of spend you get from your customers versus their total spend. This can be difficult to calculate as you will not always know exactly how much your customers have to spend.

Offline – a good excuse for being late for work. Online – refers to the amount of visitors which your site receives.

Marketing metric which refers to the number of unique visitors which visit your site over a given period of time – most commonly over a month

An online marketing metric. A visit is when a user accesses a site and then either leaves of their own accord, or the session will expire after a period of inactivity.

See Also: Session