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Frequently Asked Questions

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A bounce is a single interaction session on your site, meaning that if someone landed on your website and didn’t do any other interaction event, like going to another page, before exiting is considered a bounce. A high bounce rate might indicate that the visitor didn’t find what they were looking for and quickly exited. This might be an indication of a bad user experience.

The calculation: Single interaction sessions divided by Total sessions

Content marketing is a content-first approach focused on creating and distributing qualitative, relevant, valuable content for your audience to attract and retain them. This can be done in the form of blogs, infographics, whitepapers, and webinars. Content marketing is key to search engine ranking results.

A conversion or goal is an important action you want visitors to perform.

Marketers use cookies to collect data — like what websites and pages you visited — that will help them deliver the most relevant and targeted content to specific audiences.

They allow advertisers to profile their target customers with unprecedented accuracy. At its core, an advertising cookie is nothing more than a small piece of data that catalogs the behavior of users on a particular website.

Cost per acquisition is the cost you pay per customer you acquire through an ad. In most cases, this will be an e-commerce transaction but can be customized to be other important customer actions and conversions.

Cost per click is the amount of money spent on a single click on a digital advertisement. It is one of the most commonly reported metrics for any advertising platform.

CPM is the cost you pay to an advertising platform for 1,000 impressions of an ad. If your CPM is $2, that means you are paying $2 for every 1000 impressions of your ad. As with CPC, this is one of the most common metrics you can find in any advertising platform.

The conversion rate is the ratio of conversions to visits. It is often used to measure digital performance and is a key metric for most online businesses.

The calculation: Conversions divided by Pageviews/Sessions/Users (depending on the context)

Customer Relationship Management is a software system that helps business owners easily track all communications and nurture relationships with their leads and clients. A CRM replaces the multitude of spreadsheets, databases and apps that many businesses patch together to track client data.

Conversion Rate Optimization is the process of increasing the percentage of visitors who complete your goals. One strategy is reviewing your sales channel and finding ways to improve the process, which could be fewer clicks for the customer to reach the purchase stage, or offer a discount if they abandon the cart. A conversion doesn’t only refer to sales but can be other conversions before the purchase point, such as subscribing to a newsletter, taking a free trial, or submitting a contact form.

The click-through rate is 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.

The calculation: Clicks divided by Impressions.

An impression is measured every time an ad is displayed to a targeted user. An impression might also refer to other situations such as the number of times your website has shown up for a keyword when looking in a Google Search Console report.

Lifecycle automation is the process of providing your audience the kinds of communications and experiences they need, want, or like as they move from prospects to customers then, ideally, to advocates. This can be one of the best goodwill generating concepts in the world of digital marketing and, when properly executed, one that nets ongoing returns. Generally, a lifecycle automation plan is a three-phase framework, Collect, Convert and Create.

Marketing Automation uses software to automate monotonous marketing work. Marketing departments can automate repetitive tasks such as email marketing, social media posting, and even ad campaigns – not just for the sake of efficiency, but also to provide a more personalized experience for their customers. Marketing automation makes tasks faster, easier and dependable.

On-site SEO, also called on-page SEO, covers everything that happens on the website you’re trying to optimize. It refers to optimizing both the content on the page as well as making sure the HTML is clean and easy to crawl for search engine crawlers.

Off-site SEO, also called off-page SEO, is the optimization done on external domains and platforms that are not your own. The most common off-site SEO activity is link building, also known as backlinks.

Sales departments and growth managers are too often blamed for the lack of growth in a company. The PMF methodology is a well established foundational approach to building and growing a successful company. If your product/service does not meet the 40% threshold in a PMF survey, growth is all but impossible. Try out our PMF survey to evaluate if your product/service has the potential to grow.

Pay per click is a bidding model available in advertising systems such as Google Ads and Facebook Ads. Every time the advertising platform sends a visitor to your website from a click on your ad you pay an amount. This bidding model also ensures that you won’t pay for ads if you don’t get any clicks to your website from them.

When a user searches in a search engine, a list of results is returned to the user. The ranking of the results refers to which position in the list a website is returned in. The first result shown in the list will rank #1, the next rank #2, and so on. Research shows that the higher on the list a website is shown, the more clicks it gets. So working to improve a website’s ranking in search engines is a key part of SEO.

A rank will often be mentioned in relation to a keyword.

Marketing effectiveness is calculated based on different rates such as conversions, website visitors, or the return on investment. These rates can indicate and highlight the digital marketing strategies that work or those that require improvement or optimization. Digital marketing is not an exact science, but rather a series of experiments or A/B tests which in the end will show you what type of activities can help your business grow. In order to identify the good strategies you have to take a look at data and results.

Remarketing or retargeting is based on 3rd party cookies that will “follow” the user across different platforms (social media, banner ads etc.). This happens when a visitor has viewed a page or a product and now a company wants to convert the visitor. As the “noise” on digital platforms increase, consumers require more persuasion. This is a strategy designed to “stay top of mind” with potential customers.

Return on investment is a more generic term that is applicable to all businesses that focus on generating profits. It’s a ratio calculated by dividing the return on investment/net investment. Basically, see how many times you get back the money you have invested in order to assess if you’ve made a good investment.

Search Engine Marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through PAID advertising.

Often used incorrectly, SEO and SEM are two different marketing channels that businesses use to reach their target audiences on search engines.

SEO – An approach that uses UNPAID organic methods to appear in search engine results.
SEM – An approach that uses PAID methods to appear in search results.(Search Engine Advertising)

Search Engine Optimization is the process of improving the quality and quantity of UNPAID, also known as organic, website traffic to a website or a web page from search engines.

A Search Engine Results Page, or SERP, is the page you see after entering a query into a search engine. It will display both, paid and unpaid results.

A unique visitor is a single visitor to a website during a specific period of time. A unique visitor is identified by someone visiting your website from a browser that is not previously known to the tracking platform used to measure visitors. Most tools use cookies to identify unique visitors, and as such, will count the same visitors as multiple unique visitors if they delete their browser cookies or visit your website from a different browser or device.