Menu Close

Digital Marketing Data Jargon Buster

Digital Marketing Data Jargon Buster
Summary: Our Plain English Summary of common data terminology used in Digital Marketing

Do you receive reports from your Digital Marketing Agency and wonder what some of the data terms mean? Or do you sometimes look at your own analytics and just hope that you are interpreting the data correctly?

There are so many metrics available, it’s no surprise that users sometimes lose sight of information as they start to get deeper into the data.


Digital Marketing Data Jargon Buster

Our list of the most common data terms, what they mean, and why they are useful (or not)




Data Term


What it means


Why it’s useful to know (or not)

Google & Analytics

Avg Page Load Time The average time it takes for your site to load divided by number of pages on your site If your pages don’t load in under 2.5 seconds you start to risk losing your visitors
  Avg Redirection Time If you have redirects set up on your site, this is the average time the redirects take to work If your redirects don’t work, people leave before reaching the new site. If you have no redirects, this shows as 0
  Avg Session Duration The average length of time a user spends on your site in a session A high session duration is often interpreted as indicating engagement. However, if your site is highly transactional, a lower figure may be better
  Backlink When another website has put a link in their copy that refers a user directly to your site Backlinks are used by Google like endorsements – they can work well for you…or work against you if not well managed. Find out more here
  Bounce Rate The percentage of sessions where the visitor arrived at a single page and left the site without interacting Low bounce rate is usually considered good, however, small sites will naturally have higher bounce rates than large ones. You could say that a high bounce rate indicates that the visitor found what they wanted as soon as they arrived at your site, so monitor this measure in line with your marketing strategy
  Campaign A grouping of marketing activity e.g. Spring 22 launch, Watch promotion April 21, Summer Sale June 22 You can get some great insight into how your campaign performs if you set up campaign tagged URLs within your marketing. Here’s a simple tool to set up Campaign URLs
  Channel A high-level grouping showing where traffic that came to your site came from e.g. Social Media, Email, Organic Search Knowing which channels work well for you helps you define the focus for your Digital Marketing. Be wary of mis-interpreting traffic tagged as “Direct”
  Citations Listings sites such as Yell, Next Door and Bark If you have consistent listings across multiple sites, you are more likely to appear for local search. Check yours here
  Countries The Geography where the users visiting your site are located This data point is taken from where the server each user is based, so you’ll sometimes see erroneous data in your reports. e.g. Ashburn in the US is a huge server farm used by some UK hosting sites
  Devices The types of devices people were using when they visited your site e.g. Desktop, Mobile The mix of traffic from mobile increases every year, so mobile responsiveness is important – particularly if you have a high mix of mobile users
  Direct When people have typed your URL (website name) into the search bar, AND when Google can’t identify the source of a click A high % of Direct traffic indicates either that your visitors know you, or that they are Privacy cautious. Here’s Google’s library on Privacy
  E-commerce Used when you sell products online E-commerce is a separate module in GA and should be set up as part of any E-commerce site build. It shows you revenue, transaction numbers and values and conversion rates and sales by product
  Email When people have arrived at your site from clicking through one of your emails or newsletters Email traffic is a good measure of how engaging and intriguing your communications and newsletters are
  Events Everything that happens on a website is tagged as an Event Events in GA4 are different to those in Universal analytics – check that your GA4 is set up correctly so that you can see year on year comparisons from July 2023
  Exit pages The last page your visitors viewed before leaving the site If you are not converting visitors into calls or contacts, it’s worth studying exit pages as this shows you the last page being viewed before visitors leave the site
  Goals The events on your site you determine to be a result. Usually Contact Us, Click to Call & or a Purchase. It’s worth taking the time to have these set up correctly as it gives you clarity as to whether your visitors are moving through your sales funnel or not
  Keywords The phrases that people type into search engines when looking for a business like yours If you optimise your content to include phrases that people commonly use when looking for a business like yours, you are more likely to be found in search. Find out more here
  Landing Pages The first page that a user lands on when arriving at your site People often expect traffic to arrive at their home page, but this is often not the case – remember that every page can be a landing page!
  Medium How the click to your site was generated eg Organic, CPC (Paid Ad) or Referral The Source / Medium combination shows you the platform and method combinations – eg you can see Facebook Ads traffic separately to Google Ads
  New Users The number of individual people who visited your site who had not been tagged as having visited before Recent privacy changes, particularly on Apple devices mean that anyone who has opted out of cookies is seen as “new”
  Organic Search When people have clicked on a search result in Google, Bing, Firefox etc to arrive at your site Month on month improvements, whilst accounting for seasonal trends – are signs that your SEO (Search Engine Optimisation) is getting healthier
  Page views The number of pages of your website that were viewed on your website (if someone visits your home page, reads your blog and then goes to contact us, that’s 3 views) A high number of pages per session indicates that you are moving people through your website successfully. The health warning is that if users are not converting, a high pages per session may mean that users are getting a bit lost on your site
  Paid Search When people have clicked on an Advert search result in Google, Bing, Firefox etc. You will have paid for this click Paid Search is the most measurable of all Digital Marketing Activity, so track your performance data and never “set and forget” your Ads
  Referral When people have arrived at your site from another site. As examples, this could be a listing site, a review site or where you have won a backlink If Digital PR is one of your strategies, you should look out for referral traffic going up
  Search Engine The platform that search queries are surfaced on eg Google, Bing, Microsoft Edge, Firefox 92% of all searches are made on Google
  Sessions The number of times your website was visited (An individual user may visit multiple times) People tend to measure either Sessions or Users – be careful not to mix them up!

A high number of sessions per user suggests that maybe visitors are not finding what they want to know in one visit and are coming back for more information

  Site Content / All pages The pages on your site that users interacted with Helps you see the most frequently viewed pages. This is the best place to see which of your blogs are being read
  Site Speed A combination of metrics measuring how quickly your website loads Google considers Site Speed as part of it’s algorithm – fast site speed is seen as good
  Social When people have arrived at your site from a Social Media channel (LinkedIn, Facebook, Instagram etc) Month on month improvements, whilst accounting for seasonal trends – are signs that your Social Media activity  is getting healthier
  Source The platform that generated to click to your site e.g. Google, Facebook etc Source is useful to know if you are focusing your marketing on specific platforms
  Users The number of individual people who visited your site Site visitors (Users) is a primary measure that your Digital Marketing is getting traffic to your website

Social Media

Content Reach The number of people who saw your posts  If Social is part of your marketing strategy, you want to see this number growing
  Followers The number of people who have opted in to see your content Not all of your followers receive all of your posts – they still need to pass the relevancy test.
  Goals The events on your site you determine to be a result. Usually Contact Us, Click to Call & or a Purchase. It’s worth taking the time to have these set up correctly as it gives you clarity as to whether your visitors are converting or not.
  Impressions The number of times your content was seen – some people see the same post multiple times Social Media AI decides how relevant what you post is to your audience – the more impressions you get, the more relevant your content is considered to be.
  Page Reach The number of people who saw your page or any content from your page (inc posts, Ads etc) Reach is built by AI on sample data, so is good for trend analysis and comparison rather than specifics
  Reactions The number of times people react to your content – this could be a like, comment, share or a link click Social Media is all about creating interactions between people – the more reactions you generate, the more the platform sees you as posting great content


Bounce The number of inboxes that your email didn’t reach As people change jobs, you can expect to see some bounces, but the number should be very small.
  Click The number of clicks from the email to your website Tells you how effective your calls to action were.
  Open The number of emails opened Tells you how engaging / intriguing your subject lines were
  Sent The number of emails sent Many email platforms allow you to split test your message lines, so you can learn what type of messaging is most effective.
  Unsubscribe The number of people who said they don’t want to hear from you by email any more You can expect some unsubscribes every month, but in general if your content is properly segmented and well targeted you can keep unsubscribes low




Your monthly reports are written so that you can see what’s going on in your business, not as a showcase for the Digital Marketing Agency – so if there’s anything you don’t understand, you should always ask. At WSI Digital Advisors, we pride ourselves on avoiding the jargon, so if you want a plain English conversation, contact us for a no obligation chat.

The Best Digital Marketing Insight and Advice

The WSI Digital Marketing Blog is your go-to-place to get tips, tricks and best practices on all things digital marketing related. Check out our latest posts.

    Don't stop the learning now!

    Here are some other blog posts you may be interested in.

    How to use AI to rank higher in Google (AI for SEO)
    Artificial Intelligence

    How to use AI to rank higher in Google (AI for SEO)


    Unlock the power of AI for SEO to outperform your competition : Our comprehensive guide for enhancing search visibility, driving organic traffic, and achieving sustainable growth.

    Read Article
    Decoding Website Jargon

    Decoding Website Jargon


    A Guide to Essential Online Terms for your Website

    Read Article
    Business Best Practices : Do you need an AI Policy?
    Artificial Intelligence

    Business Best Practices : Do you need an AI Policy?


    Given the impact of AI on business operations, how do you navigate the ethical considerations? We show you how to craft a customised AI policy for your company.

    Read Article