Glossary
KPIs
Bounce Rate (Google): Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
BPI / (Google) Best Practice Implementation: The implementation of what are considered “Best Practices” within a certain sector or field. “Best Practices” are generally a well vetted set of guidelines to be followed or, at least, considered.
Click (Google): A “Click” within the realm of marketing is synonymous with “Engagement”. On Google, for example, someone clicking on a search result would be considered to have engaged with that result.
CPA / Cost Per Acquisition: Cost per acquisition, also known as cost per conversion, is a growth marketing metric that measures the aggregate cost of a user taking an action that leads to a conversion.
CPC / Cost Per Click: Cost per click (CPC) is an online advertising revenue model that websites use to bill advertisers based on the number of times visitors click on a display ad attached to their sites.
CPL / Cost Per Lead: Cost per Lead is a metric that measures how cost-effective your marketing campaigns are when it comes to generating new leads for your sales team.
CRO / Conversion Rate Optimisation: Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website.
CWV / (Google) Core Web Vitals: CWV are a set of user-focused metrics designed to measure a page’s “health” in terms of providing a smooth and seamless user experience. These metrics are made up of three components: content loading speed, interactivity and visual stability.
eSOV / Excess Share of Voice (/Extra Share of Voice): eSOV refers to a Share of Voice that is higher than its corresponding market share.
FCP / (Google) First Contentful Paint: FCP is when the browser renders the first bit of content from the DOM (Document Object Model), one of the three Core Web Vitals (CWV).
Google Impression Share – Absolute Top Impression Share: Absolute top impression share (ATIS) is the percentage of your Shopping ad impressions that are shown in the most prominent Shopping position.
Hit: An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits. This a “hit” is not equivalent to traffic.
Impression (Google): How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.
Microsoft Advertising share of voice (SOV) report “how well you’re competing”: The Microsoft Advertising share of voice (SOV) report provides prominence metrics to help you better understand the percentage of ad impressions and clicks you might be losing
Microsoft Impression Share – Absolute Top Impression Share: How often your ad showed in the mainline, the ad placements above the search results, as a percentage of your total impressions.
Microsoft Select Share: The estimated percentage of clicks, out of the total number of clicks available in auctions your ad showed in or was competitive in.
MQL / Marketing Qualified Lead: An MQL (Marketing Qualified Lead) is a reasonably qualified lead who has downloaded a content offer or interacted with your marketing team, but who hasn’t yet entered into your sales funnel.
Page View (Google): A pageview (or pageview hit, page tracking hit) is an instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.
PPC / Pay Per Clicks: Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
Quality Score (Google): A scale of 1-10, with 1 being the lowest and 10 being the highest, the Quality Score is Google’s rating of the overall user experience that your ads and landing pages provide when users search for your keyword(s).
ROI / Return on Investment: How much profit you’ve made from your ads and free product listings compared to how much you’ve spent on them.
SEO / Search Engine Optimisation: SEO, or search engine optimization, is the practice of including content on your site that has the potential to improve your site’s visibility to search engines and their users. In other words, SEO can help your site show up more often in relevant searches.
Sessions (Google): A session is a group of user interactions with your website that take place within a given time frame. For example a single session can contain multiple page views, events, social interactions, and ecommerce transactions.
SoS / Search of Search: is an advertising metric used in Marketing, measuring the percentage of search engine visibility or spend by one company as a proportion of the total search engine channel visibility or spend for a product or service in a defined search market, including both paid (PPC) and organic (SEO).
SoSEO / Share of SEO: is an advertising metric used in Marketing, measuring the percentage of search engine visibility or spend by one company as a proportion of the total search engine channel visibility or spend for a product or service in a defined search market, focused on only organic search (SEO).
SoeCom / Share of eCom: is advertising metric used in Marketing, measuring the percentage of eCommerce or eRetailer visibility or spend by one company as a proportion of the total eCommerce channel visibility or spend for a product or service in a defined search market, including both paid and organic/natural rankings within the channel.
SoT / Share of Target: is an advertising metric used in Marketing, measuring the percentage of a channel visibility or spend by one company as a proportion of the total channel visibility or spend for a product or service for a defined search market defined by a specific set of target search terms.
SOV / Share of Voice: see the definition of Share of Voice
SQL / Sales Qualified Lead: A sales qualified lead (SQL) involves a prospective customer – who has been qualified – being deemed ready for the sales team of a company to get in contact and close a sale.
TTI / (Google) Time To Interact: Time to Interactive (TTI) is a non-standardized web performance ‘progress’ metric defined as the point in time when the last Long Task finished and was followed by 5 seconds of network and main thread inactivity.
UJ / User Journey: A description at a high level of detail exactly what steps different users take to complete a specific task within a system, application, or website.
UX / User Experience: UX is an acronym that stands for User Experience. It is the study of the interaction between users and a system.
Concepts
Digital Brand Governance / DBG: a framework of control with objectives of compliance and performance, using governance techniques involving processes, people and technology, over brand assets online and across the Internet.
Digital Brand Performance / DBP: a framework of measurement with objectives of superior performance that is data and evidence driven, to promote digital brands through online marketing channels across the Internet to achieve articulate goals.
Brand Data Management: Brand Data Management describes the ability to combine big data and artificial intelligence (AI) with brand-strategic expertise and use them in brand management. It is about the merging of human talent with learning machines to make the best possible decisions.
Digital Marketing Channel: online marketing channels are distinct pathways or vehicles to reach a target audience online, characterised by different skills or platforms, such as PPC Vs SEO, often complementary but by their nature demanding different KPIs. A means used for getting a product or service in front of the desired audience online can be considered a digital marketing channel.
Digital Funnel: A digital funnel describes the steps that users take to move from being a prospect to a customer. While there are multiple marketing funnels, most include stages focused on awareness, consideration, purchase, and retention.
Digital Portfolio: A collection or set of digital assets, such as domain names, websites and social media profiles that can be considered digital brand touchpoints, served and managed by technical discipline for promotion to an end target audience by marketing discipline.
KPIs: Key Performance Indicators (KPIs) are the key indicators of progress toward an intended result. KPIs provides a focus for strategic and operational improvement, create a quantified and analytical basis for decision making and help focus attention on what matters most.
MarTech: Marketing technology, also known as MarTech, is a set of software solutions used by marketers to support mission-critical business objectives and drive innovation within their organizations.
SEM: Search engine marketing is an online marketing strategy that aims to increase the online visibility of a website in the search engine results pages. SEM intersects with search engine optimization, as it can include strategies like rewriting the content of a website and its architecture to achieve higher rankings. Search engine marketing generally refers to paid search or pay-per-click.
Reading
Biglione, Shann. 2021. Zenith. No, share of search won’t replace share of voice. warc.com
Binet, Les & Field, Peter. 2020. The B2B Institute. The 5 Principles of Growth in B2B Marketing. ipa.co.uk
Binet, Les & Field, Peter. 2013. The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies
Clarke, Nikki. 2009. The Nielsen Company. Budgeting for the Upturn: Does Share of Voice Matter? nielsen.com
Domenech, Josep & Cebrián, Eduardo. 2022. Is Google Trends a quality data source? tandfonline.com
Field, Peter, & Binet, Les. 2020. The B2B Institute. The 5 Principles of Growth in B2B Marketing. ipa.co.uk
Game, Richard. 2021. Cressive DX. Share of Search value in the short-term for CMOs. linkedin.com
Jones, John Philip. 1990. Harvard Business Review. Ad Spending: Maintaining Market Share. hbr.org
Naples, Michael. 1979. Effective Frequency: The relationship between ad frequency and advertising effectiveness.
Nelson-Field, Karen. 2020. The Attention Economy and How Media Works: Simple Truths for Marketers.
Pecanek, Michal. 2020. What is Share of Voice? How to Measure it Across Channels ahrefs.com
Price, John. 2016. How to Increase Share of Voice Without Increasing Media Investment nielsen.com
Ritson, Mark. 2020. MarketingWeek. It’s time for ‘share of search’ to replace ‘share of voice’ marketingweek.com
Southgate, Duncan. 2011. Millward Brown. Point of View “Are You Getting Your Fair Digital Share?” Kantar