The 23 Digital Marketing Terms You Need to Know

If you’ve taken any steps into the world of Digital Marketing, you’re probably aware that there’s a lot to know, especially when it comes to all the specific terminology. Whether you’re optimizing keywords to boost SEO results or kicking off a PPC campaign, Digital Marketing is a wide umbrella that covers a lot of ground. So, to help you navigate the ever-expanding digital realm, we’ve created the following glossary of must-know terms.


Actions – Specific customer action defined as valuable, occurring along the sales funnel

Average Position – What position the ad is showing on the search engine results page, on average

Average Session Duration – Average length of a session

Bounce Rate – The percentage of visits which a person leaves your website from the landing page without browsing any further

Conversion – A specific customer action defined as valuable, such as a phone call or a purchase

Conversion Rate – Percentage of visitors to a website that complete a desired goal (conversion) out of the total number of visitors

CPA – Cost Per Action – Cost paid for a specific action (click, form submit, sale, etc.)

CPCV – Cost Per Completed View – Cost paid every time a video ad runs through to completion or cost divided by competed views

CPM – Price of 1000 ad impressions

CPV – Cost per view for a video ad

CTR – Click Through Rate – Clicks the ad received divided by how many times it was shown

Impressions – How many times the ads were shown on a search result page. Theoretically, this is how many times the ad has been shown to users

In-View-Rate – Number of impressions where at least 50% of an ad was in-view for at least one continuous second expressed as a percentage

Keywords – Word or phrase when typed into google, produces results on search engine results page

New Users – Number of first-time users

Pages per Session – Average number of pages viewed during a session

Pageviews – Total number of pages viewed. Repeated views of a single page are counted

PPC or CPC– Pay Per Click or Cost Per Click – Internet advertising model used to direct traffic to websites, where an advertiser pays when their ad is clicked on

SEM – Search Engine Marketing – Form of internet marketing that involves promoting websites by increasing their visibility on the SERP primarily through paid advertising; SEM also may incorporate SEO and PPC-specific techniques

SEO – Search Engine Optimization – Maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by the search engine. SEO focuses on using good content and strategically using keywords on a website; SEO is also referred to as “organic” results because it doesn’t rely on advertisers paying to get users to click on ads (like PPC or CPC)

SERP – Search Engine Results Page – The page that is displayed after searching for a term or phrase; the goal is to be on the first SERP page to increase visibility

Session – Group of interactions one user takes within a given time frame on your website – whatever a user does on your website (browses pages, downloads resources) before they leave equals one session

View Rate – The number of paid views of a video divided by the total impressions


Getting to know these terms is a good start but to get the most out of your Digital Marketing efforts, that’s where we come in. Our Digital Marketing Team is well equipped to help by providing service in a number of areas suited to your business needs and budget. Contact Lisa Harrington, Directer of Digital Strategy, to find out more at or fill out the contact form HERE.

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