MARKETING ANALYTICS GLOSSARY

All Interactions

This is an Attribution Report model that gives equal weight to every URL or source

someone visited before converting.

Annotations

These are notes on specific parts of a chart in Google Analytics to help you better

keep track of certain things that happen in your marketing. Usually, these are left on

parts of a graph that are outliers. All people using your Google Analytics account can

review annotations at any time.

Attribution Model

An attribution model tells your analytics program how you want to weigh the

importance of different touchpoints. For example, if you want every single page to be

given equal weight (or credit) for the conversion, you will choose an All Interactions

Model for HubSpot and a Linear Model for Google Analytics. If you want only the first

page a visitor ever saw before they ultimately converted, you would choose a First

Interaction (or First Touch) model.

Attribution Report

Attribution reports allow marketers to create advanced reports by URL, source, or

referrer to better understand what marketing efforts lead to conversions throughout

the funnel. For more details on HubSpot's Attribution Reports. For more information

on Google Analytics' Attribution models.

Acquisition:

Acquisition refers to the process of earning new customers, transactions, and

purchases for your business.

Ad Rank:

Ad Rank is a metric used by Google to determine the positioning of your pay-per-

click (PPC) ad in the search results.

Analytics:

Analytics term refers to the analysis of data from your website and marketing
strategies that you can interpret to understand the effectiveness of your marketing
efforts and where you can make improvements.

Analytics platform:

An analytics platform provides you with the data you need to gain insights into your
campaigns, such as Google Analytics.

Attribution:

Attribution can help you determine which channels, strategies, and marketing
messages had the most impact on a user’s decision to convert.

Bounce Rate
The percentage of people who land on one of your web pages and then leave

without clicking anywhere else on your website -- in other words, single-page

visitors. This metric is found in Google Analytics.

Channel Grouping

This Google analytics feature allows you to group marketing activities together.

Using the Acquisition Reports, by default, you can view and compare metrics by

channel name, traffic source, medium, or campaign name. You also can set up

custom channel groups.

Companies Properties

Companies Properties in HubSpot contain important information about the contact's

company, such as the company name and the website URL. You'll find these

properties in individual Contact records and in the Companies Report.

Contact-to-Customer Conversion Rate

The number of customers divided by the number of contacts for the selected time

period. This metric can be found in HubSpot.

Contacts

A contact is someone who has submitted their information in a form on your website.

Contacts can be in different Lifecycle Stages such as lead, marketing qualfied lead,

customer, and evangelist. The term contacts can be found in HubSpot.

Contacts Properties

Contacts Properties in HubSpot contain important information about the individual,

such as the contact's name, email, and address.

Content Grouping

The ability to view and compare metrics that have been aggregated into a group.

You can analyze the group's aggregated data, individual URLs, page titles, or screen

names in Google Analytics.

Conversion Rate

The number of people who converted on your website (typically filling out a form or

another action you have predefined) divided by the number of people who visited

your website.

Conversion Type

This option will let you define what a conversion is in the report you're running. For

example, in HubSpot, you could select "Became a Lead Date" to figure out when

your visitor turned into a lead. You could select "Became a Customer Date" to figure

out when your lead turned into a customer.

Cookies

A cookie is a small piece of data that is stored in a user's browser. Cookies are used

to track how many times a website is visited.

Click-through rate (CTR):

CTR is a ratio that describes the percentage of users who clicked on your promotion

or search engine result based on the total number of users who saw it.

Click to open rate (CTOR):

CTOR is an email marketing metric that measures the number of clicks your emails

earn relative to the number of opens.

Conversion rate optimization (CRO):

CRO is the process of improving your website for users to encourage them to

perform a desired action, such as purchasing your products or investing in services,

filling out a contact form, or signing up for your email newsletter.

Cost per acquisition (CPA):

CPA enables you to see what your business pays on average for a user to convert

after viewing your advertisement.

Cost per click (CPC):

CPC measures what your business pays on average each time a user clicks on your

advertisement. This metric is usually measured for pay-per-click (PPC) ad

campaigns.

Cost per lead (CPL):

CPL tells you how much your business spends to generate a new lead.

Data management platform:

Software that enables you to collect and manage data from multiple sources.

Dimension

A characteristic of your data that you can use in filters. In Google Analytics some

default dimensions include browser, landing page, and campaign.

Direct Traffic
When someone visits your site by directly typing in a URL. For example, if I open

Chrome or Safari and type in "http://hubspot.com," that would count as direct traffic

in HubSpot's analytics.

Dollar Index

How influential a page is to conversion, measured in Google Analytics. The higher

the number, the better.

Demographics:

Demographics are factors that describe users, such as their age, location, and

gender, which are often used for ad targeting.

Device:

Device is a feature in Google Analytics that lets you view what types of devices your

website visitors use, such as desktop computers, mobile phones, or tablets.

Direct traffic:

Direct traffic contains users who visit your website by typing your URL into the

search bar.

Dwell time:

Dwell time specifically refers to the amount of time a user spends on your website

page before returning to the SERPs. Typically, the longer the dwell time, the better.

Ecommerce conversion rate:

The percentage of online sales generated on your website based on the total
number of visitors.
Engagement Rate

The engagement rate shows how long a person is on your website. It takes into

account time in addition to the number of pages viewed. For example, if only one

page is viewed, that visitor receives an engagement rate of 0. This metric can be

found in Google Analytics.

Entrances

Entrances is the number of times a session in Google Analytics begins. For example,

let's say someone went to your homepage and a landing page before leaving your

website. There would be one entrance counted on your homepage, and zero

entrances counted on the landing page. That's because someone came to your

website for the first time when they saw your homepage.

Events

Events allow you to measure a website visitor's activity on your website. In HubSpot,
Events can be created without any code using the Events bookmarklet to track a
user's behavior on your website. To read more about HubSpot's Events.

In Google Analytics, Events can be tracked on your website or mobile but requires
more setup. To read about how to set up Events using Google Analytics.

Exit rate:

Exit rate is the percentage of users who left your website after visiting any number of
pages on your site.

Filter

A setting that allows you to alter the data that is displayed in your reports. If you have

a report with page URLs and only want to see the URLs from your blog, you should
type in blog.YOURCOMPANY.com to view only your blog posts. The process of only

showing these posts is called filtering.

First Interaction

This is an Attribution report model in Google Analytics that gives 100% credit to the

first touchpoint before a conversion.

First Touch

This is an Attribution Report model in HubSpot that gives 100% of the credit to the

first URL or source visited by a contact on your site.

First and Last Interaction

This is an Attribution Report model in HubSpot that gives 50% of the credit for the

conversion to the first URL and 50% of the credit for the conversion to the last URL.

First and Last Touch

This is an Attribution Report model in HubSpot that gives 50% of the credit for the

conversion to the first referring URL or source and 50% of the credit for the

conversion to the last referring URL or source.

Funnel

The steps someone takes from the first time they are a visitor on your website along

the way to becoming a customer.

Google Analytics:

Google Analytics is a popular web analytics platform that enables you to view, track,
and analyze essential data and metrics about your website and audience.

Google Data Studio:

Google Data Studio links with Google Analytics to help you convert data into
customizable and informative reports.

Google Search Console:

Google Search Console enables you to track the performance of your website in
Google search results.

Hit

A hit is a name for user interactions. Examples of hits include pageviews,

transactions, items, events, social interactions, or user timing. This term is used in

Google Analytics.

Interaction Score

The interaction score is in HubSpot and tells the Attribution Report what data to look

at as well as what Attribution model to use in the analysis. For example, the

Attribution Report can be pulled by URL, referrer, or source. And then the different

model can be chosen.

Last AdWords Click

This is an Attribution Report model in Google Analytics that gives 100% of the credit

for the conversion to the last AdWords click.

Last Interaction

This is an Attribution Report model in HubSpot that gives 100% of the credit to the

URL someone converted on.

Last Non-Direct Click

This is an Attribution report model in Google Analytics that gives 100% of the credit

for the conversion to the last channel a customer clicked through before converting.

All direct traffic is ignored in this model.

Last Touch

This is an Attribution Report model in HubSpot that gives 100% of the credit for the

conversion to the last channel or URL someone went to in the session before they

converted.

Last click

Last click is a type of attribution that gives 100% of the credit for the conversion to

the last thing the user clicked on.

Lead

A lead is a user who shows an interest in your business, products, or services. They

can show interest by contacting you, downloading your guides, signing up for your

emails, and more.

Lifecycle Stage

A property that shows where contacts are in your marketing funnel. In HubSpot

these lifecycle stages include Subscriber, Lead, Marketing Qualified Lead, Sales

Qualified Lead, Opportunity, Customer, Evangelist, and Other.

Linear

This is an Attribution report model in Google Analytics that gives each touchpoint in

the conversion path equal credit for the conversion. In HubSpot, this is called all

interactions.
List Segmentation

The ability to group contacts based on similarities. For example, you can group

people based on similar contact or company properties, form submissions, email

actions, pages views, and more. For more details on how to do this in HubSpot, see

this blog post.

Metrics

Metrics are values that you can use to measure and track the performance of your

marketing campaigns.

New users

New users are people who visit your website for the first time.

Organic Search

When a visitor originates from a search engine. This includes, but is not limited to,

Google, Bing, and Yahoo.

OKRs:

OKRs stand for objectives and key results. They help you set clear goals with

measurable results to help you track your progress toward reaching your goal.

Open rate:

Open rate is the percentage of users who received your emails and opened them.
Optimize:

Making changes and improvements to your digital marketing strategies to help them

achieve better results.

Organic traffic:

Organic traffic refers to users who visit your website after clicking on your website

results in a search engine like Google.

Pageview

When a page is loaded or reloaded in Google Analytics.

Paid Search

When a visitor originates from a paid search advertisement.

Position Based

This is an Attribution model in Google Analytics that gives 40% of the credit to the

first and last interaction and 20% of the credit distributed evenly to the middle

interactions.

Qualiied leads

Qualified leads are users who have shown an interest in your business that are most

likely to purchase your products and services.

Quality Score:

Quality Score is a diagnostic tool used by Google Ads to determine your PPC ads’

quality and relevancy on a scale of one to 10.

Referrals

When a visitor comes to your site from other websites.

Revenue Report

A revenue report attributes company revenue to different marketing activities. For

example, using HubSpot, you can run a Revenue Report based on how much

revenue your email marketing or social media efforts have generated.

Return on ad spend (ROAS):

ROAS is a metric that measures the performance and financial return of your digital

advertising strategy or campaign.

Return on investment (ROI):

ROI helps you measure the performance of your marketing strategies by looking at

how much money you earn from your investment in your marketing campaigns.

Returning users:

Returning users are website visitors that have visited your site in the past on the

same device.

Segments

See List Segmentation.

Sessions

See visits. Sessions is the term Google Analytics uses.

Score

In HubSpot Attribution Models, each URL or source is given a score based on its

value. A high score means that the URL or source drives more conversions whereas

a low score means that the URL or source is not driving a lot of conversions. The

score is calculated based on the Attribution model you select. For more information

on scores, see this article.

Simple Decay

This is an Attribution Report model in HubSpot that gives the six most recent

interactions credit for the conversion. For example, if you visited seven pages before

converting to a lead, it would give credit to the final six pages you visited. Page

seven would get 50% more credit than page six. Page six would get 50% more credit

than page five. And so on.

Sources

The marketing channels that you use. HubSpot provides a Sources Report that gives

details into the visits, contacts, and customers generated as a result of different

marketing channels.

Time Decay

This is an Attribution Model in Google Analytics that gives the touchpoints that were

closest in time to the conversion to get more credit. In HubSpot, the most similar

model is Simple Decay, but this doesn't take time into consideration.

Time on Page
The time someone goes to the next page minus the time a visitor originally came to

the page. This metric is calculated in Google Analytics.

Time on Site

The average amount of time a visitor spends on your site within a certain time

period. Many marketers use this metric to get an idea of the effectiveness of their

website. The longer someone spends on your website, the more effective your

website probably is. This metric is calculated in Google Analytics.

Touchpoints

Touchpoints are the different interactions someone has with your company.

Touchpoints include, but are not limited to, the different pages on your website

viewed along a visitor's journey.

Tracking URL

A regular URL with a token (usually called a UTM parameter) attached to the end of

it that helps keep track of where the view originated. For example, the tracking URL

http://blog.hubspot.com/marketing/30-day-blog-challenge-tip-27-sr?utm_campaign=

%23blogfor30&utm_medium=social&utm_source=linkedin means that it is part of the

Blog for 30 Campaign, and the view came from Social Media and more specifically

LinkedIn.

Traffic

Traffic describes users who visit your website.

Traffic source

Traffic source describes where your users originate from. For example, traffic can

come from your PPC ads, social media ads, or search engines.
U

Unique Visitors

A brand new visitor coming to your website for the first time.

Unsubscribe rate

Unsubscribe rate is a metric in email marketing that describes the percentage of

users who chose to stop receiving your emails.

URL

The web address of a website or web page.

Visit-to-Contact Conversion Rate

The number of new contacts divided by the number of visits for the selected time

period. This metric can be found in HubSpot.

Visit-to-Customer Conversion Rate

The number of customers divided by the number of visits for the selected time

period. This metric can be found in HubSpot.

Visitor Flow

A Google Analytics app that allows you to see the path people take when on your

website.

Visitors

The people that visit your website or mobile app.

Visits
This is the term that HubSpot uses. In Google Analytics, it is called sessions. Any

time a visitor reaches your site from an outside domain. A visit will end in HubSpot

when someone leaves your domain by visiting an external site or closing his or her

browser. A visit will end in Google Analytics after a user is inactive for 30 minutes or

more.