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Agency Reporting: Key Terms and Metrics

24 Jan, 2017 McKell Naegle

The world of advertising can be complex and confusing — even if you know the lingo! But don’t worry, Fluid is here to help.

We’ve compiled a list of some of the most important terms and definitions you need to know. Save this post, print it out and reference it often. It will save you in meetings and when reporting on advertising metrics.



  • Leads/Conversions: The number of lead events tracked by the conversion tracking pixel on your website, attributed to your ads.
  • Impressions: The number of times your ads were viewed.
  • Click-Through-Rate (CTR): Measures how many people who have seen your ad click through to your link destination.
  • Call-To-Action (CTA): A CTA is literally the action you want your searcher to take. Good CTAs in your ads are short, action-oriented words such as “Buy”, “Get”, “Act Now”, etc.
  • Landing Page: Your landing page is the page on your website to which you’re driving traffic from your ad.

Google Analytics/SEO:

  • Sessions: A group of interactions one user takes within a given time frame on your website. Google Analytics defaults that time frame to 30 minutes.
  • Page-Views: A view of a page on your site that is being tracked by the Analytics tracking code.
  • Pages Per Visit: The total number of pages viewed per session. The metric Pages/Session is the average number of pages viewed per session.
  • Bounce Rate: The percentage of single page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further.
  • Average Session Duration: The average time a users spend on page.
  • Citations: A citation is an online reference to your business’s name, address and phone number (NAP). Like links to your website, Google uses them when evaluating the online authority of your business. Unlike links though, citations don’t need to be linked to your business’s website in order for you to be credited for them.
  • Link Building: Refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO).


  • Programmatic Advertising: An automated type of banner advertising which combines client prospecting and traditional banner advertising.
  • Post-Click Conversion: Conversion that occurs after a user has clicked on an ad.
  • View-Through Conversion: Refers to a conversion where the user has previously been delivered an impression but not clicked on it.


  • Open Rate: The amount of people who received the email and opened.
  • Click-Through-Rate: The number/percentage of people that opened your email and clicked on a link.
  • Hard Bounce: An email message that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.
  • Soft Bounce: A soft bounce means that the email address was valid and the email message reached the recipient’s mail server. However, it bounced back because: The mailbox was full (the user is over their quota), the server was down, or the message was too large for the recipient’s inbox.


  • CPA: (Cost-Per-Acquisition) Also known as pay-per-acquisition (PPA) and cost-per-conversion, is an online advertising pricing model where the advertiser pays for each specified acquisition. For example: impression, click, or form submit.
  • CPM: (Cost-Per-Impression) A marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The “M” in CPM represents the Roman numeral for 1,000.


  • Campaign: An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type and your other ad settings. It’s generally what you first set-up when you advertise.
  • Ad Groups: An ad group is your set of keywords, budgets and targeting methods for a particular objective, within the same campaign. For example, if you are running an ad campaign for a shoe sale, you could set up ad groups to target for online sales, women’s shoes and men’s shoes. You can have multiple ads in each ad group.
  • Campaign Type: Your campaign type is where you want your ads to be seen. Google has:
    • Search Network only (Google search only, text ads.)
    • Display Network only (Google’s Display network of websites, banner ads.)
    • Search Network with Display Select (Combo of search and display.)
    • Shopping (Product ads.)
  • Keywords: The words or word phrases you choose for your ads, and will help to determine where and when your ad will appear. When choosing your keywords, think like your customer and what they would be searching for when they want your product, service or offer.


  • Campaign: The name of the ad campaign you’re viewing in reporting. Your campaign contains ad sets and ads.
  • Ad Set: The name of the ad set you’re viewing in reporting. An ad set is a group of ads that share the same budget, schedule, delivery optimization and targeting.
  • Reach: The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.
  • Frequency: The average number of times each person saw your ad.
  • CPC (Cost-Per-Click): The average cost for each link click.






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