Analytics or Web Analytics

The analysis of data gathered by visitors’ activities on your website or mobile app, for the purpose of exploring ways to improve design, features and marketing campaigns.

Tools like Google Analytics, Kissmetrics, Mixpanel and Piwik can be used for analysis.

E.g. “We are using web analytics tools to get new and better ideas to re-design our website.”


Banner ad

In the context of online marketing, a banner ad is a form of advertising on a website or app page, typically in image format with hyperlink to your web page.

E.g. “We are using banner ads on social media sites to bring new visitors to our website.”



A regularly updated website to share knowledge, experiences or latest news written by an individual or a group of people, typically in a conversational style, and focused on a specific subject.



An application used to navigate the Internet and open websites on desktops, laptops, tablets and mobile phones. Examples include Google Chrome, Mozilla Firefox, Internet Explorer and Safari.

E.g. “Our website looks slightly different on different browsers like Chrome and Internet Explorer.”



The digital information and experiences that are available for users via text, video, audio, images, games etc.

E.g. “We are going to add more video content to our website, so it’ll be more engaging for users going forward.”


Click-through Rate (CTR)

The ratio of total number of times people click on an item of interest, like a search engine ad or a link, to number of total views by users.

E.g. “Our click-through rate for ads on Google search engine ads is higher than that of Facebook ads.”



A tracked and successful action that businesses want their website or app visitors/users to take. In the context of eCommerce, it can be a successful order placement.


Conversion rate

The ratio of number of conversions to number of visits. It is often used as performance metric.

E.g., if you have received 300 clicks and 15 conversions, your conversion rate is 5%.


Conversion Optimization or Conversion Rate Optimization (CRO)

The process of increasing the conversion rate.

E.g. “We are going to handle shipping ourselves to save money and pass on the same as occasional discounts for users. It will help us with conversion rate optimization.”


Cost per Click (CPC)

The amount of money required to produce a click on your online ad.

E.g. “CPC prices for businesses in our industry are usually higher on Sundays and conversion rates are lower, so we don’t run campaigns on Sundays.”



Commercial trading process of products and services online.


Email Marketing

The process of using email to send promotional messages, explore new business, or solicit donations, and is targeted to build trust or brand awareness.


Home page

The main or introductory page of a website.



Number of times an ad is viewed by users on a web page, video or app.

E.g. “Our new ad campaign for home furniture has received hundreds of impressions, but we have booked just 2 sales yet.”



A word or a phrase used on a search engine like Google by users to find relevant results.

These words or phrases can be targeted by businesses to research and run marketing campaigns.


Landing Page

The first page on a website that a user visits, not necessarily the home page of that website.

For e.g., if we post something on a social media platform with a link to and a user visits the link and comes to our website for the first time, that page would be considered as landing page for that user.



A text message, button or banner image that provides a link from one page or website to another.


Natural Listings or Organic Listings

Results that appear on a search engine like Google on user searches that are not paid ads. Usually these positions can be acquired automatically or by SEO.


Paid Listings

Results that appear on a search engine like Google on user searches that are paid ads. These positions can be acquired by running search engine marketing campaigns using Google Adwords tool.


Pay Per Click (PPC)

An ad pricing model in which advertisers or businesses who run their ads pay each time a user clicks on their ads.

E.g. “We are going to use PPC ads to promote our new online real estate portal.”


Query or Search Term

The keyword or phrase a person uses to search results on search engines like Google, Bing etc.

E.g. “When potential customers use the search term ‘villas for sale in Mumbai’ our website appears at 2nd position on Google”



A web page’s position on a search engine results page.


Search Engine

A web application that indexes and displays relevant web page links in response to users’ search term. Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex are some of the most popular search engines in the world.


Search Engine Optimization (SEO)

The process of making changes to the website design, code, content and building incoming links to website through promotions externally on other sites, social media, offline to improve visibility and get traffic from the “free,” “organic” or “natural” results on search engines like Google and Bing results.

E.g. “Investing in SEO helped our business to quadruple sales.”


Search Engine Marketing (SEM)

An advertising method that permits you to bid for your ad to display along with search engine organic or free results for keywords that people on Google type in. This allows your offerings to be seen by prospects right when they’re searching for the products or services a business offers.

Example: “SEO is a long term marketing strategy, but using SEM ads helped us get a lot more visibility and traffic really quickly.”


Search Engine Results Page (SERP)

The page displayed to people in response to a query on a search engine like Google.

E.g. “After I searched for ‘buy pop top bottles’ I noticed that the SERP had both organic listings and paid listings.”


Session or Visit

A set of interactions that take place on your website within a given time frame. For example, a single session can contain few page views and eCommerce transactions.

E.g.“Our website got 1500 visits last week, but what we really care about is whether those visits converted into a sale or inquiry.”


Traffic Acquisition

The method of attracting visitors often referred to as traffic to websites, mobile apps and other digital products.

E.g. “Our acquisition strategy focuses on targeting people who have setup new businesses in the west coast.”


Unique Visitor

A single visitor to a website or app during a specific period of time.

E.g. “No matter how many times James visits our website from an internet connection, he is still just one unique visitor.”


Uniform Resource Locator (URL)

The unique address of a page of online content on the Internet, offered referred as web link.

E.g. “Mark, you can access our website by typing the URL into your web browser.”