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Welcome to our glossary page, where you can find concise definitions and explanations of key terms related to our website and online activities.

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The group of people who are targeted or reached by a particular marketing campaign or message.

Average Position

The average rank of a website or webpage in search engine results pages (SERPs) for a specific keyword or query.

Average Time On Site

The average duration of time that visitors spend on a website before navigating away or closing the page.


Bounce Rate

The percentage of website visitors who navigate away from a site after viewing only one page, without interacting or exploring further.

Brand Awareness

How likely people are to be aware of your brand. You can measure it by tracking the amount of attention your brand gets online in the form of impressions and reach.


Click Through Rate

The ratio of the number of clicks on a specific link or advertisement to the number of times it was viewed or displayed. It is often expressed as a percentage.

Conversion Rate

The percentage of website visitors or users who complete a desired action or goal, such as making a purchase, filling out a form, or subscribing to a newsletter.

Cost Per Acquisition

The average cost incurred by a business or advertiser to acquire a new customer or lead. It is calculated by dividing the total cost of marketing or advertising campaigns by the number of acquired customers or leads.

Cost Per Click

The cost paid by an advertiser for each click on their online advertisement.



A delivery is recorded when a request to send an email results in the delivery of that email to the end recipient.



The level of interaction, involvement, or participation of users or audience members with a particular piece of content, such as social media posts, ads, or websites. For Social Media, this includes likes, comments, shares, etc.

Engagement Rate

How many people interact with your social media content. Calculate by how many people were exposed to a post and then chose to engage with it.


Goal Completions

The number of times users accomplish predefined goals or objectives on a website, such as completing a purchase, signing up for a service, or submitting a form.


Hard Bounces

A hard bounce is an email message that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the email address doesn’t exist or because the recipient is unknown.



How many times an ad, promoted post or piece of content is shown to a user on a social network. It is not a measure of how many people have actually seen the ad. Your ad might appear on one user’s feed multiple times, and each of these instances is counted as one impression.


Landing Page Views

This is when a person lands on your ad’s destination URL (landing page), after clicking a link in your ad.

Link Clicks

A link click is tracked when a user clicks on any link in your campaign.



The acts of tagging a user in a social media post.


Open Rate

The percentage of recipients who open or view an sms, email or newsletter out of the total number of recipients.

Organic Reach

The number of unique users who view your content without paid promotion.


How many newsletter recipients have opened your newsletter.


Pages Per Session

The average number of pages that a user visits during a single session or visit to a website.


Performance in the context of website care refers to the efficiency and speed at which a website operates and delivers content to its users. It is often measured using various metrics such as “page load time,” “time to first byte (TTFB),” and “website responsiveness.”

A high-performance website typically loads quickly and responds promptly to user interactions, providing a smooth and seamless browsing experience. To optimize performance, web care involves tasks such as optimising code, compressing images, leveraging caching mechanisms and regularly monitoring and fine-tuning server resources.

A good performance score indicates that the website is well-optimized, ensuring improved user satisfaction, better search engine rankings, and higher conversion rates.

Page Views

The number of times a page’s profile has been viewed by people.



The total number or percentage of unique individuals who are exposed to a particular message, advertisement, or campaign.

Return On Ad Spend

A measure of the profitability or effectiveness of advertising campaigns. It is calculated by dividing the revenue generated from the campaigns by the total amount spent on advertising.


Search Clicks

The number of times users clicked on search results or ads displayed in search engine results pages (SERPs).

Search Impressions

The number of times a webpage or ad is displayed or shown in search engine results pages (SERPs) in response to a user’s search query.

Search Traffic

The amount of website traffic or visitors that originate from search engines, such as Google or Bing.


Security in the context of website care refers to the overall level of protection and resilience of a website against potential threats and vulnerabilities. This is often quantified as a “security score,” a numerical representation that assesses a website’s security posture and helps gauge its susceptibility to attacks and unauthorized access. Higher security scores indicate better protection, while lower scores suggest potential weaknesses that need to be addressed to ensure a secure online presence.

Soft Bounces

A soft bounce is an email message that gets as far as the recipient’s mail server but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient’s inbox is full.


The capacity or space available for storing data or files on a computer, server, or cloud-based platform.


Total Keywords

The overall number of distinct keywords or search terms targeted or monitored in an SEO (Search Engine Optimisation) or PPC (Pay-Per-Click) campaign.


“Traffic” in the context of a website Key Performance Indicator (KPI), refers to the number of visitors accessing the site, indicating its popularity and engagement. Additionally, “Traffic” can also represent the volume of data transferred between the website and its users, measuring the data usage or bandwidth utilization.


Unsubscribe Rate

The percentage of recipients who opt-out or unsubscribe from an email subscription or mailing/messaging list out of the total number of recipients.


Updates in the context of website care refers to the regular and timely maintenance of a website’s software components, including the core content management system (CMS), plugins, themes, and server software. Keeping these elements up to date is crucial for ensuring the website’s security, performance, and functionality.


Uptime refers to the period of time during which a website or online service is operational and accessible to users without any interruptions or outages. It is a crucial metric used to measure the reliability and availability of a website or server.

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