Our Guide to Digital Marketing Jargon

Sometimes it can seem as though the dialogue surrounding Google Analytics is designed deliberately to confuse anyone not wearing a pair of Doc Martens into the office. With so many acronyms, flipped and seemingly random words arranged through colourfully complex reports, how can anyone keep up? Today, the modern digital marketing mix must include search engine optimisation of some kind– with some 44% of global online advertising spend going to Google in 2017. So here at Nicoh, our digital marketing team have made the ultimate layman’s guide to Google Analytics jargon. You’re welcome!


A bounce describes a user session that includes only a single pageview. That is, when a user clicks onto your website, only to leave without clicking through to any internal links. The bounce rate is the percentage of sessions with a single pageview. This percentage can give insight into your content performance or web design.

For digital marketing purposes, it is important to maintain a relatively low bounce rate across the board. However, higher bounce rates can be accounted for in pages containing more actionable information (such as blog posts).


Google Analytics makes budgeting for digital marketing transparent and granular. This is made obvious with the cost-per-click (CPC) advertising options. CPC is seen in the Acquisition reports and refers directly to people clicking through from paid advertisements. These ads include those from Google AdWords accounts and campaigns.

Generally, advertisements want to keep their CPC low to establish a fluid digital marketing budget.


An event is a custom interaction that’s tracked on your website and into your Google Analytics. Each custom event can include three dimensions (category, action and optional label) and a metric (value). For example, clicks of embedded video. These are then implemented, tracked, and reported in the Behaviour reports. Events are useful when developing event-based goals for your digital marketing plan.


Goals are the desired actions for users visiting your website. These typically include subscribing to mailing lists, inquiring, or registering their information. These goals are configured in Google Analytics and included in the regular digital marketing reports.

Having goals set will also enable Goal Abandonment Destination goals too – configured to count users that enter the goal ‘funnel’ but abandon the final goal. For example, someone reading several pages before filling out a form but abandoning it before it can be fully submitted. This is seen as a goal abandonment metric and can give insight into your content and web design.


Conversions occur when a user completes a goal or makes a purchase. Each goal reports a max of one conversion per user session, yet every transaction is also reported within your Google Analytics.


Dimensions are attributes or characteristics collected regarding your users and their interactions. They are generally a row of information in your Google Analytics reports, commonly presenting information such as the pages viewed and channel through which they found your website. Dimensions can be very useful in determining valuable backlinks, referrals or effective page design.


Keywords are a critical yet misunderstood and often misused pillar of digital marketing. Keywords are words or phrases in your website content that enable users to find your website in search engine results. Well optimised websites will rank high, poorly optimised websites will barely rank at all.

However, ‘optimised’ does not mean filling and overstuffing your landing pages with keywords either. Google is consistently updating their search algorithms, catching out dodgy keyword strategies that mislead searchers. SEO and digital marketing specialists are trained to balance their web content writing between search engine and actual reader. A careful balance is rewarded with enhanced visibility. Google Analytics reports provide details on the keywords used to find your site. These are split between organic keywords and paid searchers.


No pesticides here. Organic traffic or ranking generally refers to users clicking through from free links in search results. Organic ranking accounts for over 35% of search clicks and requires nurturing for effective digital marketing through search engine optimisation.


Often confused with search engine marketing, SEO (or search engine optimisation) is the process of optimising your on-page and off-page data for search engines. SEO focuses on increasing visibility in organic search engine rankings. Effective search engine optimisation requires technical and creative elements to balance the needs of search engines and users when developing content.


SEM (or search engine marketing) is paid digital marketing within search engine results. Often called AdWords, these are the results that sit above organic rankings within any given search result. These ads focus on driving conversions and clicks, with costs budgeted per click. They are an instant option for those wanting to quickly appear in search results.


PPS, or pages per session, is a main metric for user engagement that shows the average number of pageviews in each user session. This metric can produce valuable insight into page design and internal cues for digital marketing purposes.


Referrals are reported when a user clicks through from a third-party website. All websites sending your traffic are listed in your Google Analytics report (by domain), allowing you to drill down into exact visitors welcomed from referral paths.


Nope, not the doughy kind. Cookies are a small piece of data placed and stored in a user’s browser. This is how your Google Analytics report can track new and returning visitors. Cookies are the key to remarketing, a brilliant digital marketing tool.


Remarketing is a clever way to stay in the minds of users that leave your website. Using cookies, it allows you to place targeted ads in front of familiar audiences. These ads can be personalised too by using individual user data from those cookies, like pages visited. This is a common digital marketing tool used in SEM strategies.

Need a Digital Marketing Agency without the wordplay?

Nicoh’s team of digital marketing specialists aren’t just passionate about marketing, but we are passionate minimalists. We value your time, and we know that spending hours pouring over needless analytics reports stands in the way of effective business decisions. Our team work hard to make digital marketing for business easy – no jargon, transparent pricing, and creative solutions.

So, are you ready to cut the jargon? Contact us today for a FREE strategy consultation.

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