Glossary

Impressions: The total number of times a piece of content is displayed on a user's screen.

Reach: The number of people who saw a sponsored story or Ad about your Page.

CTR (Click-through Rate): The percentage of impressions that led to a click on an ad, calculated by dividing clicks by impressions and multiplying by 100.

Page Likes: The total number of users who have liked your Page.

Post Reach: The number of unique users who saw any of your Page posts.

Engagement Rate: The % of people who interacted (liked, commented, shared, clicked) out of those who saw the post.

Page Views: Number of times your Facebook Page was viewed.

Followers: The number of people who follow your Page to see updates in their feed.

Impressions: Total number of times your ad was displayed on users’ screens.

Reach: Number of unique users who saw your ad at least once.

CTR (Click-Through Rate): Percentage of people who clicked your ad after seeing it.
​Formula: Clicks ÷ Impressions

CPC (Cost Per Click): Average cost for each link click on your ad.

CPM (Cost Per 1,000 Impressions): How much you’re paying per 1,000 ad impressions.

Conversions: Total number of desired actions taken (e.g., purchases, sign-ups, etc.).

Conversion Rate: Percentage of clicks that resulted in a conversion.
​Formula: Conversions ÷ Clicks

Frequency: Average number of times each person saw your ad.
(High frequency can indicate ad fatigue.)

Engagement (Total): Combined total of likes, comments, shares, reactions, and clicks.

ROAS (Return on Ad Spend): Revenue generated for each dollar spent on ads.
​Formula: Revenue ÷ Ad Spend

Event: Users take predefined or custom actions on a website or within an app. Examples include making a purchase, adding items to a cart, or achieving a level in a game.

Leads: potential customers or prospects who have expressed an interest in a business or product through Facebook

Actions: the activities users take in response to or as a result of seeing an ad. These can be interactions directly on the ad, like clicks or video views, or actions taken after seeing the ad, such as website conversions or app installs.

On-Facebook leads: a type of Facebook advertising that allows businesses to capture leads from potential customers directly within the Facebook platform.

Link Clicks: The number of times users click on a link within your ad.

CTR (Click-Through Rate): Percentage of users who clicked on your ad after seeing it.

CPC (Cost Per Click): The average cost you pay for each click on your ad.

Impressions: How many times was your ad shown.

Conversions: The number of times users completed a desired action (like purchases or sign-ups).

Conversion Rate: The percentage of clicks that resulted in conversions.

Quality Score: A rating (1–10) based on the relevance of your ad, keywords, and landing page.

Impression Share: % of total available impressions your ad actually received.

Top of Page Rate: How often your ad appears at the top (above organic results).

View-Through Conversions – Conversions that happened after someone saw (but didn’t click) your ad.

Search Lost Impression Share (Budget): % of impressions you missed due to insufficient budget.
​Search Lost Impression Share (Rank): % of impressions you missed due to low Ad Rank (affected by Quality Score and bid).
​Useful for diagnosing why your ads aren’t showing more often.

All Conversions: Total number of conversions, including cross-device, phone calls, and other assisted actions.

Sessions: Instances of users actively engaging with your website/app.

Users: Number of unique visitors to your site/app.

Engaged Sessions: Sessions that lasted over 10 seconds, had a conversion, or at least 2 page views.

Engagement Rate: Engaged Sessions ÷ Total Sessions.

Events: Any tracked interaction (clicks, downloads, video views, etc.).

Conversions: Events you define as conversions (like purchases or sign-ups).

User Acquisition: Shows how users arrived on your site (e.g., Google Ads, organic, direct).

Average Engagement Time: Average time users spend actively engaging with your site.

Pages/Screens per Session: How many pages or screens a user viewed per session.

Bounce Rate: % of sessions where users only viewed one page and took no action (in GA4, this is the inverse of engagement rate).

New Users: Number of users who interacted with your site/app for the first time during the selected date range.

Source / Medium: Shows where users came from (e.g., Google / organic, Facebook / paid).
​Crucial for understanding which channels drive the most valuable traffic.

Event Count: Total number of tracked events (like button clicks, video plays, downloads).
​Helpful for understanding how users interact with your site or app.

Revenue: Total income from eCommerce or monetized events.
​Available if you’ve set up purchase tracking or monetization events.

Reach: Number of unique users who saw your content.

Impressions: Total times your content was displayed (can include repeat views).

Engagements: Total likes, comments, saves, shares, and interactions.

Engagement Rate: Engagements ÷ Reach or Impressions.

Follows: Number of users who followed your account after seeing the ad.

Profile Visits: The number of Times users visited your profile from the content.

Website Clicks: Clicks from your ad/post to your linked website.

Saves: How many users saved your post for later (great for engagement tracking).

Video Average Watch Time: Average amount of time people spent watching your video ad. Useful to assess content strength and hook effectiveness.

Landing Page Views: Number of times users clicked your ad and waited for your landing page to fully load.
​More accurate than just "link clicks" for measuring real interest.

Outbound Clicks: Clicks that led people off the Instagram/Meta platform to a destination you control (like your website).
​Helps you distinguish between on-platform and off-platform actions.

Comments: Number of comments your ad received.
​Valuable for gauging engagement quality and sentiment.

Impressions: Number of times your ad was displayed.

Clicks: Number of times your ad was clicked.

CTR (Click-Through Rate): Clicks ÷ Impressions.

CPC (Cost Per Click): Cost ÷ Clicks.

Leads: Form submissions or other actions defined as lead generation.

Conversion Rate: Conversions ÷ Clicks.

Engagement Rate : (Clicks + Likes + Shares + Comments) ÷ Impressions.

Leads Form Open Rate: % of people who opened the lead gen form after clicking the ad.

Cost per Lead (CPL): Total ad spend ÷ Number of leads acquired.

Video Views / View Rate: If using video ads, tracks how many views and the % of the video watched.

Video Average Watch Time: Average amount of time people spent watching your video ad.

Landing Page Views: Number of times users clicked your ad and waited for your landing page to load fully.

Outbound Clicks: Clicks that led people off the Instagram/Meta platform to a destination you control (like your website).

Comments: Number of comments your ad received.

Impressions: How often your ad appeared in search results.

Clicks: Total number of clicks on your ad.

CTR (Click-Through Rate): Clicks ÷ Impressions.

CPC (Cost Per Click): Average amount paid per click.

Conversions: Desired actions completed after clicking the ad.

Conversion Rate: Conversions ÷ Clicks.

Search Impression Share: % of impressions your ad received vs. total available for your targeting.

Average Position: Average placement of your ad on the search results page.

Return on Ad Spend (ROAS): Revenue earned for each dollar spent on ads.

Average Order Value (AOV): Average amount spent per order.

Traffic Sources: Origin of site visitors (e.g., direct, referral, organic).

Total Sales: The total revenue generated from all orders over a specific period, before any deductions like refunds or discounts.

Gross Profit: The amount of money left after subtracting the cost of goods sold (COGS) from total sales. It shows how much profit you make from selling your products before operating expenses.

Impressions: Number of times your ad is displayed.

Clicks: Number of times users click on your ad.

Click-Through Rate (CTR): Clicks divided by impressions.

Conversions: Desired actions completed after clicking the ad.

Conversion Rate: Conversions divided by clicks.

Cost per Click (CPC): Average cost for each click.

Cost per Mille (CPM): Cost per 1,000 impressions.

Cost per Conversion: Average cost for each conversion.

Video Views: Number of times your video ad is viewed.

Engagement Rate: Interactions (likes, comments, shares) divided by impressions.

Video Average Watch Time: Average duration users watch your video.

Profile Visits: Number of times users visit your profile from the ad.

Followers: Number of new followers

Add to Cart: The Number of times users add a product to the cart from the ad.

Video Views: Number of times your video is viewed.

Likes: Number of likes on your video.

Comments: Number of comments on your video.

Shares: Number of times your video is shared.

Followers: Total number of followers.

Profile Views: Number of times your profile is viewed.

Full video Watch rate: Average duration users watch your video.

Follower net Growth: Refers to the total number of new followers gained minus the number of followers lost during a specific period.

Impressions: Number of times your ad is displayed.

Engagements: Total interactions (likes, retweets, replies).

Engagement Rate: Engagements divided by impressions.

Clicks: Number of clicks on your ad.

Click Rate: Clicks divided by impressions.

Cost per Click (CPC): Average cost for each click.

Cost per Engagement: Average cost for each engagement.

Conversions: Desired actions completed after clicking the ad.

Conversion Rate: Conversions divided by clicks.

Cost per Conversion: Average cost for each conversion.

Video Views: Number of times your video ad is viewed.

View Rate: Video views divided by impressions.

Follows: Number of new followers

Impressions: Number of times your ad is displayed.

Views: Number of times your video ad is watched.

View Rate: Views divided by impressions.

Average Watch Time: Average duration users watch your video.

Click-Through Rate (CTR): Clicks divided by impressions.

Clicks: Number of clicks on your ad.

Cost per View (CPV): Average cost for each view.

Cost per Click (CPC): Average cost for each click.

Conversions: Desired actions completed after clicking the ad.

Conversion Rate: Conversions divided by clicks.

Cost per Conversion: Average cost for each conversion.

Engagements: Total interactions (likes, shares, comments).

Subscribers Gained: Number of new subscribers from the ad.

Audience Retention: Percentage of video watched over time.

Demographics: Age, gender, and location data of viewers.

Impressions – Number of times your ad is displayed.

Pin Clicks – Number of clicks on your ad.

Click-Through Rate (CTR) – Pin clicks divided by impressions.

Saves – Number of times users save your Pin.

Engagement Rate – (Pin clicks + saves) divided by impressions.

Outbound Clicks – Clicks that lead users off Pinterest.

Conversions – Desired actions completed after clicking the ad.

Conversion Rate – Conversions divided by outbound clicks.

Cost per Click (CPC) – Average cost for each click.

Cost per Mille (CPM) – Cost per 1,000 impressions.

Cost per Conversion – Average cost for each conversion.

Video Views – Number of times your video ad is viewed.

View Rate – Video views divided by impressions.

Audience Demographics – Age, gender, and location data of viewers.

Top Converting Pins – Pins with the highest conversion rates.

Impressions – Number of times your Pin is displayed.

Pin Clicks – Number of clicks on your Pin.

Click-Through Rate (CTR) – Pin clicks divided by impressions.

Saves – Number of times users save your Pin.

Engagement Rate – (Pin clicks + saves) divided by impressions.

Outbound Clicks – Clicks that lead users off Pinterest.

Top Pins – Pins with the highest engagement.

Audience Demographics – Age, gender, and location data of viewers.

Follower Growth – Increase in followers over time.

Board Performance – Engagement metrics for your boards.

Video Views – Number of times your video Pin is viewed.

View Rate – Video views divided by impressions.

Top Boards – Boards with the highest engagement.

Top Pins by Saves – Pins with the most saves.

Top Pins by Clicks – Pins with the most clicks.

Impressions – Number of times your ad is displayed.

Swipe Ups – Number of times users swipe up on your ad.

Swipe-Up Rate – Swipe-ups divided by impressions.

Video Views – Number of times your video ad is viewed.

View Time – Average duration users watch your video.

Engagement Rate – Interactions divided by impressions.

Conversions – Desired actions completed after swiping up.

Conversion Rate – Conversions divided by swipe-ups.

Cost per Swipe Up (CPSU) – Average cost for each swipe up.

Cost per View (CPV) – Average cost for each view.

Cost per Conversion – Average cost for each conversion.

App Installs – Number of times your app is installed from the ad.

Story Opens – Number of times users open your Story ad.

Story Completion Rate – Percentage of users who view the entire Story.

Audience Demographics – Age, gender, and location data of viewers.

Total Searches – Number of times your business is searched.

Direct Searches – Searches using your business name or address.

Discovery Searches – Searches for a category, product, or service you offer.

Branded Searches – Searches for a brand related to your business.

Total Views – Number of times your profile is viewed.

Views on Search – Number of views from Google Search.

Views on Maps – Number of views from Google Maps.

Website Clicks – Number of clicks to your website.

Directions Requests – Number of requests for directions to your business.

Phone Calls – Number of calls from your profile.

Photo Views – Number of times your photos are viewed.

Photo Quantity – Number of photos on your profile.

Customer Actions – Total actions (website clicks, direction requests, calls).

Popular Times – Peak times when customers visit your business.

Customer Reviews – Number and rating of customer reviews.

Open Rate – Percentage of recipients who open your email.

Click Rate – Percentage of recipients who click on a link.

Bounce Rate – % of emails that couldn't be delivered.

Unsubscribe Rate – % of recipients who unsubscribed.

List Growth Rate – Rate at which your email list is growing.

Spam Complaints – Number of people who marked your email as spam.

Delivery Rate – % of emails successfully delivered.

Email ROI – Revenue generated from a campaign versus its cost.

Forwarding/Share Rate – % of recipients who shared the email.

Revenue per Email – Average revenue per email sent.

Subscriber Activity – Opens, clicks, and other actions by specific contacts.

Campaign Benchmarking – Comparing your metrics to industry standards.

E-commerce Link Tracking – Tracks purchases made from email links.

Click Map – Visual of where people clicked within your email.

Top Performing Campaigns – Best results based on key KPIs.

Sessions – Visits to your site tracked within a given timeframe.

Contacts Created – Number of new leads captured.

Marketing Qualified Leads (MQLs) – Leads considered more likely to become customers.

Sales Qualified Leads (SQLs) – Leads deemed ready for a sales conversation.

Email Open Rate – % of recipients who opened your email.

Email Click Rate – % of recipients who clicked a link.

Bounce Rate (email) – % of emails that couldn't be delivered.

Traffic by Source – Breakdown of how visitors found your site (organic, paid, etc.).

Conversion Rate (Landing Pages) – % of visitors who complete a form or desired action.

Blog Views – Number of views on blog content.

CTA Clicks – Number of clicks on your calls to action.

Form Submissions – Number of users submitting forms.

Deal Pipeline Value – Total value of open deals in the CRM.

Revenue Attribution – Links revenue to specific marketing actions.

Customer Lifecycle Stage – Tracks where a contact is in the sales funnel.

Organic Traffic – Estimated number of monthly visits from search engines.

Keyword Rankings – Positions of your tracked keywords in search results.

Backlink Count – Number of inbound links to your site.

Domain Authority Score – SEMrush’s estimation of your site’s authority.

Referring Domains – Number of unique domains linking to your site.

Traffic Cost – Estimated value of your organic traffic (if you had to pay for it).

Top Pages – Most visited pages on your site.

Top Organic Keywords – Keywords that bring in the most traffic.

SERP Features – Whether your page appears in featured snippets, local packs, etc.

Keyword Difficulty – How hard it is to rank for a keyword.

Branded vs. Non-Branded Traffic – Traffic from brand name searches vs. generic terms.

Competitor Comparison – Side-by-side metrics with rivals.

Traffic Sources – Organic, paid, referral, and direct source breakdown.

Position Tracking – Daily tracking of your keyword rankings.

Site Audit Score – Overall SEO health score based on technical audit.

Open Rate – % of recipients who opened the email.

Click Rate – % of recipients who clicked.

Placed Order Rate – % of recipients who placed an order.

Revenue per Recipient – Revenue divided by the number of recipients.

Flow Performance – Conversion and revenue metrics for automated email flows.

Email Deliverability – % of successfully delivered emails.

List Growth – Rate of new subscribers over time.

Unsubscribe Rate – % of recipients who unsubscribed.

Spam Rate – % of messages marked as spam.

Campaign Revenue – Total revenue generated by a campaign.

Customer Lifetime Value – Predicted value over time for a customer.

Repeat Purchase Rate – % of users who’ve purchased more than once.

Browse Abandonment Rate – Emails triggered when a user views but doesn’t buy.

Attribution – Tracks which email caused a purchase.

Segmentation Metrics – Data based on user behavior and purchase activity.

Total Calls – Total number of tracked phone calls.

Answered Calls – Number of calls that were answered.

Missed Calls – Number of calls that went unanswered.

First-Time Callers – New leads not previously in the system.

Call Duration – Average length of calls.

Call Source – Marketing channel that generated the call.

Call Recording – Recordings are used for quality control and analysis.

Qualified Leads – Calls marked as valuable leads.

Keyword Tracking – Tracks which keywords triggered a call.

Form Submissions – Website forms tracked through CallRail.

Lead Score – Manual or automated rating of call quality.

Call Attribution – Identifies the campaign/source that drove the call.

Location Tracking – Caller’s geographic origin.

Call Tags – Custom labels applied to categorize calls.

Call Funnel – Path users took before calling (multi-touch attribution).

Keyword Rank – Position of tracked keywords in search results.

Ranking Distribution – % of keywords in top 3, top 10, etc.

Average Rank – Average position across all tracked keywords.

Search Volume – Monthly search volume for keywords.

Share of Voice – Visibility metric across tracked keywords.

Keyword Movements – Position gains/losses over time.

SERP Features Presence – Whether your result appears in rich snippets, etc.

Tag Performance – Metrics grouped by keyword tags.

Device Distribution – Rankings on desktop vs. mobile.

Geo Rankings – Rankings across different regions.

Competitor Benchmarking – Ranking comparisons with competitors.

Top Gainers & Losers – Keywords with the biggest ranking changes.

Landing Pages by Rank – Performance of URLs tied to rankings.

Ranking History Graph – Visual of keyword positions over time.

Google Grump Rating – Measures volatility in Google’s algorithm.

Impressions – Number of times your ads are shown.

Clicks – Number of times users clicked on your ads.

Click-Through Rate (CTR) – Clicks divided by impressions.

Conversions – Desired actions after ad interaction.

Conversion Rate – Conversions divided by clicks.

Cost per Click (CPC) – Average cost per click.

Cost per Acquisition (CPA) – Average cost per conversion.

Revenue – Sales attributed to your campaigns.

Return on Ad Spend (ROAS) – Revenue divided by ad spend.

View-Through Conversions – Conversions from users who saw but didn’t click the ad.

Attribution Window – Time between ad view/click and conversion.

Cross-Device Attribution – Tracks user actions across devices.

Frequency – Average number of times a user sees your ad.

Audience Segments – Performance of different audience groups.

Email CTR (if using AdRoll email) – Click rate from email campaigns.