Leads, conversions, click-through rates. These are just a few of the terms used when describing the success of a web banner or a website. We will explain technical terms regarding the topic of web statistics easily and comprehensibly to help you understand your website’s effectiveness.
SIDE NOTE: the term “website” includes the entirety of sites behind a web-address in the world wide web. A “website” consists of multiple sub-sites.
The term ‘click’ describes the clicks on an online banner. The click on the banner leads the user to a website.
CTR – CLICK-THROUGH-RATE
Die CTR reflects the ratio between Ad-Impressions and clicks on a website/ landing page.
Ad-impressions are the number of insertions of an online advertisement.
The retention time shows how long users stayed on your website. It is not just important to know how many people visited your site but also how long much time they spent on it. If their retention time is too short, your online ad for your product or service caught the user’s eye but the actual offer may not be interesting enough. That is why the user chooses to leave your site again.
The bounce rate indicates how many users leave a website immediately after being called up, without making further clicks (page views). The bounce rate is very high when website users cannot find what they are looking for quickly enough. In principle, if the bounce rate is high, the following should be reconsidered: 1. Does the website user see the right content on the entry page (page linked to the online advertising)? 2. Does the online advertising reach the right target group?
Conversion refers to certain actions on a website. These actions are defined individually for each website: •Signing up for a newsletter • Purchasing of a product • Making a user account • Downloading a file • Sending a contact form
The amount of conversions measures the success of an online ad.
The conversion rate indicates the percentage ratio between website visitors and conversions achieved. In order to achieve more deals with the same budget, the conversion rate should be increased.
A lead is a newly acquired contact. This can be an e-mail address for a newsletter, for example.
The open rate indicates how many users have opened the corresponding e-mail, for example in e-mail marketing.
Page-Impressions show, how many pages (URLs) were opened. Every opened site is counted. One website visitor can therefore cause multiple page impressions.
A session is defined as a group of interactions which a user performs on a website within a certain period of time (e.g., browsing subpages, downloading resources, purchasing products) before leaving the site. In Google Analytics (free, internet-based tool for analyzing a website) this period is 30 minutes by default.
UNIQUE VISITORS / UNIQUE USERS
Unique visitors are individual visitors. If a unique visitor visits a website multiple times, they will still be counted as one unique visitor. The amount of unique visitors says a lot about a website’s reach.
Visits indicate the number of visits to a website. A visitor can make several visits per day.
Visitors are all visitors to a website. If a visitor comes to a website several times in a certain period of time, he is counted as a visitor each time.
CPA – COST PER ACTION
The CPA (cost per action) is a remuneration system that relates to a specific action. There are many options, such as newsletter registration, downloading a checklist or registering new customers on the website.
CPM – COST PER MILLE
CPM (Thousand-Contact-Price) indicates the cost, which is necessary to reach thousand contacts of a target group. Thus CPM indicates how high the price for 1,000 web banner insertions is.
PPC – PAY PER CLICK
PPC indicates the cost per click. This billing method is used in online marketing for campaigns that are published in Google or social networks, for example. Costs are charged for each click on the ad. This means that you pay for each visit to your website resulting from the booked ad.
CPL – COST PER LEAD
CPL indicates the cost per newly won lead (contact). In this billing model, the lead was usually won by making contact, entering a competition or filling out a form.
CPO – COST PER ORDER
CPO indicates the costs per order. This remuneration is mainly found in the affiliate marketing area. In affiliate marketing, affiliates (partners) advertise on their websites for products and services of external companies and receive a commission for this. For example, 15% of the purchase price of a product is credited with each order/contract.