Marketing Strategy

10 Common Digital Marketing Terms

December 19, 2016

Whether you’re using Google Analytics, Facebook Insights, statistics from your email marketing system or any other online reporting method that gives you important information about your school’s marketing efforts, there are some common terms that you will come across and that are important to understand.

We’ve put together a list of ten of our most frequently used terms and explained what they mean.

Sessions / session duration

A session is defined as a user’s visit to your website in a particular time frame (for example, Google defines a session as a user’s actions within a 30-minute period). Session duration is the average length a user has spent on your website.

Pages per session

Pages per session can be defined as the average number of pages that each website visitor viewed during their visit to your website.

Users / unique users

Users are the number of visitors that you had to your website and unique users are the number of individual visitors who visited your website. The difference is that the number of users reported can be 100, with 50 visitors who each visited twice. The number of unique users in this instance would be reported as 50.


This statistic is common when viewing reports for various forms of digital marketing, such as social media, paid search, display advertising and other. It refers to the total number of times your advertisement was seen, and can include multiple views from the same user.

Bounce rate

Your bounce rate tells you the percentage of users who clicked through to your website from another source and left it without visiting any other pages.

Clicks / click-through-rate (CTR)

Clicks will tell you the number of people that clicked on your advertisement, email or website asset. Your CTR shows the percentage of users who have clicked through from your advertisement or email to your website.


Conversions are the goal you have set for a user to complete on your website. The way a conversion is defined will vary by business. For a retail business, it is likely to mean the completion of a sale, for a B2B business, it might mean the completion of an enquiry form and for a school, it might be a request for a prospectus, a tour booking or even an online enrolment.

Opens / open rate

When you send an email marketing communication, the number of opens are a key statistic and can tell you how effective your subject line was. This just means the number of subscribers to that list who opened your email, and can include multiple opens from the same users. Your open rate tells you the percentage of subscribers who opened your email marketing communication.


Some social media channels will give you a statistic called reach - this just means the number of Facebook users who have seen your post or ad.


Another common term on social media is engagement. This term refers to the number of likes, interactions, comments, shares or clicks that your Facebook post or ad has received.

Want to learn more about creating, implementing and measuring a marketing strategy for your school?

Get your copy of Digistorm's Ultimate Guide to Inbound Marketing for Schools!