Digital Marketing Analytics has a lot of terms and definitions.

We have tried to aggregate a lot of it below. It is just meant a read to understand the length and breadth of the field and why doing it all yourself maybe hard 🙂

Bounce Rate

Suppose, you have curated some great content ( in your opinion), but even if the number of visitors on your landing page has increased exponentially, so is the number of people who land on your page and leave without even viewing other pages.
This percentage sudden abandonment of viewers is known as Bounce Rate. Keeping track of Bounce Rate is important because it gives you an idea about the content which is stopping your intended audience to engage with your product.
Not only this but having insights about the Bounce Rate would also give you information about the perceptive of your clients so that you can create content tendering to your client’s taste.

Inbound Links

Whenever you are posting on other blogs, guest posting or commenting on any social media platform, make sure that you provide a user with sufficient inbound links which leads back to your website, blog or landing page.
If you provide the user with relevant information, with an inbound link leading back to your homepage, it would not only increase your conversion rate but only improve your ranking on Search Engine because Sites that get numerous inbound connections can probably rank higher in web search tools. Essentially, inbound connections tell web page crawlers that your site is an expert on a specific subject – so the more inbound connections you have, the better your site can rank in internet searcher comes about pages (SERPs).

Optimal Engagement Time

Everyone in this Digital Era has a specific time of the day which he dedicates to the browsing of social media, for some it could be during their regular commute, or while taking a break from work or while having dinner.
Optimal Engagement time that metric which is used to measure that time of day which has the highest frequency of people commenting, liking or retweeting your post in a span of a particular time frame.
By knowing our optimal engagement time, we can make schedule our posts in such a manner that chances of it’s reaching out towards ideal clients and followers become highest.

Post Reach and Engagement

Keeping track of your post reach on diversified media platforms and its engagement with your followers/fan base could be extremely consequential.

Post Reach: Total Reach gives you insights about the number of extraordinary individuals who have seen any content related to your Page, tweets, posts including promotions and advertisements amid a certain time period.
Post Reach demonstrates the number of people who could be tempted to become your follower or prospects.

Social Engagement: Social Engagement is the term that gives you information about which content or post of yours is liked and shared most and on which platform, so that you can weed out unnecessary content and could focus on more data-driven and audience-oriented posts.

Follower Count

Working hard and implementing a social media marketing strategy without keeping a check on follower count is not only foolhardy but also counter-productive.
While developing a plan to augment your presence on digital platforms, it will be a colossal mistake to not to keep a track of your follower count.
Your regular check of followers will inform you about the quantity and type of people who have appreciated, liked and are interested in your business.
You have to reliably, consistently and sustainably develop your following. This means that content you’re sharing and the ways you’re connecting with your followers should be luring enough to draw and attract new followers.

Interaction Analysis

The main motive of increasing your digital presence is to interact with your clients and followers on the regular basis and interaction analysis is that metric which is used in keeping track of comments, likes and replies on your posts.

You can observe how captivating and interesting your content is by the number of comments and remarks on your content.
Interaction analysis will provide you with measurements so that you get rid of uninteresting content from your marketing strategy and focus on something which is well liked and well received by your intended audience.

Viewer Demographics

If you are an up and coming marketer or even an entrepreneur, who is just delving into the vast arena of Digital and Social Marketing, knowing your demographics of your viewers, followers and intended customers is very vital for the growth of your business.

As you develop and increase the number of your followers, observing the likes and dislikes and demographics of people can point out the appropriate and optimum direction for your future strategy, by enabling you to alter your content, posts and could allow you to choose the type of advertisements for future promotions of your Brand or Business.


Mention is a metric that keeps tracks on where your business/username is mentioned.
Your followers and prospects are out there discussing you or your business and you need to be aware of that discussion.
Apart from that, it’s essential to track your notices. On Facebook and Twitter, you’ll get notices at whatever point somebody labels your business/username in their post or comments.
Monitoring mentions are important because you can interact with your clients and prospects, answer and resolve their queries and can strengthen your relationship with your client.

Link Clicks

Link clicks is a metrics which shows the number of clicks on a link so that you can understand the popularity of a particular topic.
Link click shows the total number of time a recipient clicked on your article/blog/newsletter.
This immediate reaction metric encourages you to decide if your followers are keen on what you’re as of now posting and educates you on the type of content you should share later on to increase the follower engagement, keep track of popular content so that you can build a good and loyal follower base, some of which you can convert into your potential prospects.

Entrance Page

If we go by the definition it will be quite difficult to understand this analytics term but by the common wordings, I would like to state it as- It is the term used to define the first page which you see after clicking a link and that is the page which acts as the entrance to your website. Usually, the Home Page has the highest number of views as it is visited every time user clicks on the link for that website.


It plays a very major role in the field of web analytics, Entrance page is the page which can give the best statistics of the traffic on your page. Every time a user opens your webpage, that will get counted in your analytics data and which will be actually the count of total traffic on your webpage.


Let’s understand the working of it-

  1. User clicks on your website’s link.
  2. They get the details of the first page to be displayed.
  3. The first or we can say the welcome page is displayed on their systems.
  4. This first page is the entrance page as it is giving them an entry to the whole of your website.

New Visitor

A user who visits the website for the first time. Also, a user who had visited the website previously but due to some reason if they had deleted cookies, history or used private browsing mode is considered as New Visitor.


These are tags added at the end of URL addresses in order to define the source, the traffic is coming from to the website.

For example –

Organic Traffic

Traffic to your website is counted as Organic Traffic in Google Analytics when a user visits your site after clicking on search results. like Google, Bing, Yandex or Duckduckgo.

In Google Analytics this traffic shows up under Organic Traffic Default Channel.

Suppose you have a pet shop in Mumbai and someone searches for pet shops near me in Mumbai on Google, finds your website and clicks on it then that traffic will be counted under Organic Traffic in Google Analytics.

The way to increase organic traffic is by improving SEO (Search Engine Optimization) of your site. The way to do it is by including the keywords you want to rank for in the copy, creating content that people will find value in, reduce bounce rate for your site and get backlinks from other websites.

Organic traffic is useful for businesses because it lets you get found during an important step in the user journey.


Goals are the actions that you want users to perform on your website that is defined as success. The action has to be a substantial one such as purchase, download or contact. Goals measure how well your site or app fulfills your target objectives. Now the question is what are the objectives I am talking about, here? The objective is nothing but a plan or a thing you want to achieve and you try your level best to get that plan done. In the area of web analytics, the different objectives can be:

  • Sales objectives
  • Market growth
  • Share Gains
  • Web Traffic
  • Reduction in Bounce Rate etc.

There can be any kind of objective you might want to achieve if you have different from the one listed above, do share with us in the comments section below.


There are various advantages of setting up defined goals or objectives for you and your company. I would like to mention some of them below and I am pretty sure that you will too find it very helpful. Do have a look-

  • Pre-planned objectives
  • Risk analysis can be done at earlier stage itself
  • Problems can be solved in advance to eradicate them
  • You get a lot of motivation if you have planned objectives and goals
  • Achieving goals gives you a sense of satisfaction from your work
  • Resources required can be known at an earlier stage and can be satisfied

In my opinion, goals are the most required in today’s world, defining goals is a fundamental component of any digital analytics measurement plan. Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your site or app. Without this information, it’s almost impossible to evaluate the effectiveness of your online business and marketing campaigns.

Engagement Rate

It is the metric measurement which measures the amount of engagement i.e. how many people are being stuck to that one particular content or how much interest it is able to create. This is the information which is very relevant for a website owner’s analytics as it tells about the importance of a created content for attracting traffic to your website.


Engagement rate is a metric that is used heavily in analysing social media. It is measured using likes, shares, and comments, and is a helpful metric to evaluate in a marketing competitive analysis. Because the engagement rate is calculated relative to the number of followers a company has on social media, the rate for both small and large companies can be compared equally.

This is an important metric to keep an on eye on because higher consumer engagement is a sign of great content. Engagement is great for assessing social media advertising campaigns and can be applied to Facebook, Twitter, and any other social media platform.  Make sure to also monitor the feedback received from consumers because they may offer some good suggestions for improvement.

Conversion Funnel

In simple words it is the phrase or a word used to describe or track the route or journey, a user takes to traverse through the e-commerce website and finally do a purchase. Funnel, in general, is an instrument used to pass certain thing from bigger source to narrower end, and hence in the websites, funnel tells about the wider source i.e. customer’s navigation traffic to end i.e. the purchase of a product from that website.


The working of the funnel is very simple and gives the detailed analysis. The following figure gives a short example for the same:

  • AWARENESS- Many of the customers are linked to the e-commerce websites from the various links/ads present on different websites. But an only small proportion of those actually visits the website. So first step tells about the awareness proportion of the website, i.e. how many people are being aware of the e-commerce website and how many are clicking the link. Typical banner and advertising click-through rates are 0.02% in late 2010 and have decreased over the past three years.
  • FAMILIARITY- This section of the decreasing diameter funnel tells about the people who know your site already and are returning visitor. People are already familiar with the services of your website and are returning again. This accounts for the lesser number of people who are satisfied with your services and want to enjoy the same.
  • INTEREST- After the above parts, comes the interest. This section tells about the people who are able to find interest in your website and are browsing further. They might be able to find the desired service or product.
  • SHOPPING- If the product of interest is found, people tend to look out for more and buy that. At this point, the width of the funnel decreases further and contains a lesser proportion of the count of customers. Users who are able to find that one product which they were looking for, tend to shop for that product and hence land on the Shopping page.
  • PURCHASE- This section tells about the customers who were able to complete the payment and are done with the purchasing of the product. This section of the funnel further decreases in width and contain the minimal amount of users who actually completed the purchase process. It has the least width because not everyone comes to an end to purchasing the product.

Now for this funnel, customers can be lost in any section of the funnel. It actually decreases down the funnel. People are lost in most numbers at the top level i.e. Awareness level because it is not important that everyone click your website and visit the webpage. After visiting your webpage, they may not find your page interesting and so they quit after the top level and so traffic is decreased at the second from top level i.e. Familiarity and so on. So overall the funnel is a very useful term and analysis method which gives you an overview of all the traffic present for your website and how they are being manipulated at different levels.


A Dimension is an attribute of the visitor and their activity on the website. Dimensions are used to organize and analyze website data. Dimensions, if we go by the formal definition and if you have a fair idea about the Structured Query Language, then it the Attribute of your data. All the data as we know, in SQL are stored in the form of rows and columns. Same is the case with the web analytics. Every report in Analytics is made up of dimensions and metrics.

n Analytics, user metrics are calculated in two basic ways:

  • As overview totals
    where the metric is displayed as a summary statistic for your entire sites, such as bounce rate or total pageviews.
  • In association with one or more reporting dimensions
    where the metric value is qualified by selected dimension(s).

Metrics calculation is also affected by stacking more than one dimension with a given metric. In both the preformatted and custom reports, you can use multiple dimensions together. 

Using this function we can get all the analytics of our data done. The terms which we have discussed already are all linked to the form of dimensions and matrices in some or the other way.

Web Analytics

Web analytics is the method employed to get a full insight of businesses and taking the best out of better in your online business expansion. It is a most often used term, so let us discuss the meaning of the same.


Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. A very short and formal definition right?

 However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns.

It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.

That’s enough for the formal definition part, let’s move further towards the role and working of the web analytics.


Well, there are a lot of things to discuss under the umbrella, but we’ll keep it short and simple. Most web analytics processes come down to four essential stages or steps, which are:

1.      Collection of Data: This stage marks the very beginning of the whole analytical process. This stage is the collection of the basic, elementary data. Usually, these data are counts of things. The objective of this stage is to gather the data.

2.      Data into Information: Data is the raw form, which usually can be unarranged and generally would not specify a meaning for the user. So our motive should be, to collect the data and organise it so that we can get some meaning out of it and so we can form the data into information. This stage usually takes counts and make them ratios, although there still may be some counts.

3.      Developing KPI: This stage focuses on using the ratios (and counts) and infusing them with business strategies, referred to as Key Performance Indicators (KPI). Many times, KPIs deal with conversion aspects, but not always. It depends on the organization.

4.      Online Strategy Formulation: After your things are done and ready to go, you should be ready with the plan and goals to proceed further in the field of online marketing. Strategies should be ready and approved before you are actually implementing that plan. These strategies are usually related to making money, saving money, or increasing market share.

5.      Experiments and Testing: A/B testing is a controlled experiment with two variants, in online settings, such as web development. The goal of A/B testing is to identify changes to web pages that increase or maximize a statistically tested result of interest.

These are the certain areas of function of the web analytics. But do you know that there are two categories of web analytics, which are:

·         Off-site Web Analytics- It refers to web measurement and analysis regardless of whether you own or maintain a website.

·         Onsite Web Analytics- It is the most common, measure a visitor’s behaviour once on your website. This includes its drivers and conversions.

There are many terms related to the web analytics which we’ll be defining separately in further articles. Let us see some of the advantages of the web analytics.


·         Know your visitors- You can identify the geographical information of your website visitors using their IP address. By discovering where your visitors are located, you can target the appropriate areas.

·         Track where traffic is coming from– This will help determine where it is best to invest your marketing time and budget.

·         Gauge the success of other marketing activities and see your match rate rise.

·         Know exactly what your customers are looking for- With insights, you can see the levels of traffic and which are your most popular web pages.

·         See where you are losing customers– A bounce is when a customer visits one page and then leaves without taking any further action or viewing any other pages. This can be clearly seen and broken down by times of day, so that you can see which pages they viewed and the time that they were there.

·         Find out how to optimise your website– See which device and which browser is being used to view your site. This feeds back vital information that can be considered when redesigning your website.

·         Set Goals– Before performing the final implementation, the goals has to be set and finalized so that the plans work well to achieve the aimed goals.

·         These are the total working and implementation of the Web Analytics, so if you really want to succeed and be dominant over the market, you should surely apply the Web Analytics to have a better future of your business in the market.

A/B Testing

It is a method deployed in the web analytics. Let us have a brief about the A/B Testing method and its advantages.


I’ll be simple in explaining the meaning of the term. It is a method of testing to choose one out of two variants of a product which is most preferred by the user or the consumer. So basically two different versions or variants of a product are designed and are used for testing, generally by using the consumer’s review and then the product variant with more votes wins the test. The name A/B is given to identify two variants A & B of one particular product.


Several companies provide different terms to specify the overall procedure and to decide the winner variant among two. For instance, we’ll mention examples for those-

Winner or Champion Page– The companies can name the winning variant, the winner page or the champion product and can use them for future competitions and enhancements.

Challenger Page or Product- It is the product which is used to compare with the existing Champion product and if the challenger sees enhancements from its previous version, then this product s made the champion and is used for further competitions and testing.

Product Variant- this term is used for the products which are new and have differences from the previous versions or variants and these can be used to compare with the old versions to get an insight of the betterment work done.


The working of the A/B testing you know already because it is very clear from the definitions. If we speak about the Web Analytics, the two versions or variants of a website are to be tested for checking the effectiveness.

  • An equal amount of Traffic is assigned to both the pages and then the working is analysed.
  • Visitors are typically cookied so that they will always see the same version of the page (to maintain the integrity of the test).
  • The main factor that decides how much weight you would ascribe to your page variants during a test is timing, whether you are starting the test with multiple variants at the same time or testing new ideas against an established page.
  • The results are noted down on the basis of various factors mentioned by the testing agency according to the needs of the company and the website.
  • The results are compared and the winner is announced and so the website company can employ the winner webpage to get a better outcome for their business.


A/B testing can prove very much beneficial for your online business. We’ll discuss some of the advantages here-

  • Determination of the Best- Employing the AB Testing, you can determine the best product which will suit our business and from which you can gain profit if you use it as your flagship product. In web analytics, you can determine the best web page which would be beneficial for your business.
  • Increasing Cost Effectiveness- It can be used to get the best return on investment from your product because it is comparing the two given products and you’ll get the result for the best one based on consumer reviews.
  • Ease of Test Design and Analysis- Because of the presence of only two to three products for comparison and testing, the designing of the test becomes relatively easy and so the Analysis of the result. Therefore, the A/B testing is a preferred testing method used by a larger crowd of people.
  • Ease of implementation- Due to the spread of A/B testing among the users, it portrays an easy way of implementation.

AB testing is also employed by the google analytics too. I hope this article gives a clear idea about the AB Testing. You can contact our company MangoBlogger for more details and for usage in your business.


How many times while browsing the web you see the sentence that reads “Please don’t press back or refresh, you are being redirected”? Often eh?

You must have seen this when you are making an online payment and page you are browsing takes you to your bank’s website for completion of payment. This process of transferring you to another page is what we call as Redirect.


It is a World Wide Web technique for making a web page available under more than one URL address. When a web browser attempts to open a URL that has been redirected, a page with a different URL is opened. So basically a redirect is a way to send both users and search engines to a different URL from the one they originally requested.

I hope that you would have got an idea about the Redirect, so let us now look the facts which makes it so useful.


There are some advantages which force us to use this method instead of the slow browsing experience it creates sometimes. The advantages of using the Redirect include:

  • Making shorter URLs: Web applications often include lengthy descriptive attributes in their URLs which represent data hierarchies, command structures, transaction paths and session information. URL shortening services provide a solution to this problem by redirecting a user to a longer URL from a shorter one.
  • Post/Redirect/Get: It is a web development design pattern that prevents some duplicate form submissions, creating a more intuitive interface for user agents (users).
  • Bank Payment Gateways: The bank payment gateways see a major use of the Redirect service for easy payment solutions and services. When a user presses the online payment option, they are redirected to their bank site where using their credentials they can make the payments and they are redirected back to the original site where they opted for the online payment.
  • Reduced Manual Effort: Because of the redirect method in action, human efforts are reduced as they don’t have to manually search for a website and move on to browse them. They are automatically redirected to the required site without having to search for that website individually.

So this is a short insight of the working of the redirect method being employed in the web systems and the advantages pertaining to its working. I hope you are clear with the use of this method in the World Wide Web.

Categories: Analytics

Prasanna Kulkarni

Founder and CEO of 6 years of experience in digital marketing. Managed hundreds of dollars in paid search budget. Creator of tools used by businesses all around the world and instructor of the ultimate guide to digital marketing course.


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