Digital marketing terms for clearer reporting

Search and traffic

SEO improves discoverability and understanding. Organic traffic comes from unpaid search results. SEM sometimes refers specifically to paid search, so agree definitions when reviewing reports.

Costs and clicks

CTR is clicks divided by impressions. CPC is spend divided by clicks. CPA is spend divided by the defined conversions. ROAS is attributed advertising revenue divided by ad spend; it is not profit.

Conversions and leads

A conversion is a defined goal such as a submitted form or purchase. A lead provides contact information for follow-up. Conversion rate needs a stated denominator, such as sessions or users.

Journeys and content

A landing page receives traffic from a link or campaign. A funnel describes the stages from awareness to decision. Content and influencer marketing are communication approaches; retargeting needs appropriate data and consent controls.