Constantly evolving jargon creates a barrier for even seasoned marketing or social media managers. As you track the effectiveness of your digital storytelling efforts, keep our roundup of the latest and most relevant social media reporting terms on hand.
Facebook Analytics: (Source: Nate Smith, Simply Measured)
Total Reach: The number of users who were saw at least one impression of your content through their News Feed, Timeline or an ad.
Impressions: The number of times your content was shown on News Feed, Ticker, Timeline or an ad. One unique user can be shown multiple impressions.
Organic Reach: The number of unique users who were served at least one impression of your content via News Feed, Timeline without advertising.
Paid Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker or Timeline with an ad.
Total Impressions: The number of times your content was shown on News Feed, Ticker, Timeline or an ad. One unique user can be shown multiple impressions.
Organic Impressions: The number of times your content was shown on News Feed, Ticker or Timeline without advertising.
Paid Impressions: The number of times your content was shown on News Feed, Ticker or Timeline with an ad.
Engaged Users: The number of unique users who clicked anywhere on your content, whether it resulted in a story or not.
Engagement Rate: The percentage of unique users who liked, commented on, shared or clicked on your post after having been served an impression.
Twitter Analytics: (Source: Kevin Shively, Simply Measured)
Engagement: The number of Likes, Favourites, ReTweets, Replies and Mentions received by a Twitter account.
Impression: An impression is counted every time a user sees a Tweet in their home timeline.
Potential Impression: The total number of times a tweet from your account or mentioning your account could appear in users’ Twitter feeds during the report period.
Total Engagement: The number of times your Twitter account was mentioned during the report period.
Retweets: A retweet is when a user shares a post of another user with their followers. Twitter enables this action with their “retweet” button.
Mentions: Mentions are defined by the @handle being in the body of a user tweet, but not necessarily at the beginning of the tweet.
Replies: Replies are mentions that start with the @handle of a specific user you’re engaging.
Google Analytics: (Source: Epower Marketing)
Direct Traffic: Visits to your site where the user types your URL into their browser’s address bar or when a visitor uses a bookmark to get to your Website.
Landing Page: The first page a visitor views during a session; also known as the entrance page.
New Visitors: Internet users who have not previously or recently visited your site are considered new visitors.
Organic Traffic: Visitors who come to your Website from unpaid organic or natural search engine results.
Paid Traffic: This consists of visitors who come to your Website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns.
Page View: The amount of times visitors arrive on individual pages of your Website.
Returning Visitor: A returning visitor is a user who has been to your Website and has come back.
Traffic: The total number of visits to your Website.
Unique Visitor: The number of individual (non-duplicate) visitors to a site over the course of a specific time period.
Visits: The amount of times your Website is accessed. This data allows you to see how effectively your Website is being promoted.
MailChimp Campaign Reporting: (Source: MailChimp Glossary)
Campaign: An email you send to your list. Each bulk email that is sent to the list is considered a separate campaign. Unlike an advertising campaign that can include dozens of ads and take place over the course of months, MailChimp’s campaigns are a single instance.
Recipients: Number of subscribers the campaign was sent to.
Open rate: Percentage of successfully delivered campaigns that registered as an open.
Click rate: Percentage of successfully delivered campaigns that registered a click.
List average for opens and clicks: Average percentage of opens or clicks on previous campaigns sent to this list.
Industry average for opens and clicks: Average percentage of opens or clicks for campaigns in the selected industry set for your account.
Opened: Number of recipients that opened this campaign any number of times.
Clicked: Number of recipients that clicked any tracked link any number of times in this campaign.
Bounce: Bounces are undeliverable addresses to an inbox.
Bounced: Number of recipients that registered as a hard or soft bounce.
Unsubscribed: Number of subscribers that opted out of your list using the unsubscribe link in this campaign.
Total opens: Total number of times the campaign was opened by recipients. This count includes multiple opens from individual recipients.
Successful deliveries: The number of recipients that didn’t bounce on this campaign.
Click here to download a printable PDF version: Media Desk NM-Glossary of Terms