Ad impressions, banner ads, conversion rates, bounce rates… all of these technical terms can be enough to scare anyone away and stop them from taking a chance and exploring the many benefits that digital marketing has to offer their brand. Luckily, you have Decimal on your side to help simplify these terms and make the process of transitioning into this new world as smooth as possible.

AD IMPRESSION: This is a specific metric which details the number of times that a digital ad has been served / displayed (not necessarily seen or clicked on).


AD CLICK: This refers to the process where, upon seeing an ad, a user clicks on it and is redirected to the company’s chosen landing page.


LANDING PAGE: A particular web-page chosen as the destination for a particular ad.


CLICK-THROUGH-RATE (CTR): This is calculated by comparing the number of ad impressions with the number of times that users who were served an ad actually clicked on it. The higher your click-through-rate, the more effective your ad.


BOUNCE RATE: The bounce rate refers to the number of visitors to your website who visited only one page on the website, did not interact with it, and then left the site. It gives a good indication as to whether or not the design / content of your website is making the right impression and leading to visitors taking action or engaging in some way.


CONVERSION: A customer makes a conversion when he / she actually does what the call-to-action suggests.


CALL-TO-ACTION: A call-to-action seeks to convince a website visitor to do something in particular - make a purchase, sign up to receive a newsletter, vote in a poll, enter a competition etc.


REACH: The number of people who are exposed to your ads, brand and message.


FREQUENCY: The number of times a specific ad is served to the same person.


FREQUENCY CAPPING: The ability to limit the number of times a specific ad is served to the same person within a certain space of time.


ABOVE-THE-FOLD: This refers to all of the content that a visitor will see before he / she has to scroll down. Needless to say, the most important pieces of information should always appear above-the-fold to increase the chances of the visitor taking note of them.


REMARKETING: An effective tactic of serving ads to people who have previously visited your website and who have shown an interest in a particular product / service.


For more information about embracing the digital realm, be sure to get in touch with Decimal Agency.