Digital Agency Terms & Definitions You May Come Across (Part 1)

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We have created a list of the most important technical terms you may come across when dealing with a digital agency. We have included definitions for each term.

Don’t let jargon get in the way of you making your ecommerce store the effective online retailer it can be!



301 Redirect - A way to let search engines and site visitors know that a web page is moved to a different location. This way, users who bookmarked your old web page can be redirected to the new one.



Abandonment - when a user leaves a shopping cart with something in it prior to completing the transaction.

A/B Testing (also known as “split testing”) - A simple process where you compare two different versions of a web page so you can determine which version is more effective. You show version A and version B to similar visitors at the same time – the version with higher conversion rate performs better.

Ad banner - a graphic image or other media object used as an advertisement.

Ad blocker - software on a user's browser which prevents advertisements from being displayed.

Ad display/Ad delivered - when an ad is successfully displayed on the user's computer screen.

Ad network - an aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the Web sites within the network.  See MediaScope's Guide to Ad Network's in the Australian market.

Ad serving - the delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher or by a third-party ad server. Ads can be embedded in the page or served separately.

Ad space - the location on a page of a site in which an advertisement can be placed. Each space on a site is uniquely identified. Multiple ad spaces can exist on a single page.

Affiliate marketing - an agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation generated by that traffic.

Alternate text - a word or phrase that is displayed when a user has image loading disabled in their browser or when a user abandons a page by hitting "stop" in their browser prior to the transfer of all images.  Also appears as 'balloon text' – when a user lets their mouse rest over an image.

Animated GIF -   an animation created by combining multiple GIF images in one file. The result is multiple images, displayed sequentially, giving the appearance of movement.

Assisted Conversions - A Google Analytics report that summarizes how important each marketing channel is in a consumer’s conversion journey – this report enables you to see which channels are responsible in generating leads to visit your website initially, nurturing leads and finalizing a sale.

Audit - third party validation of log activity and/or measurement process associated with Internet activity/advertising. Activity audits validate measurement counts. Process audits validate internal controls associated with measurement.

Avatar - A graphical representation of an individual in a game or other virtual world or environment 

Average Order Value - The average value your customer spends with you in a typical visit. Average Order Value = Total Sales Revenue / Total Number of Orders Taken.

Average Time on Site - The average amount of seconds your visitor spends on your website within a specified time frame.



Banner -  a graphic advertising image displayed on a Web page.

Beta -  a test version of a product, such as a Web site or software, prior to final release.

Behavioural Targeting -  A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioural targeting uses information collected on an individual's web browsing behaviour such as the pages they have visited or the searches they have made to select which advertisements to be displayed to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.

Blog -  Generic name for any Website featuring regular posts arranged chronologically, typically inviting public comments from readers.  Blog postings are generally short and informal and is a popular tool for online diaries as well as more professional publications.

Browser - a software program that can request, download, cache and display documents available on the World Wide Web.

B2B (Business to Business) - An online commerce transaction where your online store sells products or services to other businesses.

B2C (Business to Consumer) - An online commerce transaction where the buying and selling of products and services occur between an online merchant and an end-consumer.

Billing address - The address where the customer’s credit card statement is mailed to.

Bounce rate - The percentage of people who visit one page on your website and leave without clicking on anything.

Bundling (or Product Bundling) - A marketing concept where the business offers several related products or services and sells them as one package solution, often at a reduced price.



Cache -  memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Caches can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM), and disk (hard drive) cache.

Caching -  the process of copying a Web element (page or ad) for later reuse. On the Web, this copying is normally done in two places: in the user's browser and on proxy servers. When a user makes a request for a Web element, the browser looks into its own cache for the element; then a proxy, if any; followed by the intended server. Caching is done to reduce redundant network traffic, resulting in increased overall efficiency of the Internet.

Click rate - ratio of ad clicks to ad impressions.

Click-through -  the action of following a link within an advertisement or editorial content to another Web site or another page or frame within the Web site. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.

Content integration -  advertising woven into editorial content or placed in a contextual envelope. Also known as "Web advertorial".

Contextual Ads - Existing contextual ad engines deliver text and image ads to non-search content pages. Ads are matched to keywords extracted from content. Advertisers can leverage existing keyboard-based paid search campaigns and gain access to a larger audience.

Cookie - a small piece of information (i.e., program code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions. 

CRM - customer relationship management.  Business practices that foster customer care, loyalty, and/or customer support.

Call-to-action - An advertising and marketing concept where you give an instruction to your target audience to persuade them to take immediate action. Examples are “visit now”, “learn more now”, “subscribe now”, and “get access now”, among others.

Cart abandonment rate - An online shopping metric which shows the ratio of number of abandoned shopping carts to the number of completed orders. An abandoned shopping cart is when a user places products on his virtual shopping cart but does not complete the order.

Chargeback - A card processing concept wherein a previously completed transaction is reversed. Because a customer disputes the charge on his credit card, the merchant’s bank takes back the entire value of transaction from the merchant’s account.

Conversion - An online marketing concept where you transform an online store visitor into a paying customer.

Conversion Rate - An online marketing concept which gives the percentage of online store visitors who transform into paying customers divided by visitors who are given the chance to fulfill it but did not.

Conversion Rate Optimization (CRO) - A process in online marketing wherein the online marketer is involved in improving their ecommerce website layout, content and design, landing pages and sponsored search ads in order to increase their conversion rate.

Cross-selling - A marketing tactic where sellers present additional products that can complement, enhance or improve the main product they are selling (for example, mobile phone cover for a mobile phone purchase).



Display Advertising -  a form of online advertising where an advertisers message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.

Domain name -  the unique name that identifies an Internet site. Every domain name consists of one top or high-level and one or more lower-level designators. Top-level domains (TLDs) are either generic or geographic. Generic top-level domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or non- commercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .uk (United Kingdom), etc.

Discount code (also known as Coupon code) - A series of numbers or letters that online shoppers can enter at checkout to give them access to otherwise hidden special offers or discounts.

Drop-shipping - A type of shipping wherein the online store doesn’t actually keep the product it sells in inventory. Instead, the store partners with a wholesale supplier and passes the shipping address to them so they ship the product directly to the customer.


Terms and definitions continued in part 2.

Useful links

By Alanna at 7 Apr 2016, 09:32 AM