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Digital Definitions + Glossary

Published on October 04, 2022
Last updated on May 8th, 2024

We will be continuously updating this post with new definitions as we share them with our small biz friends!


Metrics and Measurement

Avg. Session Duration: The average amount of time a user spends browsing your website.

Bounce Rate: The rate at which people leave your site as soon as the website loads.

Pages per Session: The average number of web pages a user views during their session.

New Users: How many new individuals visited your website who had never visited before.

Sessions: How many times people visited your website in total.

Users: How many individuals visited your website.


Traffic Sources

(none): Unknown; typically from users with advanced privacy settings enabled.

Direct: Users coming to the website from typing the web address their browser.

Organic: Users coming to the website from Internet searches.

Paid: Users clicking on an ad to get to your website (e.g. Google Ads or Facebook Ads).

Referral: When a user clicks a link to your website from another website.

Social: Users clicking through links posted on social media.


Tagging & Tracking in Google Tag Manager

Container: Holds a set of Tags, Triggers and Variables for your website.

Event: An action taken by a user.

Tag: (Typically) a piece of JavaScript that is inserted on a website.

Trigger: A rule that tells a browser when to fire/execute a Tag

Variable: A piece of information that you may want to reference in Triggers or Tags.


Backlink (or Link Building) - Backlinks/link building is a method off-page SEO where the goal is to have other websites to link back to your website. When done correctly and legitimately, backlinks are amazing and a critical part of your SEO strategy.

cPanel - cPanel is a user interface that allows you to control many of the settings for your server where your website is being hosted. (Get it? cPanel = control panel!) It allows you to set up multiple domain names, connect email accounts, organize web files, control firewall security settings, and access the database where your data is stored.⠀⠀

Google Analytics 4 - Just like other pieces of software, Google Analytics has gone through different iterations over the years. Currently, your website is connected to the version called "Universal Analytics" and uses a code starting with "UA." Google Analytics 4, or "G4" is just the next version. However, the main thing to know is that G4 IS NOT backwards compatible with UA. This means that once UA goes away, you will no longer have access to aaaaall that website data.

Payment Gateway - A payment gateway - or payment processor - is a third-party system that handles credit card transactions and provides PCI compliance so you, the small business, aren't liable for potential theft. The most common payment gateways are: PayPal, Stripe, Square, Authorize.net and Venmo. Stripe and Paypal, integrate with almost any website platform - including WordPress, Squarespace and Wix. But, you'll be paying as much as 3-5% per transaction, and it takes days for that money to be transferred into your account. Another go-to is Authorize.net that will connect directly to your bank account. Instead of paying a transaction fee, you pay annually for the use of the gateway which is typically much less expensive! The downside is that your bank needs to set up your business as a merchant account, and only certain website platforms, like WordPress, can utilize Authorize.net. (Squarespace and Wix do not.) Just know there are a lot of options for payment gateways out there, but you may be limited by the platform your website was built on.

People-First Content - People-first content isn't a new concept, but it is a semi-new term Google is incorporating with their latest release of the Helpful Content Update which went live on August 25. The overall goal is to show people results for what they're actually searching for by rewarding content that Google feels is most relevant.

Website Accessibility - Website accessibility means that websites, tools, and technologies are designed and developed so that anyone and everyone can use them. This should include people with vision impairment, people using screen readers or other assistive technology, neurodiverse individuals or people with cognitive limitations… The list goes on! Website accessibility is important because not all of your clients are going to be neurotypical with perfect vision, but you still want to be sure your website is just as easy for them to navigate. (It's also important for more selfish reasons 🙄 because when Google agrees your website is accessible, then it can help boost your SEO.)

UTM Parameters - UTM parameters are pieces of content that appends a URL, and helps you attribute website actions/events to campaigns, ads or shared content in your analytics dashboard (e.g. Google Analytics).


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