Latest Mailing Database · Marketing knowledge
Digital Marketing Terms for Planning and Reporting
Marketing reports become easier to use when the team agrees on the terms. Define each measure in the campaign record and keep the definition stable through the comparison period.
Exposure and response
An impression is a recorded display under the platform’s rules. Reach usually estimates distinct people or accounts exposed, using that platform’s method. A click is a recorded interaction with a link or element. Click-through rate is clicks divided by impressions, multiplied by 100. Check which clicks the report includes before comparing it with another system.
Leads and outcomes
A lead is a contact or enquiry entering your process; define what qualifies it. A conversion is a selected action, such as a completed request or purchase. Conversion rate needs an explicit denominator: visits, clicks and qualified enquiries produce different rates. Revenue is the recorded sales amount; it is not the same as profit.
Customer records and exclusions
CRM means customer relationship management and commonly refers to the system supporting it. A segment selects records using defined conditions. Suppression excludes records from a particular activity, for instance following an opt-out. These terms should map to real fields and rules, not remain informal labels in a presentation.
Measurement and attribution
A KPI is a measure chosen to assess an objective. Attribution assigns credit for an outcome under a stated model. It does not automatically prove causation. Keep source, medium and campaign naming consistent so the underlying traffic can be interpreted, and document changes before combining results.