There are a number of sections in your monthly report each with specific terms so we’ve pulled together this handy glossary to help you understand what each one means.
Digital Directory Terms
| Visits | The number of times someone has clicked on your ad in the search results or visiting your info page. Each visitor is only counted once per session (so if they click on your listing several times in one session it will only be counted once). |
| Search Results Views | The number of times your Online Profile appeared in a search on Yellow Online and/or White Online. |
| Phone clicks | The number of times someone has clicked to view your phone numbers with the intention to call your business. |
| Website clicks | The number of times users have clicked through to your website for your online profile. |
| Email clicks | The number of times that users have clicked on the email button to send an email to your business. |
Website terms
| Visits | The total number of times your website was visited. Visit time is set to 30 minutes, so a visit is considered a new visit after 30 minutes of interactivity since their last interaction with your website. |
| Mobile visits | The number of times your site was visited from a mobile device. |
| Unique visits | The number of unique visits to your website in the last month (counts a visitor only one even if they come back multiple times). |
| Average time on site | The average length of time visitors have spent on your website. |
Google Ads terms (includes Search Ads, Display Ads & Video Ads)
| Impressions | The total number of times that an ad from a Google Ads campaign is displayed to a user. |
| Clicks | The number of clicks the Google Ads campaign received during a determined period. |
| Leads | The total number of times a user who clicked that Google Ads campaign also completes an action on your website. These actions are usually ones that result in the customer contacting or requesting something from your business - such as clicking on a phone number. |
| Conversion | When a potential customer completes an action on your website which is being tracked, this is called a conversion. The number of conversions will be different to the number of leads as a potential customer who qualifies as a lead can complete multiple tracked actions while on your site. |
| Action taken | The name given to the desired action being tracked. |
| Conversion type | The classification of the conversion being tracked. |
| Conversion count | The total number of conversions by all potential customers. |
| Market Share Lost to Budget | Indicates the percentage of searches we lost to insufficient budget. This means there is room to grow your spend if you're interested in increasing your market share. |
| Market Share Lost to Rank | Means that some of the searches were lost to our bids not being high enough at times. |
| Click-through-rate (CTR): | Is an important metric and measures how many people have seen your ad and actually clicked on the link. Your CTR can be used to determine how well your keywords and ads are performing. A high click-through rate means your ad is interesting and appealing to viewers. |
| Campaign Cost: | Is the overall dollars your campaign spent last month. This cost is different to what you paid to Yellow last month, as the package includes our management fee. |
| Viewable Impressions: | Tell you how many times one of your ads was shown on the Google Display Network. The more impressions you have, the more people have seen your ad. We focus on maximising the number of impressions for your campaign so your ads are shown to as many relevant people as possible and your business remains front of mind with your potential customers. |
| Avg. CPV: | The average amount you pay when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or engages with your video, whichever comes first. |
| Views: | The number of times people watched or engaged with your video ad |
| View Rate: | The number of views or engagements your video ad receives divided by the number of times your ad is shown (video and thumbnail impressions).
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Call Tracking terms
| Total calls | The total number of calls made to your Call Tracking Number in the month of reporting. This is made up of the total number of calls answered and the total number of calls unanswered. |
| Total calls answered/unanswered | The total number of answered/unanswered calls to your Call Tracking Number in the month of reporting. |
| Average call length | The average length of time for each answered call for the month of reporting. |
Facebook Ad terms
| Reach | The total number of unique people that have viewed a Facebook campaign. Impressions: The total number of times an ad from a Facebook campaign is displayed to a user. |
| Impressions | The total number of times an ad from a Facebook campaign is displayed to a user. |
| Clicks | The number of clicks the Facebook campaign received during a determined period |
| Click Through Rate | A way of measuring the success of a Facebook ad campaign. It is shown by the total number of clicks divided by the total number of impressions. |