The objective of Learn’n Digital from the beginning was to introduce the Digital Marketing to people who are new to this world and also go into details with people who already have enough information or work in the creative field. However, we receive many comments from newcomers that there are some terms they don’t get, or they are not familiar with the acronyms of the industry vocabulary. 

The terms used in our case studies can be confusing for someone new to digital marketing and the world of social media, that’s why we have made a small list of some of the most commonly used words and terms, that you may hear or read to help you have a better understanding. This list doesn’t have all terms and abbreviations, and if you have any other terms that you think we should add or we forgot, please let us know in the comments section.

Impression vs Reach

  • Impression: The number of times an ad, or promoted post is displayed.
  • Reach: It is a social media metric that shows how many people have seen the post. 

Reach is different from an impression. It’s the total number of UNIQUE people who have seen your content. However, the impression is the total number of times the content was seen, including people who saw the post multiple times.

Audiences Terms

  • Buyer Persona / Ideal Buyer: This is the representation of the perfect customer based on market research and data about existing customers. It’s a complete guide to the customer: behaviors, demographics, and professional careers, goals…
  • Leads: They are potential customers who have expressed some interest in your product or company and have provided contact information you can use to follow up with more details.
  • Target Audience: A group of people that will be interested in your product or service.
  • Lookalike Audiences: This is a way to target users that are similar to the ones you already have.

Ads Terms

  • Organic reach: The number of unique users who saw the content without paying for it. Without promoting the post.
  • Paid reach: The number of unique users who saw the boosted content, or post with ads.
  • Boosted post: A boosted post is a post that you put money to increase its reach. Also known as promoted posts. Boosting a post can be launched directly from Facebook Page without using the Ads Manager.
  • Retargeting: It is the technique of targeting ads at users who have interacted with your page or website before.
  • Cost Per Click (CPC): Refers to the price you pay for each click on your online ad. You only pay when the ad is clicked, not when it is viewed.
  • Cost per Engagement: This is the average cost per action related to the page and your page’s posts as a result of your ad. Post clicks, likes and reactions, comments, and shares all count as engagement.
  • Conversion: It’s when a user takes the desired action. (signing up to an email list, buying a product..) Depending on your initial goal.
  • Conversion Rate: This is a social media metric that refers to the percentage of people that convert by completing an intended action. It’s the number of conversions divided by the total number of visitors.
  • A/B Testing: It has another name, which is split testing, this is the process of comparing variations of many similar ads that are running at the same time to see which performs best. You can run the same image and switch up the copy or vice versa. A/B split testing will help you better target your audience by showing you which advertisement people liked more.

Campaigns Objective Terms

  • Brand awareness: It’s the level of familiarity and recognition consumers have with your brand.
  • Engagement: the number of interactions people have with your content (likes, comments, shares, retweets, etc.) 
  • Traffic: How many people visited the website.

Other Terms

  • Call To Action (CTA): Words or buttons that encourage the user to take a specific action. The buttons can be Sign Up, Shop Now, Learn more… Or just content and text in the caption, like “For more information call us or send a message” “Join us”…
  • User-generated content (UGC): It’s any form of content, such as images, videos, text, and audio, posted by users online, the content is related to the campaign or promoting the brand.
  • Social media ROI (return on investment): It is a measurement of how much revenue your activities on social media are generating for your company on how much you are spending on them. (Gain from Investment minus the Cost of Investment) all divided by (Cost of Investment). If ROI is negative, then that initiative is losing the company money.
  • KPI: Key Performance Indicator. It’s a measurable value that demonstrates how effectively a company is achieving key business objectives. In social media, there are four main areas your social media KPIs should be focusing on:
      • Engagement
      • Reach
      • Leads
      • Conversions
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