Lead Generation

Advertising Terms

Ad Spend: This is how much you spent on the ad platforms during this time period (last month or last 30 days). For more information, click here to learn about Facebook ads billing or here for Google Ads billing.

Conversions: Actions people take in the sales funnel to engage with your business, such as form submissions, phone calls, clicks on the “book now” button, or even booked appointments/sales. The specific conversions we are measuring for your business are indicated on the second page of each advertising platform’s performance in your report and in the reporting dashboard.

Common Conversions

• • Phone calls: phone calls made to a call tracking number of 30 seconds or greater
  • Clicks to call: in cases where we aren’t using a tracking number, we can measure the number of times people click to call you on a mobile device
  • Form submissions: leads that submit their contact information via a form on your website or via a Facebook lead form
  • On-Click Event: the number of times a certain button on your website is clicked. This is most commonly implemented on a “book now” or “buy now” type of button that takes the user to your online booking system. These conversions are only used in cases where the online POS does not allow tracking through to a completed sale or booking. (note that many CRMs/booking systems are unable to report this data back to web analytics platforms used in CyberMark reporting. Examples include MindBodyOnline, ClubReady and SalonUltimate, along with most proprietary POS platforms). (Note: many CRMs/booking systems are unable to report this data back to web analytics platforms used in CyberMark reporting. Examples include MindBodyOnline, ClubReady and SalonUltimate, along with most proprietary POS platforms).
  • Booked appointment: some booking systems allow us to track actual bookings. 
  • Purchases: some online CRMs/POS platforms allow us to track actual purchases.

Cost per Conversion: Your total ad spend divided by the total number of conversions generated. 

Conversion Rate: The total number of conversions divided by the number of people who clicked on your ads. For example, if your goal is to generate leads via a form submission on your website, and you have 100 website visitors, but only 10 of those people fill out a form, your conversion rate is 10%. Click here for a breakdown of results by industry to compare your brand to.

Clicks: The total number of times an ad was clicked.

Click-Through Rate (CTR): The total number of clicks divided by the total number of impressions. In other words, this is the percentage of times your ad was clicked out of all the times the ad showed up.

Cost-Per-Click (CPC): How much it costs, on average, for someone to click your ad. On Google, you pay for each click. The lower the cost per click, the more clicks you can get for your budget, which can lead to more opportunities for conversions. This rate is determined by a number of factors, including competition, ad quality score, bid adjustments, landing page experience, expected CTR, and more. Here’s a more in-depth explanation from Google.

Impressions: The number of times your ad showed on a screen. Also called “ad views.”

Cost Per 1000 Impressions (CPM): The average cost to show your ad 1000 times. On Facebook, this is how you are charged for ad delivery (instead of paying per click). Factors that go into the CPM include: objective and optimization (conversions/leads generally cost the most), competition, market supply and demand, seasonality, placements, audience targeting, creative quality and relevance, and more. Here’s a more in-depth explanation from Facebook.

Website Performance

Website Visits: The number of sessions that took place on your website. A session takes place any time a person visits your website. This is also known as website traffic.

Organic Website Visits: Website traffic generated when a user searches for your services or brand via Google, Bing and other search networks, and clicks on a search result for your website (NOT an ad). 

Conversions: Actions people take in the sales funnel to engage with your business, such as form submissions, phone calls, clicks on the “book now” button, or even booked appointments/sales (note that many CRMs/booking systems are unable to report this data back to web analytics platforms used in CyberMark reporting. Examples include MindBodyOnline, ClubReady and SalonUltimate, along with most proprietary POS platforms). The conversions we are measuring for your business are indicated on the page preceding the website performance overview in your report, or in the conversions tab of your report dashboard.

Conversion Rate: The total number of conversions divided by the number of people who visited your website. For example, if your goal is to generate leads via a form submission on your website, and you have 100 website visitors, but only 10 of those people fill out a form, your conversion rate is 10%.

Pageviews: The total number of times that pages on your website were viewed. This will usually be higher than the total number of website visits as users navigate to different pages on your website during their visit.

Website Events: A website event happens when someone completes a pre-determined and desired action on your website, like filling out a form, calling the business, clicking a button, or interacting with other important elements on a page. This metric is pulled from Google Analytics 

Engagement Rate: The percentage of website visits that generated a website event is called the engagement rate.

Note on events and leads: The Website Events metric includes forms and calls generated on your website, along with other actions like booking and gift card button clicks. These events are reported by Google Analytics. In comparison, the Leads metric in your report is reported by the Lead Tracking Portal. You may notice discrepancies between the number of form/call events on your website and the Leads metric in your report. This happens for a number of reasons: 

• Website visitors can complete multiple events 
• The website events tracks clicks on your phone number, while the Leads metric tracks completed calls, which are recorded in your lead tracking portal and require call tracking services 

How to use the events data VS leads data: While leads are typically the most important metric to watch, website events show other valuable ways that users are interacting with your website beyond filling out a form or calling the business.  

Marketing Channels: These are the different ways that people can visit your website.

• Organic search: Listings on the search results page not marked as an “ad.”
• Paid Search/Advertising: Ads on Facebook, Google, Bing, and other known paid channels.
• Referrals: Clicks to your website from a different website. For example, if someone clicks on a link to your website while they browse Yelp, it would be a referral from Yelp.
• Direct: These are website visits that have no referral path. For example, if someone types your website URL in directly, or if they click a link in an email that Google does not recognize as being a referrer, Google will tag this visitor as direct traffic.
• Social: Clicks from Facebook, Instagram, SnapChat, LinkedIn, Twitter, etc. that are not the result of an advertisement. Google often even counts Yelp as a social network.

Users: Individual users who visit your website.

New Users: Individual users that Google considers as visiting your website for the first time.

Questions about a report metric? Email marketing@cybermark.com.