Digital Glossary

The User Interface describes the interface that the user interacts with when using an application, visiting your website, etc. The User interface includes your toolbar, buttons, windows, and anything (visual and audio elements) on the webpage that the user can interact with. The key to a website that will retain visitors has a clean, easy-to-use UI. Make all of your links easy to get to, and make sure that nothing on your interface is hard to look at. The more intuitive your interface is the less likely you are to have visitors leave after seeing a single page.
The User Interface is the conduit on a display that allows a human to interact with a computer more easily. Good UI should be fluid and easy for most people to understand.

Urchin Tracking Module UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics (or other tracking software to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The most common parameters are medium, source, campaign, term, content. However, parameters are versatile and can be customized according to what you want to track.

The biggest disadvantage of UTM parameters is the sensitivity towards an ununified system of definition (aka marketers using their own terms, lower- and upper-case letters, special symbols etc.) that might cause data fragmentation.

The UTM code itself has two components:
UTM Parameter: that starts with utm. There are 5 separate parameters you can track: utm_source, utm_campaign, utm_content, utm_term

Tracking variable: a unique variable to identify the dimension being tracked (such as the name of the traffic source). This variable is preceded by the "=" sign. You can have only numbers, letters, hyphens, '+' sign and periods in the variable.

You can use Google URL Builder tool (https://ga-dev-tools.web.app/campaign-url-builder/) to create your own parameters when you want to publish any link, and they will automatically appear on your Google Analytics

The Ultimatum Game is an experimental game in game theory where two players interact and have to decide how to divide a sum of money. One player, called the "proposer," is given a sum of money and must propose a way to divide it between themselves and the other player, called the "responder." The responder can either accept or reject the proposal.
If the responder accepts the proposal, the money is divided according to the proposal. However, if the responder rejects the proposal, neither player receives any money. The game is interesting because it is often assumed that people are rational and self-interested, so the responder should accept any offer greater than zero. However, in practice, responders often reject proposals that they perceive as unfair. This behavior has been observed across many different cultures and contexts, and it has been argued that it reflects a concern for fairness or reciprocity in human decision-making.

A metric used to measure the quality and trustworthiness of a URL. It is based on numerous factors, such as domain authority, backlinks, external equity links, social media and content signals. A higher UR score indicates that the website is more likely to be reliable and trustworthy. Developed by Ahrefs

An unlinked mention is a reference or mention of a brand, product, or individual on another website or social media platform that does not include a hyperlink to the mentioned entity's website or online presence. For example, a blogger may mention a product in their blog post without including a link to the product's website.

While unlinked mentions can still be beneficial for brand awareness and reputation, they do not provide the same SEO value as linked mentions or backlinks.

Universal App Campaigns (UAC) are an automated ad type in Google Ads that help advertisers generate more app installs and/or drive in-app conversions.

Unique Visitor stands for a visitor that returns to your website repeatedly in a set period. Contrary to Page View, UV is tied to one visitor, so even if they visit a website ten times (which results in ten page views), the UV still counts as one.

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stands for Uniform Resource Locator and is the address of a web page. The URL refers to what specific web page a web browser is viewing.
URL is something you will almost never need to know, is an address of a webpage. URL’s are taken into account when determining the SEO value of a page, so make sure that your URLs contain the pertinent keywords so that your SEO value goes up! URLs are generally in the form of https://www.yourwebsite.com/.

A vanity metric on social media platforms is a statistic that may look like a positive indicator of performance but doesn’t actually provide you with valuable insights.
they are not a valuable indicator of lower-funnel success from a revenue or business standpoint (i.e. follows, likes, comments).
Impressions are a classic example as they are often larger than reach, but only tell you how many times people scrolled past a post in their feed without revealing the bigger picture of how popular or engaging the post was.

A type of conversion in which a user views an ad, but does not click on the ad and later completes a conversion action.
Conversion credit allocated to ads that were only seen as an impression but not clicked on.

Viral Content is used to describe a piece of content that has become popular very quickly throughout the internet. A piece of content that is viral is being shared massively for better or for worse. It is hard to determine what content is going to become viral, so do not create content in hopes that it becomes viral. Create content in hopes that users will find it helpful and relevant!
Do you remember those funny YouTube videos with tons of views and shares? These are usually described as viral content. In other words, viral content is content that gets really popular really fast - usually by having viewers/ visitors sharing it to others soon after publishing.

A metric in Google Analytics that quantifies a user of a website over a particular period of time. Visitors are often broken down between “new visitors” who are browsing for the first time in the allotted time period, or “returning visitors” who have already browsed at least once in the given time frame.

An old term in Google Analytics which was recently changes to “sessions”.

Voice search is an increasingly popular technology that allows users to search the web, a website or an app using a voice command.
Refers to any search query conducted using voice technology. This can be a search on a mobile device or on a smart speaker such as Amazon Alexa or Google Home.

a computer generated artificial environment that is designed to simulate a person’s presence fully in an environment that feels real, and responds to real movements. VR technology commonly uses headsets, so that the user can “look around” in the artificial world.

The second major phase of development of the World Wide Web, marked by a shift from static web pages to dynamic content, as well as social media and user generated content.

a program that browses the internet in an automated manner. Search engines use “crawlers” to index pages on the web.

Web design is the process of creating websites. It encompasses several different aspects, including webpage layout, content production, and graphic design. Learn more about our web design services.

a directory which links to other websites and usually organises them by categories.

An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.

One or a group of documents, content and/or media that are accessible on the World Wide Web. Websites are typically identified with a domain name and published on a web server.
Also it is another marketing 101 term is Website. A Website is a group of interconnected pages that is usually managed and run by your own business. A webpage consists of a homepage, contact page, and in the case of inbound marketing, a landing page. In an Inbound Marketing approach, your website is one of your biggest tools in lead generation. Once you get users to come to your site, they need content to keep them engaged. By creating a constant stream of content on your website, you can keep visitors engaged, and eventually get them to the landing page to see what other information you have to offer. A website should also be interactive as well! Having a dynamic, content-filled website can only generate more success for your company and your inbound marketing strategy!

Website Optimization, in the context of empowered marketer, is the process of making updates and changes to your website so your SEO (See SEO) value increases. Changes to the URL, article tags, keywords, etc. can increase your SEO. Make sure to optimize your website as routinely as possible to increase the visibility of your website.

Using approved SEO techniques and best practices to improve search rankings over time.
Also is an Ethical techniques used to increase a site’s rank that follow search engine rules. Examples of techniques that would be classified as ‘white hat’ include – quality link building and content writing (for humans and not for search engines).

A White Paper is a paper written by an author that is informed about a certain topic. In Inbound Marketing, a white paper is sometimes used as a premium offer (See Premium Offer) to incentivize visitors to fill out a form to receive the white paper.