Dave Creek Media Glossary

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Target Audience

The group of people who should hear your messaging.

Social Media Post

The item that will be scheduled to your social media profiles. It contains an image, video, or a graphic and a caption that is geared toward your target audience.

Content Calendar

An overview of the social posts for the whole month.

Social Pack

A template of graphics that will be used to create cohesive content for your social media.

Social Media Audit

This is the process we have for reviewing social media activity to assess growth and discover opportunities to improve your content.


The Source dimension tells us what platform website traffic came from such as Google, Facebook, Duck Duck Go, Yahoo, Bing, etc. Traffic labeled as “(direct)” indicates a user directly navigated to the website without being referred from a search engine (“Googling” something then clicking a link) or social platform (Facebook, Instagram, Tik Tok, etc.)

Scroll Rate (25%, 50%, 75%, 90%)

This indicates how far down the page a user scrolled. Measured at different thresholds. For example, a scroll at 25% would indicate a user scrolled down the page by about 25% of the total page length. A 90% scroll would be if a user scrolled 90% of the way down a page. Usually, we would look at a 90% scroll as a user that scrolled through all of a pages content since the last 10% of the page typically contains just information in the website’s footer.

Average Engagement Time

How much time a user was engaged while on the site (moving the mouse, scrolling, etc).

Engaged Session

A session in which the user actively engages with the site (mouse movement, scrolling the page) for a minimum of 10s, or visits at least 2 pages.

Avg. Session Duration

The average duration of a website session.

Pages / Session

The average number of pages a user visits during a website session.

Bounce Rate

The percentage of times that a user only visited a single page in a session before leaving the site. Can be meaningful or not depending on the context. If there is a very low bounce rate it could mean that the website content is not relevant, or that the user experience is poor. It could also mean that the traffic being driven to the site is poor quality; however, in some cases a high bounce rate can be expected. If a website is just a single landing page with nowhere else to explore, one would expect a high bounce rate. If an ad is driving a user to a landing page with content to educate the user then drives an action such as a call or form fill, we might expect a high bounce rate since there wouldn’t be much else for the user to need to do after landing on that page.


A group of interactions recorded when a user visits your website within a given period. Google Analytics session begins when a user visits a page on your site and ends after 30 minutes of inactivity or when the user leaves.

New Users

A new user is a person who has visited your website for the first time.


A user is a person who has visited your website.

Grant Access to Facebook verified domain

Facebook requires all advertisers to verify their website domains so that the website can send data to facebook. If you have already verified your domain previously, you will need to share full partner access to that domain with Dave Creek Media’s Facebook Business Manager ID: 120857665227899

Search Lost Impression Share (Budget)

Estimates how often your ad didn’t show on Google search sites due to low budget.

Search Lost Impression Share (Rank)

Estimates how often your ad didn’t show anywhere above the organic search results due to poor Ad Rank. Ad rank determines your ad position relative to other ads and whether your ad is able to show at all. It’s calculated using your bid, ad and website quality, context of the search, Ad Rank thresholds, and the expected impact of extensions and other ad formats.

Search Impression Share

The number of Impressions you have received, divided by the approximate number of impressions that you were eligible to receive. Eligibility is based on a number of factors including: targeting, approval status, bids, budget, and your quality score.

Video Plays at 25%, 50%, 75%, 100%

The number of times that your video was played to x% of length (25%, 50%, or 100%). For example: For Video plays at 25% of length, this metric counts when the 25% point of your video was played. This can indicate either users that watched from the beginning of your video to the 25% point, or users that skipped to the 25% point of your video.

Video ThruPlays

For videos that are 15 seconds or less, the metric counts when your video was played to completion. For longer videos, it counts when someone played at least 15 unique seconds of the video. The video’s full length is considered to be at least 97% of the video since many users tend to drop off before the true end of the video when the credits roll or content fades out.


Facebook metric that measures the number of people that saw your ads at least once. This is different from impressions, which also shows multiple views of your ads by the same people. This is an estimated metric. This also helps to give you a measure of how many people were exposed to your message during an ad campaign.


The average number of times each person saw your ad. This is an estimated metric. This helps to build awareness and recall by showing your message to people in your audience multiple times.

Cost per 1,000 Impressions (CPM)

This is the amount it costs to gain 1,000 impressions. The calculation for this metric is Amount Spent divided by Impressions, multiplied by 1,000. For example, if you spend $50 and got 10,000 impressions, your CPM was $5.

Cost per Conversion

This is the amount of money you spent to gain a conversion action. This is calculated by looking at how much money you spent and then dividing it by the number of conversions.

Conversion Rate

This is the average percentage of people who clicked on your ad, then went on to complete a conversion action. This is calculated by taking the number of conversions an ad produced and dividing them by the number of clicks on the ad. For example: If you had 100 clicks on your ad, and there were 10 conversions as a result, your Conversion Rate would be 10%.


This is the amount of users that completed a desired action. The details of the conversion are specific to your business and could be anything including form fills, product sales, email list opt-ins, phone calls, etc.

Click Through Rate (CTR)

This is the number of clicks your ad got divided by the number of impressions your ad got. It is the average percentage of people that saw your ad and clicked on it. For example: if you had 100 people see your ad (100 impressions) and 10 of those people clicked on it (10 clicks) then you would have a Click Through Rate of 10%.


The number of people who have been shown your ad. This is a good indication of how much search volume a specific campaign, or keyword gets on average.

Average Cost per Click (CPC)

The amount that you spend on a click to your website on average. (Formula is Cost / Clicks).


This is tracked when a user clicks on your ad and were then directed to your website or landing page.