Digital Marketing

A calculation of the cost for an ad or marketing campaign, compared to the amount of trackable revenue it provided for the company. ROI is an important metric for many campaigns, because it relates directly to the profitability of an ad or project.

Sometimes revenue can’t be tracked precisely and attributed to an ad or campaign, though many digital ads are now able to provide this granular tracking to aid in business decisions.

A backlink is linked text on a website that sends the user to another website. You’ll often see sources cited in articles via backlinks to another source.

Backlinks are extremely important for website authority, because you are aligning yourself with related websites and sources within your industry. It’s just as important to work toward obtaining links from other sites to yours, which signals to search engines that your website is useful and trustworthy. Many strategies exist for maximizing a site’s backlink profile.

An analytical tool that monitors traffic to your website and produces a color-coded “heat” map of user behavior on a site. Areas that are scrolled and clicked more will show up as hotter than others.

This allows you to see how people interact with your site design, and make iterative improvements that generate more engagement with important site elements.