Pay Per Click (PPC)

Hypertext Transfer Protocol Secure, or HTTPS, indicates the use of specific encryption on web browsers. It is used by numerous websites and is considered a best practice for encrypting your site against certain types of malicious attacks.

You can see whether or not a site is using HTTPS by viewing the full URL of a webpage, which is often either http:// or https:// with the latter using the encryption.

Urchin Tracking Modules (UTMs) are additions to a web page URL that provide specific information to marketers, such as what site the user came from and what marketing campaign the visit should be attributed to.

These are useful in tracking ads to determine metrics like return on investment (ROI).

The percentage of recipients who unsubscribe from an email after it is sent. In large-scale marketing, some unsubscribes are expected, but it’s a metric that can be monitored to ensure you aren’t putting off your audience with either the frequency or messaging of your email advertising.