Hospitality Digital Marketing Glossary and Definitions


301 A method that permanently redirects a visitor from one web page to another web page.
404 An error message displayed when a user tries to view a page that does not exist.
API Application Programming Interface, a software interface that allows different software to interact (talk) to each other.
A/B Testing Website optimisation technique that lets web managers test two versions of a page at the same time to determine which performs best. Website address (URL) shortener used to create easy-on-the-eye links out of long urls.
CTA Call To Action, a communication or website you want a user to perform, e.g. clicking a button to ‘find out more’.
Landing Page A page specifically designed to sell a service or product such as a specific offer. These give very specific information and are created to push the website visitor into the next step of the journey e.g. to make a purchase.
Objective Business aims you wish to achieve.


SEO (Search Engine Optimisation)

Alt tag Alternative Text, added to images that lets vision impaired website visitors get details of an image.
Backlink A link from one website to another.
Content The words, images and video used in digital marketing.
Canonical A way of telling search engines that a specific website address (URL) represents the master copy of a page.
Featured Snippet Summary information on a website that is pulled into Search Engine Results Pages (SERPs).
Google Search Console Free tool that allows webmasters to check indexing (when search bots crawl your website) status and optimise visibility of their websites.
Google My Business Free tool for businesses and organisations to manage their online presence across Google, including Search and Maps.
Header Tags h1, h2, h3, etc, categories of different headings on a website or email.
Keyword Terms and phrases that users might use to search for results that match their needs.
Keyword Volumes An estimate of how many times a keyword is searched. There are different ways to estimate from different tools. At Clockwork we use an average over the last 3 months to predict the monthly search volume of a keyword.
Long-tail Keywords Niche keywords and phrases that are searched less, but have less competition and are more relevant to your business. The opposite of ‘short-tail’.
Link building The activity of increasing links from other websites to your site.
Meta tag Information on a web page that tells a search engine what the page is about.
Meta description Information that appears in Search Engine Results Pages (SERPS).
Ranking positions Average rank from a tool which has no pre-set values to skew the results. Different users see different rank positions, Google keeps a record of each individual’s search activity and knows their location, then tries to predict what they want when they search. i.e. you will see different results to us, so we eliminate the human factor with rank tools.
Schema Code that is added to a website that provides structured information to search engines.
SEO Search Engine Optimisation, the process of engineering a website so that it is displayed in search engine results for the products and services you are offering.
SERPS Search Engine Results Pages, such as Google search results.



CTR Click Through Rate, a measurement of users that click on a link in an email or advert. Often shown as a percentage of users that received the email or advert.
Email automation Customised rules that perform certain tasks when triggered, e.g. sending a ‘thank you’ email when a user signs-up to a newsletter.
Email list The contact data, or segment of data, for an organisation.
Open Rate The number of users who opened an email, shown as a percentage of those sent the email. Opens are counted as users who double click to open an email (on a desktop) in a new window or who download the images in an email. Previews of an email are not counted.


Google Ads

CPC Cost Per Click, the cost paid per user click on an advert.
Display ad/display network Advertising on 3rd party websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio.
Google Ads Online advertising platform where advertisers pay to display brief advertisements, service offerings, product listings, video content within the Google Ad search network or display network to web users, also known as PPC.
Impression The number of times an advert is seen.
Negative keywords Custom keywords that you exclude your ad from being displayed when entered by a user. This is also known as a negative match. For example, when you add "budget" as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any searches containing the term "budget" e.g. “budget hotel”.
PPC See Google Ads.
Remarketing Identifying past visitors to your website and displaying an advert that's relevant to their behaviour (e.g. pages they've visited, downloads) on the display network or Facebook.
Search network Text advertising on Google search (



Facebook pixel Code on your website that collects data, helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.
Favourite Twitter, represented by a star icon, signals to you that the content is ‘liked’.
Follower A user who subscribes to your account for updates.
Handle Describes a person or business user name e.g. for Facebook @Clockworkmarketing, for Twitter @clockworkm, for Instagram @clockwork_marketing.
Hashtag # Metadata tag used on social networks, allowing users to apply dynamic, user-generated tagging which makes it possible for others to easily find messages with a specific theme or content.
Like Facebook and Instagram, an action a user performs instead of writing a comment or sharing, to show approval.
Reach The number of users who have come across a piece of content on a social platform
Share Facebook, Instagram, Twitter (retweet), a user spreading your content to their followers.
UGC User Generated Content, images and words that individuals create and publish on social networks about a specific topic.


Google Analytics

Avg. session duration The average length of a visit to the website.
Bounce A single-page visit to the website in which there was no interaction with the page.
Conversion The completion of a goal or ecommerce activity.
Demographics Contains information about users, such as interests, age and gender.

The measurement of purchase behaviour. Reporting varies depending on the booking engine. A user booking a 2- night stay, should show: 1 x transaction, 1 x unique purchases, 2 x quantity. A user booking 2 rooms for 2-night stay, should show: 1 x transaction, 2 x unique purchases, 4 x quantity

  • Transactions - Transactions is the total number of completed purchases on your site.
  • Unique purchases - The total number of times a specified product (or set of products) was a part of a transaction.
  • Quantity - The number of units sold in ecommerce transactions.
Event The tracking of simple specific interactions on a website. Event completions are not unique, if a user completes the same event 5 times it is counted 5 times.
Funnel The steps taken to reach a goal, usually the pages a user completes before making a booking.
Goal The tracking of specific interactions on a website, such as visiting a certain page, completing an event, watching a video or downloading a document. Goal completions are unique, if a user completes the same goal 5 times it is counted once.
Google Analytics Free analytics tool that measures website user behaviour.
Google Tag Manager Free tool that allows tracking code to be added to a website.
Page Views Total number of pages viewed.
Pages/sessions Numbers of pages per session a user views.
Revenue Total income taken in the date period.
Average order size Revenue divided by transactions.
Segment A predefined subset of your analytics data.
Sessions Number of times a user is actively engaged with your website.
Traffic Source/Channel

Origin of your user traffic.

  • Organic search – from a search engine, influenced by SEO (e.g. Google, Bing, Android search, Yahoo)
  • Direct – Where the browser auto-fills the website address or the user types in the full website address
  • Email – from a marketing email (e.g. from Email Brilliance or Mailchimp)
  • Referral – from a 3rd party (e.g. Visit England)
  • Social – from a social media platform (e.g. Facebook, Twitter, YouTube, TripAdvisor)
  • Paid search – From Google Ads search network
  • Display – From Google Ads display network
Users  Unique individuals.
UTM  Code that is added to a website address to identify users who click on it.