Glossary Of Website Traffic Terms

By Ross Goldberg |

Jun 22
Traffic Term Glossary

We do our best to cater to our advanced clients and still be helpful to those new to internet business, but this post is specifically for those at the beginning.

In this case, we’re specifically focused on abbreviations and phrases often used in advertising.

There’s no way to make this sexy, but it’s imperative that you understand these terms if you have any interest in advertising your business online.

BulletBounce Rate

A “bounce” is when someone visits your website and leaves after viewing a single page.  Visitors that fully browse your website have obviously found what they’re looking for and you’ve delivered for them.  The ones that leave without looking around aren’t happy with what they’ve found on your site.

A high bounce rate will have a negative effect on your profit, but it can also have an impact on any search engine rankings you’ve earned.  If people are leaving without spending a few minutes on your website, search engines assume that they should recommend someone else’s website instead of yours.

For more info on decreasing your bounce rate, take a look at this post (opens in a new window).


CPC stands for Cost Per Click.  Depending on how you’re advertising, most of the time you’ll be paying per click for the traffic you buy.

With TrafficForMe, all you do is select how many clicks you want, pay, then provide us with your landing page URL.  If you’re buying from other companies, you may have to provide your own email copy, subject line, or an entire ad.  We do our best to make it easy.


CTR stands for Click-Through Rate.  If you’re buying from us, this isn’t something you need to worry about because we use proven ads we’ve developed in-house.  If you’re buying a solo ad or using an ad network, CTR is a measurement of the effectiveness of your ad or email copy.

Where the number should be will vary by delivery method.  For instance, a 5% CTR for a Facebook ad is amazing.  If you got a 5% CTR on an email, that’s not very good.  In other words, you should check the results your competitors have gotten to get an idea of what to expect from any given advertising you buy.


EPC stands for Earnings Per Click.  The EPC formula is Sales/Clicks.

What you don’t normally hear when this is explained is the timeline you have to use to define the success of an advertising campaign.  It all depends on where you’re sending your traffic.

If you’re sending traffic directly to an offer, you would measure your EPC immediately.  In other words, you don’t have to worry about time between when they see your offer and when they buy.  The only exception to this would be if you have a retargeting campaign in place.  You would still want to measure your EPC for immediate sales, but you’d also measure it for your retargeting campaign separately.

If you’re sending traffic to a landing page designed to capture an email address, that’s when you have to be careful about how you measure your EPC.  Instead of worrying about immediate sales, you’d want to wait until your new prospect has seen your offer.  Preferably, you’d wait until they’d gone through your entire promotion of the product you’re selling.  If you have 3 emails promoting your product that are delivered between days 5 and 9, you’d want to wait roughly 2 weeks before trying to figure out what you’re earning per click.  Doing this will give you a clear picture about the success of your advertising.

If you’re using multiple advertising methods in your business, you should be tracking each one separately.  This can be done via using link tracking software.  While there are dozens of different services for this sort of thing, the current industry favorites are:  ClickMagick and Quality Click Control. (YES, these are affiliate links. T4Me will be paid a commission if you sign up through either of these links.)


The term Referrer is referencing the place your traffic is coming from.  Depending on where you’re advertising, the referrer will vary.  If you’re buying solo ads, most of your traffic will come from whatever email service your prospect was using when they got your email.

If you’re buying traffic on Facebook, you’ll see a lot of referral traffic from them.

Referral traffic will also usually tell you what operating system your traffic is using.  This can behelpful to see how much of your traffic is coming from mobile phones.  Generally, you’ll want to have any landing page you use be mobile optimized.


Uniques are the amount of times a unique visitor has come to your site.  Anytime you buy traffic, you’ll have people that visit, leave, then come back.  This measurement will count that process as a single visitor.

What makes this useful is you can compare it to the number of Visits (which we’ll go over next) to see what percentage of your traffic is coming back.  It’s a good indication of good targeting if you’re receiving a lot of repeat visitors.


Visits is a measurement of how many times someone has visited your website.  If someone visited, left, then returned, they would count as 2 visits.  While the measurement itself doesn’t do much for you, it is very helpful to compare it to Uniques.

I’ve personally been doing this internet thing for over a decade and didn’t have an accurate definition of some of these.  Now that you know what the words mean, we’d be happy to me the traffic buying process easy for you.


About the Author

Ross is a best-selling author and world renowned traffic expert with a focus on helping you find your customers and reach them by being everywhere they're looking. With more than a decade of experience selling online, Ross is going to help you reach more people, faster.

Leave a Comment:

Leave a Comment: