Average CPC - the estimated cost of each click on a specific search term (if this is across multiple terms then it will be weighted by monthly search volume).
Average Position - A statistic that shows how your ad typically ranks against other ads.
Bounce Rate - is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).
Click Through Rate (CTR) - clicks / impressions. This is an estimate of the likelihood that an ad will be clicked (if this is across multiple terms then it will be weighted by monthly search volume).
Competitor - A site/domain that has appeared on the same results as you.
Competitor Groups - Are groups that include a set of competitors in which you can be particularly interested for different business reasons. These can be created by you, and are fully customisable. To learn how to create competitor groups, check out this Help Centre Article.
Conversion Rate - The percentage of visitors who entered into an experience and completed the goal.
Cost per acquisition - is a method of advertising whereby the advertiser only pays when an advert delivers an acquisition.
Desktop - device filter that shows which competitors are appearing on either a Desktop computer or Tablet.
Direct Competitor - an advertiser with a similar number of search terms as you, where there is significant overlap.
Estimated Clicks - impressions x CTR (this is re-estimated nightly for each specific competitor in each position)
Estimated Impressions - Frequency x Avg Search Volume (for the chosen number of days)
Estimated Spend - clicks x CPC (this is re-estimated nightly for each specific competitor in each position)
Est. CPC (Cost Per Click) -refers to the actual price you pay for each click per search term in your paid search marketing campaigns.
Frequency - the number of times we saw an advert or competitor when searching for a search term divided by the total number of times we searched for the term (if this is across multiple terms then it will be weighted by monthly search volume)
Head to Head - a report type in Adthena that compares you directly with a competitor.
Ignored Competitor - web domain that Adthena thinks is Important but you do not, so have manually excluded from your Whole Market.
Ignored Term - search term that Adthena thinks is Important but you do not, so have manually excluded from your Whole Market.
Impression - Each time your ad is displayed to a user.
Impression Share (Adwords) - count of times your ad was shown on a term / times an ad was shown when users searched for that term. Unlike Adthena Frequency that counts times users searched for a term but no ads were shown.
Infringement - the function enables you to easily capture any Ads and Search Terms from competitors whom you suspect might be infringing on your Intellectual Property.
Listing - a catalogue of products appearing on search engines.
Low Volume - a search term that Google tells us gets fewer than 2 searches per day. Since this will be less than 1 click between all competitors there is no insight to show on the term.
Market - See 'Whole Market'
Market Share - The percentage impressions of your Whole Market that a search term is responsible for.
Misspelling - a search term that Google determines as incorrect returning 'Showing results for: <correct spelling> on the SERP
Mobile - device filter that shows which competitors are appearing on a Mobile phone browser.
My Terms - includes search terms that we have seen you showing a Paid Desktop Ad.
Named Competitor - manually entered competitor domain that you would like to be included in your Whole Market.
New - is a status for a search term that Adthena does not yet have significant data for.
Niche Competitor - a small advertiser who appears on a small number of your search terms, but you appear on all of theirs.
Not Relevant - a search term that Adthena thinks is no longer generating impressions for you.
Opportunities - see 'Search Term Opportunities'
Organic Listings - Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.
Organic Traffic - is traffic that comes to your website as a result of unpaid search results. In relation to Google this is the search results in the middle of the SERP between the paid ads.
Out of Market - is a status for a search term that Adthena has determined as not being important to your or your competitors.
Overlap - the amount that competitors appear on the same set of search terms.
Paid Traffic - is traffic that comes to your website when you advertise for it. In relation to Google AdWords this is the ads on the top and bottom of the SERP.
PLA (Product Listing Ads) - are search ads that include richer product information, such as product image, price and merchant name.
Priority Term - is a status that can be manually given to a search term to ensure it always stays Important.
Quicklinks: are shortcuts you can find throughout the application (for instance, in market > Share, under the Search Terms column in the table. Clicking the link will open a new browser tab that details the search terms or competitors that are included in the count. They look like this:
Reject Opportunities - is a status that can manually be given to a search term to prevent it appearing as a suggested search term opportunity, but will remain in other charts to track spend and share.
Share of Clicks - is the percentage of clicks (either paid or organic) from the total of all estimated clicks. Share of Clicks is interchangeable with Share of Market and Share of Voice.
Share of Impressions - is the estimated number of impressions the competitor received / the total number of impressions that were available on those terms during the selected period.
Share of Spend - is the percentage of spend from the total of all competitor's estimated spend.
Search Term Opportunities - search terms that your competitors are showing Paid ads, but you are not.
Search Terms - is the exact word or set of words a customer enters when searching.
Super Competitor - a large advertiser who appears on all of your search terms, but you appear on few of theirs.
Whole Market - the set of search terms you have been seen on for Paid, Organic, Mobile, PLA, plus those your top competitors have been seen on.