Special words & expressions used in our profession.

Production

Audio Levels

Audio levels refer to the volume of the audio. The levels can change depending on the video. These will duck to make room for dialogue.

Production

Animatic

A short, basic animation, used as a test to make sure everyone is happy with the direction it is going. So you know what you’re

Production

Amends

Changes to a video. Might include changing the music, removing a frame, or restructuring the entire thing.

Production

Aerial Filming

Filming from the sky using drones or helicopters, to get dramatic high, low and sweeping angles. Always increases production values, which reflect well on your

Production

Adobe CC

A software package for creating media.

Production

8K

Ultra high-definition resolution that includes 8,000 horizontal pixels and 4,000 vertical pixels.

Production

4K

Ultra high-definition resolution that includes 4,000 horizontal pixels and 2,000 vertical pixels. We like to shoot 4K whenever possible.

Production

360-Degree Video

Video that can be viewed from all angles rather than a fixed 16:9 frame. Great for the travel sector. Can be viewed with or without

Production

3D

Three dimensional. When images are created using the Z axis as well as X and Y – giving the illusion of depth.

Production

2D

Two dimensional. In animation, refers to the images sitting flat on the screen.

Analytics

UTM Tag

UTM tags are the individual query parameters used to make up a campaign tagged URL. The UTM tags include utm_name, utm_source, utm_medium, utm_term, utm_content and

Analytics

User Flow

The Users Flow report is a visual representation of how users navigate and interact with your website. For example, you can see the paths people

Analytics

Unique Visitor

This statistic is a little more discerning than page views (PV). It calculates how many of those page visits are by the same person. If

Analytics

Tracking ID

In order to send hits to the appropriate property inside Google Analytics, a tracking ID is included in the tracking code (or Google Tag Manager

Analytics

Source

Source is one of the four main dimensions (along with medium, campaign and channel) for reporting and analyzing how people found your website. Source tells

Analytics

Social

Social appears as a marketing channel (in the default channel grouping) in the Acquisition reports which automatically includes traffic coming from social media, including Twitter

Analytics

Session

A single visit to your website, consisting of one or more pageviews, along with events, ecommerce transactions and other interactions. The default session timeout is

Analytics

Search Query

The actual term somebody used in a search engine before clicking through to your website. Depending on the report, the terms can be from paid

Analytics

Return On Investment

This is the percentage of profitability from a digital marketing venture. For example, if your nonprofit updates its donation form, any spike in donations (less

Analytics

Referral

A referral is reported when a user clicks through to your website from another third-party website. The referrals report allows you to see all of

Analytics

Page Rank

Page rank is an algorithm used to measure the strength and relevancy of a webpage to list Google’s search results for a given keyword phrase.

Analytics

Page View

Often used in measurement and analytics, a page view is a visit to a specific page on your website.

Analytics

Page Value

Allows you to understand the impact of your website’s pages in driving value based on ecommerce transactions and goal conversions (where a goal value has

Analytics

Organic

Organic refers to people clicking on a free link from a search results page. For example, people clicking through to your website from a free

Analytics

Medium

Medium is one of the four main dimensions (along with source, campaign and channel) for reporting and analyzing how people found your website. Medium tells

Analytics

Keyword

Google Analytics provide details about the keywords people use to find your website. The organic keywords report shows you the terms people used to find

Analytics

Key Performance Indicator

These are measurable activities that progress? goals on your website or in your nonprofit’s digital marketing. Some examples could be clicks, page views or social

Analytics

Interests

You can view your audience’s areas of interest by enabling ‘Advertising Features’ (navigate to ‘Admin’, then ‘Tracking Info’ and selecting ‘Data Collection’). The categories within

Analytics

Google Tag Manager

A system for managing the deployment of tracking and other tags on your website. Google Tag Manager allows tags to be tested on your website

Analytics

Google Optimize

Google’s platform for A/B testing, multivariate testing and personalization. Google Optimize allows you to present different variations of content on your website to increase conversions

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