IP Tracking

When connected to the internet, each unique device uses a unique address called an IP address. With IP tracking, every time a user accesses a website, the website tracks that IP address. This means the user’s location can be distinguished and used for marketing campaigns based on specific user locations.

Inbound Link

Inbound links, also known as backlinks, occur when a link from an external web page links back to your website. They are the source of trust and page rank for organic search. Google views inbound links as an indicator that a site has high-quality content. These links are therefore one of the most important elements in search engine optimization (SEO).

Impression Share (IS)

The percentage of impressions that an ad receives versus the total number of impressions that the ad was eligible to show. Impression share = impressions / total eligible impressions.


Sometimes known as a view-through, an impression is the number of times an ad was shown on a website, search engine, or social platform. An ad impression occurs any time a user opens an app or website and an advertisement is displayed. This is not to be confused with an engagement.

Internal Link

A hyperlink from one page to another page, on the same website.


A set of structured data examined by a search engine looking for information relevant to a searcher’s query. A search index is tailored to the particular way that the search engine algorithm retrieves information