Interpreting TopLine Digital Reports

The key terms and definitions below can be helpful when interpreting TopLine Digital reports.

Digital Intelligence Report 

A national look at the online behavior of consumers for a category of business.  For instance, 

  • What do they typically do online?
  • Where have they responded to ads in the last 30 days?

It's designed to give you insight into where and how to target them.

Digital Analysis Report

The Digital Analysis Report identifies gaps in a business's digital strategy, specifically where they may be missing or underserving their target audience online. Comprising four slides, the report uses Google Core Web Vitals (see definitions below) to evaluate the business's website, search discoverability, mobile optimization, and social media presence.

The first two slides grade three key areas—Search, Mobile Optimization, and Social—using an A-F scale. Grades of B or lower indicate room for improvement, while even A grades come with recommendations for enhancement. Each section includes percentages highlighting the metric's importance to the target audience.

The remaining slides focus on specific social media and keywords. An X next to a social medium indicates it is not linked to the website, and an X on the Keyword slide signals missed keyword opportunities in important tags.

If a business scores poorly, you can assist them with your digital assets or provide consulting to enhance their customer experience and discoverability, making you a valuable marketing partner.

Other Key Terms

Google’s Core Web Vitals measure a page's “health” in terms of user experience. The three metrics include content loading speed, interactivity, and visual stability.

  • Largest Contentful Paint - measures the time for the largest visual piece on your webpage to load. Under 2.5 seconds is good, 2.5-4 sec needs work, and 4+ is poor.
  • First Input Delay - measures website reaction times after a user interacts with it. The standard is under 100 milliseconds.
  • Cumulative Layout Shift - measures how web features move as a website loads. A shift of 0.1 inches is adequate; under 0.25 inches needs work. This is the toughest to optimize.

H1 Tags - indicate important headings or titles on a webpage (one per page).

Meta Tags - provide a summary detailing the contents of a webpage for search engines. They should be 70 – 320 characters.

Title Tags - detail the subject matter on a webpage. Title tags should be between 10-70 characters.

Tap Targets - webpage areas that mobile users can touch to create a new action.

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