It's a very tricky, very broad, very loose term. I think transfers where A <--> B --> C (only A causes B, and B causes C) are ideally refined information. We can choose to call this "information"; or lower the bar and allow A --> B --> C, where A causes B (but not only A), so B only says that A may have happened (basically, "something happened" -- which is informative -- "but we don't what, exactly" -- so not very). Note that the frequency with which A leads to B (say it's almost always the case that B happens because of A), makes B more informative about A. While the chances that B may have happened because of D, E, F, etc., makes B less informative about A (as far as C is concerned). So, at least in the way we might conventionally express it, it seems to betrue there's some "information" there when the tree falls on the rock, just not very much, very good information; vs. the complete, excellent information we get when the photo-receptor cell fires in response to light (assuming it only fires in response to light; there will of course be cases where it misfires and 'misinforms' the muscle cell, but in a well-functioning, "intelligent" system these will be limited: the more limited, the more intelligent, one might say).
And so on. I tend to see it as a continuum from random noise, where B could have been caused by anything, to perfect information, where C 'knows' that B could only have been caused by A.