Key Terms of Web Analytics

Abandonment Rate: KPI that measures the percentage of visitors who got to that point on the site but decided not to perform the target action.

Alignment-Centric Performance Management: Method of defining a site’s business goals by choosing only a few key performance indicators.

Average Order Value: KPI that measures the total revenue to the total number of orders.
Average Time on Site (ATOS): See visit length.

Checkout Conversion Rate: KPI that measures the percent of total visitors who begin the checkout process.

Commerce Website: A type of Website where the goal is to get visitors to purchase goods or services directly from the site.

Committed Visitor Index: KPI that measures the percentage of visitors that view more than one page or spend more than 1 minute on a site (these measurements should be adjusted according to site type).

Content/Media Website: A type of Website focused on advertising.

Conversion Rate: KPI that measures the percentage of total visitors to a Website that perform a specific action.

Cost Per Lead (CPL): KPI that measures the ratio of marketing expenses to total leads and shows how much it costs a company to generate a lead.

Customer Satisfaction Metrics: KPI that measures how the users rate their experience on a site.
Customer Loyalty: KPI that measures the ratio of new to existing customers.

Demographics and System Statistics: A metric that measures the physical location and information of the system used to access the Website.

Depth of Visit: KPI that measures the ratio between page views and visitors.

Internal Search: A metric that measures information on keywords and results pages viewed using a search engine embedded in the Website.

Key Performance Indicator (KPI): A combination of metrics tied to a business strategy.

Lead Generation Website: A type of Website that is used to obtain user contact information in order to inform them of a company’s new products and developments, and to gather data for market research.

Log File: Log kept by a Web server of information about requests made to the Website including (but not limited to) visitor IP address, date and time of the request, request page, referrer, and information on the visitor’s Web browser and operating system.

Log File Analysis: Method of gathering metrics that uses information gathered from a log file to gather Website statistics.

Metrics: Statistical data collected from a Website such as number of unique visitors, most popular pages, etc.

New Visitor: A user who is accessing a Website for the first time.

New Visitor Percentage: KPI that measures the ratio of new visitors to unique visitors.

Online Business Performance Management (OBPM): Method of defining a site’s business goals that emphasizes the integration of business tools and Web analytics to make better decisions quickly in an ever-changing online environment.

Order Conversion Rate: KPI that measures the percent of total visitors who place an order on a Website.

Page Depth: KPI that measures the ratio of page views for a specific page and the number of unique visitors to that page.

Page Tagging: Method of gathering metrics that uses an invisible image to detect when a page has been successfully loaded and then uses JavaScript to send information about the page and the visitor back to a remote server.

Prospect Rate: KPI that measures the percentage of visitors who get to the point in a site where they can perform the target action (even if they do not actually complete it).

Referrers and Keyword Analysis: A metric that measures which sites have directed traffic to the Website and which keywords visitors are using to find the Website.

Repeat Visitor: A user who has been to a Website before and is now returning.

Returning Visitor: KPI that measures the ratio of unique visitors to total visits.

Search Engine Referrals: KPI that measures the ratio of referrals to a site from specific search engines compared to the industry average.

Single Access Ratio: KPI that measures the ratio of total single access pages (or pages where the visitor enters the site and exits immediately from the same page) to total entry pages.

Stickiness: KPI that measures how many people arrive at a homepage and proceed to traverse the rest of the site.

Support/Self Service Website: A type of Website that focuses on helping users find specialized answers for their particular problems.

Top Pages: A metric that measures the pages in a Website that receive the most traffic.

Total Bounce Rate: KPI that measures the percentage of visitors who scan the site and then leave.

Traffic Concentration: KPI that measures the ratio of number of visitors to a certain area in a Website to total visitors.

Unique Visit: One visit to a Website (regardless of if the user has previously visited the site); an alternative to unique visitors.

Unique Visitor: A specific user who accesses a Website.

Visit Length: A metric that measures total amount of time a visitor spends on the Website.

Visit Value: KPI that measures the total number of visits to total revenue.

Visitor Path: A metric that measures the route a visitor uses to navigate through the Website.

Visitor Type: A metric that measures users who access a Website. Each user who visits the Website is a unique user. If it is a user’s first time to the Website, that visitor is a new visitor, and if it is not the user’s first time, that visitor is a repeat visitor.

Web Analytics: The measurement of visitor behavior on a Website.

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A Glossary of Web Analytics and Terms

1- Abandonment - The number of customers who drop off during the process of conversion, like a half filled form or incomplete purchase.

2- Acquisition - Process of attracting visitors to a website or the number of visitors arrived.

3- Affiliate Marketing - A method of marketing where other websites can sign up to sell your products for a commission.

4- Bounce Rate - The instances of visitors entering and leaving the same page.

5- Click Through Rate - Usually used as banner ad success. It is number of clicks/ number of impressions.

6- Click Through - This is an instance of a click on a link leading to another section of the site or page, or another website.

7- Conversion – An activity which fulfills the intended purpose of a website like buying a product, filling up a form or subscribing to a newsletter. Conversion rate is the percentage of visitors who successfully convert.

8- Conversion funnel – The defined path, like a series of steps or pages for a visitor to reach the final objective, like filling up a form or purchasing a product.

9- Cookie - A text file placed on the visitor’s computer while browsing a website. Cookies contain information to track returning visitors.

10- Crawler – An automated program used primarily by search engines and other services to gather information from the World Wide Web.

11- Entry Page – The first page viewed by a visitor while browsing through a website.

12- Exit Page – The last page viewed, rather the page from which the visitor exited.

13- Filters – A set of rules to extricate information from a large amount of data.

14- First Party Cookie – These cookies are placed by the websites unlike third party cookies placed by vendors. First party cookies are understood to be secure and reliable.

15- Hit – An often confused term, hits are any request by the browser to the web server. A web page is a collection of different components like HTML, Images and CSS, each registering as a separate hit with every single request for the page.

16- Impressions - Each view of an online advertisement is counted as an impression.

17- Key Performance Indicators – The crucial parameters showing the health of the website and success of marketing strategies.

18- Keywords – Words and phrases entered in a search engine to reach a result page. Keywords help position websites well to attract potential customers.

19- Log Files – A text file created in the server capturing all activity on the website. This file is the primary source of data for analysis.

20- Organic Search – Users find results through unpaid search engines, unlike PPC.

21- Page Duration – Time spent by visitor on a web page.

22- Page Tags – Tags are JavaScript codes embedded in the web page to be executed by the browser. Tags are used to generate log files used by certain Web Analytics Tools.

23- Page Views – Each rendering of the web page by the server is counted as a page view.

24- Path Analysis – Analysis on how visitors traverse through the website. Gives valuable information to check if they follow the intended site navigation etc.

25- Referrer – Websites, Search Engines or Directories or any others identifiable as the origin of the visitor.

26- Return Visitor – A visitor who can be identified with multiple visits, either through cookies or authentication.

27- Search Analytics – Analyzing search terms and behavior of visitors using the website search engine.

28- Session – The record of a single visitor browsing through the website. It includes an entry page, navigation and exit pages.

29- Stickiness – A website’s capability to retain visitors, measured as number of pages visited per session and time spent on website.

30- Visitor - Also called unique visitor, is understood as an individual visiting the website over a specified period of time. A visit is understood as two consecutive actions by a visitor within a span of 30 minutes.

31- Visitor Segmentation – The process of segregating and studying visitors based on various behavior patterns.

32- Web Analytics – The process of collection, measurement and analysis of user activity on a website to understand and help achieve the intended objective of the website.

Resources - Web Analytics Glossary

Mrigendra Sharma - a well organized authentic experienced SEO/SEM/SMO/PPC including according to present scenario. who is present in Delhi the capital of India.

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