Abandonment: When a
visitor exits or leaves a conversion process on a
website and does not return later in the session. See also conversion funnel.
The ability of a measurement to match the actual value of the quantity being
measured. Accuracy is the foundation upon which your marketing analytics should
be built. If you can't trust that your data is accurate, you can't make
confident decisions. In statistical terms, accuracy is the width of the
confidence interval for a desired confidence level. See also: unique visitors.
Page: A page displayed after a visitor completes an action or
transaction. For example, a thank-you or a receipt page. Acknowledgement pages
are often important in Scenario Analysis, where
it is an indicator of a completed scenario.
The process of gaining customers through the means of different marketing
strategies. For the purposes of web analytics, it often refers specifically to the process of attracting visitors to a web
ACT: After-Click Tracking is the recording the
activity path of a visitor to a site after they have
clicked on an email link.
Actionable Data: Information that
allows you to make a decision or can be made use of in any way.
Ad: A link that takes a visitor to a web site when clicked
on, usually graphic or text. See also banner
Ad Click: A click on an advertisement on a website
which takes a user to another site. See also ad view.
Query: A non-standard inquiry posed to a database of information as the
need arises. See also query.
Ad View: A
web page that presents an ad. There may be more than one ad on an ad view. Once
visitors have viewed an ad, they can click on it.
Marketing: A method of promoting web businesses in which an affiliate
is rewarded for providing customers. Compensation could be made based on a value
for visits, subscriptions, leads, sales, and so on. See also PPC.
Aggregate Data: A summary of collected
information which groups data together without individual-level
Analytics: See web
API: Application Programming Interface is a
system that a computer or application supplies in order to allow requests for
service to be made of it by other computer programs. APIs allow data to
be exchanged between computer programs, and a standard software API method
includes Open Database Connectivity (ODBC).
ASP: Active Server Pages are a set of
software components that run on a web server and let developers build dynamic
Attrition: The erosion of your customer base
over time. The opposite of customer
Authentication: The technique by which access to
Internet or intranet resources requires the user to enter a username and
password as identification.
Average Lifetime Value: The
average of the lifetime value of a visitor or multiple visitors during the
reporting period, where each visitor's lifetime value is the total monetary
value of a visitor's past orders since visitor tracking began.
Bandwidth: Measure, in kilobytes of data
transferred, of the traffic on a site.
Ad: An advertisement embedded on a web page usually intended to drive
traffic to a different website by linking to the advertiser's site. The
Interactive Advertising Bureau (IAB) has created a standard set of banner ad sizes (Medium
Rectangle, Rectangle, Leaderboard, Wide Skyscraper) into a set of guidelines
called the Universal Ad Package).
Benchmark: A standard by
which something can be measured or judged. For example, WebTrends Analytics 8
helps you benchmark your Key Performance Indicators to ensure everyone in your
organization is measuring performance against the same goals.
Bot: See robot.
Bounce: See bounce rate and email bounce.
Bounce Rate: The
percentage of entrances on a web page that result in an immediate exit from the
Browser: A program used to
locate and view HTML documents (Microsoft Internet Explorer
While some would claim it's an oxymoron, business intelligence refers to a
category of software and tools designed to gather, store, analyze, and deliver
data in a user-friendly format to help organizations make more informed business
decisions. Software types include dashboarding, data mining, data warehouses,
and other information systems.
Analysis: A WebTrends feature that tracks activity originating
from a marketing campaign, so you can compare your campaigns and evaluate their
effectiveness. Campaigns are tracked using a WebTrends query parameter on the
marketing campaign landing page.
Client: The browser used by a website visitor.
Error: An error that occurs because of an invalid request by the
visitor's browser. See also return
CNAME: A Canonical NAME record makes one domain
name an alias of another.
Conversion: An action that signifies a
completion of a specified activity. For many sites, a user converts if they buy
a product, sing up for a newsletter, or download a file. The conversion rate is
the percentage of visitors who do convert. Cookie deletion can have an impact on
your conversion rate because if a cookie is being systematically deleted, repeat
visitor rates will be under-counted and new visitor rates will be over-counted,
thus skewing the conversion rate metric by which you analyze your site's overall
Funnel: The series of steps that move a visitor towards a specified
conversion event, such as an order or registration signup. See also abandonment.
Cookie: A text file that transmits information
to a data collection facility via a 1x1 pixel GIF image request and includes a
tracking ID that is used to identify returning visitors. Contrary to some
industry speculation, cookies can not be used for malicious use such as privacy
tapping. See also first and third-party
CPG: Consumer Packaged
Crawler: See spider.
Creative: For the purposes of web
analyitcs, "creative" describes the characteristics of a marketing activity,
such as color, size and messaging-for example, a "Buy Now"
CTR: Click Through
Rate. A click through rate is the rate at which visitors "click through" from
one website page or property to the next. A good indication of an ad's
A powerful aspect of relationship marketing in which you target sub-section or
group of customers who share a specific trait or set of behaviors. See also demographics and psychographics.
Dashboard: A web analytics dashboard
provides all of your critical metrics in one place to help you understand the
health or performance of your business.
Warehouse: is a logical collection of information gathered from many
different operational databases used to create business intelligence that
supports business analysis activities and decision-making tasks, primarily, a
record of an enterprise's past transactional and operational information, stored
in a database designed to favor efficient data analysis and reporting.
Demographics: The physical
characteristics of human populations and segments of populations, often used to
identify consumer markets. Demographics can include information such as age,
gender, marital status, education, and geographic location. See also psychographics.
DNS: A Domain
Name System is an Internet addressing scheme that uses a group of names that are
listed with dots (.) between them. See also domain.
Domain: An area in the Internet specified by a
URL address. The top-level domain is at the end after the dot and the
second-level domain comes before it, and shows where in the top-level domain the
address can be found. For example in www.webtrends.com, ".com" is the top-level
domain and "webtrends" is the second level domain.
Name: The text name that corresponds to a numeric IP address of a
computer on the Internet.
E-commerce: The act of selling goods and
services online via a standalone site or through an online auction center.
Bounce: The number of e-mails that were sent but never reach the
Entry Page: The first viewed page on a
visitor's path through a site.
Exit Page: The last page
viewed on a visitor's path through a site.
Filters: A means of narrowing the scope of a
report or view by specifying ranges or types of data to include or
First Party Cookie: For most
business models, first-party cookies are regarded as the most reliable method to
measure visitor activity. Whereas a third-party cookie is usually set by an
analytics vendor, (an entity with whom the user does not have a relationship), a
first-party cookie is set by the business, an organization with whom the Web
site visitor has specifically chosen to do business. Because of this
relationship, first-party cookies are deemed more secure by the user. Also see
Form: An HTML page which
passes variables back to the server. These pages are used to gather information
from users. Also referred to as scripts.
Frequency: The number of times a visitor has
visited a site during a reporting period. Average Frequency is the average of
frequencies of all the visitors during the reporting period. Frequency is a
retention metric and is part of RFM (recency, frequency,
monetary) analysis. See also recency and
FTP: File Transfer Protocol is a standard method of
sending files between computers over the Internet.
See conversion funnel.
A Graphics Interchange Format is a bitmap format for images with up to 256
distinct colors. Commonly used on the web for animated banner
GRP: Gross Rating Point is the percentage of the target
audience reached by an ad.
Hit: Any request from a file or a web-server. A
single page likely contains multiple hits as multiple image and text files are
downloaded from the web-server.
Home Page: The main page of
a web site. The home page provides visitors with an overview and links to the
rest of the site
Home Page URL: The local path or Internet
URL to the default page of the web site for which WebTrends
reports will be generated.
Markup Language is a means of communicating text (and information about that
text) that was designed to display pages with hypertext (links) and other
information in a web browser.
Text Transfer Protocol is a standard method of transferring data between a web
server and a web browser.
Interactive Advertising Bureau (http://www.iab.net)
display of an online advertisement (usually a banner ad) to a web site
Internet: The Internet is the
publicly accessible global system of interconnected computer networks that
transmit data via a standardized Internet Protocol. See also World Wide Web.
IP: Internet Protocol is a
standard used for communicating data.
IP Address: Internet
Protocol address is used to identify a computer connected to the
developed by Netscape. While it is often used for websites, it is also used to
enable scripting access to objects embedded in other applications.
JPEG: A Joint Photographic
Experts Group file format is a commonly used file type for photographic images,
especially on the web.
Keyword: Terms entered into the search field
of a web search engine. See also organic search and PPC.
KPI: Key Performance
Indicators. Key Performance Indicators are typically kept in dashboards and provide customers with an understanding of
how the site is performing.
Latency: The average number of days between
visits for a given visitor during a reporting period. For example, those who
visit on average every seven days. See also recency and
Link: On a web page,
text or an image that has been coded to take a browser from one page to another
or from one site to another.
Log File: A
file created by a web or proxy server which contains all of the access
information regarding the activity on that server. This kind of tracking is
available from WebTrends solutions as well as page
LTV: Long-Term Value or Life-Time Value.
Life-Time Value is a metric used to describe the value a
specific customer has over the life of their relationship with you.
Performance Management (MPM): Marketing Performance Management drives
stronger customer relationships and higher lifetime value, based on a framework
of established goals, consistent metrics, constant optimization across the
entire marketing organization and across every customer touch point.
Marketing Warehouse: Part of WebTrends Marketing
Lab, Marketing Warehouse complements WebTrends Analytics 8 by providing
customer segmentation and business intelligence to fuel relationship marketing
campaigns and optimize your marketing spend. See also
Metrics: Metrics are a system of parameters or
ways of quantitative assessment of a process that is to be measured, along with
the processes to carry out such measurement. Metrics define what is to be
Navigation: The act of moving from location to
location within a web site, or between web sites, accomplished by clicking on
links. Navigation can also refer to the overall structure of the links on the
site, comprising the paths available to the visitor.
Non-referrals: Visitors who arrive at a
site by typing a domain into an address bar, using a bookmark, or clicking on an
emailed URL. See also referrals.
Organic Click Rate. See also PPC.
ODBC: Open Database
Connectivity. This interface standard provides a common
application programming interface (API) for accessing
databases. This gives users access to data that is created with other
software. For example, using WebTrends ODBC connectivity, you can export
WebTrends Report data into a Microsoft Access database.
service: WebTrends Marketing Lab is available as both an on-demand
service and a software solution.
This permission-based email communication requires customers to verify the
opt-in method before their e-mail addresses can be used to communicate with
Organic Search: A type of search
in which web users find sites having unpaid listings, as opposed to using the
pay-per-click advertisement listings displayed among the search
A document provided by the server, including HTML, scripts,
and text files. Images, sound files and video are not considered pages.
Documents are defined by the system administrator, but generally include all
static content, such as complete html pages. Dynamic pages are created with
variables and do not exist anywhere in a static form. Forms are scripted pages
which get information from a visitor that gets passed back to the server.
the browser when the page is viewed. See also log
Page View: is generally
defined as a request to load a single page of a website.
On the web, a page request would result from a web surfer clicking on a link on
another page that points to the page in question. See also hit.
Parameters: These are located in the
URL immediately after a question mark and followed by an equal sign and a return
value, known as name=value.
Path: A path is the click
pattern a visitor uses as they traverse through multiple
PEF: Personal Experience Factor is the customer's
interaction with your website, advertising, or brand.
Performance Indicators: See KPIs.
PIE: Persistent Identification Element
is a type of tag that is attached a user's browser, providing a unique ID
similar to traditional cookie coding.
operating system (such as Microsoft Windows) used by a visitor to the
POA: Point of Action is the location of a conversion
POC: Percentage of Completion or Proof of
PPC: Pay Per Click or paid search
uses search keywords that cost a certain amount for each customer click on that
term in order to get to your site. See also organic
Protocol: An established method of exchanging
data over the Internet.
Psychographics: Data used to build
customer segments based on attitudes, values, beliefs and opinions as opposed to
the factual characteristics. See also demographics.
Query: A question or inquiry used to find
answers about certain metrics.
Query Parameter: An
individual piece of a query string consisting of a parameter name and a value
for the parameter.
Reach: The size of the audience reading,
viewing, hearing, or interacting with a message in a given period of time. Reach
can be understood as either an absolute number, or a fraction of a
Rear-View Mirror Metrics: Metrics that measure
what has occurred. For example campaign response metrics are such metrics that
tell you how a campaign performed.
Recency: The number of days since a visitor's
most recent visit during a reporting period. See also frequency.
Referrals: The location that visitors come
from, particularly the sites, search engines or directories. See also non-referrals.
Relationship Marketing: Relationship
marketing is a type of marketing that traces its roots to direct response
marketing. It emphasizes building long-term relationships with customers rather
than individual transactions. It requires understanding customer needs as they
go through life cycles of interacting and purchasing from organizations, and
requires that marketers accurately determine customer intent in order to provide
them the right message at the right time.
Return Code: The return status of the
request which specifies whether the transfer was successful and why.
Recency, Frequency, Monetary analysis.
|Possible "Success" codes are:
200 = Success: OK
201 = Success: Created
202 = Success:
203 = Success: Partial Information
204 = Success: No Response
300 = Success: Redirected
301 = Success: Moved
302 = Success: Found
303 = Success: New Method
304 = Success: Not Modified
|Possible "Failed" codes are: |
= Failed: Bad Request
401 = Failed: Unauthorized
402 = Failed: Payment
403 = Failed: Forbidden
404 = Failed: Not Found
Failed: Internal Error
501 = Failed: Not Implemented
502 = Failed:
503 = Failed: Gateway Timeout
ROMI: Return on
ROAS: Return on Advertising
Robot: An automated process that
performs mundane, repeatable tasks to provide information. Search engine robots
or bots provide such functions, cataloging the internet for
searchers to find information.
ROI: Return on
RSS: Really Simple Syndication is a type
of web syndication used by news sites and weblogs which provides summaries of
information with links to the complete content. (Note:
WebTrends offers an RSS feed for its
Sampling: In statistics, the selection of
individual observations intended to yield knowledge about a population,
especially for the purposes of statistical inference.
Scenario Analysis: A report showing
the amount of activity at each step of a defined scenario, plus conversion rates
for each transition from step to step as well as for the whole process. Examples
of scenarios are check-out, registration, or application sequences.
Search Engine: A search
engine is a program that helps you find information on the web.
Segment: A grouping of customers, defined by
website activity or other data, which can be used to target them
SEM: Search Engine Marketing is a means
to increase the visibility of a website in search engine results pages.
SEO: Search Engine Optimization
is the improvement of rankings for relevant keywords in search results by
adjusting website structure and content to make them more easily read and
understood by a search engine's software programs.
Server: A computer that hosts
information available to anyone accessing the Internet.
Error: A fault occurring at the computer hosting information. See also
Session: A session is
a record of one visitor browsing through a
Sessionization: This is the process for creating a
session. Sessionization methods are ways in which you can define a session. Web
Analytics solutions have multiple sessionization methods such as cookies, IP
Address, IP+ Agent and so on. These methods tell the web analytics system how
they should count a series of page requests from the same individual or browsing
SKU: Stock Keeping
SmartSource: A trademarked technology from WebTrends.
SmartSouce Data collection offers an alternative to traditional web server log
file analysis, collecting information directly from the visitor's browser (the
client) rather than from server log files, improving data accuracy.
SmartView: WebTrends SmartView is an
easy-to-use visual overlay of web metrics displayed right on a web page, which
you can use to analyze page performance, providing insight into page conversion,
path analysis, and overall web page statistics such as unique visitor counts.
Spider: An automated software program
that gathers pages from the Internet.
Suffix: The last part
of a domain that can be used to identify the type of
organization or location of a site.
See page tag.
Hosted web analytics services track visitor behavior by inserting a small piece
of tracking code onto each page of a site. Because the cookie is served by an
analytics vendor rather than your own site, the cookie is considered
Traffic: On the web, traffic refers to the
amount of data sent and received by visitors to a website.
The end-user of a product or device. User typically refers to the end user of
UNIX: is a computer operating system originally
developed in the 1960s and 1970s by a group of AT&T Bell Labs employees
including Ken Thompson, Dennis Ritchie, and Douglas McIlroy.
URL: A Uniform Resource Locator is a means of
identifying an exact location on the Internet.
Fields in an extended web server log file identifying the browser and platform
used by a visitor.
User Session: A period of activity (all
hits) for one user of a website. A unique user is determined by the IP address
or cookie. Typically, a user session is terminated when a user is inactive for
more than 30 minutes. See also visit.
UV: Unique Visitors refers to a measure
captured by some web analytics solutions that track the interaction a single
user has with a website over time.
Visitor: Similar to unique visitor, visitor
refers to an individual that visits a website. A visitor or unique visitor can
have multiple visits.
Visit: A visit is
an interaction a unique visitor has with a website over a
specified period of time or activity. In most cases, if a visitor has left a
site or has not executed a click within 30 minutes, the visit session will
VOD: Video on Demand
World Wide Web Consortium develops interoperable technologies (specifications,
guidelines, software, and tools) to lead the Web to its full potential.
Warehouse: See data
Web Analytics: The
measurement of data as it relates to an Internet site, including the behavior of
visitors, the amount of traffic, the conversion rates, web server performance,
user experience, and other information in order to understand and proof of
results and continually improve the results of a site towards a set of
WebResults: The free monthly newsletter from
WebTrends. (Note: You can subscribe to receive it every
Website: A website is a
collection of web pages, on particular domain name or sub-domain on the World
Wide Web on the Internet. Usually it is made up of a set of web pages created
using HTML and accessible via HTTP.
What if: A type of analysis that
allows an end-user to pose hypothetical situations against their data to model
or predict outcomes.
WIN Partner: The WebTrends Insight
Network is a select group of leading interactive agencies, marketing consultants
and web analytics experts worldwide that work with customers to maximize the
success of their online initiatives through the use of WebTrends
WML: Website META Language, a free, extensible
off-line HTML generation toolkit for UNIX, distributed under the GNU General
Public License (GPL v2).
World Wide Web:
Also called the web, this is a global information space which people can
communicate via computers connected to the Internet.
Some people use "internet" and "the web" interchangeably, even though the web is
a service that operates over the internet.
Extensible Markup Language is a World Wide Web Consortium (W3C) recommended
general-purpose markup language for creating special-purpose markup languages,
capable of describing many different kinds of data.
Year over Year is a means of comparing data from one year to the next. For
example, to compare online holiday retail revenue from last year to this year.
YSM: Yahoo! Search Marketing
Latency: Latency is a time delay between the moment something is
started, and the moment one of the effects of that event begins. When there is
no time lapse between the event and the effect, it's called zero latency. In
analytics, this term is used to describe instantaneous receipt of data and the
ability to analyze and act on that data.
Zero-page Visit: A
visit that included no page views. This is possible if a visit consisted of at
least one request for a non-page file (such as a graphic) but no page files
(such as .htm, .asp, .jsp, or .cfm.)