Web Analytics Terms

Benchmarking:  How your website is preforming compared to other websites of similar size. Here you can compare your metrics (ex: visits, page views, bounce reate, average time on site) against other websites.

Bounce Rate:  The percentage of visits on a website that result in an immediate exit.

Click:  The single instance of a user following a hyperlink to another page..

Conversion:  This happens when a goal is completed.

Cookie:  Text data that is used to remember information from page to page and visit to visit.

Cost-per-Click (CPC):  The agreed-upon amount for each click someone makes on link (or ad) leading back to the advertisers site.  This is also known as PPC.

Cost-per-Thousand (CPM):  The amount that an advertiser pays for the number of times their ad is seen by a consumer, regardless of a consumer’s action. 

Entry Page:  A visitors first viewed page on a site.

Exit Page:  A visitors last viewed page on a site.

Impression:  The number of times an ad is displayed, whether it’s clicked or not. Each time the ad is displayed, it is counted as an impression.

Key Performance Indicators (KPI):  Typically kept in dashboards, KPI’s will tell you how the site is performing.

Metrics:  This defines what is going to be measured.  Metrics are the parameters of quantitative assessment of a process that is going to be measured.

Non-referrals:  Visitors who come to your site by typing the domain into the search bar, using a bookmarked link or link that was emailed.

Organic Search:  A type of search where visitors find your site through unpaid listings.

Outbound Links:  Links on a your web page that lead to other web pages (different domain).

Paid Traffic:  Visitors who come to your website from paid campaigns.

Page Tag:  The JavaScript code that is embedded on a web page and fired by the browser when the page is viewed.

Page View:  The number of times a visitor arrives on an individual page of your website.  Every reload counts as an additional page view as well as a click to a different page.  A visitor can have multiple page views.

Path:  The click pattern a visitor uses as they navigate through multiple pages.

Referring Domain (ref domain):  Other websites (ex: facebook.com, twitter.com, google.com) that send visitors to your site.

Query:  A question used to find answers about certain metrics.

Time on Site:  The average amount of time a vistior spends on your site within a specified time period.

Top Landing Pages:  The first pages that visitors come to, or land on when entering your site.

Tracking Code:  A code that is inserted to the body of an HTML page, you will find this code after the URL and it will start after a “?”.  The tracking code is a paramater that you set and it will capture information about visits to a page.

Traffic:  Total number of visits to your site.

Traffic Sources:  This tells you where your traffic is coming from.

Unique Visitor (UV, Uniques):  The number of non-duplicated visitors that come to your site during a specified time period.

Visitor:  Someone who goes to a website.

Visitor Session:  The amount of time a vistior spends on your website.

Visits: The number of times someone comes to your website.  A unique visitor can have multiple visits.


I am a Social Media Manager/Analyst working in San Francisco. Before moving to San Francisco, I lived in Washington, DC and was working in the health field. For over 4 years, I have developed and implemented marketing strategies and campaigns to drive social growth.

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