Web Analytics Glossary

Here's a glossary of commonly used terms and metrics related to Web Analytics. Bounce Rate - used to determine the least effective pages on your web site and is the percentage of visitors entering the page who left the site without going to any other pages within the site. (# of bounced visits / # of visits to that page)

CPA - A measure of how much it cost in ad spend to acquire a new lead or sale. Also known as cost per action; cost per lead; cost per order.
         (Click charges / # of actions)

CPC - A measure of how much you paid on average for each click. Cost per click (Click charges / # of clicks)

CTR - Used to convey the effectiveness of your online ad. Click through rate (# of clicks / # of ad impressions)

Conversion Rate - Determines the effectiveness of your web page in converting visitors to sales or leads. Percentage of clicks that converted to actions
        (# actions / # clicks)

Hits - a generally misused and not particular telling metric defined as any request for a file, including images on a page. A plain web page with 4 images would generate 5 hits when visited.

Impressions - Number of times your ad is displayed
Page Views - Used to convey relative popularity of pages within your site. Number of pages successfully loaded from your site for visitors. This excludes error pages and views by search engine robots/spiders. 

ROAS - A determination of the effectiveness of your ad spending. Return on ad spend (Sales / ad costs)

Referral site - used to determine the source of your web traffic and is defined as the site URL or title where your visitors came from.

Visits - Measures the number of people who come to your site. Generally measured within a 30 minute time span from the first visit, so if a visitor visits your site, goes away and comes back 35 minutes later and clicks around, his activity would be considered 2 visits.

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