UncategorizedDecember 28, 2017

45 analytical terms that will improve your understanding of website analytics.

Suprotim Gupta

We all have been there – Googling up things that we don’t understand. And when it comes to website analytics, there are plenty of them.

The very first question on your mind will be – who looks up for website analytics? Most of them are business owners for their own websites. Others might include rookie online marketers, who have been advised to look up and study website analytics and people with a statistical background.

To make their lives a bit easier, here is a list of 45 terms that are used repeatedly, which will completely answer their question “what does this mean?” in an easier manner.

1. Web Analytics.

Let’s start with the most basic one. Web analytics is the process of collecting, measuring and analyzing user activity on a website to understand their behavior and take adequate measures to improve and reach the intended target.

2. Traffic sources.

Traffic sources is a report that provides an overview of the different kinds of sources that send traffic to your website, whether it is organic, paid or social media.

3. Bounce rate.

Bounce rate is the percentage of people who immediately leave the page after arriving on it. High bounce rates mean that the landing page needs some serious work and SEO of the website has to be improved upon.

4. Top viewed pages.

Top viewed pages are the best performing pages in terms of traffic volume. These are the most viewed pages during a selected time period and they got all the organic traffic in the world.

5. Conversion rate.

Conversion rate is the percentage of converting site visitors into paying customers i.e buying a product, filling up a survey form or subscribing to a website’s content.

6. Conversion of traffic source.

By using a goal flow, a path your traffic follows leading to goal conversion, you can see the source of your traffic that results into the conversion. Source covers organic, paid or social media.

7. Data Visualization.

If you ask 10 people on how they want visualize their data, 9 of them will definitely prefer it in a form of a graph or bar chart. It makes studying and understanding the data very easy. This is Data Visualization.

It is a form of visual communication that represents data in forms that is easy to understand and allow for analysis and reasoning about the said data.

8. Impressions.

Impressions are the number of times an online advertisement is viewed on a website, depending on the number of times the particular page is located and loaded.

To give an example, it is very similar to the number of views on a YouTube video. The number of times a video is clicked, the more views it gets.

9. Keyword.

In order to locate your website at the top of SERP, one has to search for it through relevant keywords. Keyword increases the value and relevance of your website from the perspective of search engines. The position of the website also helps in attracting prospective customers.

10. Organic search results.

Results which Google wants to show you and are not promoted that is paid, is called organic search results.

11. Site audit.

Site audit is the process of reviewing a website and assessing its performance based on different criterias. Criterias can be marketing, sales, data analytics or content management system.

12. Minutes per visit.

Minutes per visit is the average length of time users spend on a website. The higher the average number of minutes per visit, the better is your website’s performance.

13. Social referral.

Social referral is the incoming traffic on your website through social media referrals. The visitors can either be organic or through paid content.

14. Paid referral.

While certain referrals are organic, certain referrals can be paid too.

15. Click through rate

The method of clicking on a hyperlink on the website you are in that, opens up a new website, is called click through

Click through rate is number of clicks / number of impressions.

16. Website conversion funnel.

Converting a website visitor into a lead through a call-to-action, like a landing Page, a survey form or a thank-you page, is known as website conversion funnel.

17. Goals.

This term is self explanatory. Any website is launched with a goals to accomplish; whether it is an ecommerce website trying to sell their products and making good money or consultants using their website to give information about their business.

18. Event tracking.

An important component in website analytics, event tracking is user to track user interaction on your website for events like reading your content, checking out your social media hyperlinks, checking out hyperlinks for other website and so on.

19. Abandonment.

Customers who leave during the process of conversion, like a half filled form or incomplete purchase, is known as abandonment.

20. Acquisition.

The process of attracting visitors to a website or the number of visitors that have already arrived is called visitors.

21. Cookies.

Cookies allow website owners to measure the number of visits and the unique visitors to the website. It helps in understanding the customer’s website experience, whether they are existing or new.

Website analytic tools likely use cookies for tracking purposes.

22. Niche website.

A website that only focuses on specific domain and provides information that is both useful and interesting for the audience is called niche website.

23. Crawler/Spider/Bots.

This automated program gathers information from the internet by indexing and reviewing a website for new content, usually they go through a site every few days, but it can take up to 2 weeks for a crawler to index an entire website.

24. Hotspots.

In a website, there are spots on the web page, when on being clicked, lands you on another web page of the same website. Those spots are known as hotspots.

25. Referrer.

Websites, search engines, directories or anything that can be identified origin of the visitor is called a referrer. One can keep a tab on how many visitors are coming to your site from one particular source and prepare an action plan for the same.

26. Stickiness.

Stickiness is a website’s capability to retain visitors, measured by number of pages visited per session and time spent on the website.

27. Path Analysis.

What is the starting point for the visitors on the website? Where do they exit? Do they navigate the site on the expected path eg. buying a product on an ecommerce website? Path analysis gives you this vital information.

28. Return Visitor.

Another self-explanatory term, a visitor who comes back to website is a return visitor. The visitor is identified through cookies or some other form of authentication. High number of visitors would mean the website has a ‘sticky content’, thus creating a loyal visitor base.

29. Session.

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

30. Page Duration.

Page duration is the time spent by a visitor on a website. The more time a visitor spends, the more engaged visitors are on a site’s content.

31. Page Tags.

Page tags are JavaScript codes embedded in the web page to be executed by the browser. This helps the search engine to know which site or page are you looking for. Putting keywords in your page tags helps pages rank higher when a search is conducted.

32. Page Views.

Page views give an accurate estimate of how many times the pages on your site has been viewed by the visitors.

33. Hit.

Hit means the number of times your page has been accessed. Hits can be confusing and misleading at the time time, as it includes every image on the website.

For eg. You may have a logo, and 4 other pictures, totaling 5 files. Every time that page is accessed, it counts as 5 hits.

34. Entry page.

The first page viewed by a visitor while browsing through a website is the entry page.

35. Exit page.

The last page viewed by a visitor while browsing through a website is the exit page.

36. PPC.

Pay per click, or PPC, is where the advertiser pays based on the number of clicks on the advertisement.

The two most popular paid search engines are Google and Overture.

37. SEO.

Search Engine Optimization, or SEO, is the process of improving the visibility of a website on the web page when searched organically. The higher the site is ranked on the search results list, the more visitors it will receive.

38. Affiliate Marketing.

A business strategy mainly used by eCommerce websites, affiliate marketing is marketing arrangement where online retailers pay commission to sell their products on an external website.

39. Log Files.

Log files are text files that are created in the server and captures all the activity inside the website. These files are the primary source of data for analysis.

40. Visitor Segmentation.

Visitor segmentation is the process of segregating and studying visitors based on various behavior patterns.

41. Search Analytics.

Search analytics is the analysis of search terms and behavior of visitors using the website search engine.

42. Channel (google analytics).

On google analytics, channel gives you a graph to understand the acquisition, behavior and conversions details of the website.

43. Calculated Metric.

Another tool of google analytics, calculated metrics are those metrics where aren’t available by default i.e you can create it yourself.

44. Host-name.

We know what host-name is. But how is it relevant in analytics?

Well, through google analytics, you can troubleshoot traffic anomalies as well as planning a cross-domain strategy.

45. Plugins.

A plugin is a software add-on that is installed onto a program, enabling it to perform additional features.

There are various such analytical plugins useful for your website, more popularly for wordpress websites or blogs.

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