Following are the basic terms that a web analyst should familiar with:
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
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 terminate
Visitor: Similar to unique visitor, visitor refers to an individual that visits a website. A visitor or unique visitor can have multiple visits
Visitor Session: Interaction by a site visitor. The session ends when the visitor leaves the site
Session: A session is a record of one visitor browsing through a site
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 point to the page in question
Referring Sites or Referring Domain - A web site that refers a visitor to your site by linking to it
Average Time Viewed - Average length of time the specified page was viewed
Average Time to Serve - Average amount of time (in milliseconds) it took to serve each document during the specified time interval. The time to serve spans from the time the server got a page request until it transmitted all the data
Downloads - Number of times the specified file was downloaded by a visitor. If an error occurred during a transfer, the transfer is not counted
Number of Pages Viewed - The number of pages viewed during a visit. If the visitor viewed only non-page files such as a .gif or a .jpeg, the count of pages viewed is zero for that visit
KPI: Key Performance Indicators. Key Performance Indicators are typically kept in dashboards and provide customers with an understanding of how the site is performing
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
Bounce Rate: The percentage of entrances on a web page that result in an immediate exit from the web site
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
Conversion Rate: The relationship between visitors to a web site and actions considered to be a "conversion," such as a sale or request to receive more information. This metric is often expressed as a percentage
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
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
Third-party cookie: 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 third-partyMetrics: 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
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