Кіріспе
Веб-деректерді өлшеу, жинау, талдау және есеп беру
Measurement, collection, analysis and reporting of web data
Веб-талдау – веб-деректерді өлшеу, жинау, талдау және веб-пайдалануды түсініп, оңтайландыру мақсатында есеп беру процесі. Веб-талдау – тек веб-трафикті өлшеу ғана емес, сонымен қатар бизнес және нарық зерттеулері үшін құрал ретінде қолданылатын, веб-сайттың тиімділігін бағалауға және жақсартуға мүмкіндік беретін құрал. Веб-талдау қолданбалары компанияларға дәстүрлі баспа немесе телерадио жарнамалық кампанияларының нәтижелерін өлшеуге көмектеседі. Жаңа жарнамалық кампания іске қосылғаннан кейін веб-сайтқа трафиктің қалай өзгеретінін бағалау үшін де қолданылуы мүмкін. Веб-талдау веб-сайтқа келген келушілердің саны және беттердің қаралу саны туралы ақпаратты ұсынады, сондай-ақ пайдаланушылардың мінез-құлқы туралы деректер жинауға мүмкіндік береді. Бұл трафик пен танымалдылықтың өсу тенденцияларын бағалауға көмектеседі, бұл нарық зерттеулері үшін өте пайдалы.
Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It can be used to estimate how traffic to a website changes after launching a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views, or create user behavior profiles. It helps gauge traffic and popularity trends, which is useful for market research.
Веб-аналитика Санаты
Веб-аналитиканың кем дегенде екі түрі бар: сайттан тыс және сайттағы веб-аналитика. Сайттан тыс веб-аналитика – веб-сайтты жеке иеленуші немесе басқарушы болуына қарамастан, веб-өлшемдерді және талдауды білдіреді. Ол веб-сайттың потенциалды аудиториясын (мүмкіндіктерін), дауыс үлесін (көріну деңгейін) және жалпы Интернеттегі пікір-толқынды (комментарийлерді) өлшеуді қамтиды. Сайттағы веб-аналитика, екеуінің ішінде көбірек таралғаны, нақты бір веб-сайтқа келген келушінің мінез-құлқын өлшейді. Бұл оның қозғаушы күштерін және конверсияларын қамтиды; мысалы, әртүрлі бастапқы беттердің онлайн сатып алулармен байланысты деңгейін. Сайттағы аналитика коммерциялық контекстте нақты веб-сайттың өнімділігін өлшейді. Бұл деректер әдетте өнімділік бойынша негізгі көрсеткіштермен салыстырылады және веб-сайттың немесе маркетингтік кампанияның аудиториялық жауабын жақсарту үшін қолданылады. Google Analytics және Adobe Analytics – сайттағы ең көп қолданылатын веб-аналитика қызметтері; алайда, жаңа құралдар пайда болып, жылу карталары мен сессияны қайта ойнату сияқты қосымша ақпараттық қабаттарды ұсынады. Бұрын веб-аналитика сайтқа келушілерді өлшеу үшін қолданылған. Дегенмен, бұл мағына бұрмаланған, негізінен сатушылар екі санатты қамтитын құралдарды шығаруда. Көптеген әртүрлі сатушылар сайттағы веб-аналитика бағдарламалық қамтамасы мен қызметтерін ұсынады. Деректерді жинаудың екі негізгі техникалық тәсілі бар. Бірінші және дәстүрлі әдіс – серверлік журналды талдау, веб-сервер браузерлердің файлдық сұраныстарын тіркеген журналды оқиды. Екінші әдіс – бетке таңба қою, веб-бетке енгізілген JavaScript-ті веб-бетті веб-браузер көрсеткен кезде немесе қалаған жағдайда тышқанның басуы кезінде үшінші тараптың арнайы аналитикалық серверіне сурет сұрауын жіберу үшін пайдаланады. Екеуі де веб-трафик туралы есептер жасау үшін өңделетін деректерді жинайды.
There are at least two categories of web analytics, off site and on site web analytics. Off site web analytics refers to web measurement and analysis regardless of whether a person owns or maintains a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On site web analytics, the more common of the two, measure a visitor's behavior once on a specific website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. On site web analytics measures the performance of a specific website in a commercial context. This data is typically compared against key performance indicators for performance and is used to improve a website or marketing campaign's audience response. Google Analytics and Adobe Analytics are the most widely used on site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay. In the past, web analytics has been used to refer to on site visitor measurement. However, this meaning has become blurred, mainly because vendors are producing tools that span both categories. Many different vendors provide on site web analytics software and services. There are two main technical ways of collecting the data. The first and traditional method, server log file analysis, reads the logfiles in which the web server records file requests by browsers. The second method, page tagging, uses JavaScript embedded in the webpage to make image requests to a third party analytics dedicated server, whenever a webpage is rendered by a web browser or, if desired, when a mouse click occurs. Both collect data that can be processed to produce web traffic reports.
Веб-аналитиканы іске асыру
Веб-аналитикада жаһандық деңгейде келісілген анықтамалар жоқ, өйткені салалық ұйымдар белгілі бір уақыттан бері пайдалы және нақты анықтамаларға келісуге тырысып келеді. Яғни, әртүрлі компаниялардың құралдары мен өнімдеріндегі метрикалар өлшеудің әртүрлі тәсілдерін қолдануы мүмкін, нәтижесінде бірдей метрикалық атау деректердің әртүрлі мағынасын білдіруі мүмкін. Бұл салада ықпал еткен негізгі ұйымдар IAB (Интерактивті жарнама бюросы), JICWEBS (Ұлыбритания мен Ирландиядағы Веб-стандарттар жөніндегі бірлескен индустрия комитеті) және DAA (Цифрлық талдау қауымдастығы), бұрынғы WAA (Веб-аналитика қауымдастығы, АҚШ) болып танымал. Дегенмен, көптеген терминдер бірнеше негізгі талдау құралдарында біркелкі қолданылады, сондықтан төмендегі тізім, осы конвенцияларға негізделген, пайдалы бастама болуы мүмкін:
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Қайту көрсеткіші (Bounce rate)** – Бір беттік кірулердің және сол бетте басқа ешқандай өзара әрекеттесулердің (кликтің) жоқтығының пайызы. Басқаша айтқанда, белгілі бір сеанстағы бір клик – қайту деп аталады. Жоғары қайту көрсеткіші мазмұнның немесе пайдаланушы тәжірибесін жақсарту қажеттігін көрсетеді.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Кликтік жол (Click path)** – Кіру немесе сеанс ішіндегі беттерді қараудың хронологиялық тізбегі. Бұл жолды талдау пайдаланушылардың сеанс мақсаттары және олардың қажеттіліктері туралы ақпарат береді.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Хит (Hit)** – Веб-серверден файлға жасалған сұрау. Тек лог-талдау кезінде қолжетімді. Веб-сайтқа түскен хиттердің саны оның танымалдылығын көрсету үшін жиі келтіріледі, бірақ бұл сан өте жаңылыстыратын және танымалдылықты қатты асыра бағалайды. Бір веб-бет әдетте көптеген (көбінесе ондаған) бөлек файлдардан тұрады, олардың әрқайсысы бет жүктелген кезде хит ретінде есептеледі. Сондықтан хиттердің саны веб-сайттың нақты танымалдығынан гөрі жеке беттердің күрделілігін көрсететін кездейсоқ сан. Кірулердің немесе бет көріністерінің жалпы саны танымалдылықты көбірек және дәл бағалайды.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Бет көрінісі (Page view)** – Веб-аналитика құралының орнатуларында бет ретінде анықталған файлға жасалған сұрау немесе кейде тышқанның клигі сияқты оқиға. Әдетте, бет көріністерінің саны кірулер мен бірегей келушілерден көп болады. Бет тегтеу кезінде скрипттің орындалуы. Лог-талдау кезінде бір бет көрінісі бірнеше хиттерді тудыруы мүмкін, өйткені бетті қарау үшін қажетті барлық ресурстар (суреттер, js және css файлдары) веб-серверден сұралады. Бір веб-беттің «жаңартылуы» басқа бет көрінісі ретінде есептелуі мүмкін. Мысалы, 16:07 уақытында пайдаланушы A бетін қарады, 2 секундтан кейін пайдаланушы браузердегі «жаңарту» батырмасын басты, сонда A бетінің бет көріністерінің саны 2-ге жетеді.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Келуші/бірегей келуші/бірегей пайдаланушы (Visitor/unique visitor/unique user)** – Белгілі бір уақыт ішінде (мысалы, күн, апта немесе ай) бет көріністерін немесе хиттерді тудыратын бірегей клиент. Бірегей анықталған клиент әдетте машинаның (мысалы, жұмыстағы үстел компьютері) және браузердің (сол машинадағы Firefox) комбинациясы болып табылады. Анықтама әдетте сайттың бет кодын арқылы компьютерде орналастырылған тұрақты cookie арқылы жасалады. Лог-файлдарды талдау кезінде қолданылатын ескі әдіс – компьютердің IP-адресі мен браузердің веб-серверге берген пайдаланушы агенті (браузер) туралы ақпараттың бірегей комбинациясы. «Келуші» – бұл кіру кезінде компьютерде отырған адамнан өзгеше, өйткені жеке адам әртүрлі компьютерлерді немесе бір компьютерде әртүрлі браузерлерді қолдана алады және әр жағдайда әртүрлі келуші ретінде көрінеді. Көбінесе, бірақ әлі де сирек, келушілер ерекше түрде жеке өмірін қорғау үшін аз бейімделген Flash LSO (жергілікті ортақ объектілер) арқылы анықталады.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Кіру/сеанс (Visit/session)** – Кіру немесе сеанс – бұл бір ғана бірегей клиенттен келетін бет сұраныстарының немесе тегтер болған жағдайда, сурет сұраныстарының тізбегі. Әдетте, кірулердің саны бірегей келушілерден көп болады. Бірегей клиент IP-адресі немесе браузердегі cookie-ге орналастырылған бірегей ID арқылы анықталады. Кіру, егер белгілі бір уақыт өткен соң ешқандай сұраулар тіркелмесе, аяқталған деп есептеледі. Көптеген талдау құралдары 30 минуттық шектеуді («уақыт аяқталу») пайдаланады, бірақ кейбір құралдарда (мысалы, Google Analytics) бұл уақытты өзгертуге болады. Аналитикалық деректерді жинаушылар мен талдау құралдары келуші бет көріністерінің арасында басқа сайттарға қараса, сенімді түрде біле алмайды; кіру, егер оқиғалар (бет көріністері, кликтер, не болса да жазылып отырса) 30 минут немесе одан аз уақыт аралығында болса, бір кіру ретінде қарастырылады. Кіру бір бет көрінісінен немесе мыңдағаннан тұруы мүмкін. Бірегей кіру сеансы бет жүктелу арасындағы уақыт келушінің беттерді үздіріссіз қарап отырғанын көрсететін жағдайда ұзартылуы мүмкін.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Белсенді уақыт/араласу уақыты (Active time/engagement time)** – Келушілердің веб-беттегі мазмұнмен өзара әрекеттесуге жұмсаған орташа уақыты, тышқан қозғалыстары, кликтер, жүзу және прокрутка негізінде есептеледі. Сеанс ұзақтығы мен бет көрінісінің ұзақтығынан/бетте болу уақытынан өзгеше, бұл метрика соңғы бет көрінісінде араласу ұзақтығын дәл өлшеуге мүмкіндік береді, бірақ ол көптеген талдау құралдарында немесе деректерді жинау әдістерінде қолжетімді емес.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Орташа бет тереңдігі/орташа сеансқа қараған беттер саны (Average page depth/page views per average session)** – Бет тереңдігі – орташа кірудің шамамен «көлемі», ол бет көріністерінің жалпы санын кірулердің жалпы санына бөлу арқылы есептеледі.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Орташа бет көрінісінің ұзақтығы (Average page view duration)** – Келушілердің сайттың орташа бетінде өткізген орташа уақыты.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Клик (Click)** – «бір сайттағы бір беттен екінші бетке пайдаланушының гиперсілтемені басуының жеке мысалы».
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Оқиға (Event)** – Веб-сайтта орын алатын дискретті әрекет немесе әрекеттер класы. Бет көрінісі – оқиғаның бір түрі. Оқиғалар сондай-ақ кликтерді, формаларды жіберуді, пернелерді басуды және басқа клиенттік пайдаланушы әрекеттерін қамтиды.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Шығу көрсеткіші/% шығу (Exit rate/% exit)** – Жеке бетке қолданылатын статистика, веб-сайтқа емес. Кіру кезінде сол беттің соңғы қаралатын бет болған кірулердің пайызы.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Деректерді сегменттеу (Data Segmentation)** – Веб-аналитика құралдары деректерді сегменттеуге мүмкіндік береді, яғни демографиялық ерекшеліктер, орналасқан жері немесе мінез-құлқы сияқты критерийлерге негізделген кішірек топтарға деректерді бөлуге мүмкіндік береді. Бұл әртүрлі аудитория сегменттерін тереңірек түсінуге көмектеседі.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Бірінші кіру/бірінші сеанс (First visit/first session)** – (кейбір құралдарда «Абсолютті бірегей келуші» деп те аталады) Бұрын ешқандай кірулер жасамаған бірегей анықталған клиенттен жасалған кіру. Бірегей анықталған клиент бұрын сайтқа келген-жоқ екенін анықтаудың жалғыз жолы – тұрақты cookie-дің болуы немесе бұрынғы кіру кезінде алынған цифрлық ізге қарайды, сондықтан «Бірінші кіру» белгісі сайттың cookie-лері бұрынғы кіруден бері жойылған жағдайда сенімді емес.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Жиілік/бірегейге сеанс (Frequency/session per unique)** – Жиілік келушілердің белгілі бір уақыт ішінде (мысалы, ай немесе жыл) веб-сайтқа қанша рет келгенін өлшейді. Ол сеанстардың (немесе кірулердің) жалпы санын белгілі бір уақыт кезеңіндегі бірегей келушілердің жалпы санына бөлу арқылы есептеледі. Кейде бұл термин «лоялдық» терминімен алмастырылып қолданылады.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Көрініс (Impression)** – Көріністің ең көп таралған анықтамасы – қаралатын бетте жарнаманың пайда болуының бір мысалы. Жарнама қаралатын бетте нақты дисплейде көрсетілмеген жерде орналасуы мүмкін, сондықтан көріністердің көптеген өлшемдері жарнама көрінетінін міндетті түрде білдірмейді.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Жаңа келуші (New visitor)** – Бұрын ешқандай кірулер жасамаған келуші. Бұл анықтама белгілі бір шатау тудырады (төмендегі жалпы шатасуларды қараңыз) және кейде бірінші кірулерді талдаумен алмастырылады.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Бетті қарау уақыты/бетті көру уақыты/бет көрінісінің ұзақтығы (Page time viewed/page visibility time/page view duration)** – Беттің (немесе блогтың, жарнама баннерінің) экранда болу уақыты, сол бетке жасалған сұрау мен келесі тіркелген сұрау уақыты арасындағы есептелген айырмашылық ретінде өлшенеді. Егер келесі тіркелген сұрау болмаса, сол беттің осы мысалының қарау уақыты есептерге қосылмайды.
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
**Қайта келуші (Repeat visitor)** – Бұрын кемінде бір кіру жасаған келуші. Соңғы және ағымдағы кіру арасындағы кезең…
There are no globally agreed definitions within web analytics as the industry bodies have been trying to agree on definitions that are useful and definitive for some time, that is saying, metrics in tools and products from different companies may have different ways to measure, counting, as a result, a same metric name may represent different meaning of data. The main bodies who have had input in this area have been the IAB (Interactive Advertising Bureau), JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland), and The DAA (Digital Analytics Association), formally known as the WAA (Web Analytics Association, US). However, many terms are used in consistent ways from one major analytics tool to another, so the following list, based on those conventions, can be a useful starting point:
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Bounce rate The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce. A high bounce rate can indicate that the content or user experience needs improvement. Click path the chronological sequence of page views within a visit or session. Analysis of this path provides information about users' session goals and user goals. Hit A request for a file from the webserver. Available only in log analysis. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically overestimates popularity. A single web page typically consists of multiple (often dozens) of discrete files, each of which is counted as a hit as the page is downloaded, so the number of hits is really an arbitrary number more reflective of the complexity of individual pages on the website than the website's actual popularity. The total number of visits or page views provides a more realistic and accurate assessment of popularity. Page view (pageview) A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool. Usually the number of pageview is more than Visits and Visitors (Unique Visitors). An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, js and css files) are also requested from the webserver. A "refresh" of same webpage can be counted as another pageview. For example, at time: 16:07, user viewed page A, 2 seconds later, the user clicks "refresh" button in the browser, the number of pageview of page A then is 2. Visitor/unique visitor/unique user The uniquely identified client that is generating page views or hits within a defined period time (e. g. day, week or month). A uniquely identified client is usually a combination of a machine (one's desktop computer at work for example) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. An older method, used in log file analysis, is the unique combination of the computer's IP address and the User Agent (browser) information provided to the web server by the browser. The "Visitor" is not the same as the human being sitting at the computer at the time of the visit, since an individual human can use different computers or, on the same computer, can use different browsers, and will be seen as a different visitor in each circumstance. Increasingly, but still, somewhat rarely, visitors are uniquely identified by Flash LSO's (Local Shared Objects), which are less susceptible to privacy enforcement. Visit/session A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. Usually, the number of Visits is more than Visitors (Unique Visitors). A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes. A 30 minute limit ("time out") is used by many analytics tools but can, in some tools (such as Google Analytics), be changed to another number of minutes. Analytics data collectors and analysis tools have no reliable way of knowing if a visitor has looked at other sites between page views; a visit is considered one visit as long as the events (page views, clicks, whatever is being recorded) are 30 minutes or less close together. A visit can consist of a one page view or thousands. A unique visit session can also be extended if the time between page loads indicates that a visitor has been viewing the pages continuously. Active time/engagement time Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers, and scrolls. Unlike session duration and page view duration/time on page, this metric can accurately measure the length of engagement in the final page view, but it is not available in many analytics tools or data collection methods. Average page depth/page views per average session Page depth is the approximate "size" of an average visit, calculated by dividing the total number of page views by the total number of visits. Average page view duration Average amount of time that visitors spend on an average page of the site. Click "refers to a single instance of a user following a hyperlink from one page in a site to another". Event A discrete action or class of actions that occur on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client side user actions. Exit rate/% exit A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit. Data Segmentation Web analytics tools allow data segmentation, which means breaking down data into smaller subsets based on criteria such as demographics, location, or behavior. This provides a deeper understanding of different audience segments. First visit/first session (also called 'Absolute Unique Visitor' in some tools) A visit from a uniquely identified client that has theoretically not made any previous visits. Since the only way of knowing whether the uniquely identified client has been to the site before is the presence of a persistent cookie or via digital fingerprinting that had been received on a previous visit, the First Visit label is not reliable if the site's cookies have been deleted since their previous visit. Frequency/session per unique Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year. Sometimes it is used interchangeable with the term "loyalty." Impression The most common definition of impression is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view able. New visitor A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Page time viewed/page visibility time/page view duration The time a single page (or a blog, ad banner) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request. If there is no next recorded request, then the viewing time of that instance of that page is not included in reports. Repeat visitor A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Return visitor A unique visitor with activity consisting of a visit to a site during a reporting period and where the unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period. Session duration/visit duration Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions. This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. Single page visit/singleton A visit in which only a single page is viewed (this is not a 'bounce'). Site overlay is a report technique in which statistics (clicks) or hot spots are superimposed, by physical location, on a visual snapshot of the web page. Click through rate is a ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. Another common known definition of click through rate (CTR) is the total numbers clicked divided by total number of Impressions, as the metric of Click Through Rate is to measure the ration of clicks and impressions, not the number of users (who clicked and saw).
Веб-сайты жоқ талдау
Веб-сайттан тыс веб-талдау ашық деректерді талдау, әлеуметтік желілерді зерттеу және веб-ресурстардағы дауыс үлесіне негізделген. Ол әдетте сайтты қалай таныстыру керектігін түсіну үшін қолданылады, яғни әлеуметтік желілерден немесе басқа веб-сайттардан осы сайтқа байланысты таңбаланған кілт сөздерді анықтау арқылы.
Off site web analytics is based on open data analysis, social media exploration, and share of voice on web properties. It is usually used to understand how to market a site by identifying the keywords tagged to this site, either from social media or from other websites.
Веб-аналитика дереккөздері
Веб-аналитиканың негізгі мақсаты – веб-трафик және пайдалану үлгілеріне қатысты деректерді жинау және талдау. Деректер көбінесе төрт көзден түседі:
Тікелей HTTP сұрау деректері: тікелей HTTP сұрау хабарламаларынан (HTTP сұрау тақырыптары) алынады. Желілік деңгейдегі және серверлік HTTP сұраныстарымен байланысты деректер: HTTP сұранысының құрамына кірмейді, бірақ сұраныстың сәтті жіберілуі үшін қажет, мысалы, сұрау жасаушының IP-адресі. Қолданба деңгейіндегі деректер, HTTP сұраныстарымен жіберіледі: қолданба деңгейі бағдарламалары (мысалы, JavaScript, PHP және ASP.Net) арқылы жасалады және өңделеді, сеанстар мен сілтемелерді қамтиды. Мұндай деректер көбінесе жария веб-аналитика қызметтері емес, ішкі журналдарда тіркеледі. Сыртқы деректер: жоғарыда сипатталған веб-сайттың мінез-құлқы туралы деректерді толықтыруға және веб-пайдалануды түсіндіруге көмектесу үшін сайттағы деректермен біріктірілуі мүмкін. Мысалы, IP-адрестер әдетте географиялық аймақтармен және интернет-провайдерлермен, электрондық поштаның ашылу және сілтемелерге басу көрсеткіштерімен, тікелей пошта кампаниясының деректерімен, сату деректерімен, потенциалды клиенттердің тарихымен немесе қажет болған жағдайда басқа деректер түрлерімен байланыстырылады.
The fundamental goal of web analytics is to collect and analyze data related to web traffic and usage patterns. The data mainly comes from four sources:
Direct HTTP request data: directly comes from HTTP request messages (HTTP request headers). Network level and server generated data associated with HTTP requests: not part of an HTTP request, but it is required for successful request transmissions for example, the IP address of a requester. Application level data sent with HTTP requests: generated and processed by application level programs (such as JavaScript, PHP, and ASP. Net), including sessions and referrals. These are usually captured by internal logs rather than public web analytics services. External data: can be combined with on site data to help augment the website behavior data described above and interpret web usage. For example, IP addresses are usually associated with Geographic regions and internet service providers, e mail open and click through rates, direct mail campaign data, sales, lead history, or other data types as needed.
Direct HTTP request data: directly comes from HTTP request messages (HTTP request headers). Network level and server generated data associated with HTTP requests: not part of an HTTP request, but it is required for successful request transmissions for example, the IP address of a requester. Application level data sent with HTTP requests: generated and processed by application level programs (such as JavaScript, PHP, and ASP. Net), including sessions and referrals. These are usually captured by internal logs rather than public web analytics services. External data: can be combined with on site data to help augment the website behavior data described above and interpret web usage. For example, IP addresses are usually associated with Geographic regions and internet service providers, e mail open and click through rates, direct mail campaign data, sales, lead history, or other data types as needed.
Веб-сервер журналын талдау
Веб-серверлер өз транзакцияларының бір бөлігін журнал файлына тіркейді. Көп ұзамай осы журнал файлдарын бағдарлама арқылы оқып, веб-сайттың танымалдылығы туралы деректер алуға болатыны анықталды. Осылайша веб-журналдарды талдау бағдарламалық жасақтамасы пайда болды. 1990-шы жылдардың басында веб-сайт статистикасы негізінен веб-серверге жіберілген клиенттік сұраныстарды (немесе «хиттерді») санаудан тұрды. Бұл әдіс бастапқыда орынды болды, себебі әр веб-сайт көбінесе бір HTML файлынан құралды. Алайда, HTML-де кескіндердің пайда болуымен және бірнеше HTML файлдарын қамтитын веб-сайттармен бұл санаудың пайдасы азайды. Бірінші нағыз коммерциялық Log Analyzer 1994 жылы IPRO компаниясы шығарды. Веб-серверлердегі адамдардың белсенділігінің мөлшерін дәлірек өлшеу үшін 1990-шы жылдардың ортасында екі өлшем енгізілді: беттерді қарау және келулер (немесе сеанстар). Бетті қарау – графикалық емес, веб-бетке жасалған сұрау ретінде, ал келу – бірегей анықталған клиенттен келіп түскен сұраулар тізбегі ретінде анықталды, ол белгілі бір уақыт ішінде белсенділіксізден кейін, әдетте 30 минуттан соң аяқталады. 1990-шы жылдардың соңында іздеу жүйелерінің өрмекшілері мен роботтарының пайда болуы, сондай-ақ веб-проксилер және ірі компаниялар мен интернет-провайдерлердің динамикалық тағайындалған IP-мекенжайлары веб-сайтқа келетін бірегей адамдарды анықтауды қиындатты. Журнал талдаушылар cookie файлдары арқылы келулерді қадағалап, белгілі өрмекшілерден келетін сұрауларды елемеді. Веб-кештерді кеңінен пайдалану да журнал файлдарын талдау үшін қиындық тудырды. Егер адам бір бетті қайта қараса, екінші сұрау көбінесе браузердің кешінен алынады, сондықтан веб-серверге ешқандай сұрау жіберілмейді. Бұл адамның сайттағы жолының жоғалып кеткенімен келеді. Кештенуді веб-серверді конфигурациялау арқылы жеңуге болады, бірақ бұл келуші үшін өнімділікті төмендетуі және серверлерге қосымша жүктеме салуы мүмкін.
Web servers record some of their transactions in a log file. It was soon realized that these log files could be read by a program to provide data on the popularity of the website. Thus arose web log analysis software. In the early 1990s, website statistics consisted primarily of counting the number of client requests (or hits) made to the web server. This was a reasonable method initially since each website often consisted of a single HTML file. However, with the introduction of images in HTML, and websites that spanned multiple HTML files, this count became less useful. The first true commercial Log Analyzer was released by IPRO in 1994. Two units of measure were introduced in the mid 1990s to gauge more accurately the amount of human activity on web servers. These were page views and visits (or sessions). A page view was defined as a request made to the web server for a page, as opposed to a graphic, while a visit was defined as a sequence of requests from a uniquely identified client that expired after a certain amount of inactivity, usually 30 minutes. The emergence of search engine spiders and robots in the late 1990s, along with web proxies and dynamically assigned IP addresses for large companies and ISPs, made it more difficult to identify unique human visitors to a website. Log analyzers responded by tracking visits by cookies, and by ignoring requests from known spiders. The extensive use of web caches also presented a problem for log file analysis. If a person revisits a page, the second request will often be retrieved from the browser's cache, and so no request will be received by the web server. This means that the person's path through the site is lost. Caching can be defeated by configuring the web server, but this can result in degraded performance for the visitor and bigger load on the servers.
Бетті таңбалау
Кэштеу кезінде журналдық талдаудың дәлдігіне қатысты алаңдаушылықтар және веб-талдауды сырттан қызмет ретінде ұсынуға деген ниет екінші деректерді жинау әдісіне, яғни беттерді таңбалауға немесе «веб-маяктарға» алып келді. 1990 жылдардың ортасында веб-санағыштар кеңінен таралды – бұл веб-бетке енгізілген суреттер болатын, олар суреттің қанша рет сұралғанын көрсетті, бұл сол бетке жасалған сапарлар санын бағалауға мүмкіндік берді. 1990 жылдардың соңында бұл концепция көрінетін суреттің орнына кішкентай көзге көрінбейтін суретті пайдалануға және JavaScript арқылы сурет сұранысымен бірге бет туралы және келуші туралы белгілі бір ақпаратты жіберуге дамыды. Бұл ақпаратты веб-талдау компаниясы қашықтан өңдеп, кең ауқымды статистика жасай алады. Веб-талдау қызметі сондай-ақ пайдаланушыға cookie-файлын орнату процесін басқарады, ол оны сапары кезінде және келешекте бірегей түрде анықтауға мүмкіндік береді. Cookie-файлдарын қабылдау көрсеткіштері веб-сайттар арасында айтарлықтай өзгереді және жиналған деректердің сапасына әсер етуі мүмкін. Үшінші тараптың деректерді жинау серверін (немесе тіпті ішкі деректерді жинау серверін) пайдалану арқылы веб-сайт деректерін жинау үшін пайдаланушының компьютері жинау серверінің IP-мекенжайын анықтау үшін қосымша DNS сұрауына жүгінуі қажет. Кейде DNS сұрауын сәтті немесе сәтсіз аяқтаудағы кешігулер деректердің жиналмауына себеп болуы мүмкін. Ajax-негізгі шешімдердің таралуымен, көзге көрінбейтін суретті пайдаланудың орнына серверге кері шақыруды іске асыру мүмкіндігі пайда болды. Бұл жағдайда, веб-браузерде бет көрсетілген кезде JavaScript коды серверге кері шақырып, веб-талдау компаниясы жинақтай алатын клиент туралы ақпаратты жібереді.
Concerns about the accuracy of log file analysis in the presence of caching, and the desire to be able to perform web analytics as an outsourced service, led to the second data collection method, page tagging or "web beacons". In the mid 1990s, Web counters were commonly seen — these were images included in a web page that showed the number of times the image had been requested, which was an estimate of the number of visits to that page. In the late 1990s, this concept evolved to include a small invisible image instead of a visible one, and, by using JavaScript, to pass along with the image request certain information about the page and the visitor. This information can then be processed remotely by a web analytics company, and extensive statistics generated. The web analytics service also manages the process of assigning a cookie to the user, which can uniquely identify them during their visit and in subsequent visits. Cookie acceptance rates vary significantly between websites and may affect the quality of data collected and reported. Collecting website data using a third party data collection server (or even an in house data collection server) requires an additional DNS lookup by the user's computer to determine the IP address of the collection server. On occasion, delays in completing successful or failed DNS lookups may result in data not being collected. With the increasing popularity of Ajax based solutions, an alternative to the use of an invisible image is to implement a call back to the server from the rendered page. In this case, when the page is rendered on the web browser, a piece of JavaScript code would call back to the server and pass information about the client that can then be aggregated by a web analytics company.
Журнал файлын талдау мен бетті тегтеу
Веб-талдау жүргізгісі келетін компаниялар үшін журналдық файлдарды талдау бағдарламалары және беттерді белгілеу шешімдері оңай қолжетімді. Кейбір жағдайларда, бір веб-талдау компаниясы екі тәсілдің де бірін ұсынады. Содан кейін, компания қай әдісті таңдау керектігі туралы сұрақ туындайды. Әрбір тәсілдің өз артықшылықтары мен кемшіліктері бар.
Both logfile analysis programs and page tagging solutions are readily available to companies that wish to perform web analytics. In some cases, the same web analytics company will offer both approaches. The question then arises of which method a company should choose. There are advantages and disadvantages to each approach.
Экономикалық факторлар
Журналдық файлдарды талдау көбінесе ішкі күштермен жүзеге асырылады. Беттерді таңбалауды өз күшіңізбен жасауға болады, бірақ көбінесе ол үшінші тараптың қызметі ретінде ұсынылады. Осы екі модельдің арасындағы экономикалық айырмашылық компанияның қайсын таңдауға шешім қабылдауына да әсер етеді. Журналдық файлдарды талдау әдетте бір реттік бағдарламалық құралды сатып алуды білдіреді; алайда, кейбір жеткізушілер қосымша ақпаратты өңдеу үшін қосымша төлем қажет болатын жылдық бет қаралымдарының лимитін енгізеді. Коммерциялық ұсыныстармен қатар, бірнеше ашық кодты журналдық файлдарды талдау құралдары тегін қолжетімді. Журналдық файлдарды талдау үшін деректерді сақтау және архивтеу қажет, олардың көлемі тез өседі. Мұндай аппараттық құралдардың құны минималды болғанымен, IT бөлімінің жұмысына кететін шығын айтарлықтай болуы мүмкін. Журналдық файлдарды талдау бағдарламалық құралын, соның ішінде жаңартулар мен қауіпсіздік түзетулерін қолдау қажет. Күрделі беттерді таңбалаумен айналысатын жеткізушілер ай сайынғы жиналған бет қаралымдарының санына байланысты айлық төлем алады. Қай шешімнің орындалуы арзанға түсетіні компанияның техникалық біліктілігіне, таңдалған жеткізушіге, веб-сайттардағы белсенділіктің деңгейіне, ізделіп отырған ақпараттың тереңдігі мен түріне және статистиканы қажет ететін жеке веб-сайттардың санына байланысты. Қолданылған жеткізуші шешіміне немесе деректерді жинау әдісіне қарамастан, веб-қонақтарды талдау және түсіндіруге кететін шығындарды да ескеру керек. Яғни, шикі деректерді қолдануға дайын ақпаратқа айналдыру құны. Бұл үшін үшінші тарап кеңесшілерін пайдалану, тәжірибелі веб-аналитиктерді жұмысқа алу немесе ішкі қызметкерлерді оқыту қажет болуы мүмкін. Содан кейін шығын-пайданы талдау жүргізілуі мүмкін. Мысалы, веб-қонақтардың деректерін талдау арқылы қандай кіріс көбеюіне немесе шығындарды үнемдеуге болады?
Logfile analysis is almost always performed in house. Page tagging can be performed in house, but it is more often provided as a third party service. The economic difference between these two models can also be a consideration for a company deciding which to purchase. Logfile analysis typically involves a one off software purchase; however, some vendors are introducing maximum annual page views with additional costs to process additional information. In addition to commercial offerings, several open source logfile analysis tools are available free of charge. For Logfile analysis data must be stored and archived, which often grows large quickly. Although the cost of hardware to do this is minimal, the overhead for an IT department can be considerable. For Logfile analysis software need to be maintained, including updates and security patches. Complex page tagging vendors charge a monthly fee based on volume i. e. number of page views per month collected. Which solution is cheaper to implement depends on the amount of technical expertise within the company, the vendor chosen, the amount of activity seen on the websites, the depth and type of information sought, and the number of distinct websites needing statistics. Regardless of the vendor solution or data collection method employed, the cost of web visitor analysis and interpretation should also be included. That is, the cost of turning raw data into actionable information. This can be from the use of third party consultants, the hiring of an experienced web analyst, or the training of a suitable in house person. A cost benefit analysis can then be performed. For example, what revenue increase or cost savings can be gained by analyzing the web visitor data?
Гибридті әдістер
Кейбір компаниялар деректерді журналдық файлдар және беттерге белгі қою арқылы жинап, екі түрін де талдай алатын шешімдерді жасап шығарады. Гибридтік әдіс қолдану арқылы, олар еңбектеп бағанағандағы екі әдістің бірінен де дәл статистика алуға тырысады.
Some companies produce solutions that collect data through both log files and page tagging and can analyze both kinds. By using a hybrid method, they aim to produce more accurate statistics than either method on its own.
Келушілердің геомекен-жайы
IP геомекендеу арқылы келушілердің орналасқан жерін анықтау мүмкін. IP геомекендеу дерекқорын немесе API-ді пайдалану арқылы келушілерді қала, аймақ немесе ел деңгейінде геомекендеуге болады. IP интеллектісі немесе Интернет протоколы (IP) интеллектісі – бұл Интернетті картаға түсіріп, IP-адрестерді географиялық орналасуы (ел, аймақ, штат, қала және пошта индексі), қосылу түрі, Интернет-провайдер (ISP), прокси ақпараты және басқа да параметрлер бойынша жіктейтін технология. IP интеллектісінің бірінші буыны геотаргетинг немесе геомекендеу технологиясы деп аталды. Кәсіптер бұл ақпаратты онлайн жарнама, мінез-құлыққа бағытталған маркетинг, контентті жергіліктендіру (немесе веб-сайтты жергіліктендіру), цифрлық құқықтарды басқару, жекелендіру, онлайн-алаялықты анықтау, жергілікті іздеу, кеңейтілген талдау, жаһандық трафикті басқару және контентті тарату сияқты қолданбаларда онлайн аудиторияны сегменттеу үшін пайдаланады.
With IP geolocation, it is possible to track visitors' locations. Using an IP geolocation database or API, visitors can be geolocated to city, region, or country level. IP Intelligence, or Internet Protocol (IP) Intelligence, is a technology that maps the Internet and categorizes IP addresses by parameters such as geographic location (country, region, state, city and postcode), connection type, Internet Service Provider (ISP), proxy information, and more. The first generation of IP Intelligence was referred to as geotargeting or geolocation technology. This information is used by businesses for online audience segmentation in applications such as online advertising, behavioral targeting, content localization (or website localization), digital rights management, personalization, online fraud detection, localized search, enhanced analytics, global traffic management, and content distribution.
Талдауды түртіңіз
Шертулер аналитикасы, сондай-ақ кликстрим деп те аталады, – бұл шертулерге ерекше назар аударатын веб-аналитиканың арнайы түрі. Көбінесе, шертулер аналитикасы сайт ішіндегі талдауға бағытталған. Веб-сайт редакторы өз сайтының пайдаланушылары қай жерлерге шерту жасап жатқанын анықтау үшін шертулер аналитикасын қолданады, осы арқылы сайттың тиімділігін бағалайды. Сондай-ақ, ізделіп отырған ақпараттың түріне байланысты шертулер аналитикасы нақты уақытта немесе "нақты емес" уақытта жүзеге асырылуы мүмкін. Әдетте, жоғары трафикті жаңалықтар сайттарының бас редакторлары контентті оңтайландыру үшін өз беттерін нақты уақытта бақылап отырады. Редакторлар, дизайнерлер немесе басқа да мүдделі тараптар жазушылардың, дизайн элементтерінің немесе жарнамалардың тиімділігін бағалау үшін кликтерді кеңірек уақыт кезеңінде талдауы мүмкін. Шерту туралы деректер кем дегенде екі тәсілмен жинақталуы мүмкін. Ең жақсы жағдайда, шерту орын алғанда "тіркеледі", бұл оқиға болғанда қажетті ақпаратты жинауға мүмкіндік беретін функционалдылықты талап етеді. Балама ретінде, бетті қарау – бұл кликтің нәтижесі деген болжам жасауға болады, сондықтан сол бетті қарауға әкелген симуляциялық шерту тіркеледі.
Click analytics, also known as Clickstream is a special type of web analytics that gives special attention to clicks. Commonly, click analytics focuses on on site analytics. An editor of a website uses click analytics to determine the performance of his or her particular site, with regards to where the users of the site are clicking. Also, click analytics may happen real time or "unreal" time, depending on the type of information sought. Typically, front page editors on high traffic news media sites will want to monitor their pages in real time, to optimize the content. Editors, designers or other types of stakeholders may analyze clicks on a wider time frame to help them assess performance of writers, design elements or advertisements etc. Data about clicks may be gathered in at least two ways. Ideally, a click is "logged" when it occurs, and this method requires some functionality that picks up relevant information when the event occurs. Alternatively, one may institute the assumption that a page view is a result of a click, and therefore log a simulated click that led to that page view.
Клиенттің өмірлік циклын талдау
Клиенттің өмірлік циклын талдау – келушіге бағытталған өлшеу тәсілі. Бет қаралымдары, басылымдар және басқа да оқиғалар (мысалы, API шақырулары, үшінші тарап қызметтеріне қол жеткізу сияқты) жеке деректер ретінде сақтаудың орнына, жеке келушіге тікелей байланыстырылады. Клиенттің өмірлік циклын талдау, барлық деректерді маркетингтік воронкаға біріктіруге тырысады, бұл келушілердің мінез-құлқы туралы түсініктер мен веб-сайтты оңтайландыруға мүмкіндік береді. Клиенттің өмірлік циклын талдауда қолданылатын негізгі көрсеткіштерге клиенттерді тарту құны (CAC), клиенттің өмірлік құны (CLV), клиенттік айналым деңгейі және клиенттердің қанағаттану деңгейі жатады. Бұл тәсілдер басқа әдістерге қарағанда жақсырақ нақты уақыт деректерін ұсынады.
Customer lifecycle analytics is a visitor centric approach to measuring. Page views, clicks and other events (such as API calls, access to third party services, etc.) are all tied to an individual visitor instead of being stored as separate data points. Customer lifecycle analytics attempts to connect all the data points into a marketing funnel that can offer insights into visitor behavior and website optimization. Common metrics used in customer lifecycle analytics include customer acquisition cost (CAC), customer lifetime value (CLV), customer churn rate, and customer satisfaction scores. Both these methods claim to provide better real time data than other methods.
Анализдік улану
Интернет дамыған сайын, автоматтандырылған бот трафигінің артуы веб-талдаудың сенімділігі үшін үлкен мәселеге айналды. Боттар интернетте жүріп, веб-беттерді нақты қолданушылар сияқты көрсетеді, соның салдарынан веб-талдау трафик санау үшін қолданатын кодты кездейсоқ түрде іске қосуы мүмкін. Осылайша, веб-талдау оқиғаларының кездейсоқ іске қосылуы деректерді түсінуге және оларға негізделген қорытындыларға әсер етеді. IPM Google Analytics және оның бәсекелестерінің, кең таралған боттарды орналастыру әдістері арқылы оңай іске қосылатынын тәжірибелік түрде көрсетті.
As the internet has matured, the proliferation of automated bot traffic has become an increasing problem for the reliability of web analytics. As bots traverse the internet, they render web documents in ways similar to organic users, and as a result may incidentally trigger the same code that web analytics use to count traffic. Jointly, this incidental triggering of web analytics events impacts interpretability of data and inferences made upon that data. IPM provided a proof of concept of how Google Analytics as well as their competitors are easily triggered by common bot deployment strategies.
Үшінші тарап cookie файлдарының проблемалары
Тарихи тұрғыдан алғанда, бет тегтеу талдау шешімдерін ұсынатын компаниялар веб-сайттың домені орнына өздерінің доменінен жіберілген үшінші тарап cookie файлдарын пайдаланған. Үшінші тарап cookie файлдары компанияның сайтындағы байланыссыз бірнеше домендерге кіретін келушілерді басқара алады, себебі cookie файлын әрқашан сатушының серверлері басқарады. Дегенмен, үшінші тарап cookie файлдары, принцип бойынша, әртүрлі компаниялардың сайттарындағы жеке пайдаланушының іс-әрекетін қадағалауға мүмкіндік береді, бұл аналитикалық компанияға пайдаланушының жеке ақпарат берген сайттардағы және анонимді деп ойлаған басқа сайттардағы іс-әрекеттерін салыстыруға мүмкіндік береді. Веб-аналитика компаниялары мұны жасамайтынын жоққа шығарса да, баннерлік жарнама ұсынатын компаниялар сияқты басқалары осылай істеген. Сондықтан cookie файлдарына қатысты жеке құпиялылық алаңдаушылықтары пайдаланушылардың бір бөлігінің үшінші тарап cookie файлдарын бұғаттауына немесе жоюына себеп болды. 2005 жылғы мәліметтерге сәйкес, интернет пайдаланушыларының шамамен 28% үшінші тарап cookie файлдарын бұғаттап, 22% айына кем дегенде бір рет жойған. Қазіргі таңда, бет тегтеу шешімдерін ұсынатын көптеген компаниялар кемінде бірінші тарап cookie файлдарын (клиенттік субдоменнен тағайындалған cookie файлдарын) пайдалану опциясын ұсынады. Тағы бір мәселе – cookie файлдарын жою. Веб-аналитика егер бірегей келушілерді анықтау үшін cookie файлдарына тәуелді болса, статистика бірегей келуші идентификаторын сақтау үшін тұрақты cookie файлына тәуелді болады. Пайдаланушылар cookie файлдарын жоятын кезде, әдетте, бірінші және үшінші тарап cookie файлдарын бірге жояды. Егер бұл сайтпен өзара әрекеттесулер арасында жасалса, пайдаланушы келесі өзара әрекеттесу кезінде жаңа келуші ретінде көрінеді. Тұрақты және бірегей келуші идентификаторы болмаса, уақыт өте келе бірегей келушінің іс-әрекетіне байланысты конверсияларды, кликтер ағынын талдауды және басқа да көрсеткіштерді дәл есептеу мүмкін емес. Cookie файлдары қолданылады, себебі IP-адрестер әрқашан пайдаланушыға тән болмайды және оларды үлкен топтар немесе прокси-серверлер бөлісе алады. Кейбір жағдайларда, cookie файлдары қолжетімді болмаса, келушіні дәлірек анықтау үшін IP-адрес пайдаланушы агентімен біріктіріледі. Алайда, бұл мәселені толық шешпейді, себебі прокси-сервердің артындағы пайдаланушылардың көбінесе бірдей пайдаланушы агенті болады. Пайдаланушыны бірегей анықтаудың басқа әдістері техникалық тұрғыдан қиынға соғып, іздеуге болатын аудиторияны шектеуі немесе күдікті болып саналуы мүмкін. Cookie файлдары шпиондық бағдарлама деп есептелетін технологияларды қолданбай, ең төменгі ортақ деңгейге жетеді, ал cookie файлдарын қосу/белсенді ету қауіпсіздік алаңдаушылықтарын тудыруы мүмкін.
Historically, vendors of page tagging analytics solutions have used third party cookies sent from the vendor's domain instead of the domain of the website being browsed. Third party cookies can handle visitors who cross multiple unrelated domains within the company's site, since the cookie is always handled by the vendor's servers. However, third party cookies in principle allow tracking an individual user across the sites of different companies, allowing the analytics vendor to collate the user's activity on sites where he provided personal information with his activity on other sites where he thought he was anonymous. Although web analytics companies deny doing this, other companies such as companies supplying banner ads have done so. Privacy concerns about cookies have therefore led a noticeable minority of users to block or delete third party cookies. In 2005, some reports showed that about 28% of Internet users blocked third party cookies and 22% deleted them at least once a month. Most vendors of page tagging solutions have now moved to provide at least the option of using first party cookies (cookies assigned from the client subdomain). Another problem is cookie deletion. When web analytics depend on cookies to identify unique visitors, the statistics are dependent on a persistent cookie to hold a unique visitor ID. When users delete cookies, they usually delete both first and third party cookies. If this is done between interactions with the site, the user will appear as a first time visitor at their next interaction point. Without a persistent and unique visitor id, conversions, click stream analysis, and other metrics dependent on the activities of a unique visitor over time, cannot be accurate. Cookies are used because IP addresses are not always unique to users and may be shared by large groups or proxies. In some cases, the IP address is combined with the user agent in order to more accurately identify a visitor if cookies are not available. However, this only partially solves the problem because often users behind a proxy server have the same user agent. Other methods of uniquely identifying a user are technically challenging and would limit the trackable audience or would be considered suspicious. Cookies reach the lowest common denominator without using technologies regarded as spyware and having cookies enabled/active leads to security concerns.
Қауіпсіз талдау (өлшеу) әдістері
Үшінші тараптың ақпарат жинау, қолданылған желілік шектеулерге және қауіпсіздік шараларына бағынады. Елдер, қызмет провайдерлері және жеке желілер сайтқа кіру деректерінің үшінші тараптарға жіберілуін тоқтатуға мүмкін. Жоғарыда сипатталған барлық әдістер (және осы жерде айтылмаған, мысалы, іріктеу сияқты басқа да әдістер) манипуляцияға (инфляция және дефляция) ұшырау қаупі бар деген негізгі мәселеге тап болады. Бұл осы әдістердің дәл емес және қауіпсіз емес екенін көрсетеді (қауіпсіздіктің кез келген логикалық моделінде). Бұл мәселе бірнеше зерттеу жұмысында қарастырылған, бірақ бүгінгі күнге дейін оларда ұсынылған шешімдер теориялық деңгейде қалып отыр.
Third party information gathering is subject to any network limitations and security applied. Countries, Service Providers and Private Networks can prevent site visit data from going to third parties. All the methods described above (and some other methods not mentioned here, like sampling) have the central problem of being vulnerable to manipulation (both inflation and deflation). This means these methods are imprecise and insecure (in any reasonable model of security). This issue has been addressed in several papers, but to date the solutions suggested in these papers remain theoretical.