Web Analytics (Exam 2) Flashcards
___ are used to
describe data, while ___ are used to measure data
Dimensions, metrics
___ are files that are exchanged between
a web browser and a server. They help distinguish
between users and track the difference between
repeat views and unique visitors, without collecting
any personal information such as names. These cookies
typically have a lifespan of 60 days, meaning that a
user will be considered unique during this period.
cookies
a single visit or interaction by a user with a website or app
Session
- Measure website traffic against standards, guiding
marketing strategies. - Assess the impact of marketing efforts on brand
recognition. - Evaluate marketing campaign success.
Session metrics
represents a unique individual that
interacts with a website
This metric does not always correctly determine
whether visits from multiple devices all originated from the same individual
user
Those visitors who have never
visited a site in the past. Measure on how
effectively a marketing campaign has been
attracting new potential customers
New visitors
Returning visitors is a measure of visitor’s
Loyalty
allows for segmentation based on user
behaviors, which can reveal regional
differences in consumer interests across
product, price, place, and promotion
Geolocation
Any action that shows a consumer
finds a brand’s communication interesting,
entertaining or informative
Engagement
The number of
visitors who viewed only one page and then exited the
site.
Bounce rate
Represent the various marketing pathways that direct consumers to your website (organic search, direct traffic, referral traffic, affiliate links, etc.
Acquisition Channels
An advanced method that involves adding
specific parameters to standard URLs. This helps
marketers better track information about the source,
medium, and campaign of incoming website traffic
Tagged URL
A relative metric in many cases. Marketers should look at trends, rather than focus on absolute numbers.
Session Duration
Measures the amount of time
viewers spend on a single page. When a page is a
critical component of a brand strategy, this measure tells how effective the page in engaging users. Conversely, when a page has been flagged as having a poor user experience, tracking time spent on the page can indicate if the page is
confusing for visitors
Time on page
Simple count of the number of times a page was viewed in a given time. It tracks the relative popularity of the page.
Page view
Metric tracking how
many pages they view or actions they take
when on the site in total.
Pages per session
Step-by-step process by which a consumer engages
with a brand, leading to a conversion.
Funnel Visualizations
Dedicated pages designed for specific topics, often linked to a single campaign. These pages often have a focused message and a clear call to action to guide visitors toward the desired action
Landing pages
Conversions / visitors
Conversion rates
helps to understand which users return, what they do on the site and how
engaged they are.
User journey
also highlights technical
issues. This is useful for two reasons: it
improves users experience and ensures the
site operates properly
Technology behavior
measurement and
evaluation of traffic sources
Acquisition reporting
examine bounce rate, total
sessions, conversions.
Interpreting data
the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths
Attribution models
all the credit for a conversion to the last interaction that the user had before making a purchase
Last click
all the credit for a conversion to the first interaction that the user
had with a brand.
First click
Equal credit to all touchpoints that a user had before making a conversion
Linear
more credit to touchpoints that are closer in time to the
conversion
Time decay
more credit to a user’s first and last interactions before making a conversion
Position-based
rely solely on historical data and quantitative analysis to
determine how each touchpoint contributes to conversions
Data-driven
