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A |
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Abandonment Rate |
For a scenario or multi-step process, the percentage of
initiated scenarios that were not completed during the visit. Scenarios can be defined
many ways – e.g., the entire shopping process, a finite checkout process at an e-commerce
site, a registration process at a lead generation site, or a search process at an
information site. |
Conversion |
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Scenario Analysis |
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Acknowledgement Page |
A page that is displayed after a visitor completes an action
or transaction: for example, a Thank-you or Receipt Page. An Acknowledgement Page
is often important in Scenario Analysis, where it is an indicator of a completed
scenario. |
Scenario Analysis |
|
Acquisition |
The process of attracting a visitor to your web site. |
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Activity |
A general term referring to nearly any site measurable,
including visits, hits, visitors, and viewing time. |
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Ad |
A link, usually commercial in nature, consisting of a graphic
or text that takes a visitor to a web site when clicked on. Short for “advertisement.” |
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Ad Campaign |
A specific effort to attract visitors to your site through
ads. It may be one individual ad or a coordinated set of ads treated as one entity
for reporting purposes. On the web, ad campaigns usually consist of e-mails, graphics
on other sites or on a wireless interactive appliance, and traditional media such
as direct mail, print, broadcast, outdoor advertising, etc. In WebTrends, ad campaigns
are set up by the reporting administrator with a unique URL/landing page, a starting
date, an ending date, and a cost. Same as Campaign and Marketing Campaign. |
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Ad Click |
A click on an ad resulting in a jump to the site being
advertised. |
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Ad View |
A display of an ad on a page that is viewed during a visit.
There may be more than one ad view on a page. |
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Address |
An Internet term loosely referring to the location of a
web site or web page on the Internet or the Web. Or, more specifically, an identifier
for a specific computer that is connected to the Internet. |
IP Address |
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Ads Served |
Same as Ads Viewed. |
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Affiliate |
An affiliate is a Web site that partners with an online
merchant. The affiliate places links on its site to promote the merchant's products.
In exchange, the affiliate receives a commission for all valid transactions it has
referred. This differs from Campaign Partners who receive payment up front, or by
contractual agreement. |
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Agent |
Refers to the browser and browser version that a visitor
uses to access a web site. The “Agent” or “User Agent” is recorded in a field of
most web site log files, or, alternatively, through client-side data collection
tags. The Agent may also contain references to non-browser software such as spiders.
The text in the Agent field sometimes does not resemble the commercial names of
browsers but instead refers to the underlying engine used by the browser: Mozilla,
for example. |
Browser |
|
Aggregate |
Combining data of two or more dimensions in a report. For
example, adding up all Departments to get Total Division data. While such combinations
are normally sums, any type of formula might be used. |
Dimension |
|
All Visits |
The total number of visits during the period covered by
the report. |
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Arrival Page |
Another name for Entry Page. |
Entry Page |
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Authenticated User |
A visitor who used a username-password login process to
get access to all or part of a web site. The username (but not the password) is
captured in a specific field in web site log files or through client-side data collection
tags. Since it is possible for many different unique visitors to have the same IP
address, authenticated username is perhaps the most accurate way to count unique
visitors. You may find more authenticated user names than total visitors because
several persons may be using the same IP address; this is particularly common on
corporate intranets where a large number of visitors are sharing a smaller pool
of IP addresses. |
Authentication |
|
Authentication |
A technique that limits access to Internet or intranet
resources by requiring entry of a user name and password. |
Authenticated User |
|
Auto-configuration |
Refers to the ability of more recent versions of WebTrends
to collect data and configure the appropriate reports automatically through special
query parameters, called WebTrends Well-known Parameters. The standardized names
of the parameters are set up and populated by the site content developers, and are
recognized by WebTrends in order to collect the data and assemble the appropriate
reports without intervention on behalf of the WebTrends administrator. For example,
information identifying a campaign can be put into a well-known parameter so data
will automatically be captured and displayed in the appropriate campaign reports,
without the administrator having to map page URLs to specific campaigns. |
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Average |
A statistical term referring to the sum of a measure divided
by the number of items measured. For example, for a series of 11 visits consisting
of 3, 7, 7, 7, 8, 10, 15, 22, 25, 25, and 35 page views each, the average number
of page views is 14.9 (total 164 divided by 11), the median is 10 (the 6th in the series of 11) and the mode is 7. In statistics, average
is also called the mean. |
Median |
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Mode |
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Average Frequency |
The average of the frequencies of all the visitors during
the reporting period, where each visitor’s frequency is the number of times they
have visited the site since WebTrends visitor tracking began. |
Frequency |
|
Average Latency |
The average of the latencies of all the visitors during
the reporting period, where each visitor’s latency is the average elapsed time,
in days, between all their visits since WebTrends visitor tracking began. |
Latency |
|
Average Lifetime Value |
The average of the lifetime values of all the visitors
during the reporting period, where each visitor’s lifetime value is the total monetary
value of a visitor’s past orders since WebTrends visitor tracking began. |
Lifetime Value |
|
Average Most Recent Purchase Amount |
The average of the most recent purchase amounts for all
the visitors during the reporting period. |
Most Recent Purchase Amount |
|
Average Recency |
The average of the recency values of all the visitors during
the reporting period, where each visitor’s recency is the averaged elapsed time,
in days, since the last visit. |
Recency |
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B |
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Bandwidth |
The amount of data transferred in a specified unit of time,
expressed in kilobytes (K or Kb). |
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Banner, Banner Ad |
An online advertisement, usually a graphic, which can be
anywhere on a web page but typically refers to a horizontally elongated graphic
of significant size located at the top or bottom of a web page. |
Ad |
|
Ad Campaign |
|
Ad Click |
|
Ad View |
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Bookmark |
In a browser, a shortcut to a web site page that is created
by the visitor to allow a quick one-click return to the page in the future. Bookmarks
are called “Favorites” in some browsers. Visitors arriving at a site by clicking
on a bookmark will appear as a “No Referrer” entry in Referrers reports. |
Favicon.ico |
|
Browser |
A program - such as Microsoft Internet Explorer and Netscape
- used to locate and view web pages as well as to follow hyperlinks. The Browser
is identified in the “Agent” or “User Agent” field of a web site log or through
standard client-side data collection tags. |
Agent |
|
Browsing |
Using a browser to move from location to location within
a web site, or between web sites, by clicking on links. |
Navigation |
|
Jump |
|
Click |
|
Browsing Hour |
The time of the day visitors come to your site. The time
tracked for this data is the local time of the visitor. |
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|
Buyer |
A visitor who reached a page configured as an "Order Complete"
page. |
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C |
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Campaign |
A specific advertising effort to attract visitors to your
site. A campaign may be one individual ad or a coordinated set of ads treated as
one entity for reporting purposes. For online channels, campaigns usually consist
of e-mails, graphics on another site or on a wireless interactive appliance, and
traditional media such as direct mail, print, broadcast, outdoor advertising, etc.
In WebTrends, campaigns are set up by the reporting administrator with a unique
URL/landing page, a starting date, an ending date, and a cost. Same as Ad Campaign
and Marketing Campaign. |
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Campaign Creative |
A "creative" describes the characteristics of a marketing
activity, such as color, size and messaging; for example, a “Buy Now” graphic. These
creative elements are used to encourage clickthrough to the web site. Campaign Creative
is a level within the drilldown categorization scheme set up by the WebTrends administrator,
which allows for reporting on groups of campaigns in a way that is meaningful to
the report users. |
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Campaign Creative Type |
A specific creative type within an offer, such as banner
ad, email, pop-up, or a 10X10 hot-linked graphic. People react differently to each
creative type. For instance, the profile of a person responding to an email from
a European travel site may be very different from that of a person responding to
banner ad for the same site found on a search engine. Campaign Creative Type is
a level within the drilldown categorization scheme set up by the WebTrends administrator,
which allows for reporting on groups of campaigns in a way that is meaningful to
the report users. |
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Campaign Demand Channel |
The term "Demand Channel" describes the various venues
that could be used to drive traffic to a web site. These venues may include catalogs,
email, radio, banner ads, pop over/under ads, direct mail, and other various means
of promotion. Also referred to as Marketing Channel. Demand Channel is a level within
the drilldown categorization scheme set up by the WebTrends administrator, which
allows for reporting on groups of campaigns in a way that is meaningful to the report
users. |
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Campaign Drilldown |
In certain WebTrends reports, a drill-down feature allows
the user to navigate from a highly summarized level of data to successively more
detailed levels of data, organized along a concept hierarchy. With Campaign Drilldown,
users can examine visits, page views, revenue, average order size, and more, by
Campaign Partner, Demand Channel, Marketing Program, Marketing Activity, Campaign
Name, Campaign Creative, Campaign Offer, and other campaign attributes. |
Campaign |
|
Campaign Creative |
|
Campaign Creative Type |
|
Campaign Demand Channel |
|
Campaign ID |
|
Campaign Marketing Activity |
|
Campaign Marketing Program |
|
Campaign Offer |
|
Campaign Partner |
|
Campaign Placement |
|
Campaign Type |
|
Campaign ID |
A unique campaign identifier used to calculate campaign
success, cost, etc., which may involve several different marketing activities, or
a single effort.
Campaign ID is a level within the drilldown categorization
scheme set up by the WebTrends administrator, which allows for reporting on groups
of campaigns in a way that is meaningful to the report users. |
Campaign |
|
Campaign Marketing Activity |
A marketing activity is a marketing program (e-mail, direct
mail, etc.) that has a specific attribute, such as time, creative, offer, audience
target. An example of a marketing activity is "November 2nd
prospect e-mail", where "November 2nd" and "prospect" are the defining attributes
of the activity. Campaign Marketing Activity is a level within the drilldown categorization
scheme set by the WebTrends administrator, which allows for reporting on groups
of campaigns in a way that is meaningful to the report users. |
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|
Campaign Marketing Program |
An overall program such as e-mail, direct mail, print advertising,
etc. Marketing programs can be made up of many specific marketing activities. Campaign
Marketing Program is a level within the drilldown categorization scheme set by the
WebTrends administrator, which allows for reporting on groups of campaigns in a
way that is meaningful to the report users. |
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|
Campaign Offer |
This is the leading incentive for visitors to respond to
a marketing activity.
An example of an offer is: "Buy today and receive 50% off
our list price." Campaign Offer is a level within the drilldown categorization scheme
set by the WebTrends administrator, which allows for reporting on groups of campaigns
in a way that is meaningful to the report users. |
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|
Campaign Partner |
The term Partner refers to a company or individual that
is in agreement (usually by contract) to aid in the promotion of products or services.
(This is different than an agreement with an affiliate.) Campaign Partner is a level
within the drilldown categorization scheme set by the WebTrends administrator, which
allows for reporting on groups of campaigns in a way that is meaningful to the report
users. |
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|
Campaign Placement |
An attribute of the creative, this is the specific location
of the creative type. Placement of links, graphics, and text greatly affect visitor
behavior. Campaign Placement is a level within the drilldown categorization scheme
set by the WebTrends administrator, which allows for reporting on groups of campaigns
in a way that is meaningful to the report users. |
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|
Campaign Type |
This is a user-defined category, which might include online
banner ads, e-marketing newsletters, and direct mail campaigns. Campaign Type is a level
within the drilldown categorization scheme set up by the WebTrends administrator,
which allows for reporting on groups of campaigns in a way that is meaningful to
the report users. |
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|
Campaign Types include media types (e-mail, banner, etc.),
campaign venues, or campaign messages or themes, which can include Cross-sell, Up-sell,
Acquisition, etc. |
|
Cart Add |
When a visitor adds an item such as a document or product
to the shopping cart, that action can be monitored using a SmartSource Tag. The
resultant action is recorded by WebTrends as a Cart Add and can be viewed in various
reports. Also used as one of the steps in the pre-defined Purchase Conversion Scenario
and can help analysts understand Abandonment Rates. |
Scenario |
|
Abandonment Rate |
|
Cart Remove |
When a visitor deliberately removes an item such as a document
or product from the shopping cart, that action can be monitored using a SmartSource
Tag. The resultant action is recorded by WebTrends as a Cart Remove and can be viewed
in various reports. |
Scenario |
|
Abandonment Rate |
|
Checkout Page |
The page or series of pages viewed when a visitor goes
through the process of buying something online. |
Scenario |
|
Child Profile |
WebTrends can use Child Profiles to report on a web site
that shares a log file with other unrelated sites due to a constraint or choice
by a hosting provider. Child profiles can be helpful if an ISP or web hosting service
hosts multiple customer sites on their web servers. To a web site visitor, a customer's
site can appear as a distinct, stand-alone domain, but often the web activity data
for each customer site is recorded and lumped together in the service provider's
main web server log file. |
Profile |
|
|
|
If service providers want to offer their customers a set
of basic web activity reports with data specific to each customer's site, they need
a means of breaking out data by customer. Because service providers also want to
reduce management and maintenance of this data splitting process, they want their
software to auto-discover and split out these data subsets while parsing the log
file. Parent-Child profiles provide this auto-discovery functionality, and also
create profiles, called Child profiles, for these data subsets. |
|
Click |
The act of activating a hyperlink, usually by physically
pressing down (clicking) on a mouse button when the cursor is over a link on a page.
In Web advertising, a click is an instance of a user activating an advertising link
to go to an advertiser's web site or page. |
Navigation |
|
Browsing |
|
Jump |
|
Click-through Rate |
The number of clicks on an ad as a percentage of the total
views of the ad during the reporting period. |
|
|
Client |
A computer (or software on a computer) that accesses resources
provided by another computer, called a server. |
|
|
Client Errors |
An error occurring due to an invalid request by the visitor's
browser. Client errors are in the 400 range (see Status Code for a list). |
Status Code |
|
Server Errors |
|
Client-side Data Collection |
An alternative to traditional web server log file analysis
that involves collecting data directly from the visitor's browser (the client) rather
than from server log files, improving data accuracy. Special script in a page's
source code is used to transmit page-level data, not "hit-level" data, to a data
collection server, dramatically reducing data volume and decreasing processing time.
Client-side data collection obtains more accurate information than log files do—by
accurately tracking visitor activity normally hidden by browser's local cache and
proxy and caching servers like those used with an AOL account—as well as by collecting
extra, customized data not included in normal web server log files. Accuracy is
also improved since spiders do not trigger client-side tags; with log files, spiders
can appear to be "real" visitors unless their activity is filtered out. However,
client-side methods provide no information on server technical performance or bandwidth
use. WebTrends' proprietary client-side data collection technology is called SmartSource. |
Custom Dimension |
|
Custom Measure |
|
SmartSource |
|
SmartSource Data Collector |
|
SmartSource Parameters |
|
SmartSource Tags |
|
Color Palettes |
Shows the color setting active on visitors' computers. |
|
|
Combined Log File Format |
A basic ("common") log file with two additional fields,
the Referrer and User Agent fields. Also referred to as Extended Log File Format.
Usually used in reference to older server logging software |