A
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
		Scenario Analysis
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.
Activity	A general term referring to nearly any site measurable, including visits, hits, visitors, and viewing time.
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.”
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.
Ad Click	A click on an ad resulting in a jump to the site being advertised.
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.
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
Ads Served	Same as Ads Viewed.
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.
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.
Arrival Page	Another name for Entry Page.	Entry Page
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.
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
		Mode
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
B
Return to top
Bandwidth	The amount of data transferred in a specified unit of time, expressed in kilobytes (K or Kb).
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
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.
Buyer	A visitor who reached a page configured as an "Order Complete" page.
C
Return to top
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
	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