Glossary

Abandonment Rate
The percentage of initiated scenarios that were not completed during the visit. Scenarios can be defined many ways—for example, 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.

Acquisition
The process of attracting a visitor to your web site.

Ad Hoc Analysis
Ad hoc analysis is the process of formulating a specific (often one-time) business question, then creating an “on-the-fly”, customized view into the data that helps answer that question. Ad hoc analysis always begins with a specific business question, and is the focus of Webtrends Explore.

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.

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 emails, graphics on another site or on a wireless device, and traditional media such as direct mail, print, broadcast, outdoor advertising, etc. In WebTrends, campaigns are tracked using WebTrends query parameters. Same as Ad Campaign and Marketing Campaign.

Content Group
A group of one or more web pages that are treated as one entity.

Conversion
Action taken by a visitor that is key to measuring web site performance. Can also be a goal that the visitor wants to achieve using the site.

Conversion Rate
The percent of a group (of visits or visitors) that took a specific action of interest. Conversion can encompass the entire visit population, such as the percent of all visits that involved a completed registration. Conversion can also refer to a very small and precise action, such as the percent of people at step 3 of a scenario who continued to step 4; or it can apply to a subpopulation, such as the percent of knowledgebase searches that result in issue resolution.

Cookie
When a visitor’s browser requests a page from a web site server, the server often returns a cookie, a small text file sent to a browser by a web site to be stored locally. Cookies help server keep track of important information during (and possibly after) a visit, such as the items added to a shopping cart by a visitor.

Dimension
Dimensions are the primary focus of an analysis. A dimension is the attribute being analyzed with the help of measures and segments. An analysis can include multiple dimensions. Examples of dimensions include Traffic Source, Device Type, or Country. Explore comes with over 50 of the most common dimensions.

Domain Name
The text name corresponding to the Internet Protocol address of a computer on the Internet. For example, webtrends.com is a domain name. A domain can be associated with many IP addresses, but an IP address can have only one domain.

Entry Page
The first page requested and shown in a visit. A visit has only one entry page.

Exit Page
The last page viewed in a visit.

First-Party Cookie
A cookie created by the web site you are currently visiting.

Funnel
Attrition that happens as site visitors go through a scenario, a series of defined steps such as a purchase or a registration on a web site. Because the number of people participating in each step is usually smaller than the step before, a graph of the declining participation resembles a funnel.

Hit
A request for a file by a browser. Since “file” refers to images, styles, and many other elements besides HTML pages, a single web site page view can involve dozens of hits. Because the number of hits is heavily influenced by the complexity of a page, hits are a far less helpful measure of site traffic than visits or visitors.

IP Address
A numeric phrase used to identify a computer connected to the Internet. IP addresses consist of four one-to-three-digit numbers separated by periods, for example, 212.6.125.76. Explore allows filtering of traffic from a specific IP address or range of addresses.

Landing Page
A page on a web site—which may or may not be the home page—that the visitor first requests and sees. For example, in an email campaign, the landing page might be the page you direct a prospect to when they click a link in a message.

Marketing Campaign
A specific effort to attract visitors to your site. It may be one individual ad or a coordinated set of ads treated as one entity for reporting purposes. In the web world, marketing 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 Campaign and Ad Campaign.

Measure
A value applied to dimensions-–for example, a count of users, time on page, and bounce rate. Explore uses two kinds of measures: standard, and calculated. Standard measures are single measures (for example, View); calculated measures are those derived from performing a math operation with two or more other measures (for example, dividing views by sessions to get Views per Session).

Explore adds three standard measures to every view: sessions (visits), users (visitors) and views. You can also create and quickly add custom measures to a view.

Page View
Technically, a page that is displayed by a browser. Also, “page view” often indicates page files that are delivered to a browser, whether or not they are displayed on the screen–for example, a redirect page.

Parameter
Parameters are located in the URL immediately after a question mark and are followed by an equal sign and a return value, known as name=value pairs. For example, in the URL /products/ furniture.asp?cart_id=445& product=couch, there are two name-value pairs. In the first, cart_id is the name and 445 is the value. In the second, product is the name and couch is the value. When URLs contain more than one parameter value, name-value pairs are separated by an ampersand (&).

Private library
A collection of defined measures, segments or views that only the current user can view, use and modify.

Public Library
A collection of defined measures, segments or views that any user can view and use.

Referrer
A web domain, site, or page that contains a link to one of your site pages that was used by a visitor to get to your site.

Referring Domain
A web domain that contains a link to one of your site pages, used by a visitor to get to your site. For example, yahoo.com.

Return Code
A code that identifies the success, failure, and other characteristics of a transfer of data from a server to a browser. Some return codes (for example, 404) are displayed to visitors on a page.

  • 100 = Success: Continue
  • 101 = Success: Switching Protocols
  • 200 = Success: OK
  • 201 = Success: Created
  • 202 = Success: Accepted
  • 203 = Success: Non-Authoritative Information 204 = Success: No Content
  • 205 = Success: Reset Content
  • 206 = Success: Partial Content
  • 300 = Success: Multiple Choices
  • 301 = Success: Moved Permanently
  • 302 = Success: Found
  • 303 = Success: See Other
  • 304 = Success: Not Modified
  • 305 = Success: Use Proxy
  • 307 = Success: Temporary Redirect
  • 400 = Failed: Bad Request
  • 401 = Failed: Unauthorized
  • 402 = Failed: Payment Required
  • 403 = Failed: Forbidden
  • 404 = Failed: Not Found
  • 405 = Failed: Method Not Allowed
  • 406 = Failed: Not Acceptable
  • 407 = Failed: Proxy Authentication Required 408 = Failed: Request Time-out
  • 409 = Failed: Conflict
  • 410 = Failed: Gone
  • 411 = Failed: Length Required
  • 412 = Failed: Precondition Failed
  • 413 = Failed: Request Entity Too Large
  • 414 = Failed: Request-URI Too Large
  • 415 = Failed: Unsupported Media Type
  • 416 = Failed: Requested range not satisfiable
  • 417 = Failed: Expectation Failed
  • 500 = Failed: Internal Server Error
  • 501 = Failed: Not Implemented
  • 502 = Failed: Bad Gateway
  • 503 = Failed: Service Unavailable
  • 504 = Failed: Gateway Time-out
  • 505 = Failed: HTTP Version Not Supported

Segment
A collection of rules applied to the data in a view. They filter data within a view to show information that shares common attributes or events–for example, the new visitors or mobile segments within the device type dimension.

Segment Scope
A segment’s scope determines the type of filter applied to the data. You can customize a segment’s scope by clicking the scope name in the scope list and editing the scope details.

There are three types of segment scope:

  • Events: Return only events that match the criteria
  • Sessions: Return all events in the sessions that match the criteria
  • Users: Return all events in all sessions for all users that match the criteria

Session
All user activity on a site within a specific time frame. Sessions simply represent all hits by the same user, organized in one group. Synonymous with visit.

Target Page
When a redirect page is used, the target page is the page to which the visitor’s browser is sent. The term can also refer to the web page that is the destination of a hyperlink.

Third-Party Cookie
A cookie created by a web site other than the one you are currently visiting.

Unique Visitors
Number of unique individuals who visited your site during the report period, as identified by a persistent cookie. If someone visits more than once during the report period, they are counted only as one unique visitor. Unique visitors may not perfectly match the number of unique individuals visiting the site, because someone may visit a site from more than one computer and have a different cookie at each computer, or people may share the same computer to access the same web site.

User
Any visitor to a page on your website.

View
A customized display of data you see in the main Explore window. You create views by first selecting a dimension, segments, and measures.

Visit
All the activity, of one visitor’s browser to a web site, within certain time constraints. A visit is a series of page views, beginning when a visitor’s browser requests the first page from the server, and ending when the visitor leaves the site or remains idle beyond the idle-time limit.

Visitor
A person at a computer using a browser to visit a web site. A visitor may make more than one visit during a given time period. Note the combination of person, computer, and browser. Since a person may use different computers or even use different browsers on the same computer, it is possible for him/her to appear as more than one visitor because the chief means of distinguishing a visitor is through a persistent cookie or, less desirably, the combination of Internet Protocol address and platform/browser details.

Zero-page Visit
A visit that included no page views. This is possible if a visit consisted of at least one request for a non- page file (such as a graphic), but no page files (such as .htm, .asp, .jsp, or .cfm).