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Web Analytics Wiki




Business Goal

The primary goal of your website. They could be: Providing customer service, online sales, branding, getting leads, advertising revenue or improving business processes. All websites should be designed to support the achievement of one or more business goals.

Click per user

How many clicks a user took while he was on your site


Web content can be defined as all that users can see on a web page such as text and multimedia.


A user who converted to one of your sites business goals.


A user who converted to one of your sites business goals.


Traffic where users have keyed in your URL to get to your web page.

Drop out rate

The number of users who leave the site from a specific page.


Content elements that are relevant to user users and that makes them loyal to your website or brand.


The targets you set up that must be met for you to achieve your business goals


Key Performance Indicators. Quantitative site performance goals that measure core business area of the site.


The term you use for users returning to your site.


The tools you use to promote your products and services online.


The way your users clicks around on your site is called navigation.


Remarketing (also called re-targeting) is a way of getting previous users to come back to your website.


A metric that lets you know how easy your text is to read.


Traffic from sites that links to your site.


When a user moves pages content to be able to read the non-visible part


Search Engine Optimations. Optimation of your site’s content that makes it perform well in web searches.


The number of users who have visited your site in a given time period

Social Media

An online community where users share information, content and engage in communication.


The source your users came from before they visited your site

Time on site

The time a user spends on your site.

Tone of voice

A matrix that describes how formal or informal is your writing style.


The total amount of users that visit your website is referred to as traffic


Individual users who visited your site

User Experience (UX)

UX aims to provide a meaningful and relevant experience to your users. The field includes focusing on branding, design, and usability.

User Journey

You use User Journeys as a way to identify where you need to make improvements on your site so you can increase your sites ability to convert.

User Journey lengh

The number of pages a user took on the way to the user journey target