Class Notes for Friday, November 26
out of 15
Post on 20-Aug-2015
- 1. FIRST, THE MYTH: The web offers irrefutable tracking data that is more reliable than other audience measurement data in other mediums. FALSE
- 2. THE REALITY
- 3. WEB METRICS: KEY TERMS HITS PAGE VIEWS UNIQUES VISITS/SESSIONS CONVERSIONS BOUNCE RATE REFERRER ENTRY/EXIT PAGES ORGANIC SEARCH
- 4. HITS How Idiots Track Success
- 5. PAGE VIEWS Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.
- 6. UNIQUES A term used to describe the total number of visitors to a site over a certain time period. Relying exclusively on IP addresses in a log file is not recommended as it would not take into consideration multiple users accessing ones site through the same IP address such as would happen at companies and schools. Cookies are also used sometimes, but since they can be disabled or cached, they cannot be relied upon exclusively
- 7. VISITS/SESSIONS A visit is an interaction a unique visitor has with a website over a specified period of time or activity. In most cases, if a visitor has left a site or has not executed a click within 30 minutes, the visit session will terminate.
- 8. CONVERSIONS An action that signifies a completion of a specified activity. For many sites, a user converts if they buy a product, sing up for a newsletter, or download a file. The conversion rate is the percentage of visitors who do convert.
- 9. CONVERSION RATE The relationship between visitors to a web site and actions considered to be a "conversion," such as a sale or request to receive more information. This metric is often expressed as a percentage.
- 10. BOUNCE RATE The percentage of entrances on a web page that result in an immediate exit from the web site. High % = bad Low % = good
- 11. REFERRER The location that visitors come from, particularly the sites, search engines or directories.
- 12. ENTRY/EXIT PAGES The first/last viewed page on a visitor's path through a site.
- 13. ORGANIC SEARCH A type of search in which web users find sites having unpaid listings, as opposed to using the pay-per-click advertisement listings displayed among the search results.
- 14. GOOGLE ANALYTICS
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