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| Web Analytics And Conversion Optimisation |
A/B split test testing two variables for statistically significant influence.
Click path the clicks taken by a visitor to a web site in one visit.
Conversion a visitor completing a target action.
Conversion funnel a defined path that visitors should take to reach the final objective.
Count raw figures captured for analysis, these are the most basic web analytics metric.
Event a step a visitor takes in the conversion process.
Goal the defined action that visitors should perform on a web site or the purpose of the web site.
Heat map a data visualisation tool that shows levels of activity on a web page in different colours, reds and yellows showing the most activity and blues and violets the least.
Hit every request to the server is recorded as a hit, mistakenly used in web analytics as an indication of a successful web site.
JavaScript a popular scripting language that is also used in web analytics for page tagging.
Key performance indicator (KPI) a metric that indicates whether a web site is achieving
its goals.
Log files text files created on the server each time a click takes place, capturing all activity on the
web site.
Multivariate test testing many variables to determine statistically significant influences
on outcomes.
Page tags JavaScript files embedded on a web page and executed by the browser.
Ratio an interpretation of data captured, a ratio can be between counts, ratios or a ratio and a count metric.
Referrer the URL that originally generated the request for the current page.
Segmentation filtering visitors into distinct groups based on characteristics so as to analyse visits.
Visitor an individual visiting a web site that is not a search engine spider or a script.
