2. FIRST, THE MYTH:
The web offers irrefutable
tracking data that is more
reliable than other audience
measurement data in other
mediums.
FALSE

3. THE REALITY

4. WEB METRICS: KEY TERMS
HITS
PAGE VIEWS
UNIQUES
VISITS/SESSIONS
CONVERSIONS
BOUNCE RATE
REFERRER
ENTRY/EXIT PAGES
ORGANIC SEARCH

5. HITS
“How Idiots Track Success”

6. 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.

7. 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

8. 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.

9. 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.

10. 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.

11. BOUNCE RATE
The percentage of entrances on a web
page that result in an immediate exit
from the web site.
High % = bad
Low % = good

12. REFERRER
The location that visitors come
from, particularly the sites,
search engines or directories.

13. ENTRY/EXIT PAGES
The first/last viewed page on a
visitor's path through a site.

14. 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.

15. GOOGLE ANALYTICS