Abandonment: Number of visitors who leave a site in the middle of a transaction process, such as filling out a form or completing a purchase.
DAA: Digital Analytics Association. Nonprofit, volunteer association to define industry standards and best practices for Web analytics.
Click Through. Whenever the user clicks on a link to go to another page or a different website.
Click Through Rate. Number of clicks per exposure on an ad banner or link.
Cookies: A file sent from a website and stored on a user's computer used to customize displayed data to the user's preferences; the file can also track what the user does, not only on the source website, but wherever the user goes after leaving the source website. Users can opt to disable and delete cookies to preserve their privacy. Many sites, however, require cookies as a security measure (e.g., banks and credit cards) to verify authorized users.
Crawler: Automated program used to gather information from throughout the world-wide Web.
Hit: Technically, a hit is a request to a file server for a file, such as a Web page or a graphic on a Web page. The number of hits received by a website is often considered a measure of popularity, but that's misleading. A single Web page may consist of several, dozens, or even hundreds of files - each counted as a hit every time the page is downloaded. Five hits do not indicate a page has been seen five times; it could mean five files on a single page were loaded. The number of hits can reflect the complexity of the page rather than the popularity of the page. Total number of visits, visitors, or page views more accurately reflects popularity.
Impression. Each serving of an online advertisement or Web page is considered an impression. So is every opening of an email message or email newsletter.
Keyword: Words or phrases entered into a search engine to find a website of interest; websites try to use as many relevant keywords as possible both in their Webpage tags as well as webpage text so as to rank as high as possible in search engine results.
Log File. A text file that captures all the activity on a website. Log files are often transferred between Web analytics systems and other systems, such as CRM.
PPC. Pay Per Click. Basis of payment for an ad banner or other online advertisement. While some ads are priced per exposure - or the number of times an ad is served - pay-per-click ads are priced for each time a served ad is actually clicked on. The more people click-through on the ad, the higher the cost.
Referrer. The source for a visitor to your website, i.e., a search engine, a banner ad, another website.
Search Engine. Google is the dominant search engine. There are a few others, such as Bing. One of the goals of Web analytics is to steadily rank higher for keywords people put into search engines when trying to find sites like yours. You can also buy pay-per-click and other ads on search engines.
Session. Record of a single visitor's navigation through a website.
Stickiness. The amount of time a visitor stays on the site and the number of pages visited. Stickiness can be an indication of how well a website holds visitor's attention - or in some cases how well or poorly the site is designed.
URL: Uniform Resource Locator. A formatted text string that identifies a Web page, text file, graphic or other documents so it can be located and viewed by a Web browser, email client or other specialized software. The URL is generally thought of as the Internet address for a website.