Web Analytics Standards by the WAA


Web Analytics Association Premiere Corporate LogoThis quick note to let you know that the Standards Committee of the Web Analytics Association (WAA) has released 26 new definitions of Web Analytics standards.

The new definitions:

Building Block Terms:
Page, Page Views, Visits, Unique Visitors, New Visitor, Repeat Visitor, Repeat Visitor & Returning Visitor

Visit Characterization:
Entry Page, Landing Page, Exit Page, Visit Duration, Referrer, Internal Referrer, External Referrer, Search Referrer, Visit Referrer, Original Referrer, Click-through, Click-through Rate/Ratio, Page Views per Visit

Content Characterization:
Page Exit Ratio, Single-Page Visits, Single Page View Visits (Bounces), Bounce Rate

Conversion Metrics:
Event, Conversion

You may download the document with the definitions here. According to Avinash, member of the Committee, the comments for each of the definitions are really interesting and worth reading 😉

2 Responses to “Web Analytics Standards by the WAA”

  1. engtech Says:

    Thanks for sharing this, I find I sometimes get confused with co-workers when talking in different terminology.

  2. René Dechamps Otamendi Says:

    Hi Engtech,

    You’re welcome, but you should thank the Web Analytics Association and the volonteers of the Standards Committee that have produced this document. If you want to help the organization in this kind of initiatives, I strongly invite you to become a member of the WAA 😉
    Kind Regards,


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