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Interania

Web analytics

Web analytics is the collection and analysis of web data to understand trends in user behavior and optimize web usage. The most commonly tracked metrics for web sites includes the following:

  • Web site traffic—total number of visits to the site
  • Traffic sources—where the traffic is coming from: organic search, referral, direct, and social
  • Bounce rate—the number of visitors who leave the web site immediately, usually expressed as a percentage (%)
  • Top pages—the web pages that receive the most traffic
  • Conversion rate—how often a visitor performs a desired action, such as making a purchase, usually expressed as a percentage (%)
  • Conversion by traffic source—analysis of the conversion rate for a specific traffic source, calculated using the same four traffic source categories: organic search, referral, direct, and social
  • Customer lifetime value—factors a customer's current purchases with projected purchases, based on past results

Related terms

  • Actor
  • Actor journey
  • Behavior
  • Per-actor metric
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