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Web Analytics and Marketing GlossaryLearning to speak the language of web analytics is half the battle. Understand the components of website analytics to design better strategies to meet your digital marketing goals.

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Average Time SpentIt can be defined as the amount of time user spent on your web ecosystem across all visits.

Bounce Rate Percentage of visits that go only one page before leaving the website.

CTACall to action.

Click-through Rate Number of times a click is made on a link(or button) by the total impression.

Conversion Rate Percentage of visits that result in a conversion to a goal.

Entry PageFirst viewed page on the site.

Exit PageLast viewed page on the site.

KPIKey performance indicator defined by user that is important in determining the success of an initiative.

New Vs Return Visitors The ratio of new to returning visitors. This is an important metrics to measure quality of the page content and user loyalty.

Page Load Time Average time to load the entire webpage.

Page ViewsUsed to convey relative popularity of pages within your site. Number of pages successfully loaded from your site for visitors. This excludes error pages and views by search engine robots/spiders.

Pageviews/Visit This is an excellent indicator of how compelling and accessible your content is.

Referral Siteused to determine the source of your web traffic and is defined as the site URL or title where your visitors came from.

SessionAn instance of 1 visitor browsing a site.

Social Referral This helps to analyze and understand that which social network is referring the highest quality traffic to your school’s website.

Transactions The total number of transaction occurred (for e-commerce enabled websites)

VisitsMeasures the number of people who come to your site. Generally measured within a 30 minute time span from the first visit, so if a visitor visits your site, goes away and comes back 35 minutes later and clicks around, his activity would be considered 2 visits.

User Timings The average time it takes for the timed code to execute.

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About PercussionPercussion Software’s award-winning web content management system is used by financial services institutions, higher education, government agencies, and businesses. Marketers use Percussion CMS to create, publish, and share content that drives web traffic, engages visitors, and looks great on any device. Percussion customers love our unique coaching program, drag-and-drop editing, built-in blogs, responsive mobile templates, SEO tools, and fast migration with LiveFirst. Leading customers include Sunoco, the Commonwealth of Massachusetts, Cornell University, and the U.S. Department of Health & Human Services.