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- Page views. The number of times a page was successfully requested.
- Visit or session. An interaction by an individual with a Web site consisting of one or more page
views within a specified period of time. - Unique visitors. The number of individual people visiting the Web site one or more times
within a period of time. Each individual is only counted once. Types of visitors can be categorized
as follows:
o New visitor. A unique visitor who visits the Web site for the first time ever in the period
of time being analyzed.
o Repeat visitor. A unique visitor with two or more visits within the time period being
analyzed.
o Return visitor. A unique visitor who is not a new visitor.Note
A repeat visitor may be either a new visitor or a return visitor, depending on the number of times he or
she has visited the site within the time period being analyzed.
These are the most basic Web metrics. They tell you how much traffic your Web site is receiving. Looking
at repeat and returning visitors can tell you about how your Web site creates loyalty. As well as growing
overall visitor numbers, a Web site needs to grow the number of visitors who come back. An exception
might be a support Web site—repeat visitors could indicate that the Web site has not been successful in
solving the visitor’s problem. Each Web site needs to be analyzed based on its purpose.
Visit Characterization
The following help characterize the visit to a particular Web site:
- Entry page. The first page of a visit.
- Landing page. The page intended to identify the beginning of the user experience resulting from
a defined marketing effort. - Exit page. The last page of a visit.