Do you speak data?
Do you want to track, follow KPIs or bounce rates in your purchasing journeys? But you don't dare to ask your data team for the precise definition of these terms? We are sharing a small data glossary with you in order to be able to exchange more freely with your digital analysts.
#1 Tracking
Action of adding tags in the code of pages/buttons/campaigns to be measured and whose performance we want to analyze via the analytics tool. Tracking is carried out by the developers who design the sites and applications on the basis of a marking plan drawn up by the digital analyst.
#2 Marking plan
Necessary step prior to tracking interfaces. It allows you to define which pages and actions will be tracked and measured and to associate them with relevant analytics variables.
#3 Hits
Access to the webanalytics tool server generated by an element implemented in the source code of the interface (= the tag). For each user action (Display of a page, click on a button, specific event such as playing a video, ordering on an e-commerce site) that we want to measure and analyze, a hit is sent to the servers of the webanalytics tool.
#4 Site-Centrics
Site-centric tools and indicators focus on analyzing sessions or visits to a specific site in contrast to the user-centric approach which seeks to understand the overall journey of the user. The term mainly refers to the data collection technique which is based on sending hits to the tool's servers and on the method of cookies as a unique visitor identifier.
#5 User-Centrics
The user-centric approach has long complemented the site-centric approach via data collection by soliciting panels of users and studying their complete browsing experience. Webanalytics tools today use this approach using the logged in visitor's ID as a way to reconsolidate the data.
#6 KPI (Key Performance Indicator)
Key indicator of the effectiveness of a digital device (Site, Application, Campaign). They make it possible to define relevant analytical dashboards and are monitored daily in order to measure the success of UX optimizations in particular. They are defined before writing the branding plan and can correspond to a metric directly available in the tools (visits, unique visitors) or to recalculated metrics (conversion rate for example).
#7 Pageviews
Webanalytics metric corresponding to the number of page views including a tag. It tracks the volume of content viewed by visitors to the site.
#8 Visit/Session
Period during which a visitor browses the site/application. After 30 minutes of inactivity (period of time used by default), a new session is counted if the visitor performs a new action on the site.
#9 Unique visitor
Refers to the same visitor who has made one or more visits to the same site during a given period. Please note that a unique visitor is identified in site-centric tools via the cookie. However, users can change terminals or erase their cookies, which means taking this figure with caution.
#10 Entry/exit page
Page through which the visitor entered or exited the site/application. Landing pages are often analyzed in performance tracking of marketing campaigns.
#11 Bounce Rate
% of visits with a single page view on all visits to the site.
#12 Conversion
Refers to the fact that the visitor performs a key action and is part of the indicators of success (Ex: The purchase on an e-commerce site, the completion of a registration form for a newsletter for a blog, etc.). The conversion rate, which is the ratio between the number of visits with conversion over all visits, is one of the key indicators in webanalytics.
We hope this lexicon will help you communicate better between teams during your projects.
UX-REPUBLIC @UXRepublic
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