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\n[standards@webanalyticsassociation.org](standards@webanalyticsassociation.org)  \n1-800-349-1070  \nLicensed under a Creative Commons Attribution-Noncommercial-No Derivative  \nWorks 3.0 US License  \nPage 1  \nTable of Contents  \nPreface............................................................................................................................................................3  \nFeedback ........................................................................................................................................................ 4  \nIntroduction ....................................................................................................................................................5  \nAssumptions and Qualifications.................................................................................................................... 7  \nBuilding Block Terms.................................................................................................................................... 8  \nPage .................................................................................................................................................. 9  \nPage View........................................................................................................................................ 10  \nVisits (Sessions).............................................................................................................................. 11  \nUnique Visitors............................................................................................................................... 12  \nEvent .............................................................................................................................................. 13  \nVisit Characterization Terms........................................................................................................................ 14  \nEntry Page...................................................................................................................................... 15  \nLanding Page.................................................................................................................................. 16  \nExit Page ......................................................................................................................................... 17  \nVisit Duration................................................................................................................................. 17  \nReferrer........................................................................................................................................... 18  \nPage Referrer.................................................................................................................................. 19  \nSession Referrer.............................................................................................................................. 19  \nClick-through..................................................................................................................................20  \nClick-through Rate/Ratio................................................................................................................20  \nVisitor Characterization ...............................................................................................................................21  \nNew Visitor .....................................................................................................................................22  \nReturn(ing) Visitor..........................................................................................................................23  \nRepeat Visitor................................................................................................................................. 24  \nVi","cbCaivDpFMZs1LU2","https://ap.wps.com/l/cbCaivDpFMZs1LU2","pdf",299986,32,"English","# Preface\n# Feedback\n# Introduction\n## Assumptions and Qualifications\n## Building Block Terms\n## Page\n## Page View\n## Visits (Sessions)\n## Unique Visitors\n## Event\n## Visit Characterization Terms\n## Entry Page\n## Landing Page\n## Exit Page\n## Visit Duration\n## Referrer\n## Page Referrer\n## Session Referrer\n## Click-through\n## Click-through Rate/Ratio\n## Visitor Characterization\n## New Visitor\n## Return(ing) Visitor\n## Repeat Visitor\n## Visitor Referrer (Original Referrer or Initial Referrer)\n## Visits per Visitor\n## Recency\n## Frequency\n## Engagement Terms\n## Page Exit Ratio\n## Single Page Visits (Bounces)\n## Bounce Rate\n## Page Views per Visit\n## Conversion Terms\n## Conversion\n## Conversion Rate\n## Miscellaneous Terms\n## Hit","[{\"question\":\"What does the document standardize in web analytics?\",\"answer\":\"It standardizes definitions and terminology for interpreting web activity, including building blocks, visit characterization, engagement terms, and conversion metrics.\"},{\"question\":\"Which metrics are covered under visit and page measurement?\",\"answer\":\"It covers pages and page views, visits (sessions), unique visitors, entry/landing and exit pages, visit duration, and referrer concepts.\"},{\"question\":\"How are engagement and conversion concepts defined?\",\"answer\":\"Engagement terms include measures like page exit ratio, single page visits (bounces), bounce rate, and page views per visit; conversion terms include conversion and conversion rate.\"}]","Web Analytics Definitions - Web Analytics Association | PDF"]