Definition list / Glossary

Bounce rate: The percentage of web site visitors who visit your web site and leave (bounce away) without getting any deeper into your site. Each page has its own bounce rate.

Clickstream: A clickstream, or click path, is a list of all the pages viewed by a visitor, presented in the order the pages were viewed, also defined as the 'succession of mouse clicks' that each visitor makes through a website.

Clickstream analysis: The examination of clickstream data to learn about visit behavior. An interactive clickstream is a graphic representation of a clickstream which allows you to retrace visitor click paths and click on the pages that visitors themselves clicked, hence the label 'interactive'.

Current page (exit page): The page most recently visited by an online visitor, or the last page viewed (exit page), if the visitor is no longer online.

Current visit duration: The amount of time an online visitor has spent on the site (real-time) since the most recent visit began with an entry click.

Days between visits (avg): Average of the total number of days between the first & last visit, divided by the total number of visits.

Duration (of visit): time difference between first recorded event (click) and last recorded event (click).

Entry page: An entry page is located on your site. It is the first page through which a visitor enters your site, aka 'landing page'.

Exit links: An exit link is a link from your site to another domain. Exit links are links to third-party sites that leave your site. Imagine a bridge from your site to another site. External links begin on your site and lead to the other side of the bridge.

Exit page: The last page a visitor views before leaving your site.

First measurement: The first recorded visit of a unique visitor. Each visitor is given an initial timestamp in milliseconds and tracked indefinitely for recurring visits.

Landing page: The first page on which a visitor to your site lands. Any page can be a landing page.

Last event: last recorded event or click made by a visitor on a site.

Last visit duration: The amount of time spent by a visitor on a site during their most recent visit.

Number of visits per unique visitor (avg): Total number of visits divided by the number of unique visitors to visit site during the same period.

Number of visits: The total number of distinct visits made to a site for a given period. A visit starts with an entry click and ends with an exit event or a 10 minuteperiod of inactivity. Every visitor can make an unlimited number of visits.

Online status: the current status of a visitor: active/online (green puppet), inactive for 3-10 minutes (light green puppet), or offline (red puppet).

Pageview: A single web page viewed by a human through a browser is a pageview.  Technically: a file, or a combination of files, sent to a visitor as a result of that visitor's request being received by a server.

Pageviews per visit (avg) [pv/v]: The total number of pageviews divided by the number of visits for any given period of time.

Pageviews per visitor (avg): The total number of pageviews divided by the total number of unique visitors for the same period.

Referred visitors: A list of the most recent visitors who have been referred to your site through a third party. Report also shows which search engine referred each visitor.

Referrer: Third party website (i.e. search engine, link, banner) through which a visitor reaches your site. Search engines are the primary example, but other sites with links leading to your site are also referrers. Examples are forums, banners, links, directories, portals, shops, homepages, etc. See Opentracker User Forum for 'recognized search engine list'.

Referring links: Links located on, and leading from, 3rd party sites. Examples are: search engines, forums, banners, links, directories, portals, shops, homepages, etc.

Returning visitors (% of total number of visitors): A list of all visitors returning to your site after initial 24 hr. period. Note: Returning visitors are counted only once in Unique Visitors total.

s.e. = single event: visitor clicked on a single page of your site, no second click or exit event recorded.

Search engine: A third party website, through which visitors can submit queries and obtain linked results.

Search term: search word(s) used to find your site. Also called 'key words' or 'search phrases'.

Time viewing per page (avg): Total amount of time spent on the site by all visitors divided by the total number of pages being tracked. Note: single event (s.e.) visits are excluded from this statistic.

Total duration all visits: The total time in seconds, per visitor, for all visits of two or more page views.

Unique visitor: A visitor is technically defined as a unique computer's browser viewing your site. Unique visitors are tracked over long periods of time, and tracked by an aggregate of the following unique variables: IP address (reverse DNS lookup), User Agent, Cookie and/or Registration ID. Each visitor is a unique person, counted once.

Visit time (avg): Average duration of all visits; the sum of all visit times divided by the total number of visits, not including single event (s.e.) visits.

Visit: A visit begins when a visitors enters your site with an entry click and views a succession of one or more pageviews. The end of a visit is signaled by an exit click or a 10 minute period of inactivity. The next event (click) will be a new visit.

Visitor: The technical definition of a visitor is the browser of a person who accepts a cookie.

Visitors by search term: A list of the most recent visitors who used search terms to find your site, and the search engines used. All visitors here were referred by a site classified as a search engine.

Visits coming from referring links: Number of visits initiated by a referral from a 3rd party site. Examples are: search engines, forums, banners, links, directories, portals, shops, homepages, etc. See also: Referred visitors.

Visits coming from search engines: Number of visits coming through recognized search engines. 'Recognized search engine list' is located on user forum. Note: Search engine visits are included in the "Referring links" total of the Summary report. See also: Referred visitors.

Visits leaving through exit links: Number of visits (percentage of total) that ended with an exit event (click) to another domain through an exit link.

Visitors typing address / using bookmark: The percentage of visitors who bookmarked your site, or typed the address of your site directly. Visitors who come through an email are included in this category. Visitors not included are those who came through a search engine (referred) or a link, banner, etc.

Visit: A visit begins when a visitor enters your site. The end of a visit is signaled by an exit click or a 10 minute period of inactivity. The next event (click) will be a new visit.