A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
ACC
Average cost per click. The cost of a marketing campaign divided by the number of clicks generated. This metric is used to measure the effectiveness of your marketing campaigns. The campaign cost is taken from your campaign settings or is provided by search engines.
action
Actions performed by your visitors. If your actions are set to unique, then the Action metric shows the number of unique actions (e.g., if a visitor makes three purchases during a visit, only one unique action is counted). Otherwise, the action metric shows the total number of (non-unique) actions (e.g., if an action occurs more than once during a visit, it will be counted every time it occurs).
action participation
Actions completed on any of the pages viewed during a visit. Whenever an action is completed on a target page, the action is counted for all pages viewed during the visit that contained the target page. Similarly, in case of document groups, action participation shows the number of actions completed on any of the pages of a document group. Whenever an action is completed on a target page, it is counted in all the document groups that contain the target page.
add to cart
Number of times your visitors chose to add an item to their shopping cart.
area code
The 3-digit telephone prefix codes of your visitors coming from the U.S. and Canada.
assist
A metric used to measure which campaigns (of any type) most often indirectly contribute to the conversions you value in order to better evaluate marketing opportunities. The metric is calculated based on the number of times a campaign drives a visitor to your website prior to the source credited with a conversion. Assists can be aggregated at higher level categories or viewed for each individual campaign being tracked. All assists occurring within 45 days of the conversion event will be recorded. Note also that a single marketing activity can assist multiple conversions. Please also note that individual keywords or other organic traffic sources are not tracked as assists.
average order value
Average value of a purchasing order for sale actions. Calculated by dividing the revenue amount (revenue) by the number of sale actions (action). If your sale actions are set to unique, then this metric is calculated by dividing the revenue amount by the number of unique sale actions. Otherwise, this metric is calculated by dividing the revenue amount (revenue) by the number of total (non-unique) sale actions.
average order value (unique action)
Average value of a purchasing order for unique sale actions. Calculated by dividing the revenue amount (revenue) by the number of unique sale actions (unique actions).
average product order value
Average order value of the products purchased. Calculated by dividing the total product revenue (product revenue) by the number of carts completed (cart complete).
average time on page
Average time your visitors spent on your web pages. Calculated by dividing the total time your visitors spent on your website by the number of page views.
average time per visit
Average duration of a visit. Calculated by dividing the total time your visitors spent on your website by the number of visits.
B
bookmark
A custom report that is saved for future use.
bounce
If a visitor comes to your homepage (or any page of your site) and leaves again without clicking through to any other pages, then this is a "bounce".
bounce %
The bounce% metric is the bounce metric expressed as a percentage. For example, bounce% metric for page A = the bounce metric (count) for page A divided by the total number of bounces for all pages.
bounce rate
Rate of visits that did not proceed further into the website after entering it. Calculated by dividing the number of bounces by the number of visits.
browse rate
Average number of pages viewed by your visitors. Calculated by dividing the number of page views by the number of visits.
browser
Type of browser your visitors use.
browser version
The browser versions that your visitors use.
browsing hour
The local time when your visitors visit your website.
C
caching (web caching)
A method used by web browsers and web proxy servers to store previous responses from web servers, such as web pages.
campaign
Your online marketing campaigns. Currently, you can schedule the following types of campaigns: paid search, banner campaigns, email campaigns, affiliate programs, and other.
campaign clicks
Total number of clicks performed by your campaign visitors.
cart complete
Number of completed carts for a product. Cart Complete is counted as a unique action, i.e., only one completed cart is counted per visit, although more product carts might have been completed during the visit.
city
The cities your visitors access your website from.
conversion
An action defined by you and taken by a visitor on your website (e.g., completing a sale, visiting a specific page, submitting a form, downloading a file, subscribing to a newsletter, etc.).
conversion (campaign conversion)
Conversion rate of the campaign-generated actions. Calculated by dividing the number of actions by the number of campaign clicks. If your actions are set to unique, then this metric is calculated by dividing the number of unique actions by the number of clicks. Otherwise, this metric is calculated by dividing the number of total (non-unique) actions by the number of clicks.
cost (campaign cost)
Amount spent on the advertising campaign during the selected period. The campaign cost is taken from your campaign settings or is provided by search engines.
click
a measurable event that can be the result of a user clicking a mouse, using a touch screen, or performing some other deliberate, user-initiated action. In Yahoo! Web Analytics, this is generally used in connection with campaigns to determine how often a particular campaign ad brought a visitor to a site. Compare to page view, visit, and unique visitor
color coding
Color coding is a feature, available in the reporting interface, that lets you set automatic color-coding for displayed metric values. The color-coding is set up based on specified thresholds.
color palettes
The different color palettes active on your visitors' computers.
conversion rate
Percentage of visits that resulted in an action out of the total number of visits. Calculated by dividing the number of unique actions by the number of visits. This shows the effectiveness of your calls-to-action.
connection type
Type of connection your visitors use to access your website.
cookie (first party)
A cookie that is created by the website you are currently visiting.
cookie (http cookie)
A small text file sent to your browser by a web server. It’s used for authentication, session tracking, and maintaining user-specific information about users, e.g., site preferences, shopping cart contents, etc.
cookie support
Whether cookies are enabled on your visitors' browsers or not.
cost consolidation
Cost consolidation refers to a capability, which you can enable or disable for your campaigns, that automatically consolidates the paid search results obtained by our tracking system with click and cost data provided by the paid search engines. This way, your campaign data should more closely reflect what your paid search vendors report.Your current day’s data is that data collected by our tracking system (since most search engines are unable to provide same day reporting). Once every 24 hours, we consolidate this data with the cost and click data reported by the paid search engines. (Please note the search engines may occasionally need up to 18 hours to provide that data.) All this happens automatically, but you can choose which data to display. If you enable cost consolidation, metrics such as CPA (cost per action), ROAS (return on ad spend), and conversion rates will be calculated based on consolidated data. When this feature is not enabled, you’re looking at the data our tracking system collected.
CPA
Cost per action. The cost of your advertising campaigns divided by the number of actions. This metric shows the effectiveness of your marketing campaigns. The campaign cost is taken from your campaign settings or is provided by search engines.
cross sell analysis
A cross sell analysis report is available, which shows products sold together within a shopping cart (or within different shopping carts during the same visit).
CTR
Click through rate. Average number of clicks generated by the views of your online ad (impressions). Calculated by dividing the total number of clicks to the number of impressions, expressed as a percentage. This metric shows the effectiveness of your online ads.
currency (project default)
For each project, a default currency must be selected. That currency is used in generating all reports for that project. See Available Currencies for a list of valid currencies.
custom field
A variable which may be inflated with user defined data, such as age, sex, hotel name, error message etc.
custom report wizard
A Yahoo! Web Analytics wizard that helps you create your own reports by dragging and dropping group items and metrics.
D
dashboard
A condensed report that is designed to provide you with a snapshot of your web site’s performance. Dashboards provide crisp, visual representations of key performance indicators (KPIs).
date
In the context of the reports, this refers to the date when your a visitor accessed your website.
document group
You can arbitrarily mark different pages within your site by tagging them with the setDocumentGroup method and defining a specific value for each group.The You can then generated reports using the document groups you have created for your website.
document name
The title of a web page (used for reporting purposes).
domain
Domains you are tracking.
downloaded file name
The file names of the downloadable files on your website.
downloaded file URL
The URLs of the downloadable files on your website.
download
File downloaded from your web site during the selected period.
E
engager
See also shopper, below. Indicates the level of engagement a visitor has with your site. Engagers are generally more impressionable than shoppers, while shoppers are usually closer to purchase.
entries
Number of entries / (visits).
entry document group
The document groups from where the visits to your website started.
entry domain
Domains of your website where your visitors started their visits.
entry page title
Page title where the visits to your website started.
entry page URL
Page URL where the visits to your website started.
exit link
The URLs of the websites that your visitors went to after they left your website.
exit link domain
Domains that your visitors went to after they left your website.
exit page URL
URL of the last page for visits to your website.
exit rate
Percentage of page views that resulted into an exit from the specified web page. Calculated by dividing the number of Exits by the number of Page Views.
exit
Visit that ended on a specified page.
F
filter
A means of breaking down information in data tables within the Yahoo! Web Analytics reporting user interface. Users may apply one or more filters to filter out rows of data in a report table.
first time
First time visits. The first time a visitor comes to your website, a one-year, first-party, persistent cookie is set in the visitor’s browser, which identifies them as a first time visitor.
Flash subversion
The subversions of Flash that your visitors use.
Flash support
Whether or not a visitor’s browser enables Flash.
Flash version
The version of Flash that a visitor uses.
frame
The browser display area can be divided into two or more sections (frames). Each frame can display a different HTML document.
G
group
A reporting dimension that is typically displayed on the left in a tabular report. For instance, search phrases is a group.
H
hexing, hexed, hex
A form of encoding data from a binary to a string representation where each byte is represented by a hexadecimal value in characters. For example: {0,10,20,15,30,40,50} hexed is "000A140F1E2832".
I
impressions
Number of times your online ad was viewed.
internal campaign
Internal campaigns are campaigns designed to elicit a response from your web site visitors. You can identify internal campaigns and use them to test the effectiveness of your banners and calls to action (e.g., subscription, promotional sale, request to rate your content, etc.). Internal campaigns do not conflict with regular (external) campaigns.
internal conversion rate
A metric is defined for particular actions, and is calculated by dividing the number of visits that included a particular action by the total number of visits. An alternative way of defining this metric is action participation divided by the number of visits.
J
JavaScript status
Whether JavaScript is enabled on your visitors' browsers or not.
JavaScript version
The versions of JavaScript that your visitors use.
Java support
Whether your visitors’ browsers support the Java environment or not.
K
KPI (key performance indicator)
A KPI is a key performance indicator. It is a measurement that reflects the success elements of your business and varies depending on the organization. For example, an important key performance indicator for an online shop might be the number of sales. A KPI for an online help desk might be the number of customers assisted per month.
L
landing page
The web page (on your tracked site) that visitors arrive at after they click the link provided by a marketing campaign.
languages
The languages used by your visitors, based on the language set up in their operating system.
M
member ID
The member ID of your registered visitors.
metric
A metric is any of the numbers, percentages, and ratios available in the reporting interface. Metrics indicate the performance of the reporting groups (i.e., reporting dimensions). A metric can be a number, a percentage, or a ratio. Note that not all metrics are compatible with all groups. Due to the manner in which analytics data is collected and cross-referenced across our system, in some cases data pertaining to one aspect of your tracked property may not be combined with all the metrics dedicated to a different analytics section (e.g., merchandising products groups might not be compatible with all campaign metrics).
month of year
The selected month of the year.
multi-site rollup
A report that lets you track several projects in your account, allowing you to view, via the dashboards, some basic metrics across all those projects. The basic metrics include visits, page views, monthly unique visitors, number of sales, revenue average order value, and average time per visit.
N
O
operating system
The operating systems used by your visitors.
operating system versions
The versions of the operating systems your visitors use.
order ID
The order ID of your visitors' purchases. If you have a shopping website, tracking the Order ID is mandatory, as this greatly improves the accuracy of monitoring your online sales by ensuring there are no duplicate orders captured during a visit.
P
page title
The titles of your web pages as you have defined them. Yahoo! Web Analytics enables you to assign each web page a unique name for the purposes of reporting. If you do not define a page name, Yahoo! Web Analytics will use that page’s HTML title tag in the reports.
page URL
The URLs of your web pages.
page view
An instance of a visitor loading a particular web page from your site. For example, if someone visits your homepage, we count a page view for that page. Compare to click, visit, and unique visitor.
page views %
Percentage of page views.
page views per unique visitor
Average number of pages viewed by a daily unique visitor. Calculated by dividing the number of page views by the number of daily unique visitors.
Page page views per visit
Average number of pages viewed during a visit. Calculated by dividing the number of Page Views by the number of Visits.
pay per click (also ‘cost per click’)
An advertising model in which the advertiser pays a certain amount to the publisher each time the advertiser's ad is clicked from the publisher's site.
product revenue
Total value of the product revenue.
product units
Number of product units purchased by your visitors.
product views
Number of times your products were viewed.
project
Yahoo! Web Analytics uses the term “project” to denote a tracked web property (i.e., a web site). A project is defined by the unique tracking code that you embed in your web pages. The reporting interface groups all pages tracked with that code into one set of statistical reports. You may also track pages from multiple domains within the same project, or even divide one website into multiple projects.
Q
query string
The part of a URL that is displayed after the question mark. It is composed of a series of field-value pairs and contains data to be passed to web applications.
R
redirect
URL redirection. A method for making a web page available under another URL.
referring domain
Domains that refer visitors to your website.
referring URL
The URLs of the domains that referred visitors to your website. Also called "referrer."
region / state code
Your visitors' local regions.
report cache
The report cache lets you store the most recently accessed reports and KPIs and serves them from the cache to all account users. This caching results in considerably faster report loading times. Report caching can be configured at the project level.
returning (returning visits, returning campaign visits)
Number of returning visits to your website from visitors who first visited the site though a campaign and then returned, regardless of whether the return visit was campaign or non-campaign generated. Any returning visits will be counted for the campaign that generated the visitor’s first visit.
revenue
Total amount of revenue.
revenue participation
Amount of revenue generated on any of the pages viewed during a visit. Whenever revenue is generated on a target page, the revenue is assigned to all pages viewed during the visit that contained the target page. Similarly, in case of document groups, revenue participation shows the amount of revenue generated on any of the pages of a document group. Whenever revenue is generated on a target page, it is assigned to all the document groups that contain the target page.
ROAS
Return on ad spend. This shows the revenue generated by a marketing campaign divided by the cost of that campaign. Calculated by dividing the revenue by the cost of advertising, and is expressed as a percentage. The cost of advertising is taken from your campaign settings or is provided by search engines.
S
scenario
a sequence of steps that you wish visitors to follow in order to reach a certain goal, e.g., sale, subscription, registration, etc.
screen resolutions
The most common screen resolutions used by your visitors.
search engines
The search engines via which your visitors reached your website.
search listing
In YWA, search listing refers to paid search listings (ads) that ad advertiser sets up in online advertising applications. When an advertiser sets up these listings in applications, each listing typically gets associated with a keyword that might get used by search engines to match user searches to those listings (ads). For example, a user may search for latest music dvds, and the advertiser used the keyword music dvd when setting up an ad. In this case, the search phrase is latest music dvds, and the search listing (or search listing keyword) is music dvd.
search phrases
A keyword or phrase that a visitor used to reach your website. It's the actual term entered into a search engine.
segment
A set of metric and dimension criteria that allow a user to capture a set of users that meet/qualify the criteria. Segments can be based on criteria such as referrer, domain, demographics etc. Saved segments can be used to generate standard and custom reports.
server hour
The GMT time when your visitors access your website.
session
One continuous visit to a website. When a visitor first loads a web page, a unique visit ID is created to track that visitor’s activity. The visit ends after 30 minutes of inactivity.
shopper
See also engager above. Indicates the level of engagement a vistor has with your site. Engagers are generally more impressionable than Shoppers, while Shoppers are usually closer to purchase.
SKU
The SKU (Stock Keeping Unit) for your products. Yahoo! Web Analytics tracks products by their SKU information. The SKU is a number associated with a product for inventory purposes, therefore each product must have a SKU, and each SKU must be unique. If your products do not normally have a SKU, an International Standard Book Number (ISBN), or a part number, you can invent your own arbitrary numbering system. It is essential to provide Yahoo! Web Analytics with a unique number for referencing each product from your shopping cart.
T
time zone
Your visitors’ time zones, based on the time zone set in their operating system.
top group
A reporting dimension, available in the custom report wizard, that lets you add a top category on the right of a typical report display. Use top groups to view and compare multiple reporting dimensions at the same time.
time spent on site
Amount of time visitors spend on your website.
traffic attribution
Traffic attribution is Yahoo! Web Analytics' means of allowing you to link visitor traffic to the appropriate campaign, based on your requirements and campaign goals.
traffic sources
The different referrers that send traffic to your website.
U
unique actions
Number of unique action occurrences. Unique actions are counted only once per visit (e.g., if a visitor makes three purchases during their visit, these will be registered as one unique sale action).
unique action participation
Number of unique actions completed on any of the pages viewed during a visit. Whenever a unique action is completed on a target page, the action is counted for all pages viewed during the visit that contained the target page. If more than one action was completed during a visit, only the first action will be recorded under unique action participation. Similarly, in case of document groups, action participation shows the number of unique actions completed on any of the pages of a document group. Whenever an action is completed on a target page, it is counted in all the document groups that contain the target page. If more than one action was completed during a visit, only the first action will be recorded under unique action participation.
unique campaign clicks (uniques)
Number of first campaign clicks during a visit. It is possible to have multiple clicks during one visit, but only the first click is the unique click. This metric is visit-specific, so if the same visitor has a second visit, the first click during the visit will count as a unique click.
unique visitor
A unique visitor refers to each individual visitor over the course of the time period you define in your report. For example, if Person A comes to your site 5 times today and Person B visits 3 times, when you run your report for the day, you will see 8 visits and 2 unique visitors. Likewise, if a person visits your site once in the morning and once in the evening and you run a report for that day, you will see one unique visitor and two visits, assuming that the visitor has not deleted his/her cookies. Compare to click, visit, and page view.
V
visit
A visit denotes one continuous visit to a web site. When a visitor first loads a page from your web site, a unique visit ID is created to track that visitor’s activity. The visit ends when a visitor leaves the site, or after 30 minutes of inactivity. Compare to click, page view, and unique visitor.
visit path
The visited pages of your site in the order in which the visitor saw them.
visit length
A visit begins when a visitor loads the first page they view on your site and ends when they leave the site. However, since it is difficult to tell how the visitor decides to finish their visit to your website, whether they navigate to a different site or they simply leave your page open but decide to stop looking at it, the Visit Length is calculated by taking into consideration the time stamp of the last viewed page and the time stamp of the first opened page. Visit length = time stamp of the last requested page - (minus) the time stamp of the first requested page.
visiting areas
The areas of the world from which your visitors access your website.
visiting countries
The countries from which your visitors access your website.
visiting organizations
The host domains from which your visitors access your website.
W
X
Y
Z
Zip code
Your visitors’ zip codes and postal codes.