1. Web Metrics Terminology & Measurement

2. Visit A visit is a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period). The number of visits is roughly equivalent to the number of different people that visit a site.

3. Unique visitor A unique visitor is someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Thus, a visitor that returns within the same day is not counted twice.

4. Unique visitor A unique visitors count tells you how many different people there are in your audience during the time period, but not how much they used the site during the period.

5. View A view is either an ad view or a page view. Usually an ad view is what's meant. There can be multiple ad views per page views.

6. Click rate The click rate is the percentage of ad views that resulted in clickthroughs.

7. Clickthrough A clickthrough is what is counted by the sponsoring site as a result of an ad click.

8. Pay-per-view This is the prevalent type of ad buying arrangement at larger Web sites.

9. Pay-per-click The advertiser pays a certain amount for each clickthrough to the advertiser's Web site. The amount paid per clickthrough is arranged at the time of the insertion order and varies considerably.

10. Impression An impression is "The count of a delivered basic advertising unit from an ad distribution point." Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).

11. What are cookies? A "cookie" is a small piece of information sent by a web server to store on a web browser so it can later be read back from that browser. This is useful for having the browser remember some specific information.

12. What are cookies used for? Used to store information about the user EX. Browser stores your passwords and user ID’s EX. Preferences of start pages, Microsoft/Netscape

13. What are cookies used for? Online Ordering Systems. An online ordering system could be developed using cookies that would remember what a person wants to buy. If a person spends 30 minutes ordering CDs at your site and suddenly has to get off the net they could quit the browser, return and still have those items in their shopping basket.

14. What are cookies used for? Site Personalization. This is one of the most beneficial uses. EX. A person comes to the MSNBC site but doesn't want to see any sports news. They allow you to select this as an option. From then on (until the cookie expires) you wouldn't see sports news.

15. What are cookies used for? Website Tracking. Cookie can be used to track where you travel over a particular site. Using cookies just makes the tracking data a little more consistent. Site tracking can show you "Dead End Paths”. It can also give you more accurate counts of how many people have been to pages on your site. You could differentiate 50 unique people seeing your site from one person hitting the reload button 50 times.

17. What are cookies used for? Targeted Marketing. One of the main uses of cookies. Used to build up a profile of where you go -- what you click on. This information is then used to target ads at you, which they think are of interest. Companies also use cookies to store which ads have been displayed so the same ads do not get displayed twice.( Doubleclick)

18. How do Cookies Work? A command line in the HTML of a document tell the browser to set a cookie of a certain name or value. EX. Set-Cookie: NAME=VALUE; expires=DATE; path=PATH; domain=DOMAIN_NAME; secure Cookies are usually run from CGI scripts, but they can also be set or read by Javascript.