21.2: Key terms and concepts
- Page ID
- 43163
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A/B test | Also known as a split test, it involves testing two versions of the same page or site to see which performs better. |
Click path | The journey a user takes through a website. |
Conversion | Completing an action that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product. |
Conversion funnel | A defined path that visitors should take to reach the final objective. |
Cookie | A small text file that is used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested. |
Count | Raw figures captured for data analysis. |
Event | A step a visitor takes in the conversion process. |
Goal | The defined action that visitors should perform on a website, or the purpose of the website. |
Heatmap | A data visualisation tool that shows levels of activity on a web page in different colours. |
JavaScript | A popular scripting language. Also used in web analytics for page tagging. |
Key performance indicator (KPI) | A metric that shows whether an objective is being achieved. |
Log file | A text file created on the server each time a click takes place, capturing all activity on the website. |
Metric | A defined unit of measurement. |
Multivariate test | Testing combinations of versions of the website to see which combination performs better. |
Objective | A desired outcome of a digital marketing campaign. |
Page tag | A piece of JavaScript code embedded on a web page and executed by the browser. |
Ratio | An interpretation of data captured, usually one metric divided by another. |
Referrer | The URL that originally generated the request for the current page. |
Segmentation | Filtering visitors into distinct groups based on characteristics to analyse visits. |
Target | A specific numeric benchmark. |
Visitor | An individual visiting a website that is not a search engine spider or a script. |