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21.2: Key terms and concepts

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    Table 21.2.1
    Term Definition
    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.

    This page titled 21.2: Key terms and concepts is shared under a CC BY-NC-SA 3.0 license and was authored, remixed, and/or curated by Rob Stokes via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.