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Difference between revisions of "Common Web Metrics"
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|Page views | |Page views | ||
|The number of pages viewed or requested during a | |The number of pages viewed or requested during a session. | ||
|It is an attempt to understand the engagement of | |It is an attempt to understand the engagement of users with the site – more page views per session would suggest more engagement. | ||
|The concept of the page is fading. All pages are not created equal (for example, a blog might list 10 articles on one page or 1 article on one page), and a page view doesn’t fully measure rich media experiences. | |The concept of the page is fading. All pages are not created equal (for example, a blog might list 10 articles on one page or 1 article on one page), and a page view doesn’t fully measure rich media experiences. | ||
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|Average session duration | |Average session duration | ||
|The average amount of time that users spend on the site during a session. Also called time on site, length of | |The average amount of time that users spend on the site during a session. Also called time on site, length of session or session duration. | ||
|It is an attempt to understand the engagement of users with the site – longer time on site would suggest more engagement. | |It is an attempt to understand the engagement of users with the site – longer time on site would suggest more engagement. | ||
|This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. This drawback is particularly problematic for sites that have the information the user is seeking on the page where the user lands (in other words, the session consists of viewing one page): there is no way to know whether the user spent 30 seconds or 30 minutes on that page. | |This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. This drawback is particularly problematic for sites that have the information the user is seeking on the page where the user lands (in other words, the session consists of viewing one page): there is no way to know whether the user spent 30 seconds or 30 minutes on that page. | ||
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|Bounce rate | |Bounce rate | ||
|The percentage of | |The percentage of sessions that are single page sessions. | ||
|For a content site, a low bounce rate (e.g., below 35%) can be an indicator that | |For a content site, a low bounce rate (e.g., below 35%) can be an indicator that users are highly engaged with the site, as it suggests that most users are accessing multiple pages. | ||
|Bounce rate is of questionable value for sites where users are likely to find what they are looking for on the entry page. For a portal site, which aims to drive traffic to other sites, a high bounce rate can actually be an indicator that the site is effectively linking users from their entry page on the portal site to an external site. | |Bounce rate is of questionable value for sites where users are likely to find what they are looking for on the entry page. For a portal site, which aims to drive traffic to other sites, a high bounce rate can actually be an indicator that the site is effectively linking users from their entry page on the portal site to an external site. | ||
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