What do those Web Analytic terms mean?


Wouldn’t it be great if we all meant the same thing when we used a web analytics term?

At the Web Analytics Association, we have a committee called Standards (and I am honored to work with them.) The job of the Standards committee is to do just that – figure out what the words all mean, you might say.

A couple of weeks ago, the Standards Committee released a draft document of twenty-nine terms. It is a revision of a document done about a year ago. One of the current highlights is an Ask Your Vendor focus — we’re really looking for individuals to ask their vendors how well each vendor’s terms match the WAA’s standard terms.

The document, as pointed out above, is in draft format, and will be for a little while, as we collect comments. So I hope you will read it and make comments (the best place to comment is on this blog post at the WAA blog.) Those of you who are going to the eMetrics Summit in DC will get a hard copy in your conference bags. And bloggers — you would do the industry a service by reblogging or publicizing in any way you can. Thanks much.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • Great work you’ve done pulling out the Standards draft. It ads up to the first version and will surely be of help when explaining clients certain terms.

    I suggest adding a focus section like “Also Known As”. For example for the Page metric it would state AKA “Top content” by Google Analytics. (are they ever going to change this label?)

    Thanks again for the document and really waiting for the final release.

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