Part 3: Basic indicators and working principles of website analysis
1. The six most common indicator scenarios
1.1 Counting indicators and composite indicators
- Counting indicators are the most basic and simplest type of indicators, eg: pv, uv
- Composite indicators are a type of indicators built on counting indicators, such as bounce rate, exit rate, visit depth, etc.
1.2 Monetary indicators and non-monetary indicators
- Monetary indicators refer to indicators that measure visitor behavior or website performance in monetary terms, such as cost per click, cost per exposure, and value per visit.
- Indicators other than monetary indicators are all non-monetary indicators, such as: click-through rate, unique exposure, click-through rate, etc.
1.3 Positive and negative indicators
- Positive indicators are a classification at the business level of the website. They are usually behaviors or events that promote the website and users to achieve their goals. The higher the value of the positive indicator, the more successful the website operation is. eg: Number of registered users, number of key event completions, conversion rate, etc.
- Negative indicators are actions that the website operator does not want to happen to the website or visitors, or that hinders the website or visitors' ultimate goals. eg: website downtime, bounce rate, exit rate, search failure rate, user churn rate, etc.
1.4 Advertising indicators and website indicators
- Advertising indicators are indicators used to measure advertising effectiveness, such as: ad exposure, clicks, click-through rate, click-through rate, etc.
- Website metrics refer to indicators used to measure visitor behavior on the website, as well as website performance and product conversion efficiency. eg: number of visits, page views, number of key event completions, conversion rate, etc.
1.5 User behavior indicators and website performance indicators
- User behavior indicators are indicators specifically designed to measure user behavior and habits. eg: visit frequency, stay time, number of visits before purchase.
- Website performance indicators refer to indicators specifically used to measure website and product performance. eg: page opening speed, website downtime times, site search success rate, etc.
1.6 Driving indicators and performance indicators
- Driver indicators are the causes in indicators that measure what needs to be done to accomplish an important goal. eg: number of new visitors, frequency of return visits, number of key content views.
- Performance indicators are the results of indicators used to measure the ultimate goal of the website. eg: revenue growth rate, return on investment, etc.
2. Indicators and calculation methods
2.1 Basic counting indicators on the advertising side
(1) Exposure
Exposure refers to the number of times a creative is successfully loaded. Each time a creative is successfully loaded, it is recorded as an ad exposure. Repeated refreshes by the user will also be recorded.
(2) Click
Clicks refer to the total number of times an ad is clicked. Each time an ad is clicked, it is recorded as an ad click. Repeated clicks by the user will also be recorded.
2.2 Advertising-side expansion indicators
- Compliance indicators expanded based on exposure include: exposure compliance rate, unique exposure, exposure frequency, and media overlap.
- Indicators expanded based on clicks include: click target rate, unique clicks, exposure click rate, and click attainment rate.
(1) Exposure compliance rate
The exposure compliance rate is used to measure whether the advertisement is online normally and the user coverage ability of the media.
Exposure compliance rate = actual advertising exposure / estimated advertising exposure * 100%
(2) Unique exposure amount and exposure frequency
Unique impressions refer to the number of exposures to unique visitors to an ad. Most media and ad placement tools can set the frequency of exposure of ads to users.
Unique impressions = number of unique users reached by ad impressions
Exposure frequency = total ad impressions/number of unique users
(3) Click compliance rate
The click-through rate is used to measure the degree of media clicks.
Click target rate = actual number of clicks/estimated number of clicks*100%
(4) Unique click volume and click frequency
Unique clicks are ad clicks calculated from the latitude of unique visitors.
Unique clicks = number of unique visitors who clicked on your ad
Click frequency = total number of clicks/number of unique clicks
(5) Exposure click-through rate
Exposure click-through rate is usually used to measure whether the content and creativity of an advertisement attract users, and how well the advertising content matches the media user group.
Exposure click rate = total clicks / total exposure * 100%
2.3 Basic counting indicators on the website
(1) Page views (PV)
PageViews is the total number of times the page has been loaded. As long as the browser is online and the page is successfully loaded, the JS in the page code will be executed and a pageview record will be returned.
(2) Number of visits
The number of visits, also called sessions, represents the interaction cycle between the website and the browser. Close the browser or stay idle for 30 minutes, and a visit is over. Inactivity for more than 30 minutes during a visit, visits spanning multiple days, and source updates during the visit will all be recorded as the beginning of a petition.
(3) Visitors
Visitors are used to record the number of people who visit the website. The visitor's identity is identified by the cookie ID set in the visitor's browser. This indicator can also be understood as the number of unique cookies.
2.4 Website expansion indicators
Extended metrics for pageviews: time on page, exit rate
Extended metrics for visits: bounce rate, conversion rate, and visit duration.
Extended metrics for visitors: unique visitors, frequency of visits, and new and returning visitors.
(1) Visitors and unique visitors
Visitors are an uncensored metric, while unique visitors are logged visitors.
(2) Access duration and access depth
Visit duration refers to the time a visitor spends visiting the website, calculated from the timestamp of the page, and is a summary of the time spent on each page. Visit depth refers to the average number of pages viewed by visitors after arriving on the website every day.
(3) Bounce rate and exit rate
- A bounce is a visitor's single-page visit, that is, the visitor only browses one page in a visit and then leaves the website. This metric is usually based on visits.
- Exits are the number of times a visitor leaves a website, and this metric is usually based on pageviews.
- Bounce rate refers to the proportion of visits with bounces among all visits, and is used to measure the quality of each visit.
- Exit rate refers to the proportion of the number of exits on a page to the total page views, and is used to measure page quality.
(4) Pageviews and unique pageviews
Pageviews are the base counting metric. Unique pageviews can be understood as page-level visits, or pageviews ranked by visits.