A large majority of people are talking about page views and uniques these days, but every so often, I still hear someone talk about hits. I'll have to admit though, that even the experts don't necessarily agree on terminology. Which is why a new document defining 26 new web analytics definitions from the Web Analytics Association is so important.
In it, the WAA standards committee list some Building Block Terms, such as page views and unique visitors; Visit Characterizations such as click-throughs; Content Characterizations such as page exit ratios, and Conversion Metrics such as events.
The document is a great start, and would be even better if there was some "color commentary" - for example, sample statistics and industry standard ratios. For now, we'll just have to rely on good old fashioned research to find those numbers.
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