The document defines and provides calculations for various web metrics including bounce rate, page views, visits per visitor, exit rate, entry page rate, cost per click, average time on site, unique visitors, impressions, and customer acquisition cost. These metrics can be used to measure the success and engagement of visitors on a website.

1. Web Metrics
It is a set of standards for measuring how successful
a website is !!

2. Overview of Commonly used Web Metrics
• Bounce Rate
• Weighted Bounce Rate
• Page Views
• Page Views per Visit
• Exit Rate
• Entry Page Rate
• Multi-Page Visit Entry Rate
• Visits per Visitors
• Page Views/No Reloads
• Reload Percentage
• Entry to Exit Ratio
• Order Conversion
• ROI
• Average Time on site
• Average Cost Per Click
• Cost Per Action
• Visitor Engagement Degree
• Average Response Time
• Value of a Buyer
• Unique Visitors
• Visits/Sessions
• Impressions
• Cost per Thousand Impressions
• Hit Rate
• Customer Acquisition Cost
• Geographic Location
• Search Engine Keywords
• Clickstream

3. Bounce Rate
• Definition: It represents the percentage of visitors who enter
the site and "bounce" (leave the site) rather than continue
viewing other pages within the same site.
• Calculation: Single Access / Entries
• Type: Percent

4. Weighted Bounce Rate
• Definition: Same as Bounce Rate, but gives a higher values to
pages that are viewed more often on the site, thus pushing your
most popular pages with this problem to the top of the list.
• Calculation: (Single Access / Entries) * (Page Views / Total Page
Views)
• Type: Percent

5. Page Views
• Definition: It shows the number of times a page was viewed.
• Calculation: It is calculated on the basis of a code script
instead of the formula, like SELECT COUNT (*) AS PAGEVIEWS into PAGEVIEWS.txt
FROM www3*.log WHERE EXTRACT_EXTENSION(cs-uri-stem)
• Type: Count

6. Page Views per Visit
• Definition: This is the average number of pages that a visitor
views before leaving a website.
• Calculation: Page Views / Visits
• Type: Numeric

7. Exit Rate
• Definition: It is the percentage of visitors exiting or leaving
your site from a particular page on your site.
• Calculation: Exits / Visits
• Type: Percent

8. Entry Page
• Definition: An entry page is a Web page where readers arrive at
your site from some other domain. These are the pages where
people are linking to or search engines have ranked highly on
your site.
• Calculation: Entries / Visits
• Type: Percent

9. Multi-Page Visit Entry Rate
• Definition: When a page is the entry page, how often does it
lead to at least one other page
• Calculation: (Entries - Single Access) / Entries
• Type: Percent

10. Visits per Visitors
• Definition: This is the average number of visits per unique visitor
(daily, weekly, monthly, etc.)
• Calculation: Visits / Daily Unique Visitors,
Visits / Weekly Unique Visitors, etc.
• Type: Numeric

11. Page Views/No reloads
• Definition: It measures how many page views did a page get, not
counting reloads, but counting Back button or additional path
views to the page
• Calculation: Page Views – Reloads
• Type: Numeric

12. Reload Percentage
• Definition: It is the percentage of the page that how many times
viewer have reloads of that page
• Calculation: Reloads / Page Views
• Type: Percent

13. Entry to Exit Ratio
• Definition: It is the ratio of entries to exits for a page provides
a rough proxy for the popularity and value of a page.
• Calculation: Entries / Exits
• Type: Percent

14. Order Conversion
• Definition: It represents what percentage of visits results in an
order.
• Calculation: Orders / Visits
• Type: Percent

15. ROI
• Definition: It is a performance measure used to evaluate the
efficiency of an investment or to compare the efficiency of a
number of different investments.
• Calculation: (Gain from Investment - Cost of Investment)/Cost of
investment
• Example: If you spend 1000$ on your website and earn 2000$ your ROI is 200%.

16. Cost Per Action
• Definition: Your “cost per action” is the advertising cost you pay for
one completed action.
• Calculation: Advertising Cost / Total Completed Actions = Cost per
Action
• For example: If last month you spent $1,000 on advertising to generate 2,000 visitors and
20 of them subscribed to your newsletter, your cost per action for a newsletter
subscription is…
$1,000 ad cost / 20 subscriptions = $50.00 Cost per Action

17. Average Cost per Click
• Definition: It is the average amount that you've been charged for a click on
your ad.
• Calculation: Total Cost/Total Clicks

18. Average Time On Site
• Definition: Avg time on site is the amount of time (in minutes or
seconds) visitors have spent on your website.
• Calculation: [Total Time Spent]/([Visits]-([Visits]*([Single Page
Visits]/[Entries])))

19. Visitor Engagement Degree
• Definition : VED is a metric, in its simple form, intended to
determine how "engaged" site visitors are.
• Calculation: VED = unique visitors/ total pages viewed
• For e.g. : If your site got 5,000 unique visitors this month and 30,000 total page
views then, 5,000/30,000 = 7.17 pages per visitor. Your VED is 7.17.
• Type: Numeric

20. Average Response Time
• Definition: It measures how much time it takes the target web
application to generate a response.
• Calculation: Request/Response Time
• Measurement: It is measured in milliseconds and Peak Response Times
(PRT).

21. Value of a Buyer
• Definition: Your “value of a buyer” is the average gross profit
you earn from a completed action.
• Calculation: Average Action Value x Gross Profit as % of Sales =
Value of a Buyer.
• For example: Lets assume last month you spent $1,000 on advertising to generate
2,000 visitors and 20 bought at an average of $100 per sale with a gross profit
margin of 90%; your value of a buyer was...
$100 average sales value multiplied by 90% gross profit = $90.00 Value of a Buyer
You generate $90 in gross profit for every customer through your website.

22. Unique Visitors
• Definition: It refers to a person who visits a Web site more than once within a
specified period of time
• Calculation: Unique Visitors are calculated based on IP address. When a visitor first
looks at a page on your site, StatCounter records the visitor's IP address. You can
also implement the code like SELECT COUNT(DISTINCT user_id) FROM page_views

23. Visits/Sessions
• Definition: A visit is an interaction, by an individual, with a web
site consisting of one or more requests for an analyst-
definable unit of content.
• Calculation: A visit is simply a “Unique ID + Session Number.”

24. Impressions
• Definition: Impressions are based on advertisements on a third
party site trying to drive traffic to another site.
• Calculation: Two methods are used to calculate this– server-
initiated and client initiated. Server initiated ad counting uses
the site's web content server for making requests, formatting
and re-directing content. Client-initiated ad counting relies on
the user's browser to perform these activities
• Type: Count

25. Cost Per Thousand Impression
• Definition: Cost per thousand impressions (CPM) is the cost per
thousand advertising impressions.
• Calculation: CPM= Cost of Advertising($)/Impressions Generated (# in
thousands)
• CPM is useful in comparing the relative efficiency of different
advertising opportunities or media and in evaluating the costs of
overall campaigns.

26. Hit Rate
• Definition: It is a request for a file from the web server. Available
only in log analysis. The number of hits received by a website is
frequently cited to assert its popularity.
• Calculation: Total number of server requests serviced by the
server

27. Customer Acquisition Cost
• Definition: It represents the cost associated with acquiring a
new customer.
• Calculation: Sales and marketing costs + Overhead expenses /Number of
customers.

28. Geographic location
• Definition: It helps us in indicating that from which location we
are getting more visitors.
• Calculation: Based on the IP address of the visitors.

29. Search Engine Keywords
• It shows us What keywords did people search to find your site .This may as
well serve as the foundation for your keyword research and expand your
content.

30. Clickstream
• Clickstream is about logging a user’s activities on a web
site. With the understanding of visitors’ behavior, you
will be able to optimize your web site to enhance user
experience and conversion.

31. Thank You