Navigation path

Main definitions

Although not being exhaustive, the following are some of the main used indicators and metric:


Bounce Rate

The bounce is a visit lasting exactly 1 page view; in other words a visitor visits only 1 page on the website and he/she leaves it immediately after and he/she is not going to visit another page during the same visit.

Bounce rate is one of KPI defined by IFABC for web analytics.



Although hits are of limited importance when analyzing your visitor usage and interest, it is good to know that a hit is the result of a file being requested and served from your website. This can be a HTML document, an image file, an icon, an audio track, etc.

Web pages that contain a large number of these components will return high hit scores.



This information is helpful in determining the interests and motivations of your visitors. It provides an excellent indication on whether traffic is transient or is staying on your site. If the number of pages by visit is one or two pages, you can have valid suspects that there is something (or there is not anything) on your pages that makes people leaving.

Some of the main indicators:

  • top 100 most visited pages, per site or rubric
  • daily/monthly/yearly number of pages by visit

Languages, browsers, platforms

The language of visited pages gives a helpful indication on its translation opportunity.

In many cases, it is helpful to check the type and version of browsers being used by your visitors, as well as the type of operating system.

Here a list of typical information that can be retrieved:

  • countries and domains of referrers (.net, .com, .gov, .int, etc.)
  • top search engines domains
  • top search keywords and phrases
  • top languages of page views
  • top used browsers
  • used platforms

Pages views

A page view is typically the page completely displayed on the visitor screen. It is the unit of measure and one of the best indications of visitor behaviour.

Typical indicators:

  • part of pages visited by search engines or by individual visitors (overall)
  • part of hits (pages, redirections, errors, images, graphics …)
  • formats of pages visited (HTML, PDF, Word, appl/CFM, appl/Java, etc.)
  • main trends and forecasts of pages visited for six coming months


One of the most valuable information is the origin of the visits. It is extremely helpful to know the website that visitors were navigating prior to reaching yours.

Referrers' tables show which search engines or other sites that link to you are driving the most traffic to your site, what keywords and phrases people are using to find you.

It is estimated that up to 60% of traffic to your site will come from search engines.



In Europa Analytics it is possible to create sections within a webmart. A section is defined by one or more URLs. The creation of a section may influence indicators generated for the webmart.
When sections are created within a webmart, these will be visible in the 'subsite' drop down menus in the web interface of Europa Analytics.
In addition to the sections specifically defined within the configuration of a webmart, there will be an item in the list which has the same name as the over all webmart. This additional section covers everything that has been defined as being part of the webmart minus the URLs that have been defined as belonging to a particular section.

For the fictional webmart 'abc' we may e.g. have the following configuration:

IDURL StringWebmart nameSection name

This means that the webmart 'abc' covers the URLs, and, and has two sections, '123' and 'def'.

A report generated for the entire webmart xxxxxx0000 will include indicators for all URLs included in the configuration at this level of the webmart. However, for some report types it is possible to select a section as well as a webmart.
The section drop down menu for the fictional webmart 'abc' will include the sections '123', 'def' and also a section 'abc'. The 'abc' section will cover all URLs covered by the overall webmart, minus the URLs covered in the sections '123' and 'def'.


Status Code Reports (Errors)

A number of tools can deliver the broken links of your site, but none can indicate the real impact by visitors in terms of trials, nor the referring sites.


  • total number of error by error code
  • top 100 page attempts by error type
  • average delay to deliver a dynamic page from an application server

Unique Visitors

A unique visitor (or 'unique browser') is the uniquely identified client viewing pages within the defined time period.

Whereas a visitor can make multiple visits a Unique Visitor counts once within the timescale. Identification is made via the visitor's computer and browser, not the person (usually done via cookie and/or IP + User Agent). The same person visiting from two different computers or browsers will be therefore counted as two Unique Visitors.



A visit is defined as a series of page requests from the same uniquely identified client. A visit (or session) ends when a user goes to another site, or 30 minutes elapse between page views. Visits are based on site calculations. The definition of sites is therefore of fundamental importance as each time a visitor is going from one site to another it is counted as a visit.



A webmart is a datamart (the access layer of the data warehouse environment that is used to get data out to the users) which has been adapted to serve particular purpose of the Web Analytics. Awebmart cam be split in more sections.

The term "webmart" was introduced to prevent confusion with a website.