Below are many popular website metric calculations, the list is not comprehensive
because calculated metrics are user-defined.
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Bounce Rate
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Single Access/Entries
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Percent
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When a given page is the entry page, how often do visitors leave the site without
accessing any other pages
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Weighted Bounce Rate
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(Single Access/Entries) * (Page Views/Total Page Views)
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Percent
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Same as Bounce Rate, but gives a higher value 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
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Page Views per Visit
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Page Views/Visits
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Numeric
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What is the average number of pages per visit
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Page Views per Visitor
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Page Views/Daily Unique Visitors, etc.
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Numeric
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What is the average number of pages per unique visitor (daily uniques, weekly uniques,
monthly uniques, etc.)
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Exit Rate
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Exits/Visits
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Percent
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When a certain page is part of a visit, how often is it an exit page
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Entry Rate
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Entries/Visits
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Percent
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When a page is part of a visit, how often is it an entry page?
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Multi-Page Visit Entry Rate
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(Entries - Single Access) / Entries
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Percent
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When a page is the entry page, how often does it lead to at least one other page
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Visits per Visitors
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Visits/Daily Unique Visitors, etc.
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Numeric
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What is the average number of visits per unique visitor (daily, weekly, monthly,
etc.)
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Page Views/No Reloads
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Page Views - Reloads
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Numeric
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How many page views did a page get, not counting reloads, but counting Back button
or additional path views to the page
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Reload Percentage
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Reloads/Page Views
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Percent
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What percentage of the page views were reloads of that page.
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Entry to Exit Ratio
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Entries/Exits
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Percent
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What is the ratio per page of how often it is the entry page vs. how often it is
the exit page
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Average Order Value
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Revenue/Orders
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Currency
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Average revenue per order
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Order Conversion
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Orders/Visits
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Percent
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What percentage of visits results in an order
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Buyer Conversion
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Orders/Visitor
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Percent
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What percentage of visitors results in an order
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Checkout Conversion Rate
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Orders/Checkouts
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Percent
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What percentage of checkouts results in an order
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Checkout Initiation Rate
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Checkouts/Visits
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Percent
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What percentage of visits results in a checkout
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Average Order Size
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Units/Orders
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Numeric
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How many items are purchased in an order, on average
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Event Conversion
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Orders/Event
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Percent
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Used for tracking success events, what is the percentage of visits that result in
that success event. (For example, registrations per visit, form completion per visit,
download per visit, etc.)
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Product View Conversion
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Orders/Product View
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Percent
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What percentage of product views resulted in an order
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Abandoned
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Cart Adds - Orders
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Numeric
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How many cart additions did not result in an order
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Abandonment Rate
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1 - (Orders/Cart Adds)
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Percent
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What percentage of visitors added an item to their cart and then didn't purchase
it (This can be very interesting at a product level.)
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Abandoned Revenue
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(Revenue/Orders) * (Cart Adds - Orders)
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Currency
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What is the general amount of revenue that has been abandoned (Revenue is based
on the value of the average order.)
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Event Conversion Rate
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Orders/Instances
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Percent
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What percentages of instances (or setting the variable) resulted in an order? For
example, when setting a Event upon internal search, what percentage of searches
on this keyword resulted in an order?
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Campaign Conversion Rate
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Orders/Click-throughs
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Percent
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What percentage of click-throughs resulted in an order
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Revenue per "Action"
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Revenue/Instances
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Currency
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When an event is set when someone clicks something (like an internal promotion or
specific navigation), this will show the amount of revenue that was a direct result
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Average Item Value
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Revenue/Units
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Currency
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What is the average revenue per item purchased
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