Dimension
A dimension describes the characteristics or attributes that a thing possesses. For example, a person's gender, the city they live in, and their favorite color are all attributes or characteristics that a person possesses.
In the field of website analytics, dimensions are often used to describe and analyze metrics. For example, a single metric like visit count doesn't tell you much, but once you add the dimension of source, it immediately becomes meaningful.
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Metrics, or specific numerical values, include things like visitors, page views, and dwell time.
Metrics can generally be divided into count metrics and composite metrics. Count metrics include visitors, visits, page views, and dwell time; composite metrics include bounce rate, interaction depth, and conversion rate. Metrics are generally more meaningful when analyzed in conjunction with dimensions.
Display and clicks
Displays refer to the number of times an element on a page is shown. Clicks refer to the number of times a page element is clicked by a user.
These two metrics are primarily applicable to online advertising, such as evaluating how many times a brand ad placed on the Sina homepage was displayed and how many times it was clicked.
Visitors
The English word "Visitor" is simply a person who visits a website or app. Adding "Unique" before it creates what we commonly call UV, or Unique Visitor.
For data analytics tools, anonymous IDs are generally used to identify visitors. For web-based products, this is a cookie (a small piece of text that a website server places on a user's browser), and for app-based products, it is a device ID.
access
"Visit" is a common concept in web-based products, referring to a series of consecutive page browsing behaviors by a user, synonymous with "Session." With the rise of mobile internet, and considering the use of apps, "Session" has gradually replaced "Visit" as the primary term.
The industry has set a validity period for the interval between actions within a session: 30 minutes for web products and shorter time for app products, generally 1 minute.
Page views
PageView, or PV, refers to the number of times a page is viewed by a user. Strictly defined, it refers to a user's request to download a page from a website.
The concept of page browsing is mainly applicable to web-based products. For the analysis of apps, screen browsing, or ScreenView, is currently the primary method used.
Duration of stay
Corresponding to a user session, there is the dwell time metric, which is mainly used to measure the depth of user interaction with a website or app. The deeper the interaction, the longer the dwell time.
Generally, there are concepts such as page dwell time, session duration, and average dwell time. The core principle of their calculation lies in recording the timestamp of the user's behavior, and then applying the corresponding formula to calculate it later.
bounce rate
BounceRate is an important metric for measuring the quality of a landing page. The concept of bounce rate refers to a user leaving a site after only one interaction during a visit; both single-page and site-wide bounce rates exist.
Page bounce rate is the percentage of visits to a page that fail out of the total number of visits to that page. Site-wide bounce rate is the number of bounces divided by the total number of visits.
Interaction depth
Interaction depth refers to the number of pages a user visits during a single visit to a website or app. The more pages a user visits in a single visit, the greater the interaction depth. Interaction depth can indirectly reflect the website or app's appeal to users.
The average depth of user interaction can be calculated using Session.
Conversion rate
The core metrics that any product needs to focus on are mainly used to measure the ability of users to convert traffic into actual goals.
Generally, the conversion rate is calculated by dividing the number of times or people who convert to the target by the number of people or times who enter the target conversion funnel. Due to different target behaviors, the conversion rate is a very flexible metric. For example, you can customize the registration conversion rate, login conversion rate, purchase conversion rate, search success conversion rate, etc.