{"id":116,"date":"2006-09-14T00:05:59","date_gmt":"2006-09-14T07:05:59","guid":{"rendered":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/"},"modified":"2026-05-19T15:32:54","modified_gmt":"2026-05-19T22:32:54","slug":"two-definitions-documents-a-web-analytics-interview","status":"publish","type":"post","link":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/","title":{"rendered":"Two Definitions Documents &#038; A Web Analytics Interview."},"content":{"rendered":"<p><img alt=\"Honey\" hspace=\"7\" src=https:\/\/www.kaushik.net\/avinash\/wp-content\/uploads\/2006\/09\/DSC02876_small.jpg\" align=\"left\" border=\"0\" \/>The great discussion on the <a href=https:\/\/www.kaushik.net\/avinash\/2006\/09\/standard-metrics-revisited-1-visitors.html\">last post on Visitors<\/a> generated a lot of great comments. One of the great side benefits was that Scott (<a href=https:\/\/benry.net\/blog\/\">benry.net\/blog<\/a>) shared a great document and a link that IMHO would be quite beneficial to all our readers. Thanks very much Scott.<\/p>\n<p>The first document is <strong>Web Analytics Key Metrics and KPI&rsquo;s<\/strong> (Key Performance Indicators) by the WAA. <a href=https:\/\/www.kaushik.net\/avinash\/waa-kpi-definitions-1-0.pdf\">Click here<\/a> to download (14 pages).<\/p>\n<p><strong>Why should you read this document?<\/strong> Guy Creese and Jason Burby have done a fantastic job of:<\/p>\n<ul>\n<img alt=\"Waa_kpi_guide\" hspace=\"7\" src=https:\/\/www.kaushik.net\/avinash\/wp-content\/uploads\/2006\/09\/waa_kpi_guide_small.jpg\" align=\"right\" border=\"0\" \/><\/p>\n<li><u>Outlining KPI&rsquo;s by Site Type<\/u>: Content sites (ad based &amp; subscription based), Customer Service sites, Commerce sites&nbsp;and Lead gen sites.<\/li>\n<p><\/p>\n<li><u>Identifying KPI&rsquo;s by Process<\/u>: Reach KPI&#8217;s, Acquisition KPI&#8217;s, Conversion KPI&#8217;s and Retention KPI&#8217;s.<\/li>\n<p><\/p>\n<li><u>Providing specific KPI definitions<\/u>: Conversion Rate, Hits (! : ), Unique Authenticated Visitors, Unique Browsers, Unique Visitors, Impression and Exits.<\/li>\n<\/ul>\n<p>What better free source for you to get a friendly easy to read checklist of KPI&rsquo;s for your business!! You can check to see if you are measuring the KPI&#8217;s for your industry \/ processes. If you are new to web analytics you need this, if you have been doing this for thirty five years you need this. Thanks WAA, Guy and Jason. <\/p>\n<p>Scott also shared a link to the IAB website that has a wonderful and exhaustive glossary of every possible web related term, from A to Z. <a href=https:\/\/www.iab.net\/wiki\/index.php\/Category:Glossary\">Click here<\/a> to go to the website.<\/p>\n<p>I loved it so much that I wanted to have a handy complete version for myself. Since it was not convenient on the website I took the liberty of creating a handy pdf version of it (simply copy \/ paste \/ slight formatting fix). <\/p>\n<p>The second document is the <strong>Glossary of Interactive Advertising Terms<\/strong> from the IAB. <a href=https:\/\/www.kaushik.net\/avinash\/iab-glossary-of-interactive-ad-terms.pdf\">Click here<\/a> to download (51 pages).<\/p>\n<p><strong>Why should you read this document?<\/strong> Besides the fact that it contains every web related term (not just KPI&rsquo;s) you&rsquo;ll ever hear:<\/p>\n<ul>\n<li><img alt=\"Iab_glossary\" hspace=\"7\" src=https:\/\/www.kaushik.net\/avinash\/wp-content\/uploads\/2006\/09\/iab_glossary_small.jpg\" align=\"right\" border=\"0\" \/>Regardless of if you have been in web analytics for three days or thirty years you need this document, it is simply too good. Z is the only alphabet that does not have a term listed (!).<\/li>\n<p><\/p>\n<li>It is a perfect source to refamiliarize yourself with existing KPI&rsquo;s you know (and see your definition matches up with IAB) and lots of new ones you might not.<\/li>\n<p><\/p>\n<li>Some of my favorites: <\/li>\n<ul>\n<li>Clicks (p 10)<\/li>\n<li>CPTM (p 13)<\/li>\n<li>Daughter Window (p 14)<\/li>\n<li>Heuristic (p 21)<\/li>\n<li>Makegoods (p 29)<\/li>\n<li>Non qualifying page impressions (p 31)<\/li>\n<li>Pop-up transitional (p 35)<\/li>\n<li>Total Visitors (!) (p 45)<\/li>\n<li>Visit (p 48)<\/li>\n<li>Yield (p 51)<\/li>\n<\/ul>\n<\/ul>\n<p><em>Changing gears a little bit&hellip;&hellip;<\/em><\/p>\n<p>Recently I had the privilege of being interviewed by Gradiva Couzin and Jennifer Grappone, the wonderful authors of <a href=https:\/\/www.amazon.com\/Search-Engine-Optimization-Hour-Day\/dp\/0471787531\/ref=pd_sxp_f_pt\/102-6875842-7264142?ie=UTF8\">SEO: An Hour a Day<\/a>&nbsp;(a book that I thoroughly enjoyed reading, as did others, it has&nbsp;4.5 stars on <a href=https:\/\/www.amazon.com\/Search-Engine-Optimization-Hour-Day\/dp\/0471787531\/ref=pd_sxp_f_pt\/102-6875842-7264142?ie=UTF8\">amazon.com<\/a>). <\/p>\n<p><a href=https:\/\/www.yourseoplan.com\/interview-avinash-kaushik\/\">Our interview<\/a> covered a diverse set of topics in the area of web analytics, some of the questions were:<\/p>\n<ul><i><\/p>\n<li> What&rsquo;s the best way to get your feet wet in analytics if you&rsquo;re not an experienced marketer?<br \/><\/span><\/li>\n<p><\/p>\n<li>In trying to measure the success of organic SEO efforts, there&rsquo;s still a lot of guesswork, expense, and a learning curve involved. Do you think Google Analytics will bring the same level of accountability to organic SEO that PPC efforts currently have?<br \/><\/span><\/span><\/li>\n<p><\/p>\n<li>It seems that everyone is looking for a &ldquo;silver bullet:&rdquo; one measurement they can look at that will indicate the overall success of their website.&nbsp;We&rsquo;ve heard a lot of people talking about bounce rate as being this silver bullet.&nbsp; Can you define bounce rate for our readers, and do you agree that this an important web metric?<br \/><\/span><\/li>\n<p><\/p>\n<li>How are you enjoying being a blogger?&nbsp; Is it more work than you expected?&nbsp; And do you blog &ldquo;on the clock&rdquo; as a part of your work efforts, or is this more of a hobby?<\/span><\/span><\/li>\n<\/ul>\n<p><\/i><\/p>\n<p>There were other interesting questions as well. If the answers might be of some interest to you please <a href=https:\/\/www.yourseoplan.com\/interview-avinash-kaushik\/\">check out the interview<\/a>. I really had fun doing it (and I am my usual verbose self with my answers : )). <\/span><\/span><\/p>\n<p>Please share your feedback and usefulness of&nbsp;the two documents via your comments. I would also be great to hear your thoughts on <a href=https:\/\/www.yourseoplan.com\/\">Jennifer and Gradiva&rsquo;s<\/a> interview.<\/span><\/span><\/p>\n<p><i>[Like this post? For more posts like this please <a href=https:\/\/www.kaushik.net\/avinash\/all-posts-site-map\/\">click here<\/a>.]<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>last post on Visitors generated a lot of great comments. One of the great side benefits was that Scott (Click [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[11,2,6,9,12,10],"tags":[],"class_list":["post-116","post","type-post","status-publish","format-standard","hentry","category-advanced-analytics","category-analytics","category-marketing-tips","category-web-analytics","category-web-insights","category-web-metrics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Two Definitions Documents &amp; A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Two Definitions Documents &amp; A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik\" \/>\n<meta property=\"og:description\" content=\"last post on Visitors generated a lot of great comments. One of the great side benefits was that Scott (Click [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/\" \/>\n<meta property=\"og:site_name\" content=\"Occam&#039;s Razor by Avinash Kaushik\" \/>\n<meta property=\"article:published_time\" content=\"2006-09-14T07:05:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-19T22:32:54+00:00\" \/>\n<meta name=\"author\" content=\"Avinash Kaushik\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Avinash Kaushik\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/\"},\"author\":{\"name\":\"Avinash Kaushik\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#\\\/schema\\\/person\\\/4833e40c5e82d40b6e6d0cc37d026ad6\"},\"headline\":\"Two Definitions Documents &#038; A Web Analytics Interview.\",\"datePublished\":\"2006-09-14T07:05:59+00:00\",\"dateModified\":\"2026-05-19T22:32:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/\"},\"wordCount\":280,\"commentCount\":7,\"articleSection\":[\"Advanced Analytics\",\"Analytics\",\"Marketing Tips\",\"Web Analytics\",\"Web Insights\",\"Web Metrics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/\",\"url\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/\",\"name\":\"Two Definitions Documents & A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#website\"},\"datePublished\":\"2006-09-14T07:05:59+00:00\",\"dateModified\":\"2026-05-19T22:32:54+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#\\\/schema\\\/person\\\/4833e40c5e82d40b6e6d0cc37d026ad6\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/two-definitions-documents-a-web-analytics-interview\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Two Definitions Documents &#038; A Web Analytics Interview.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#website\",\"url\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/\",\"name\":\"Occam&#039;s Razor by Avinash Kaushik\",\"description\":\"Marketing | Strategy | Analytics\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#\\\/schema\\\/person\\\/4833e40c5e82d40b6e6d0cc37d026ad6\",\"name\":\"Avinash Kaushik\",\"description\":\"Author: Web Analytics 2.0 &amp; Web Analytics: An Hour A Day | Chief Strategy Officer: Human Made Machine\",\"sameAs\":[\"https:\\\/\\\/www.kaushik.net\\\/avinash\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/akaushik\\\/\",\"https:\\\/\\\/x.com\\\/https:\\\/\\\/twitter.com\\\/avinash\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Two Definitions Documents & A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/","og_locale":"en_US","og_type":"article","og_title":"Two Definitions Documents & A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik","og_description":"last post on Visitors generated a lot of great comments. One of the great side benefits was that Scott (Click [&hellip;]","og_url":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/","og_site_name":"Occam&#039;s Razor by Avinash Kaushik","article_published_time":"2006-09-14T07:05:59+00:00","article_modified_time":"2026-05-19T22:32:54+00:00","author":"Avinash Kaushik","twitter_misc":{"Written by":"Avinash Kaushik","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/#article","isPartOf":{"@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/"},"author":{"name":"Avinash Kaushik","@id":"https:\/\/www.kaushik.net\/avinash\/#\/schema\/person\/4833e40c5e82d40b6e6d0cc37d026ad6"},"headline":"Two Definitions Documents &#038; A Web Analytics Interview.","datePublished":"2006-09-14T07:05:59+00:00","dateModified":"2026-05-19T22:32:54+00:00","mainEntityOfPage":{"@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/"},"wordCount":280,"commentCount":7,"articleSection":["Advanced Analytics","Analytics","Marketing Tips","Web Analytics","Web Insights","Web Metrics"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/","url":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/","name":"Two Definitions Documents & A Web Analytics Interview. - Occam&#039;s Razor by Avinash Kaushik","isPartOf":{"@id":"https:\/\/www.kaushik.net\/avinash\/#website"},"datePublished":"2006-09-14T07:05:59+00:00","dateModified":"2026-05-19T22:32:54+00:00","author":{"@id":"https:\/\/www.kaushik.net\/avinash\/#\/schema\/person\/4833e40c5e82d40b6e6d0cc37d026ad6"},"breadcrumb":{"@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.kaushik.net\/avinash\/two-definitions-documents-a-web-analytics-interview\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.kaushik.net\/avinash\/"},{"@type":"ListItem","position":2,"name":"Two Definitions Documents &#038; A Web Analytics Interview."}]},{"@type":"WebSite","@id":"https:\/\/www.kaushik.net\/avinash\/#website","url":"https:\/\/www.kaushik.net\/avinash\/","name":"Occam&#039;s Razor by Avinash Kaushik","description":"Marketing | Strategy | Analytics","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.kaushik.net\/avinash\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.kaushik.net\/avinash\/#\/schema\/person\/4833e40c5e82d40b6e6d0cc37d026ad6","name":"Avinash Kaushik","description":"Author: Web Analytics 2.0 &amp; Web Analytics: An Hour A Day | Chief Strategy Officer: Human Made Machine","sameAs":["https:\/\/www.kaushik.net\/avinash","https:\/\/www.linkedin.com\/in\/akaushik\/","https:\/\/x.com\/https:\/\/twitter.com\/avinash"]}]}},"_links":{"self":[{"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/posts\/116","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/comments?post=116"}],"version-history":[{"count":1,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/posts\/116\/revisions"}],"predecessor-version":[{"id":10182,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/posts\/116\/revisions\/10182"}],"wp:attachment":[{"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/media?parent=116"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/categories?post=116"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaushik.net\/avinash\/wp-json\/wp\/v2\/tags?post=116"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}