Definitions & Glossary


Visits: A visit is composed of an individual both entering and leaving the site. An activity that qualifies as the visitor leaving the site includes: closing the browser, closing the last page of the website open within their browser, or a designated time of inactivity. Inactivity is defined as an absence of scrolling, clicking, new page requests or any other sign that the user is still actively engaged with the site and its content.  By default, visit inactivity is set to 30 minutes. If a visitor leaves the site but returns within 30 minutes, that visit is considered a continuation of the first. Visitors returning after 30 minutes of inactivity will be counted as a new visit.

Page Views: The number of times a website page was viewed by visitors to the site. A view is characterized by the JS statistical code loading entirely on the page. Page views are not unique to visitor sessions. If a user clicks reload on a page, this is counted as a new page view.

Number of unique visitors (UV): The number of unique individuals who visit the site within any designated period. If the same individual returns to the site during the designated period, those visits are considered unique, but the visitor is not. If three years or more have passed since a visitor’s last visit, that visitor will be counted as a unique visitor upon their return.

Visits/UV: The average number of visits to each site or each page on a site per unique visitor. For example, a Visits/UV given as 6/4 means that for every four unique visitors to a site or page, they logged an average of 6 visits each.

PV/UV: An average number of page views (PV) per unique visitors (UV), stated as a ratio. For example, a PV/UV given as 6/4 means that for every four unique visitors to a site, they logged an average of 6 page views each.

Clicks: Any activity in which a visitor clicks on any content on a site or a page on a site.

New Visits: The first time a visitor visits the site, based on a visitor’s IP address. If a visitor accesses the site from a different IP address or clears the cookies from a browser between visits, their next visit will be considered new.

% New Visits: The percentage of total visits that are new

Returning Visits: The number of visits that are not new

% Returning Visits: The percentage of total visits that are not new

Bounce: When a visitor to a site navigates away from the site after viewing only one page

Bounce Rate: The percentage of total visitors to a site that navigates away from the site after viewing only one page

Entrances: The first-page view (PV) of a visitor’s session. For example, a visitor may enter your site via a link that leads to a blog article. That blog article will be logged as the first-page view of that visit and counted as an Entrance.

Entry rates: The ratio between the total number of visits and the number of Entrances on a given page.

Exits: The page from which visitors leave the website.

Exit rate: The percentage of all page views (PV) that were the last in a visit

Visit Duration: The total amount of time of a visit

Avg. Visit Duration: The average amount of time of a visit for all visits to the site or page on the site

Page Loading Time: The amount of time it takes for a page to load for a page view to occur

Avg. Page Loading Time: The average amount of time it takes for pages to load per visit to the site or page

Conversion Completions: Any user-defined action that results in the desired outcome. For example, a visitor makes a purchase or signs up for your email or newsletter

Conversion Rates: Individual conversion rate: percentage of conversion completions by a visitor to the site

Overall conversion rate: the percentage of all visitors to a site that completes a desired action

Conversion Value: The monetary value assigned to each conversion. Conversion value may be determined by the actual amount of a purchase or the actual or expected return on investment as calculated by the number of conversions in relation to the amount of money spent on the campaign.

Goal conversions: The number of visitors to a site that completed the desired action. For example, if there are ten visitors to a site but only seven sign up for your email list, the goal conversion is 7.

Ad Name: The name of your Campaign, i.e., New Years’ Resolutions, New Shoes, SEO Seminar, etc.

Ad Sources: Refers to the location where visitors will see your Campaign, i.e., your website, a partner’s website, etc.

Ad Medium: The kind of ad for your Campaign, i.e., banner, skyscraper, etc.

Ad Term: Keywords or categories that apply to your Campaign, i.e., Kids’ Toys, Women’s Shoes, Medical Info, etc.

Ad Content: Additional details you add to describe your Campaign, whether that’s clues about its content or other identifiers.


Dimension: Describes the characteristics or attributes of a thing, such as the size, color, origin, etc. In a web analytics ,dimension is used to describe a user’s access behavior, such as the source, device, and geographic location .

Metrics: Describes the size of a feature(Dimension), typically specific values, such as page views, views, and average visit duration.

Filter: Filter, showing only visitors who meet the filter conditions, such as visits which pv> 30.

Segment: A group of sessions or users with the same attributes. With segments, you can separate and analyze parts of your data. For example,segmenting the data by marketing channel to see which channel contributed to the increase in purchases.

Bounce: refers to the user who came to the site, in addition to browsing into the page, without any other action then  left the site. (From the entry page to leave)

Exit: Mainly used to measure the page, this page is considered the last page before the end of the visit. (Any page you can leave)

Search terms: Search terms that  reached your site through search engine.

Channel grouping: divide traffic sources according to rules. In Ptengine, the default channel groupings include Direct, Search ,Social Media, Referral,Campaign,  and you can customize the rules to divide  traffic sources.Refer to: Default Channel Grouping, Channel Grouping

Profile: is a collection of user’s access data on the site ,you can view and analyze the data in the profile.

Entry page: also called the lead page or landing page, is the first page the visitor visits.

Page group: refers to page collections  which the page content or structure of the websites has common features. such as  e-commerce website in accordance with product categories to create page group.

Original page: the page which is not removed the end parameters,and keep the original url.

Combined Page:  refers to the page after the original parameter is removed, with the same part of the URL data after the merged page.

Heatmap: Through the color depth visual display user access behavior on the page ,and help you understand what users see, what users click, what content have attracted user interaction, whether the operation is in line with expectations?

Quick Filter: On any overview page, click the small funnel for each row of data to filter out all the access data associated with this row only.

Advanced Filter: Overlay any dimension to filter out  groups of user data you are interested in.

Conversion: The user successfully completes a meaningful goal on the website, marking it as a conversion. Such as subscription channels, sharing, order purchase and so on.

Regular Conversion: is a successful transformation and the transformation effect is a positive transformation. For example, completing a registration, completing an order, etc.

Negative Conversion: Refers to the resulting value is negative conversion, such as unsubscribe, cancellation and so on.

Conversion Value: Customize the value for each conversion. In the case of a conversion of a purchase, the conversion value can be the value of the actual product; for other conversions that can not be measured in currency, you can define its own value points.

Conversion Funnel: Refers to a goal that needs to go through several steps, in adjacent steps, there will be conversion and loss.

Event: Refers to the user’s interaction with the site, in addition to page views.Including page-based ajax partial loading, file downloads, and other visitor clicks.such as add shopping cart button, share button, cancel order and so on.

Regular Expression: with a number of specific characters defined in advance, and the combination of these particular characters to form a “rule string”, the “rule string” is used to express a filtering logic string.

Hits: 2088