Like the technology of the Web itself, the language and terminology
surrounding e-business is constantly in flux. Use this handy online guide
to build your understanding of the technology and terms. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web
content and the traffic that the website receives.
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||A click on an advertisement on a web site which takes
a user to another site.
||A web page that presents an ad. There may be more
than one ad on an ad view. Once the visitor has viewed an ad he/she
can click on it (see Ad Click).
||Technique by which access to Internet or intranet
resources requires the user to enter a username and password as
||Measure (in kilobytes of data transferred) of the
traffic on a site.
||A program used to locate and view HTML documents
(Microsoft Internet Explorer for example.)
||The browser (see above) used by a visitor to a web
||An error occurring due to an invalid request by the
visitor's browser. Client errors are in the 400-range. See "Return
||The database installed and used by WebTrends to look
up the company name, city, state, and country corresponding to a
specific domain name.
||Persistent Client-State HTTP Cookies are files
containing information about visitors to a web site (e.g. user name
and preferences). This information is provided by the user during the
first visit to a web server. The server records this information in a
text file and stores this file on the visitor's hard drive. When the
visitor accesses the same web site again the server looks for the
cookie and configures itself based on the information provided.
CPC, cost-per-clickthrough, cost per click
||A performance-based pricing model
for advertising sales, CPC, or cost per click pays publishers based on
number of clicks on a specific ad. Most ad networks, logically enough,
only pay once per click per user within a specified time period,
generally 24 hours or more. CPC rates can vary greatly, from $0.01 to
$0.05 for low-scale networks, up to $1.00 or more for more reputable
ad networks. Click here for our CPC.
||CPM, or cost per thousand (the M is
from the Roman numeral for thousand, which was derived from the Latin
"mille"), is the price an advertiser pays for each 1000 displays of a
banner ad. As opposed to performance-based models such as CPC, CPM
rates guarantee web publishers revenue for each ad displayed, whether
the visitor clicks it or not. Click here for our CPM.
CTR, Click through rate ,
Ad Click Rate
||CTR, or click-through rate, is the rate at which
visitors click an advertisement, usually calculated as a percentage of
ad impressions. The current web standard CTR for 468x60 banner
ads is about 0.25%. This is not normal on the KWG because of the
audience. Your CTR will vary and is normally higher. Highest CTRs are usually generated using fake
or no relevance to their target site. Ads of this kind can generate
CTRs up to 11% or more, but, due to their nuisance value, can be
detrimental to the hosting site. A good indication of an ad's effectiveness.
||The text name corresponding to the numeric IP address
of a computer on the Internet (i.e. www.webtrends.com).
|Domain Name Lookup
||The process of converting a numeric IP address into a
text name (for example 22.214.171.124 is converted to
||File Transfer Protocol is a standard method of
sending files between computers over the Internet.
||A means of narrowing the scope of a report or view by
specifying ranges or types of data to include or exclude.
||An HTML page which passes variables back to the
server. These pages are used to gather information from users. Also
referred to as scripts.
||Graphics Interchange Format is an image file format
commonly used in HTML documents.
||Hyper Text Markup Language is used to write documents
for the World Wide Web to specify hypertext links between related
objects and documents.
||Hyper Text Transfer Protocol is a standard method of
transferring data between a web server and a web browser.
||An action on a web site such as when a user views a
page or downloads a file.
||The main page of a web site. The home page provides
visitors with an overview and links to the rest of the site. It often
contains or links to a Table of Contents for the site.
|Home Page URL
||The local path or Internet URL to the default page of
the web site for which WebTrends reports will be generated.
||Internet Protocol address identifying a computer
connected to the Internet.
||A file created by a web or proxy server which
contains all of the access information regarding the activity on that
|Any document, dynamic page, or form. Documents are
defined by the system administrator, but generally include all static
content, such as complete html pages. Dynamic pages are created with
variables and do not exist anywhere in a static form. Forms are
scripted pages which get information from a visitor that gets passed
back to the server.
||A hit to any file that is classified as a Page.
Contrast with Hit, which counts files of every type.
||The operating system (i.e. Windows 95 Windows NT
etc.) used by a visitor to the site.
||An established method of exchanging data over the
||URL of an HTML page that refers to the site.
||The return status of the request which specifies
whether the transfer was successful and why.
- Possible "Success" codes are:
- 200 = Success: OK
- 201 = Success: Created
- 202 = Success: Accepted
- 203 = Success: Partial Information
- 204 = Success: No Response
- 300 = Success: Redirected
- 301 = Success: Moved
- 302 = Success: Found
- 303 = Success: New Method
- 304 = Success: Not Modified
- Possible "Failed" codes are:
- 400 = Failed: Bad Request
- 401 = Failed: Unauthorized
- 402 = Failed: Payment Required
- 403 = Failed: Forbidden
- 404 = Failed: Not Found
- 500 = Failed: Internal Error
- 501 = Failed: Not Implemented
- 502 = Failed: Overloaded Temporarily
- 503 = Failed: Gateway Timeout
||A computer that hosts information available to anyone
accessing the Internet.
||An error occurring at the server. Web server errors
have codes in the 500 range.
||An automated program which searches the Internet.
|Suffix (Domain Name)
||The three digit suffix of a domain can be used to
identify the type of organization.
- Possible "Suffixes" are:
- .com = Commercial
- .edu = Educational
- .int = International
- .gov = Government
- .mil = Military
- .net = Network
- .org = Organization
||Uniform Resource Locator is a means of identifying an
exact location on the Internet. For example http://www.webtrends.com/html/info/default.htm
is the URL which defines the use of HTTP to access the web page
Default.htm in the /html/info/ directory on the WebTrends Corporation
Web site). As the previous example shows a URL is comprised of four
parts: Protocol Type (HTTP) Machine Name (webtrends.com) Directory
Path (/html/info/) and File Name (default.htm).
||Fields in an extended web server log file identifying
the browser and platform used by a visitor.
||A session of activity (all hits) for one user of a
web site. A unique user is determined by the IP address or cookie. By
default a user session is terminated when a user is inactive for more
than 30 minutes. This duration can be changed from General panel in
the Options Web Log Analysis dialog. Synonym: Visit.
||See "Page View"
||Commonly called User Session. All activity for one
user of a web site. By default a user session is terminated when a
user is inactive for more than 30 minutes.
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