This glossary defines common terms used in Zenovay and web analytics. Use it as a reference when interpreting your data.
A
Attribution
The process of assigning credit to marketing channels or touchpoints that led to a conversion. Models include first-touch, last-touch, and multi-touch attribution.
Average Session Duration
The average length of time visitors spend on your site during a single session. Calculated as total session time divided by number of sessions.
B
Bounce
A session that consists of only one pageview with no interaction events. The visitor left without engaging further.
Bounce Rate
The percentage of sessions that were bounces. Formula: (Bounces / Sessions) × 100.
Browser
The software application visitors use to access your website (e.g., Chrome, Safari, Firefox, Edge).
C
Conversion
When a visitor completes a desired action (goal) on your website, such as making a purchase, filling a form, or signing up.
Conversion Rate
The percentage of sessions or visitors that result in a conversion. Formula: (Conversions / Sessions) × 100.
Cookie
A small text file stored on a visitor's device that helps identify them across sessions. Used for tracking unique visitors.
Core Web Vitals
A set of metrics defined by Google measuring page load performance: LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift).
D
Direct Traffic
Visitors who arrived at your site without a detectable referrer. Includes typed URLs, bookmarks, and some app-based traffic.
Device Category
Classification of the device used to access your site: Desktop, Mobile, or Tablet.
E
Engaged Session
A session where the visitor showed meaningful engagement: stayed 10+ seconds, viewed 2+ pages, or triggered a conversion.
Entry Page
The first page a visitor views when starting a session on your site. Also called "Landing Page."
Event
Any tracked user interaction beyond a pageview, such as button clicks, video plays, or form submissions.
Exit Page
The last page a visitor views before leaving your site.
Exit Rate
The percentage of pageviews that were the last in a session. Different from bounce rate, which only counts single-page sessions.
F
Funnel
A series of steps a visitor takes toward a conversion goal. Used to analyze where visitors drop off in a process.
First-Party Data
Data collected directly from your visitors on your own domain, as opposed to third-party data from external sources.
G
Goal
A specific action you want visitors to complete, configured in your analytics to track conversions.
Geographic Data
Information about where visitors are located, typically including country, region, and city.
H
Heatmap
A visual representation of user behavior on a page, showing where visitors click, scroll, or move their mouse using color intensity.
I
Impression
A single instance of content being displayed to a visitor (more commonly used in advertising contexts).
IP Address
A unique numerical identifier assigned to devices on the internet. Used for geolocation and visitor identification.
L
Landing Page
The first page a visitor sees when entering your site. Same as Entry Page.
LCP (Largest Contentful Paint)
A Core Web Vital measuring loading performance. The time it takes for the largest content element to become visible.
M
MFA (Multi-Factor Authentication)
A security method requiring two or more verification factors to access an account.
N
New Visitor
A visitor accessing your website for the first time (or first time since cookies were cleared).
O
Organic Traffic
Visitors who arrive from unpaid search engine results.
Operating System
The software running on a visitor's device (e.g., Windows, macOS, iOS, Android, Linux).
P
Page View
A single instance of a page being loaded in a browser. Multiple views of the same page are counted separately.
Pages Per Session
The average number of pages viewed during a single session.
Paid Traffic
Visitors who arrive through paid advertising channels (Google Ads, social ads, etc.).
R
Referral
A visit that came from a link on another website (not a search engine or social network).
Referrer
The URL of the page that contained the link a visitor clicked to arrive at your site.
Returning Visitor
A visitor who has been to your site before (recognized by cookie or other identifier).
Revenue Attribution
Assigning revenue from conversions to specific marketing channels or touchpoints.
S
Session
A group of interactions by a visitor within a time period. A new session starts after 30 minutes of inactivity, at midnight, or when the traffic source changes.
Session Duration
The length of time from the first to last activity in a session.
Session Replay
A recording of a visitor's session showing their mouse movements, clicks, and scrolling behavior.
Social Traffic
Visitors who arrive from social media platforms (Facebook, Twitter, LinkedIn, etc.).
Source
The origin of traffic, such as a specific website, search engine, or campaign.
T
Time on Page
The amount of time a visitor spends on a specific page before navigating to another page or leaving.
Traffic Source
The origin of your visitors, categorized as Direct, Organic, Referral, Social, Paid, or Email.
TOTP (Time-based One-Time Password)
A temporary security code generated by an authenticator app for multi-factor authentication.
U
Unique Pageview
The number of sessions that included a view of a specific page. One session viewing the page multiple times counts as one unique pageview.
Unique Visitor
A single individual or device visiting your website, counted once regardless of number of sessions.
User Agent
A string of text that browsers send to websites identifying the browser, operating system, and device type.
UTM Parameters
URL parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) used to track marketing campaign effectiveness.
V
Visitor
A person who accesses your website. Can be unique (counted once) or total (counting all visits).
Visitor Value Score
A Zenovay metric (1-100) predicting visitor quality based on engagement signals.
W
WebAuthn
A web standard for secure, passwordless authentication using security keys or biometrics.
Webhook
A method for sending real-time data from one application to another when specific events occur.
Metric Formulas
Quick Reference
| Metric | Formula |
|---|---|
| Bounce Rate | Bounces ÷ Sessions × 100 |
| Conversion Rate | Conversions ÷ Sessions × 100 |
| Pages per Session | Page Views ÷ Sessions |
| Avg. Session Duration | Total Session Time ÷ Sessions |
| Exit Rate | Exits from Page ÷ Views of Page × 100 |