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 visit (session) with exactly one page view. Time on page, scrolling, clicks and events don't change this: only a second page view does.
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 visits that completed a goal. Formula: (Visits that completed the goal / All visits in the selected period) × 100. Each visit counts at most once per goal.
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 real-world page experience: LCP (Largest Contentful Paint), INP (Interaction to Next Paint), and CLS (Cumulative Layout Shift). Zenovay also captures FCP and TTFB. (INP replaced FID as a Core Web Vital in 2024.)
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 visit: a group of interactions by a visitor within a time period. A session ends after 30 minutes without activity (you can change this per site, from 5 to 120 minutes). With the same tracking code, a session continues across subdomains.
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 time from a page view to the next page view in the same visit. Zenovay shows the median per page. The last page view of a visit has no next page view, so it has no measurable time and is left out.
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 | Visits that completed the goal ÷ All visits × 100 |
| Pages per Session | Page Views ÷ Sessions |
| Avg. Session Duration | Total Session Time ÷ Sessions |
| Exit Rate | Exits from Page ÷ Views of Page × 100 |