Web analytics standards revealed at SES Conference & Expo

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San Jose, Calif.—The Web Analytics Association on Thursday announced it has published standard definitions for 26 Web analytic metrics covering the areas of visits, content and conversion. The announcement was made at the Search Engine Strategies Conference and Expo.

The WAA said the new definitions provide consistency of the most widely used terms across the analytics industry. They are the result of a collaborative effort with the WAA Standards Committee among constituents that include WAA members, vendors and agencies.

“The market for analytics tools is booming and, with increased interest from all areas of online marketing, these standards benefit both the users and practitioners, and will only accelerate the advancement of the analytics industry,” said Avinash Kaushik, a WAA board member and author of “Web Analytics: An Hour a Day,” in a statement. The definitions are available at

—Carol Krol

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