On August 23, at SES San Jose, the Web Analytics Association announced a major development by publishing standard definitions for 26 “foundational web analytics metrics”. These metrics cover the areas of visits, content and conversion. The new publication is a result of collaboration between WAA members, vendors, agencies, practitioners and thought leaders. The new definitions will provide consistency of most widely used terms in the growing web analytics industry.

This document follows WAA’s previous release in 2006, which put focus on the three most important metrics in all analytics software and analytics tools - unique visitors, visits and sessions, and page views. These terms were later agreed upon, so WAA decided to expand its focus onto the many other core metrics that rely on these three initial definitions.

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.

Read the entire press release on WAA.

The new definitions are available for download as PDF file.

The Web Analytics Association is a not-for-profit professional organization dedicated to promoting the understanding of web analytics through education, advocacy, standards, research and technology.

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