Web Analytics Standards Published

In the US, the Web Analytics Association (WAA) has published an expanded set of metrics definitions covering visits, content, and conversion, which it says promote a better overall understanding of web analytics.

The association says it has developed the definitions to counter inconsistencies in the reporting of data from web analytics tools that make them confusing and difficult to interpret. WAA's first set of web analytics definitions were published in 2006, focusing on analytics, software and tools - 'unique visitors', 'visits/sessions' and 'page views'.

For the past two years, the WAA Standards Committee has collaborated with web analytics vendors, agencies, practitioners and industry leaders, to produce definitions of the most widely used terms across the analytics industry, and then expanded them to include 23 additional metrics.

According to Jason Burby, Co-chair of the committee, the standards have been designed to ensure consistency between marketers, agencies and their web analytics teams. 'Companies are using web analytics to find out everything from how effective a huge offline media buy is at driving site traffic, to figuring out whether an ad should link to a home page, a special landing page or a product page for the most conversions,' said Burby. 'There needs to be a common framework for having those sorts of conversations.'

WAA Board Member Avinash Kaushik added: '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.'

The WAA is a not-for-profit organisation dedicated to promoting the understanding of web analytics through education, advocacy, standards, research and technology. The body recently sponsored a survey entitled 'Web Analytics Demystified' to uncover how the subject of web analytics is perceived (www.mrweb.com/drno/news6887.htm ). The new definitions can be accessed through the association's web site at www.webanalyticsassociation.org.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.