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The WAA Standardizes Web Analytics Terms




Analytics software can be confusing, and it is often difficult to decipher what you really need to pay attention to. Comparing data from multiple sources can be even more complex because of inconsistencies in reporting techniques. Yesterday at SES, the Web Analytics Association (WAA) offered a potential solution to these issues.

The WAA announced the availability of their new report that will provide standardized definitions for 26 of the most widely used terms in analytics tools and software. WAA members, agencies, vendors, practitioners, and thought-leaders have collaborated for the past 11 months to create these definitions.

The Association’s previous release of web analytics definitions in 2006 focused on three of the most important metrics across all analytics tools and software—unique visitors, page views, and visits/sessions. These terms were defined by the industry and agreed upon and now the WAA has expanded their attention to the other metrics that rely on the original three definitions.

“The hard work and dedication from the WAA, the participation from the analytics community and the resulting 26 definitions are truly a sign of the maturity of the industry,” said Avinash Kaushik, WAA board member and author of Web Analytics: An Hour A Day.

If you would like to learn more about the WAA Standards Committee or be a part of the consensus, they are interested in your input. Visit the Web Analytics Association for more details.