Glossary

An API is a set of rules for building and interacting with software applications.

Average session duration is the average amount of time visitors spend on your site during a single visit. It signals how engaging your content is and whether shoppers are exploring or bouncing. Longer is not always better, but very short can flag relevance issues.

Average order value (AOV) is the average amount a customer spends each time they place an order. It’s calculated by dividing total revenue by total number of orders in a given period.

Add-to-cart rate is the percentage of sessions where at least one product is added to the shopping cart. It measures the effectiveness of your product pages and merchandising in generating buying intent.

Bounce rate is the percentage of sessions that start and end on the same page with no further interaction. It reflects whether the initial experience met the visitor’s expectations. Lower bounce rates create more chances to convert.

CSS is used to style and layout web pages.

A call-to-action (CTA) is a direct instruction that prompts your audience to take a specific action, such as “Add to Cart,” “Sign Up,” or “Shop Now.” In ecommerce, CTAs are the link between attention and conversion, moving shoppers from interest to action. They appear across ads, landing pages, emails, and product pages, and are essential for guiding customer behavior toward business goals.

Conversion rate (CR) is the percentage of visitors who complete a desired action, most commonly a purchase in ecommerce. It shows how effectively your website and marketing turn traffic into paying customers.

Cart abandonment rate is the percentage of shopping carts created that do not result in a completed purchase. It shows how often customers start the purchase process but leave before checking out.

Checkout completion rate is the percentage of customers who start the checkout process and finish it with a completed purchase. It reflects how well your final purchase steps are optimized.

An entry page is the first page a visitor accesses in a session, regardless of source. It is the technical analytics term, while landing page is the marketing term. Entry-page analysis shows where journeys truly begin across channels.

An exit page is the last page a visitor views before leaving your site. It marks the end of the session and highlights where journeys stop. Exit analysis helps you find friction and dead ends.

HTML is the standard markup language for creating web pages.

JavaScript is a programming language used for creating interactive web pages.

A landing page is the first page a visitor sees in a session. It sets the first impression and should match the intent created by the traffic source. In campaigns, landing pages are often designed specifically for the audience and offer.

A pageview is recorded each time a page on your site loads or reloads in a browser. It measures how often content is viewed, not how many people visit. Pageviews help reveal navigation paths and content interest.

Pages per session is the average number of pages viewed during a single visit. It indicates browsing depth and the ease or difficulty of finding products. The goal is the right number of pages that lead to confident purchases.

Revenue per visitor (RPV) measures the average revenue generated for every person who visits your site. It combines the effects of conversion rate and average order value into a single number, giving you a direct view of how efficiently you monetize your traffic.

Revenue is the total income generated from sales before any costs or expenses are subtracted. In ecommerce, it includes all completed transactions within a given period.

A session is a single visit to your website that begins when a visitor arrives and ends after a period of inactivity, at midnight, or when they leave. It includes all pageviews, clicks, and events during that visit. Sessions measure traffic volume rather than unique people, which makes them a core foundation for ecommerce analytics.

Scroll depth measures how far down a page visitors scroll, usually in milestones such as 25 percent, 50 percent, 75 percent, and 100 percent. It shows whether users reach critical content like price, reviews, and calls to action. This data helps teams place content where it will be seen.

UX design focuses on optimizing user interactions with products.

A unique visitor is a distinct person who visits your site during a chosen time period, counted once even if they return many times. It measures audience reach rather than visit volume. Most analytics tools label this as users or unique users.