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Coremetrics Compliant with Web Analytics Association Standards
SAN MATEO, Calif., November 6, 2008 – Coremetrics, the leading provider of digital marketing optimization solutions, today announced that it is compliant with 25 out of 26 of the Web Analytics Association’s metrics definitions. Compliance with these standards—which define the fundamental metrics that form the foundation of web analytics solutions—is critical both to the industry and to customers because the market has long suffered from a lack of standard terms among vendor solutions.
“The WAA Standards Committee has taken an all-important first step in providing a basis for communications between web analytics practitioners using different applications," says Eric T. Peterson, author of Web Analytics Demystified. "The logical next step was for each vendor to step up and describe how their applications are compliant with the WAA definitions. I am personally quite excited to see Coremetrics added to the list of vendors taking this step.”
“Coremetrics has worked side-by-side with the Web Analytics Association since early 2006 to help define industry standards for analytics solutions,” said John Squire, chief strategy officer for Coremetrics. “Having common terminology and being able to do a true apples-to-apples comparison when evaluating analytics offerings is hugely helpful to customers, not just in the U.S., but also in markets where the analytics industry is not as mature as it is here. Customers are actually asking about WAA compliance when evaluating various analytics solutions, and we’re honored to say that we’ve been part of the project for a very long time.”
Please see below for the compliance chart:
| Compliant | Term | WAA Definition | Coremetrics Definition | ||||
| Yes | Page | A page is an analyst definable unit of content. | Same as WAA | ||||
| Yes | Page Views | The number of times a page (an analyst-definable unit of content) was viewed. | Same as WAA | ||||
| Yes | Unique Visitors |
The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period. | Same as WAA Note: Coremetrics can also count true uniques over arbitrary time units. |
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| Yes | Visits or Sessions | A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate. | Same as WAA | ||||
| Yes | New Visitor | The number of Unique Visitors with activity including a first-ever Visit to a site during a reporting period. | Same as WAA | ||||
| Yes | Repeat Visitor | The number of Unique Visitors with activity consisting of two or more Visits to a site during a reporting period. | Same as WAA Note: named Repeat Session Visitor in Coremetrics. |
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| Yes | Return Visitor | The number of Unique Visitors with activity consisting of a Visit to a site during a reporting period and where the Unique Visitor also Visited the site prior to the reporting period. | Same as WAA Note: named Repeat Visitor in Coremetrics. |
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| Yes | Entry Page | The first page of a visit. | The first page of a session. | ||||
| Yes | Landing Page | A page intended to identify the beginning of the user experience resulting from a defined marketing effort. | Same as WAA | ||||
| Yes | Exit Page | The last page on a site accessed during a visit, signifying the end of a visit/session. | Same as WAA Note: named Departure Page in Coremetrics. |
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| Yes | Visit Duration | The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session. | Same as WAA Note: named Average Session Length in Coremetrics. It is calculated as the time stamp of the last page view record minus the time stamp of the first page view record in the session. |
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| Yes | Referrer | The referrer is the page URL that originally generated the request for the current page view or object. | Same as WAA Note: named Page Referring URL in Coremetrics. |
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| Yes | Internal Referrer | The internal referrer is a page URL that is internal to the website or a web-property within the website as defined by the user. | Same as WAA Note: named Page Referring URL in Coremetrics. Users can filter to consider only internal URLs. |
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| Yes | External Referrer | The external referrer is a page URL where the traffic is external or outside of the website or a web-property defined by the user. | Same as WAA Note: named Referral URL in Coremetrics. The Referral URL is the external Referring URL that leads to a session origination. |
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| Yes | Search Referrer | The search referrer is an internal or external referrer for which the URL has been generated by a search function. | Coremetrics classifies landing pages with a Coremetrics Marketing Code designated to Paid Search as "Paid Search" marketing sources. Keywords, ad groups, etc are also captured and reported. Coremetrics classifies referrals from known search engines that lack a landing page with a marketing source as "Natural Search" marketing sources. Keywords are also captured and reported. Coremetrics classifies page views with a captured on-site search value as "On-Site Searches." Items such as number of search results are also captured and reported. |
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| Yes | Visit Referrer | The visit referrer is the first referrer in a session, whether internal, external or null. | Same as WAA Note: named Referring Site in Coremetrics. The Referring Site is the site that leads to a session origination. Null referrals are classified as "Direct Load." |
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| Yes | Original Referrer | The original referrer is the first referrer in a visitor’s first session, whether internal, external or null. | Same as WAA Note: named First Time Referral Source. |
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| Yes | Click Through | Number of times a link was clicked by a visitor. | Same as WAA Note: named Clicks in Coremetrics. |
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| Yes | Click-through Rate/Ratio | The number of click throughs for a specific link divided by the number of times that link was viewed. | Same as WAA Note: named Click Thru Rate in Coremetrics. |
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| Yes | Page Views per Visit | The number of page views in a reporting period divided by number of visits in the same reporting period. | Same as WAA Note: named Page Views per Session in Coremetrics. |
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| Yes | Page Exit Ratio | Number of exits from a page divided by total number of page views of that page. | Same as WAA Note: named Departure Rate in Coremetrics. |
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| No | Single page Visits | Visits that consist of one page regardless of the number of times the page was viewed. | Coremetrics does not capture this metric. | ||||
| Yes | Single Page View Visits (Bounces) | Visits that consist of one page-view. | Same as WAA Note: named One Page Sessions in Coremetrics. |
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| Yes | Bounce Rate | Single page view visits divided by entry pages. | Same as WAA Bounce Rate in the context of content is defined as Single Page View Visits divided by Entry Pages. Bounce Rate in the context of other session level measurements (e.g. Marketing Programs) is defined as Single Page View Visits divided by Sessions. |
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| Yes | Event | Any logged or recorded action that has a specific date and time assigned to it by either the browser or server. | Same as WAA Note: named a Record in Coremetrics. Coremetrics reserves the name "Event" for measuring and weighting non-commerce business objectives or actions. |
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| Yes | Conversion | A visitor completing a target action. | Same as WAA Note: Coremetrics gets more specific depending on the type of action. For example, a purchase Conversion is recorded as an Order with associated Sales. A form submission is recorded as a Submit. |
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About Coremetrics
Coremetrics is the leading provider of digital marketing optimization solutions. Its solutions generate high return on online marketing investment and continue to pay daily dividends in improved marketing performance. Over 1,200 online business sites, transacting over $15 billion this year, are now using Coremetrics’ Software as a Service (SaaS) solution to optimize online marketing efforts. Coremetrics’ solutions encompass advanced online analytics and precision marketing applications, including search engine bid management, email marketing and cross sell applications to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. The company is privately held with funding from 3i, Accel Partners, FTVentures and Highland Capital Partners, is headquartered in San Mateo, California and competes with Omniture and Webtrends. To learn more about Coremetrics, visit http://www.coremetrics.com or call 877-721-CORE.
Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy.
Press/Analyst Inquiries:
Michela Stribling
Coremetrics
Tel: (650) 762-1433
Email: mstribling@coremetrics.com
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