Shulou(Shulou.com)06/03 Report--

What is traffic?

Traffic is the response of clickstream data generated by the interaction between the user and the website.

It is the marketing contact point between the business and the users, and the entrance to the business dividend.

Traffic data reflects the marketing funnel process through user behavior.

Introduction of basic traffic indicators

Quantitative indicators (page views, visits, unique visitors, unique page visits)

Page views (pv)

Definition: the total number of times a page has been viewed. When counting a website, it refers to the total number of clicks on all pages of the site. Technically, it refers to the total number of times a browser loads a web page.

Formula: pv=count (1)

Number of visits (visits)

Definition: from coming to the website to leaving, count as a statistic. After leaving, visit again, and the number of visits will be counted as 2 times. If you have not shut down the site, visit different pages of the site, count as a visit. N visits to the website at different times of the day are counted as N visits.

Formula: visits=count (distinct session_id)

Number of unique visitors (uv)

Definition: refers to different natural persons who access this page through the Internet. From a technical point of view, using Cookie to determine the number of unique visitors will only be recorded as one visitor if the browser cookie data is not cleared, even if multiple IP switches are used to log in to a website. Independent visitors are close but not entirely independent.

Formula: uv=count (distinct browser_uniq_id)

Unique page visits (upv)

Definition: UPV is the number of visits for the dimension of the page (generally, the number of visits is for visitors), that is, how many visits (Visits) pass through the page, that is, the UPV,Upv of this page is mainly to avoid repeated loading and refreshing of the page leading to false height of Pv, so if you open the same page repeatedly in the same Visit, the upv of the page will always be recorded only once.

Formula: upv=sum (case when url_request_seq_num = 1 then 1 else 0 end)

Quality indicators (bounce rate, exit rate, average page stay time, average website stay time)

Bounce rate (Bounce Rate)

Definition: "I do it, I throw up, I leave." The percentage of visits to the site that left the site after only one page was visited.

Bounces: after entering a website, it is closed without clicking any link on the page, so it is a Bounce (pop-up) bounces=sum for the website (case when first_request_flag = 1 and last_request_flag = 1 then 1 else 0 end)

Formula: bounce rate = number of bounce / number of visits.

Withdrawal rate (Exits Rate)

Definition: the number of times visitors leave the site on a page as a percentage of page views.

Formula: exit rate = exit times / PV sum (case when last_request_flag = 1 then 1 else 0 end) as exits

Average page stay time (Avg_Page_Rt)

Definition: the sum of time spent on a particular page divided by the number of views on that page

Formula: Avg_Page_Rt = avg (case when stm_rt > 0 and stm_rt)

= 1 then session_rt end)

Conversion index (conversion rate)

The definition of different business may be different. At present, the more commonly used definitions are: order quantity / visits, order quantity / uv

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