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Internet Language Glossary

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The science of analyzing tracking reports and understanding the behavior of individual visitors at a web site.

BUSINESS DEVELOPMENT (Business Development)  responsible for the development of a strategy for ensuring a business realizes its full potential. It is an overall strategy that begins by placing the customer at the center of everything a business does. Business development also involves employing practical techniques and strategies that will improve all their business processes. 


In the internet marketing/advertising industry, selection of a banner ad, an email link or a search engine or directory listing by a user.  The effectiveness of online advertising is measured by the ‘click-through rate”.  That is, how often people who see an ad or a link click on it.



Occurring on the client side of a client-server system.  For example, JavaScript scripts are client-side because they are executed by your browser (the client).

  • The most effective measurement of individual user behavior is a client side tracking tool.



Anything on a web site that communicates with and/or provides value to a user, including text, images, links, interactive tools.

  • Your single most important consideration as you develop an internet business development strategy.



Cost per thousand


Dynamically generated page

A web page that changes each time it is viewed.  The same URL results in different pages depending on the user’s geographic location, the time of day, previous pages viewed by the user, the user’s personal profile, or any other specified parameter(s).


Global navigation

A consistent set of navigational elements accessible on every page of a web site.



A request to a web server from a web browser or other client (i.e., a spider).  In the course of loading a single web page, a browser may hit a web server many times to retrieve the page itself and each image on the page.  Proxy servers and caching by browsers reduce the number of hits on a web server and result in undercounting.

  • The worst means of measuring the effectiveness or success of a website.


Home page

The main page of a web site.  Typically the home page serves as the center of the navigation to other pages of the web site.

  • The place where specifically you need to make a striking first impression and let visitors know your web site won’t waste their valuable time.



A clickable graphic or text element on a web page that takes users to a new page containing related information.  Text hyperlinks are often underlined and are a different color that other text.


Information architecture

The organization of content within the web site, often depicted in a flowchart that shows each of the levels of information and navigation.



An advertisement’s appearance on a web page.  Advertisers use impressions to measure the number of views their ads receive ad publishers often sell ad space according to impressions.  Impressions are tracked in a log maintained by a site server and are often sold on a CPM basis.


Landing page

See splash page


Measurement (also Metrics or Analytics)

The practice of analyzing data to determine which pages on a web site are most popular, how ling users are spending on the site, how frequently they return, what they typed in to get them to your site, which page they entered at, which page they left at, did they take an action to convert from a visitor into a prospect, etc.



The directional tools listed and hyperlinked on a web page.  Almost all pages on a web site are linked in numerous places to numerous other pages.


Over counting

A misunderstanding of tracking reports that arises from confusion regarding hits versus actual visitors. 



The practice of customizing web pages for individual users.  Personalization is a common component of electronic CRM programs.



A site that serves as an entry point to other destinations on the web.  Portals aim to provide all your internet needs in one location.  Yahoo! Is famous for upgrading their services from a search directory to include portal based content.


Proxy server

A server that sits between a client application (i.e., a web browser) and a web server.  It intercepts all requests the web server to see if it can fulfill those requests itself.  If not, it forwards the requests to the web server.



A computer or device on a network that stores and manages network resources.

(A web server stores and manages all files belonging to one or more web sites.)


Server side

Occurring on the server side of a client-server system.

  • Most commonly the means of measurement supplied by a hosting company.

Commonly known to under-count the individual user activity within a web site.


Splash page (also landing page)

An initial Web page that serves as a lead in to the home page.  A splash page might promote the company that owns the web site, advertise new site content, or advise users what kind of browser and/or plug-ins they require to view the site.

(Usually viewed as very distracting)


Static page

A web page that remains the same each time it is viewed.  Compare dynamically generated page.



Using software tools to monitor and measure the activities of users who visit a web site.



The load on a communication or device.  On the internet, it refers to the number of visitors who come to a website.



A skewing effect in tracking data that results from cached files and proxy servers.



The user-friendliness of a web site.  Your site’s content navigation should be clear enough that a novice user could find what he’s looking for without difficulty.



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