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Angelfish Definitions

This article provides definitions for common terms used in Angelfish.

Report Terms


Profile
A profile is a set of reports for a website. Each profile can be configured with filters, datasources, and other settings. Typically, you will need one profile for each website you want to track.

Hit
A hit is a single line in the web server log file. A hit is generated each time a file is requested from the web server - it's common for a single pageview to generate 20 or more hits in a log file.

Pageview
A pageview is recorded when a page on your website is requested. Pageviews are dependent on the tracking method used: they can either be JavaScript tracking-based or hit-based.

Unique View
The number of visits in which the page (or page title) was viewed. If a single page is viewed three times during one visit, the page will show 3 pageviews and 1 unique view.

Visit
A visit consists of a series of pageviews that a single visitor makes during a period of activity. A visit ends after the visitor either closes the browser, clears cookies, or is inactive for 30 minutes.

Visitor
A visitor is defined by a unique ID, which is maintained across multiple visits. This unique ID is typically stored as a cookie value but can also be represented by other unique values, like usernames. Visitors can have multiple visits (i.e. returning visitors), but if the ID is deleted a new ID will be created during the next visit (i.e. a new visitor). Only the AGF, UGA, and USR tracking methods calculate visitors.

Goal
A goal represents a trackable activity on your website, like a newsletter sign-up, a link / button click, or anything that generates a pageview. Goals are defined in the configuration settings for each Profile. Each goal can only be achieved once per visit, and can be defined as a real or virtual pageview.

Conversion
A conversion occurs when one or more of your defined goals are achieved. A conversion can only happen once per visit.

Bounce Rate
The percentage of visits that contain only one pageview.

Landing Page
The first page viewed during a visit. Each visit has one landing page.

Landings
The number of times a page was a Landing Page. This number will be less or equal to the number of times the page was viewed (i.e. pageviews).

Exit Page
The last page viewed during a visit. Each visit has one exit page.

Exits
The number of times a page was an Exit Page.

Engagement
The average visit length (or average time on site) for all visits, excluding Bounces.

Stolen Bandwidth
This occurs when websites link directly to files on your site. If someone's personal blog references a picture on your website (e.g. a jpg/png/gif), your web server will transfer the picture when the personal blog is viewed. In this example, your bandwidth is essentially being stolen.

Marketing Variables


Links that drive traffic to your site can be tagged with 5 different query parameters that describe the marketing initiative. More information is available in the "Marketing Variables" help article.

Source
Describes the website or entity that referred visits to your site. A source can be a website, an email, an ad network, etc.

Medium
Describes the type of link someone clicked to reach your website. Common values are email, cpc, affiliate, social. Auto-assigned values are:

  • organic: from a known search engine
  • referral: no medium variable present and not a known search engine
  • (none): website accessed directly / no referral available

Campaign
An umbrella term that allows you to stitch your marketing initiatives together by a common thread. Common values are product-based or time-based, like "angelfish" or "winter-2013". Auto-assigned values are:

  • organic: from a known search engine
  • referral: no campaign variable present and not a known search engine
  • (not set): no referral available

Keyword
Shows the bid term used for pay per click marketing, or the keyword used in the organic medium. "(not available)" means the search engine is masking the search term.

Variation
The variation allows you to differentiate between multiple links on the same referring page or in the same email. We recommend using a "type-position-description" format, like "text-footer-discount" or "300x200-sidebar-winter2". If no variation is present, Angelfish will store the referral URI in this field.

Admin Terms


Profile
A profile is a set of reports for a website. Each profile can be configured with filters, datasources, and other settings. Typically, you will need one profile for each website you want to track.

Tracking Method
The logic Angelfish uses to calculate pageviews, visits, and (sometimes) visitors. The Visitor Tracking Methods KB article explains the options in more detail.

Log File
Web servers record hits in a log file - it's like a history of each file request a web server receives during a timeframe. There's a ton of great information in these log files, and Angelfish processes them to create detailed usage reports.

Datasource
A datasource allows you to define the location of log files that Angelfish will process. The Datasources KB article provides more detail.

Log Format
The web server writes each hit to the log file using specific fields in a specific order - this is called the log format, and each Datasource needs one. More information is available in the Log Formats KB article.

Filter
Filters are used to refine or manipulate the data added to the profile during processing. The Filters KB article provides more detail.

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