Glossary of Common Internet Terms

Ad Clicks Action from a user clicking on an advertisement to get more information.
Ad Views Display of an advertisement on the HTML page a user is viewing.
Authentication Technique by which access to Internet or Intranet resources requires the user to identify himself or herself using a name and password.
Bandwidth Measure (in kilobytes of data transferred) of the traffic on the site.
Branding The traditional marketing practice of associating a logo or "tag line" with a company or product.
Browser A program used to locate and view HTML documents (Netscape, Mosaic, Microsoft Explorer, for example.)
Click through rate Percentage of users who click on a viewed advertisement. This is a good indication of the effectiveness of a banner ad however as the Internet (and its users) has matured, the average rates have declined. Traditional marketing concepts such as "branding" remain viable considerations when considering the values of an internet banner campaign.
Client The browser (see above) used by a visitor to a Web site.
Client Errors An error occurring due to an invalid request by the visitor's browser. Client errors are in the 400-range. See "Return Code" definition.
Company Database The database installed and used by WebTrends to look up the company name, city, state and country corresponding to a specific domain name.
Compression The ability to reduce the size of a file in kilobytes by prossessing with a utility application. Popular compression formats for the web are .ZIP (typically for Windows users) and .SIT (originally the standard Macintosh format but now also available for Windows). Most files available for downloading on the Internet are compressed to reduce the file size and thus the time required for transfer. Various graphics formats are, by the nature of their specification, already compressed such as JPEG, GIF, and PNG formats.
Domain Name The text name corresponding to the numeric IP address of a computer on the Internet (i.e.,
Domain Name Lookup The process of converting a numeric IP address into a text name (for example, is converted to
Forms An HTML page which passes variables back to the server. These pages are used to gather information from users.
FTP File Transfer Protocol is a standard method of sending files between computers over the Internet.
GIF Graphics Interchange Format is an image file format commonly used in HTML documents. This format allows a maximum or 256 colors in any given file and supports transparency which allows a background image or color to show through. Frame based animation is also supported and most of the banner ads are created in this file format. It is best used for illustration/line art as opposed to photographic images due to the limited color palette. Also see "JPEG" and "PNG"
Hit An action on the Web site, such as when a user views a page or downloads a file. Note than a "hit" occurs on every element on an HTML page. Thus, a page containing 5 separate images would be logged by server as 6 hits ... one for each image and one for the HTML file itself. This can allow for an inflated number of site visitors when someone uses this statistic to convey the traffic on a particular website. "User sessions" should be considered if knowing the actual number of visitors to a site is important.
Home Page The main page of a Web site. The home page provides visitors with an overview and links to the rest of the site. It often contains or links to a Table of contents for the site.
Home Page URL The local path or Internet URL to the default page of the Web site for which WebTrends reports will be generated.
HTML Hyper Text Markup Language is used to write documents for the World Wide Web to specify hypertext links between related objects and documents.
HTTP Hyper Text Transfer Protocol is a standard method of transferring data between a Web server and a Web browser.
IP Address Internet Protocol address identifying a computer connected to the Internet.
JPEG Joint Photographic Expert Group is a method of storing an image in digital format.
Log File A file in which the web server records activity initiated by requests to the server such as the IP address of the client machine, the file requested, the browser version of the client, etc. Log files are used to generate useful reports by applications such as WebTrends™ that tabulates the data in the log and prepares an easily read accounting of web site activity.
Page Views Also called Page Impressions. Hit to HTML pages only (access to non-HTML documents are not counted).
Platform The operating system (i.e. Macintosh, Windows 98, Windows NT, etc.) used by a visitor to your Web site.
PNG The Portable Networks Graphics format is the newest of the "browser readable" image formats (not supported completely in older browsers) and provides lossless compression, various color levels including 24bit "true color", and transparency. While most useful for professional image production it can not generally attain the degree of compression possible with GIF and JPEG formats.
Protocol An established method of exchanging data over the Internet.
Referrer URL of an HTML page that refers to your Web site.
Return Code The return status of the request which specifies whether the transfer was successful and why. The "404" error is likely the most common error that a user will see on the Internet and occurs when there is no file of the name specified at that particular address. It is common for search engines to retain links to pages that have been deleted or renamed.
Possible "Success" codes are:
200 = Success: OK
201 = Success: Created
202 = Success: Accepted
203 = Success: Partial Information
204 = Success: No Response
300 = Success: Redirected
301 = Success: Moved
302 = Success: Found
303 = Success: New Method
304 = Success: Not Modified
Possible "Failed" codes are:
400 = Failed: Bad Request
401 = Failed: Unauthorized
402 = Failed: Payment Required
403 = Failed: Forbidden
404 = Failed: Not Found
500 = Failed: Internal Error
501 = Failed: Not Implemented
502 = Failed: Overloaded Temporarily
503 = Failed: Gateway Timeout
Scripts An HTML page which passes variables back to the server.
Search Engines A databased website containing information which can be used to find sites of interest.
Server (Web) A computer that hosts information available to anyone accessing the Internet. Activity on a Web server is recorder in a log file.
Server Errors An error occurring at the server. Server errors are in the 500-range. See "Return Code" definition.
Site (Web) A location on the Internet containing HTML documents that visitors can view using a browser.
Spiders An automated program which searches the internet.
Suffix (Domain Name) The three digit suffix of a domain can be used to identify the type of organization.
Possible "Suffixes" are:
.com = Commercial
.edu = Educational
.int = International
.gov = Government
.mil = Military
.net = Network
.org = Organization
URL Universal Resource Locator is a means of identifying an exact location on the Internet. For example, is the URL which defines the use of HTTP to access the Web page Default.htm in the /html/info/ directory on the WebTrends Corporation Web site). As the previous example shows, a URL is comprised of four parts: Protocol Type (HTTP), Machine Name (, Directory Path (/html/info/), and File Name (default.htm).
User Address The domain name or IP address for the remote user.
User Agent The fields in an extended Web server log file indicating the browser and the platform used by a visitor.
User Session A session of activity (all hits) for one visitor to a Web site. A unique user is determined by the IP address or domain name. By default, a user session is terminated when a user falls inactive for more than 30 minutes.
World Wide Web (WWW, the Web, W3) The Web is a hypertext-based, distributed system developed to provide Internet users an easy, intuitive means of accessing information.