Standard measures
A measure is a value applied to dimensions, such as a count of users, time on page, and bounce rate. Measures are often referred to as the key performance indicators (KPIs) of a business.
The following standard measures are provided by default for you to add to your reports. You cannot edit or delete standard measures.
| Measure name | Description | Expression |
|---|---|---|
| Avg Session Duration (Sec) | Session duration is the difference in seconds between the time stamp of the first event in the session and the time stamp of the last event in session; and then it is averaged across all sessions. Sessions with a single page view (or bounced sessions) are excluded from this calculation. | (session duration) / sessions, excluding bounced sessions |
| Avg View Time (Sec) | View time is the difference in seconds between the time stamp of a page view and the time stamp of the following page view. Average view time is the view time divided by the number of views, excluding exit pages. This measure is only relevant in the context of pages and screens. See the average view time example. Also referred to as "time on page." |
(view time) / views, excluding exit pages |
| Bounce Rate | A percentage of sessions where a user views a single page only and then exits. | (single page view sessions) / (entry page sessions) |
| Cart Adds | A count of events in which a product or item is added to the shopping cart or basket | count of events where data.wt.tx_e=a |
| Conversions | An action taken by a user that is often the goal of engaging the digital property | count of events where data.wt.conv exists |
| Entry Page Sessions | A count of sessions where the Entry Page dimension is the first page view in the session | |
| Events | Any request to serve content to a digital property, such as a click of a hyperlink, file downloads, views of images, video plays, a swipe in a mobile app, and so on. Also referred to as "hits." |
Events |
| Exit Page Sessions | A count of sessions where the Exit Page dimension is the last page view in the session | |
| Mobile App Backgrounds | A count of events where the mobile app enters the background | data.wt.sys=background
|
| Mobile App Foregrounds | A count of events where the mobile app enters the foreground | data.wt.sys=foreground
|
| Mobile App Installs | A count of mobile app installs | data.wt.vt_f=1
|
| Mobile App Notifications | A count of the notifications displayed by the app | data.wt.sys=notification
|
| Mobile App Starts | A count of mobile app starts | data.wt.sys=startup
|
| Mobile App Stops | A count of mobile app stops | data.wt.sys=exit
|
| Orders | A purchase consisting of one or more items. The orders measure is calculated by counting unique invoices that are deduplicated. | Count of events where data.wt.tx_i=value, where invoice values are deduplicated |
| Product Views | A specific good or service, often represented by a product SKU, available for sale on a digital property | Count of events where data.wt.tx_e=v |
| Purchase Conversion Rate | A purchase is a completed transaction involving an exchange of money for products, goods, services, or other. The purchase conversion rate is the rate in which a purchase transaction is completed across sessions. | (Count of events where data.wt.tx_e = p) / sessions |
| Purchases | The count of purchase events | Count of events where data.wt.tx_e=p |
| Revenue | The sum total of money exchanged for a purchase of products, goods, services, or other. The revenue measure is calculated by summing the transaction subtotal for invoices that are deduplicated. | Sum of values for data.wt.tx_s, where invoices are deduplicated |
| Screen Views | The count of screen views | |
| Screen Views per Session | The count of screen views divided by the count of sessions | |
| Search Results | The sum of all search result values | Sum of data.wt.oss_r values |
| Sessions | A session of continuous activity where all of a user’s events (hits) to a digital property are recorded. The session starts the moment of the first event to the digital property and continues until the session ends. A session ends at two hours, after 30 minutes of inactivity, or at a maximum of 5,000 events. Also referred to as "visits." |
Sessions |
| Single Page View Sessions | A count of sessions in which only one page view occurs | |
| Successful Searches | The count all search events where the number of search results were not 0 | Count of events where data.wt.oss_r≠0 |
| Time on Page (Sec) | The difference in seconds between the time stamp of a page view and the time stamp of the following page view. Also referred to as "view time." |
|
| Units | A count of items per product, good, service, or other included in a purchase. The units measure is calculated by summing the transaction units for invoices that are deduplicated. | Sum of values for data.wt.tx_u, where invoices are deduplicated |
| Unsuccessful Searches | The count all search events where the number of search results were 0 | Count of events where data.wt.oss_r=0 |
| Users | A person who visits a digital property. The value is a count of unique users. Also referred to as "visitors." | session.visitor_id, which is determined using the following logic:
|
| Views | An event to a URL designated as a page. The event is considered a page if the data.wt.dl parameter is equal to 0 or if it does not exist for the event.Also referred to as "page views." |
Views |
| Views per Session | An average of pages viewed by a user during a session that demonstrates engagement. | Views / sessions |
You cannot edit standard measures, so they do not have an edit icon displayed next to them in the measures dialog.
Example of Avg View Time (Sec)
