While there are no SEO industry standards concerning definitions for web analytics there are useful guides. A more comprehensive list may be obtained from either the Interactive Advertising Bureau or the Web Analytics Association, US.

• Page View
Is a request for a type of file that is defined as a page in the log analysis. Log analysis provides a single page view that is able to generate multiple hits as its resources are also requested from the web server. Resources can take the form of .css files .js files or images.
• Hit
Requesting a file from the web server. A single website consists of multiple files and each one can be counted as a hit when downloaded. The total number of hits or page views offers an accurate view on how popular a website is.
• Visit or Session
Request from a uniquely identified client. It contains one or more page views
• First Visit or First Session
Visitors who have not previously visited the webpage
• Visitor, Unique Visitor or Unique User
Uniquely identified visitors that generate requests on the web server or viewing pages within a defined period of time. Each unique visitor is counted once during a time period. Identification is made via a cookie or IP Agent. Therefore the same visitor coming in from two different computers will count as two unique visitors.
• Repeat Visitor
Visitors who have made at least one prior visit
• New Visitor
Visitors who have not made any prior visits. This may create confusion because it is sometimes replaced with the analysis of first visits.
• Impression
Each time advertisements are loaded on a users screen. Banners apply here too
• Singletons
When only a single page is viewed by a visitor. Singletons can alert incidences of click fraud. They can also calculate bounce rates.
• Bounce Rate
How many visitors enter and exit at the same page without visiting any other pages in-between. It is shown in percentages.
• % Exit
how many users exit at the same page
• Visibility Time
How long a single page is viewed
• Session Duration
The average amount of time a visitor spends on a site each time they enter.
• Page View Duration or Time on Page
Average amount of time a visitor spends on each page during their visit.
• Page Depth or Page Views Per Session
Average amount of page views a visitors visits during their session. How it is calculated is by dividing total number of page views by the total amount of sessions. It can also be referred to as PV/Session.
• Frequency or Session per Unique
How often visitors enter a website. The method of calculating is by dividing the total visits or sessions by the total number of unique visitors. It can also be used to ascertain or measure visitor loyalty.
• Click Path
The sequence in which visitors follow hyperlinks

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