# Words used in Insights Orbit

> What visitors, visits, events, goals, sources and the other words on Insights Orbit's screens mean.

Source: https://docs.bifrostorbit.com/insights/everyone/glossary/

| Word | Means |
| --- | --- |
| **Site** | One website or app you follow, with its own addresses, key, goals and settings. |
| **Site key** | The short code in the script that tells Insights Orbit which site a visit belongs to. It is not a secret. |
| **Visitor** | A person, recognised for one day only. Someone who comes on Monday and Tuesday counts twice. |
| **Visit** | One time someone came. It ends after 30 minutes without activity. |
| **Page view** | A page opened, counted every time, including when it is opened again. |
| **Average visit** | How long a visit lasted, from its first page to its last activity. |
| **Bounce rate** | The share of visits that saw only one page. |
| **Entry page** and **exit page** | The first and the last page of a visit. |
| **Source** | Where a visit came from, such as **Search**, **AI assistants**, **Social**, **Email**, **Paid**, **Campaign**, **Referral** or **Direct**. See [Pages and sources](https://docs.bifrostorbit.com/insights/everyone/pages-and-sources/). |
| **Campaign tags** | The `utm_` parts of a link, such as `utm_campaign=winter`, that say which campaign brought a visit. |
| **Event** | Something a visitor did on a page, such as sending a form. See [Read events](https://docs.bifrostorbit.com/insights/everyone/events/). |
| **Automatic event** | An event counted without code: outbound link, file download, form sent, scroll depth and 404. |
| **Details** | Extra facts sent with an event, such as the trip someone booked. |
| **Label** | A name given to a button or link in labelling mode, so its clicks count as an event. |
| **Goal** | What counts as success: reaching a page or sending an event. |
| **Completion** and **conversion rate** | A visit that reached a goal, and the share of all visits that did. |
| **Funnel** | Steps in order, showing how many visits took each one and where they stopped. |
| **Journey** | The most common ways to and from a page or event. |
| **Retention** | How many people who did something in one week or month came back later. Needs known users. |
| **Known user** | A signed-in person your website sends its own user id for, followed across days and devices. |
| **Segment** | A saved set of filters, such as visitors from Norway on a phone, used on any report. |
| **Dashboard** | A page with the charts and tables you pinned, from any site. |
| **Monthly events** | Every page view and event in a calendar month, counted against your plan. |
| **Left out** | Requests not counted on purpose: bots, spam, data centres, excluded addresses and browsers that ask not to be tracked. |
| **First-party proxy** | Serving the script from your own domain, through your own server. |
| **Proxy token** | The code that lets your server pass on each visitor's address, so places and visitors stay right through a proxy. |
| **API key** | A key that lets your servers send events or your tools read them. For developers. |