下文同样翻译自谷歌分析的那个PDF文档《Improving Online Conversions For Dummies》，翻译为原创，作者为肖庆，转载请注明出处。
Some of the terms used to describe online conversion optimization can be a bit confusing. Here’s a quick translation guide to the phrases we think are key:
有些用来描述在线转化优化的术语可能会有些让人困惑不解。下面翻译一些我们认为很关键的词汇:
A/B testing. This allows you to compare two or more different versions of a page quickly and simply to see which version is more effective at referring quality leads and customers.
A/B测试：这让你可以比较两个或者更多不同版本的网页，只需通过查看哪个在引荐有质量询盘和客户方面更有效。
Assist Click. An ad click that contributed to a conversion but wasn’t directly responsible for the sale.
辅助点击次数。一个对转化有贡献但并非对销售起直接作用的广告点击。
Assist Impression. The display of an ad that indirectly contributed to a conversion without being clicked.
辅助展示。非直接对转化做出贡献且未被点击。
Bounce rate. The percentage of single page visits or visits in which the person left your site from the landing page.
蹦失率。单页访问率或访客离开着陆页面的访问量。
Click through rate (CTR). The number of clicks your ad generates in proportion to the number of times it’s shown for each keyword.
点击率。你的广告带来的点击量占因每个关键词而展现次数的比例。
Content Management System (CMS). The system used to manage the content of a website.
内容管理系统。该系统用来管理网站内容。
Conversion. A defined action in response to your ad. A conversion may be a sale, a registration, a download, or a sign up, depending on your campaign goals.
转化。对你的广告做出的特定反应。转化可能是销售，注册，下载或者注册，这取决于你的广告活动目标。
Conversion attribution. The practice of trying to understand the value of media investment that might not be apparent by metrics that only measure the last action taken.
转化归属。尝试了解媒体投资价值的实践，上述价值可能无法通过仅仅测量最后所采取行为来明显得出。
Conversion rate. The number of visitors who respond to your ad (by, say, buying something or registering) divided by the number of clicks on the ad, multiplied by 100, and expressed as a percentage.
转化率。对广告做出反应（比如说购买或者注册）的访客数量除以广告点击数量，乘以100，得出的百分比。
Cookie. A piece of text stored by a user’s web browser and can be used for authentication, storing site preferences, shopping cart contents or anything else you can do by storing text data.
Cookie。一小段存储在用户浏览器的文本，它可以用来认证，存储网站偏好、购物车内容或者其他任何可以通过存储文本数据达到的事情。
Cost-Per-Acquisition (CPA). The advertiser pays for acquiring something (typically new customers by making sales).
印象成本。广告商位获得一些东西（通常是新客户以达成销售）所付出的费用。
Cost-Per-Click (CPC). Advertisers pay only when their ad is clicked.
点击成本。广告商仅在广告点击时付款。
Impression. This is the point at which an ad is viewed by a visitor or displayed on a webpage.
印象。即访客浏览一个广告或者广告展示在网页。
Landing page. The first page a user views in a session, also known as the ‘Entrance Page’.
着陆页面。用户在一次会话中浏览的第一个页面，也称作“进入页面”。
Multivariate test. A method of experimentation that allows you to test multiple variables simultaneously. For example, using multivariate testing, you could identify the headline, image, and promo text on a page as your page sections, and then create three different variations for each one. When the experiment is running on your page, a user might see Headline A, Image B and Promo Text C all together, or Headline B, Image C and Promo Text A.
多变量测试。一种可以让你同时测试多个变量的测试方法。比如，使用多变量测试，你可以确定页面上头条、图像及促销文本作为页面选项，然后为它们分别创建3个不同的变量。当测试在你的网页运行时，用户可能会同时看到头条A,图像B及促销文本C,或者是头条B,图像C,促销文本A。