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    Google Analytics Glossary of Terms

    Information on Google Analytics Terminology

    The below terms can be found throughout the Google Analytics reports.


    Term Definition
    Acquisition
    How website visitors are acquired.
    Benchmarking
    Comparison Report for website metrics performance in contrast to websites of a similar size and category.

    Includes information such as site visits, page views, bounce rates, average time on site.
    Bounce Rate
    Number of site visitors who leave after viewing only one page.

    A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. If you have a high Bounce Rate you may need to develop better targeted ads, Landing Pages, and perhaps create better content to engage visitors to explore your website.
    Branded Traffic  Site visitors resulting from brand or related term searches.
    Click  A single instance of a user selecting a web link to visit another website page.
    Conversion
    Successful completion of a customised site goal set for visitors eg. Completing a Purchase, Subscribing, Submitting a Contact Form or Clicking a Particular Ad or Page.
    Cookie  A small piece of code used to retain a visitor's preferences when visiting a site.
    Click-Through-Rate (CTR)  The number of clicks your website receives in search engine results pages divided by the number of impressions (how many times it is seen) your listings get. 
    Custom Reporting  A Google Analytics report that includes only the information you want to see based on the metrics and dimensions you choose.
    Dimensions
    Visitor attributes including activity on the site.

    Dimensions are used to help organise, segment, and analyse website data.
    Direct Traffic  Site visitors using a bookmark or typing the URL to reach the site.
    Ecommerce
    Reports tracking site visitor activity in the shopping cart or commerce area of the website.
    Engagement Rate  Average Session Duration. The length of time a visitor spends on the site.
    Entrances/Entrance Page  Landing Page or pages visitors used to enter the site from outside sources.
    Entrance Point
    This is the page a user visited just before entering your funnel – it isn’t always your homepage (see “Funnels” below). 
    Events
    Any action chosen to be tracked on the site. Eg. Playing a  video or downloading a file.
    Exit Rate
    Percentage of visitors who leave the site after looking at a particular page.

    If the visitor only looks at one page and leaves, that is the Bounce Rate, if they look at several pages and then leave, Exit Rate will tell you which of those pages has the highest rate of people leaving after viewing it.
    Filter
    A display of information according to the specific criteria you select. You can use filters to carry out actions like eliminating internal traffic from reports or to only include traffic to a specific subdomain.
    Funnels
    The series of pages a visitor goes through on their way to your goal page. Creating funnels can show you where visitors abandon the process during the path to conversion to your goals.

    Goals 
    Actions you want visitors to take on your website that you define as a success. Goals must relate to a quantifiable action that your website’s visitors take such as a purchase, contact form submission, or downloads. Goals are set up in Google Analytics to track Conversions.
    Goal Conversion Rate
    The number of visits on a site that included conversions divided by the total number of visits.
    Goal Flow
    A visual report that show you the path that visitors took along their way to making a conversion on your website. It helps you track the steps that occurred before the conversion took place so you can optimise your website to increase conversions.
    Impression
    When your website appears in search results for a particular search query.
    Include
    A type of filter that includes a piece of data when it meets the qualifications and keeps only those hits that match.
    In-Page Analytics
    A visual report that give you an overview of how visitors interact on particular pages such as wheat links are being clicked the most often or if your content is organised most effectively. 
    Keywords
    These are the words that visitors used to find your website when using a search engine. This information shows you what searchers are actually looking for when they find you.

    These also help you to determine potential new keywords to target.
    Landing Page
    The first page a visitor lands on when they click through from the search engine results page; also known as the entrance page.
    Loyalty  A visitor’s loyalty is measured by behaviour, that is, by the amount of times they return to your website in a specified time period. Loyal visitors are typically highly engaged with your website and your brand. Low loyalty often illustrates the need for new content and regular updates to a website.
    Metrics  Individual pieces of data that can be measured, for example, page views, gender, average visit/session duration.
    New Sessions
    An estimated percentage of first-time visits.
    New Visitors
    People who have not previously or recently visited your site are considered new visitors. If the person has previously visited your website by deleted cookies, cleared their browser history, or visited in private browsing mode, that user will be counted as a new visitor.
    Organic Traffic
    Visitors who come to your website by clicking on the unpaid (organic or natural) search engine results. 
    Paid Traffic
    Visitors who come to your website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns. This data will show you how effective your paid online advertising is.
    Pages/Session
    This is the average number of pages viewed during a session.
    Parameters
    Theses are tags added to the end of URL addresses in order to better define and track what source the traffic to your website is coming from – usually this is used for ads or links from other social media such as measuring the effectiveness of your referral Tweets, Facebook posts, etc.
    Query
    The word or phrase a user enters into a search engine to find your website.
    Referring Sites/Referral Traffic
    Other websites that refer or send visitors to your website are called referring sites (i.e., Facebook, Twitter, LinkedIn, your blog, advertisements, etc.).

    Knowing where your traffic is coming from allows you to focus more resources on sites that are referring more traffic.
    Screen Resolution  This defines what screen size users are utilising when visiting your website (desktop, laptop, mobile device) so you can best optimise the structure of your site to best serve the most popular dimensions.
    Search Engines
    The three main search engines are Google, Yahoo, and Bing. Google Analytics segments your data so you can see how much traffic each search engine is generating. 
    Sessions  (formerly known as Visits). The number of times your website is accessed (this is different from number of Visitors) and the period of time users are actively engaged on your website. Watching the trends in your visits allows you to analyse which aspects of your online marketing are working.
    Site Search
    A search feature within your website that allows visitors to search your entire website for certain keyword and information. 
    Sources
    (also known as Traffic Sources) Where the traffic to your website originated as well as what keywords visitors utilised to get there. 
    Time On Site
    The average length of time a visitor spends on your website within a specified time period. You can use this data to measure the effectiveness of your website. The longer visitors spend on your site, the more informative and/or interactive it is.
    Top Exit Pages
    The pages on your website that visitors leave from. In Google Analytics, these pages are listed in order from those the most visitors exited your site to those pages that visitor’s least exited your site.

    If users are leaving your site from a Thank You page after purchasing or downloading information, that is good. If one of your Top Exit Pages is the Home page on your site, that is not.
    Top Landing Pages
    The first pages that users land on, or come to when entering your Website. Within Google Analytics, these pages are listed in order of most visited to least visited. This data is important because it allows you to see which pages are attracting visitors.
    Tracking Code This is a small snippet of computer code that is inserted into the body of any webpage that you want to gather analytic data for; the tracking code captures information about visits to a page.
    Traffic  The total number of visits to your website. Traffic can be divided into multiple categories including, direct, organic and paid.
    Unique Visitor  The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers. 
    Uniform Resource Locator (URL)
    The address of your Website (i.e. www.mycompany.com) 
    Visitor
    The number of individuals who viewed your website. One visitor can visit your site multiple times so you will never have more visitors than visits.

    The “Visitor” section of Google Analytics offers data and reports concerning the behaviour of the visitors that frequent your Website.
    Visitor Flow  A report that visualises the path visitors took through your website, starting with the source the user arrived from and ending with the page the user converted on or exited from.

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