Metric | Description | Section |
Bounce Rate | The percentage of visitors to a particular website who navigate away from the site after viewing only one page. | Users & Behaviour |
Content Grouping | Content Grouping lets you group content into a logical structure that reflects how you think about your site or app, and then view and compare aggregated metrics by group name in addition to being able to drill down to the individual URL, page title, or screen name. | Users & Behaviour |
Entrances | Google Analytics records an entrance for each page that a user begins a new session on. So the number of entrances given for a specific page shows how many users began their session with that page. | Users & Behaviour |
New visitor | Visitors who have reached a site for the first time. This is important in comparison with return visitors as an indication of loyalty and site value. | Users & Behaviour |
Pageviews | The instance of an Internet user visiting a particular page on a site. A pageview is recorded whenever a full page of your website is viewed or refreshed. | Users & Behaviour |
Pageviews per visit | The average number of page views per visit over a given time period. | Users & Behaviour |
Unique view | A unique view, as seen in the Content Overview report, aggregates views that are generated by the same user during the same session. A unique pageview represents the number of sessions during which that page was viewed one or more times. | Users & Behaviour |
User | A user is a visitor who has initiated a session on your website. | Users & Behaviour |
Average session duration | The total duration of all sessions (in seconds) / number of sessions. Individual session duration is calculated differently depending on whether there are engagement hits on the last page of a session. | Traffic Quality |
Average Time on Page | Average time on a page is simply the average amount of time all users spend on a single page. | Traffic Quality |
Conversion | The point at which an activity or response to a call to action fulfills the desired outcome (i.e. subscribing to a newsletter or purchasing a product). | Traffic Quality |
Direct referral | Visits to a site by visitors who typed a website’s URL directly into their browser. This also refers to the visitors who clicked on links saved as bookmarks or untagged links within emails. | Traffic Quality |
Display Referrals | This traffic found your site by clicking on an ad that you ran on another website. | Traffic Quality |
Entry page | The first page that a visitor arrives at on a website from another domain. | Traffic Quality |
Keyword | In search engine optimization, the particular word or phrase describes the contents of a web page. Keywords serve as clues or shortcuts that summarize the content of a page and help search engines match pages with searches. | Traffic Quality |
Landing Page | A landing page is the first page viewed in a session. | Traffic Quality |
Link referrals | A count of all referrals from links on other websites (that does not search engines or social networks) during a selected time period | Traffic Quality |
Organic search | Describes a search that generates results that are not paid advertisements. | Traffic Quality |
Organic Traffic | The term organic traffic refers to all visits to your website that are triggered by unpaid search results. | Traffic Quality |
Pages per Session | Pages per session are the average number of pages a person views in a given session. | Traffic Quality |
Redirect | Making a web page available under more than one URL address. Redirecting too many of a website’s pages to other pages wastes crawler resources and can result in lower search engine performance. | Traffic Quality |
Referral | Visitors referred by links on other websites | Traffic Quality |
Social referrals | A count of all referrals from social networks during a selected time period. | Traffic Quality |
Unique visitor | The number of distinct individuals who request pages from a website during a specific period, no matter how many times they visit. | Technology |
Broken link | A broken hyperlink that no longer points to its original destination. Broken links undermine user experience, waste resources of search engine crawlers, and can affect a website’s placement in search engines. | Technical Matters |
Crawler error | The inability of a crawler to view or index pages on a website | Technical Matters |
Crawler/spider/bot | A crawler is a program that visits websites and reads their pages and information in order to create entries for a search engine index | Technical Matters |
Dead-end page | Pages that include no links and require a visitor to click the back button in order to stay on a website. Dead-end pages make it difficult for visitors to navigate a website and, as a result, visitors may be more inclined to exit the site. | Technical Matters |
Duplicate content | When multiple URLs serve the same page. Duplicate content across different URLs on a website leads to poor placement in search results because they waste search engine resources by collecting and processing identical content. Common types of duplicate pages are printable or text-only versions of the main page or redirects to login pages intended for your site’s visitors that also return a “You must log in” page to crawlers. | Technical Matters |
Meta tags | A tag (a coding statement) in the HTML that describes some aspect of the contents of a webpage | Technical Matters |
Robots.txt | The name of a text file that is uploaded to a website’s director and linked in the HTML code of the website. Used to provide instructions about a website to crawlers and spiders. A robots.txt file can also be used to restrict access by crawlers to your entire website or areas of your website. It can prevent search engines from indexing forms, duplicate content, and other pages that shouldn’t be indexed and may compromise the performance of a website. | Technical Matters |
Avg. Search Depth | The average number of pages people viewed after performing a search. | Site Search |
Avg. Search Depth Definition | The number of pages viewed after performing a search. | Site Search |
Hit | Also called a page hit, the retrieval of any item (image, page) from a web server | Site Search |
Results Pageviews / Search | Pageviews of search result pages / Total Unique Searches | Site Search |
Search Depth | The number of pages viewed after performing a search. | Site Search |
Search Destination Paye | The page that users visited after performing an internal search on the site. | Site Search |
Search Exits | The number of searches made immediately before leaving the site. | Site Search |
Search Refinements | The number of times a user searched again immediately after performing a search. | Site Search |
Search Start Page | The page where users initiated an internal search. | Site Search |
Sessions with Search | The number of sessions that used your site's search function at least once. | Site Search |
Site Search | Site Search lets you understand the extent to which users took advantage of your site's search function, which searches terms have been entered, and how effectively the search results created deeper engagement with your site. | Site Search |
Time after Search | The average time (in seconds) users, after searching, spent on the property. | Site Search |
Time after Search | The number of time users spends on your site after performing a search. | Site Search |
Total Unique Searches | The total number of times your site search was used. This excludes multiple searches on the same keyword during the same session. | Site Search |
Exit page | The page intended to identify the beginning of the user experience resulting from a defined marketing effort. In other words, a landing page is a standalone web page that has been designed for a single objective. | Site Content |
Low word count | When a page has little or no text. Low word counts often receive poor placement in search results. | Site Content |
Minutes per visit | The average length of a visit to a website during a selected time period. | Site Content |
Unique Pageviews | A unique pageview represents the number of sessions during which that page was viewed one or more times. | Site Content |
Average Position | The average ranking of your website URLs for the query or queries. | Search Console |
Click through | A click on a link that leads to another website or section of a website | Search Console |
Click-through rate | CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. | Search Console |
Visits by country | Visits to a website over a selected time period, broken down by the country of the visitor. | Search Console |
Avg Domain Lookup Time | The average time (in seconds) spent in DNS lookup for this page. | Paid Speed |
Avg Page Download Time | The average time (in seconds) to download this page. | Paid Speed |
Avg Page Load Time | The average amount of time (in seconds) it takes that page to load, from initiation of the pageview (e.g., click on a page link) to load completion in the browser. | Paid Speed |
Avg Server Connection Time | The average time (in seconds) spent in establishing a TCP connection to this page. | Paid Speed |
Avg Server Response Time | The average time (in seconds) the site's server takes to respond to users' requests; this includes the network time from users' locations to the server. | Paid Speed |
Top viewed pages | Pages that were most viewed during a selected time period | Paid Speed |
Acquisition | The Acquisition section tells you where your visitors originated from, such as search engines, social networks, or website referrals. | overview |
CPA | Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions. | Overview |
Device Category | The device category allows you to view performance based on the different devices people are using to experience your website. | overview |
GA Key Indicators | A Google Analytics KPI is an objectively measurable performance indicator used to monitor, analyze and optimize user behaviors on websites. | Overview |
Interests | Google Analytics tells you your users' interests on other parts of the internet. This will help you identify a more specific target audience, cross or upselling opportunities, better blog content ideas, and more. | Overview |
New User | People that visit your website for the first time in the selected date range. Since users are based on the Google Analytics tracking code and browser cookies, it’s important to highlight the people who cleared their cookies or accessed your website using a different device since they will be reported as new users. | overview |
Per-user | Per-user means the total count of that metric divided by the cohort size. | Overview |
Return on Ad Spend (ROAS) | A marketing metric that measures the amount of revenue your business earns for each dollar it spends on advertising. | Overview |
Returning visitor | A visitor who can be identified with multiple visits, through cookies or authentication | Overview |
Source | The source is one of the four main dimensions (along with medium, campaign, and channel) for reporting and analyzing how people found your website. | Overview |
Affinity | Affinity categories are used to reach potential customers to make them aware of your brand or product. | Interests |
In-Market Segment | The in-Market segment indicates that users are more likely to be ready to purchase products or services in the specified category. | Interests |
Ad Content | It is the first line of the text for the online Ad campaign. | Google Ads |
Click | When someone clicks your ad, like on the blue headline or phone number of a text ad, Google Ads counts that as a click. | Google Ads |
Cost per Click (CPC) | Cost-per-click (CPC) bidding means that you pay for each click on your ads. | Google Ads |
Display Targeting | It allows you to analyze the performance of your Google Ads campaigns that target the Google Display Network (GDN). | Google Ads |
Impression | Each time your ad appears on Google or the Google Network, it's counted as one impression. | Google Ads |
Paid Keywords | Paid keywords are keywords you bid for inside Google Ads. | Google Ads |
Pay per click (cost per click) | A model where a company that has placed an advertisement on a website pays a sum of money to a host website when a user clicks on the advertisement | Google Ads |
Placement | Placements are locations where your ads can appear on YouTube or the Google Display Network. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit. | Google Ads |
Remarketing | Remarketing is a feature that lets you customize your display ads campaign for people who have previously visited your site, and tailor your ads (using dynamic remarketing) to these visitors when they browse the web and use apps. | Google Ads |
Shopping Campaigns | A Shopping campaign is a campaign type that helps promote your products by giving users detailed product information before they even click your ad. | Google Ads |
Technology Section | Tech overview report displays your app or website traffic by your visitor's technology, such as platform, operating system, screen resolution, and app version. | Google Ads |
Video Campaigns | Video campaigns allow you to reach and engage with your audience on YouTube and through Google video partners. | Google Ads |
Goal Abandonment | Destination (or page-based) goals can be configured to include additional pages leading to a conversion (funnel steps). If somebody views at least one of the funnel steps without converting, they will be considered as abandoning the goal and be included in the goal abandonment metric. | Goal Performance |
Goal Completion | When a user converts for a particular goal during a session they’ll be counted as a goal completion. If a goal is completed multiple times during a user’s session, it will only be counted as a single conversion. | Goal Performance |
Goal Conversion | A goal conversion takes place when your visitors complete a specific action you are tracking | Goal Performance |
Goal conversion rate | the goal conversion rate is calculated as the number of goal conversions divided by the number of sessions, times 100. | Goal Performance |
Goal Value | Goal values are a rigid monetary amount assigned to specific, non-eCommerce actions on your website. | Goal Performance |
Event Action | Event Action is the name assigned to the type of event you want to track for a particular webpage element. | Events |
Event value | Event Value is used to evaluate user interactions with individual site objects or content items. | Events |
Events | Events are user interactions with content that can be measured independently from a web page or screen load. | Events |
Sessions with Event | The total number of sessions with events. | Events |
Unique Events | Unique Events are interactions with content by a single user within a single session that can be tracked separately from pageviews or screen views. | Events |
Average Order Value (AOV) | Average order value is measured by dividing the total dollar value of sales by the total number of orders for a given time period. | E-commerce |
Buy-to-Detail Rate | The number of products purchased per number of product-detail views. | E-commerce |
Cart Abandonment | All the sessions whereby a customer added a product to their cart but didn’t initiate the checkout process. | E-commerce |
Cart-to-Detail Rate | The number of how many of your visitors have visited a product page to how many people added it to the basket. | E-commerce |
Check-out Behavior | This part helps you to understand how users moved from one step of your checkout funnel to the next, and which step they entered or exited the checkout funnel. | E-commerce |
Checkout Abandonment | All the sessions whereby a customer-initiated the checkout process but didn’t actually complete the purchase. | E-commerce |
Conversion | A conversion is reported whenever a user completes a goal or makes a purchase during a session. | E-commerce |
Internal Promotion Clicks | The number of clicks on internal promotion. | E-commerce |
Internal Promotion CTR | The rate at which users clicked through to view the internal promotion. | E-commerce |
Internal Promotion Views | The number of views of an internal promotion. | E-commerce |
Internal Promotions | Internal promotions are on-site marketing tools to show offers, discounts, bundles of products. | E-commerce |
No Cart Addition | All the sessions whereby customers viewed a product(s) on your website but didn’t add anything to their cart. | E-commerce |
No Shopping Activity | All the sessions counted by GA in which no shopping activity was initiated by the customer. | E-commerce |
Product List Name | Product List Name is a Dimension in Google Analytics under the Ecommerce section. Product List Name Definition: | E-commerce |
Product List Performance | It allows you to track how clusters of products are performing in your online store. | E-commerce |
Product Refunds | Total refund amount associated with the product | E-commerce |
Product Revenue | The metric represents individual product contributions to total revenue. | E-commerce |
Quantity | The number of units sold in e-commerce transactions. | E-commerce |
Refund Amount | Currency amount refunded for a transaction | E-commerce |
Return on Investment (ROI) | How much profit you've made from your ads and free product listings compared to how much you've spent on them. | E-commerce |
Revenue | Total revenue from e-commerce transactions; depending on your implementation, this may include tax and shipping. | E-commerce |
Revenue Per User | Total revenue divided by the number of users shows the average amount generated for each user. | E-commerce |
Sales Conversation | The Sales Conversion Rate measures the effectiveness of your sales team at converting leads into new customers. | E-commerce |
Sessions with Add to Card | This is the stage where people add products to your shopping cart. | E-commerce |
Sessions with Check-Out | This is the stage where people check out on your site. | E-commerce |
Sessions with Product View | This is the stage where people view products on your site. | E-commerce |
Sessions with Transactions | This is the stage where people made a purchase on your site. | E-commerce |
Shipping | Total shipping charges for e-commerce transactions. | E-commerce |
Shopping Abandonment | Shopping Abandonment is used to describe the situation when a visitor on a web page leaves that page before completing the desired action. | E-commerce |
Shopping Behavior Analysis | The Shopping Behavior Analysis report lets you see the number of sessions that included each stage of your purchase funnel, how many sessions continued from one step to the next, and how many abandoned the funnel at each stage. | E-commerce |
Tax | Total tax charges for e-commerce transactions. | E-commerce |
Transactions | Transaction data is made up of the information collected about each transaction that occurs on your site or app. | E-commerce |
Transation Value | Transaction value measures how much, on average, customers are spending on each purchase. | E-commerce |
Unique Purchases | Unique Purchases is the total number of times a specified product (or set of products) was a part of a transaction | E-commerce |
Visitor | Also called a unique visitor; an individual visiting a website during a period of time | Demographics |
Visits | The number of times a site is visited, no matter the number of unique visitors that make up those sessions | Demographics |
Related links | Other sites that are related to the site you are interested in. Related sites may receive traffic from similar keywords, have a similar audience, or are frequently cited together on web pages. | Campaigns |
Session | The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session. | Users & Behaviour |
Anchor text | Text that appears highlighted in a hyperlink can be clicked to open a webpage. Search engines use anchor text to help decide what the linked page is about. Links on a website should have a descriptive, keyword-rich anchor text that describes the destination page in order to improve search performance. |
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Cookie | A text file is placed on a visitor’s computer while browsing a website. Cookies are used to track returning visitors |
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Explore the Google Analytics glossary to familiarize yourself with key terms and concepts for effective data analysis.
Written by Gulce Gumrukcu
Updated over a week ago