Web Analytics Definitions

We’ve Made It Easier For You to Understand Your Web Analytics Reports with Commonly Used Terms and Definitions

Please feel free to Contact Us if you’d like us to call you and chat about the significance of any of these web analytics definitions in your overall digital marketing strategy.

% News Sessions – An estimate of the percentage of first-time visits.

Ad Group – These are groups that contain text ads that pertain to the title of the group.

Avg. CPC – “Average Cost-Per-Click”. This is the average price you paid every time someone clicked on one of your ads.

Average Position – The average ranking of your website URLs for the query or queries. For example, if your site’s URL appears at position 3 for one query and position 7 for another query, the average position would be 5 (3+7/2). In pay-per-click, the position your ad was displayed. 2.7 means it was hovering at position 2 or 3 in the paid ads section. Anything listed as 4.0 or higher means your paid ad appeared on the right-hand column of Google’s paid real estate.

Avg. Session Duration – The average length of a Session.

Bounce Rate – Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

Clicks – In organic search, the number clicks on your website URLs from a Google Search results page, not including clicks on paid AdWords search results; in pay-per-click, the number of people who clicked on your ad and were directed to your landing page.

Cost – In pay-per-click, the total amount of money you spent on that ad group from clicks.

CTR – Click through rate = Clicks / Impressions * 100; in pay-per-click, the ratio of how many people clicked compared to how many impressions your ad group received.

Goal Completions – The total number of conversions.

Goal Conversion Rate – The sum of all individual goal conversion rates.

Impressions – The number of times any URL from your site appeared in search results viewed by a user, not including paid AdWords search impressions; in pay-per-click,tThe number of times your ad was displayed when someone typed in a keyword that was relevant to one of your ad groups (Think of this as “ad visibility”).

Pages / Session – Pages/Session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.

Pageviews – Pageviews is the total number of pages viewed. Repeated views of a single page are counted.

Sessions – Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.

Total Abandonment Rate – The rate at which goals were abandoned. Defined as Total Abandoned Funnels divided by Total Goal Starts.

Users – Users that have had at least one session within the selected date range. Includes both new and returning users.

Visits – also known as “sessions”, are the individual blocks of time that a user spends on your site. If a user is inactive for more than 30 minutes, or if the user leaves your site for more than 30 minutes, that session (or visit) is concluded. If a user returns to your site within 30 minutes, that is considered part of the original visit and not counted as a new session.

Web Analytics – A software dashboard that’s created specifically to pinpoint exactly what is and is not working with your digital advertising and marketing campaigns.