What Terms Should I Know To Understand Google Analytics?


Google Analytics is an important tool to track your website’s performance. To make the most of Google Analytics, you must have a good understanding of the terms within the program. Analytics uses many terms that are hard to understand if you don’t have a full grasp on the necessary terms. Once you understand a handful of key terms, you will be able to take full advantage of Google Analytics and all it has to offer!

Who is Seeing Your Website?


A user who goes to your website.


The amount of times your website is accessed.

Page Views

This is the number of times a user views a page. This covers all page views; so if a user refreshes the page, or navigates away from the page and returns, these are all counted as additional page views.


Sessions are individual periods of time that visitors spend on your site. A visit is ended either after 30 minutes of inactivity or if the user leaves your site for more than 30 minutes.

New Visitors vs. Returning Visitors

New visitors are those users that have not visited your site before the time period specified, while returning visitors will have made at least one visit to at least one page on your site previously.

Bounce Rate

The bounce rate is given as a percentage and represents the number of visits when users leave your site after just one page.

What is Traffic?

Website Traffic

The total number of visits to your website. Google Analytics divides traffic into multiple categories including direct, referral, organic, and paid.

What are the Different Types of Traffic?

Direct Traffic: This consists of visitors that type a URL directly into the address bar, select an auto-complete option when typing the URL, or click on a bookmark to get to your site.

Referral Traffic: Referral traffic is when a user has landed on your site by clicking on a link from somewhere else.

Organic Traffic: Organic traffic shows the users who came to your site by clicking on the organic links on the search engine results page.

Paid Traffic: Paid traffic shows the users who come to your website from Google AdWords ads, which are paid search engine keywords.

Am I Getting Any Return?

Conversions: Conversions happen when a visitor comes to your site and completes a desired goal or action, such as completing a purchase.

Goals: A measure of something you want in Google Analytics, such as how many times users fill out a contact form.

How Do I Optimize My Website?

Hiring a professional team to manage your analytics and optimize your website for search engines is often the best option when you are looking for quality results. If you need help from an expert digital marketing team, the team at Boston Web Marketing is ready to talk!

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