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Your Guide to Understanding Website Metrics

At Boston Web Marketing, we provide our clients with monthly and annual reports with data on the website and how it is performing. On top of this, we also provide a digital dashboard that can be accessed around the clock with live data. We understand that some of this data and information can be confusing and even seem monotonous – but each metric has its own purpose and tells us different things. Here is your guide to understanding what each of these metrics means, and how we use it to improve your website ranking. 

Impressions vs. Clicks 

An impression is when a visitor sees your website page, views an advertisement, or lands on a social media post. Before engaging with the content, an impression occurs any time a user lands on the content. The difference between an impression and a click is all in their names. An impression is when a user only sees an advertisement or content. An engagement, or click, is when the user actually clicks on the content. While engagements are more valuable and lead to conversions, impressions are still an important metric to understand where traffic is coming from.

Google Analytics Sessions

One of the metrics that google analytics picks up on is sessions, a metric different from impressions and pageviews. Sessions refer to when a user visits your website within a given period of time. A session begins when a user visits a page on your site and ends after 30 minutes of inactivity or when the user leaves. If a user navigates across your website in one given time, that is referred to as a session – whereas pageview takes into account each individual page that is visited. This is important to understand what is working in our SEO or PPC efforts and is also useful to understand the user behavior on your website. 

Bounce Rate

A bounce refers to a single-page session on your website. The bounce rate refers to the percentage of visitors who leave a website or page without taking any action. Actions include clicking a button, filling out a form, or even clicking on a hyperlink. A bounce rate is useful in order to understand how many visitors are not converting or engaging with your content. From there, you can determine what content needs to be worked on and upgraded. 

% New Sessions

The percentage of new sessions/visitors to your website is just what it sounds like. This is the percentage of sessions that have never been to your website before. This can be a variation with this metric. With the clearing of cookies and the use of private browsers, it can’t always be picked up that someone has previously visited your website. It still allows us to get a good understanding of how many new visitors or sessions your website is gaining through SEO efforts. 


A conversion is when a user makes the desired action within your website. Such actions include contact forms, click-to-call, making a purchase, setting up a reservation, etc. Each business or eCommerce website will have a way to handle conversions, but in order to track these conversions you can easily set up goals for all the above actions. This will allow you to see how many exact conversions are coming in from each different goal. The conversion rate refers to the percentage of all visitors that take action on your website. 

Contact Boston Web Marketing

With all that business owners have to deal with on a daily basis, having to understand the above website metrics can be the last priority. We understand that, and at Boston Web Marketing we can take that off your shoulders. With both SEO and PPC services, we understand each metric and how to utilize it in order to improve your website’s overall performance. Contact us today to get started!

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