Google Analytics Glossary of Terms.

Quick Guide to Google Analytics Terminology

Google Analytics Glossary

Every month we provide our clients with a detailed KPI report, at times our heads can be buried in figures and analytics and it is easy to get that everyone around us are not doing the same. We have come up with a quick guide to Google Analytics terminology, below we have defined and outlined the main terms that we use with our clients for KPI (Key Performance Indicators) reports on a monthly basis.


A visit to your site is when the Google Analytics tracking code is triggered on a user’s entrance to the site. Everything they then do on your site is tracked within that visit, until they leave or the session expires (after 30 minutes of inactivity).

New and Returning Visits

Through the use of cookies, Google Analytics will know if a user has been to your site on that browser before – and if so, will track them as a Returning Visit. If no information is available in the cookies, the visitor is tracked as a New Visit. If the cookie that tracks this has expired or been deleted then the visit will be classed as New. Furthermore, a user using a different browser or computer for another visit will initially be tracked as a New Visit, as cookies are held within individual browsers rather than across the whole computer or tied to the user magically.


The number of visitors will always be lower than the number of visits to a site, this is because some visitors will visit more than once. A visitor will be New and then Returning, but as above, if a visitor comes to the site from another computer or browser they will be seen as a different visitor.

For example, if you go to a site you are a visitor, if someone else then uses your computer and the same browser they will be seen as the same visitor as far as Google Analytics is concerned. However if you then use a new computer, you are seen as another visitor as Google cannot work out that you have visited from another place before.

Bounce Rate

The Bounce Rate  is a visit to your site that exits having only looked at one page. The ‘Bounce Rate’ is the percentage of visits that only viewed one page before leaving the site.

Ideally you want your Bounce Rate to be as low as possible, as that shows that users are engaging with your site. Depending on the type of site a typical Bounce Rate could be between 30% and 50%. Sites such as blogs will often see a higher Bounce Rate as many people only come to the site to read a post they have heard about, when they enter the site on that post and exit having finished reading it they count as a Bounce.


A pageview is a view of a page. But think about how you navigate websites – do you often go to the same page several times while moving around? This means you are triggering multiple pageviews of the same page in a single session, which is why Google Analytics offers you an extra statistic: Unique Pageviews.

Unique Pageview

Unique Pageviews are the number of visitors to a page, rather than the number of visits to that page.

Pages per Visit

This is how many pages a visitor makes in one visit. This data is used in the Depth of Visit report that shows you how deep most visits to your site are, taking deepness as the more pages you visit the deeper your visit is.

Navigating Google Analytics

Navigating Analytics


The first thing most people see when they open their account in Google Analytics is the Dashboard, containing a graph of visits, Site Usage, Visitors Overview, Map Overlay, Traffic Sources Overview and Content Overview. Additionally, if you have Goals or E-commerce tracking set up you can also see an overview of these.


This section contains the visitors data, that is, everything you need to know about your visitor and how they view your site. Including: where they are, which browser is being used, what operating system they are using, how long they are on site, how often they are on site and more. It’s good to explore this area and see which areas might help you, for example:

•    Does your website work properly in all browsers being used?
•    How many users can actually view the Flash on your site?
•    How many times do visitors return to the site?
•    How much traffic is coming from overseas?

Traffic Sources

Traffic is another word for the visits to your site but is usually used when referring to groups of visits. The source of a visit is the specific place that sent the visit to your site. Sources include Google, LinkedIn,, paid advertising, display ads, bookmarks people have in their browser and loads more. These are grouped in to the following main Mediums:

•    Organic – Non paid search traffic
•    Referral – a visit through a link to your site from another site
•    Direct – this is usually all visits that come direct to your site, through users bookmarks or if the user types the address in to the browsers address bar manually.
•    CPC/Paid Search – This stands for Cost per Click and refers to paid advertising, Google AdWords visits can automatically be tracked within this Medium and you can manually set up any other advertising to also be grouped under this Medium.

This refers to the pages of your website. Within the Content Reports in Google Analytics you can find out how many times your pages have been seen, how many have had unique views, the bounce rate, how users got to each page and even which links were clicked most on each page. Useful reports here are include Top Landing Pages (which pages people enter the site on) and Top Content (the most viewed pages).


Goals are something that you have to set up yourself. It is within this section that you can measure conversions to find out how well your site is performing. Goals can either be:

URL Destination – the most popular goal often used to measure how many people see a confirmation page
Time on Site – if an aim of your site is to have users play a 10 minute game then you may wish to track all visits over 10 minutes as a goal completed
Pages/Visit – if you want to track the how many pages users view per visit you can set your target as a goal


Contact our Digital Marketing Manager, Shona today if you would like to find out more on the Search Engine Optimisation Services we offer at [email protected].