Industry Insider: A Cheat Sheet to Google Analytics

Google Analytics is a very useful marketing resource that allows businesses to track and measure website traffic and compare the data to previous periods of performance. Since we know it can be confusing to understand what all of the various data points mean, we’ve broken down common Google Analytics terms in this week’s Industry Insider. 
  • Goal- events and goals are essential for measuring conversions on your website. These can be set up to track various aspects of your website including downloading a brochure, registering for a newsletter or watching a video. 
  • Goal Completion- the number of people that complete a specific marketing goal. 
  • Landing Page- the page intended to identify the beginning of the user experience resulting from a defined marketing effort.  
  • Impression- the number of times a piece of content is seen or viewed (online ad).
  • Click Through- when a viewer clicks on a link which leads to another website or section of a website.
  • Click through Rate- the percentage of people who access a hyperlink online.  It is calculated by taking the number of clicks that your link/ad receives divided by the number of times your link/ad was shown (impressions).
  • Cost Per Click- the average amount that you’ve been charged for a click on your ad. Average cost per click is calculated by dividing the total budget by the total number of clicks. 
  • Organic Search- describes a search that generates results that are not paid advertisements. Visitors land on your website from search engines such as Google, Bing, Yahoo. 
  • Visitor/User- an individual visiting a website during a period of time (also referred to as a unique visitor). 
  • Visits/Sessions- the number of times a site is visited, no matter the number of unique visitors that make up those sessions.
  • Page Views- total number of pages viewed. Repeated views of a single page are counted.
  • Bounce Rate- the percentage of visits in which a person leaves your website from the landing page without browsing any further.