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Understanding Google Analytics: Part 1

There are tons of terms to describe what you’re looking at on Google Analytics, and often, the terms sound very similar to each other. So, we decided to put together a brief glossary of the most common marketing analytics terms used by Google Analytics.

Page Views

This is the number of times a user views a page that has the Google Analytics tracking code inserted. Read more about web tracking code. 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.


A session is a group of interactions that take place on your website within a given time frame. For example a single session can contain multiple screen or page views, events, social interactions, and E Commerce transactions. Those sessions can occur on the same day, or over several days, weeks, or months. If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session, Therefore a single user can open multiple sessions.

Unique Page Views

A unique page view represents the number of sessions during which that page was viewed one or more times. Unique page views are generated by the same user during the same session, for example if a visitor viewed a page once in their visit or five times, the number of unique page views will be recorded as one.

Unique Visitors

A unique visit is recorded if a user has never visited your website before.

Landing Page

The landing page is where the user begins their journey on your site. It is the main entry point to your site for that user. There are two basic types of landing pages, click through and lead generation.Click through landing pages have the goal of persuading the user to click through to another page, typically used on ecommerce sites, whereas lead generation landing pages are used to capture user data, such as name and email address.Examples of lead generation landing pages are contest entryforms or the process you undertake when signing up for free trials.

New 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. This is determined by whether Google Analytics can detect cookies, which indicate previous visits. If Google cannot detect a cookie one will be set for future recording, unless the user has disabled cookies in their personal browser preferences.


Segments enable you to analyse your data in more detail, by filtering the results to show only information for certain kinds of traffic. You can also use segments to compare results between groups of visitors; for example new vs. returning, or paid vs. organic search traffic.

Bounce Rate

The percentage of people who land on one of your web pages and then leave without clicking to anywhere else on your website, in other words, single-page visitors.

Users Flow

The users flow report shows how users moved through your site, from landing page to exit page. Users flow reports can be customised to show additional detail, such as the geographic location of users or the traffic source, and also shows how many people exited at each stage of interaction.

Conversion Rate

The number of people who converted on your website (typically filling out a form or another action you have predefined) divided by the number of people who visited your website.

If you have any further questions about the terms used above, feel free to contact us by filling out our contact form. Also look out for the second part of our Google Analytics key terms, that will be out at the end of the month.

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