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Google Terms

Metrics Definitions

Use the chart below as a reference for metrics when creating custom reports.

You can also visit the following links to learn about dimension definitions and valid dimension-metric pairs.



Metric name

Category

Definition

Bounces Site Usage This field identifies the number of single-page visits to your site over the selected dimension. For example, if you apply this metric to the Ad Campaign dimension, it'll display the number of single-page visits to your site by users that reached your site via a particular ad campaign.
Bounce Rate
Site Usage The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
Clicks Site Usage This field identified the number of times a user has clicked on your Ads.
Entrances Site Usage This metric identifies the number of entrances to your site. It will always be equal to the number of visits when applied over your entire website. Thus, this metric is most useful when combined with particular content pages, at which point, it will indicate the number of times a particular page served as an entrance to your site.
Exits Site Usage This metric identifies the number of exits from your site, and, as with entrances, it will always be equal to the number of visits when applied over your entire website. Use this metric in combination with particular content pages in order to determine the number of times that particular page was the last one viewed by visitors.
% Exit Site Usage The percentage of site exits that occurred from a page or set of pages.
New Visits Site Usage The number of new visits by people who have never been to the site before.
Time on Page Site Usage This field indicates how long a visitor spent on a particular page or set of pages. It is calculated by subtracting the initial view time for a particular page from the initial view time for a subsequent page. Thus, this metric does not apply to exit pages for your site.
Pageviews Site Usage This field indicates the total number of pageviews for your site when applied over the selected dimension. For example, if you select this metric together with Request URI, it will return the number of page views over the returned result set for the Request URI for your report.
Time on Site Site Usage The time a visitor spends on your site.
Visits Site Usage The number of times your visitors has been to your site (unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.
Visitors Site Usage A user that visits your site. The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.
Unique Pageviews Content The number of sessions during which the page is viewed at least once.
Total Unique Searches Content The total number of times your site search was used. This excludes multiple searches on the same keyword during the same visit.
Visits with Search Content The total number of visits where internal site search was used.
Search Refinements Content The number of times a visitor searched again immediately after performing a search.
Time after Search Content Starting from the first use of internal search, time spent on site until either the session ended or until another search happened
Search Depth Content The average number of pages visitors viewed after performing a search. This is calculated as Sum of all "search_depth" across all searches / ("search_transitions" + 1)
Search Exits Content The number of searches a visitor made immediately before leaving the site.
Goal1-4 Start Goals If goals are configured, the total number of visitors who have completed the first goal step for this particular goal.
Goal Conversions Goals The number of goals completed by visitors.
Goal1-4 Completions Goals If goals are configured, the total number of visitors who have completed all elements defined for this particular goal.

Total Goal Value

Goals This is the total value used in Google Analytics' ROI calculations, and can be either a set value for the page, or a dynamic value pulled from your e-commerce receipt page.
Goal1-4 Value Goals If goals are configured, the total cumulative value for this particular goal. This definition applies for Goal1 - Goal4 Values.
Per Visit Goal Value Goals This is the value used in Google Analytics' ROI calculations per visit, and can be either a set value for the page, or a dynamic value pulled from your e-commerce receipt page.
Goal Conversion Rate Goals In the context of Campaign Tracking, the percentage of sessions on a site that result in a conversion goal being reached on that site.
Unique Purchases E-Commerce The total number of times this product was seen in a transaction.
Product Revenue E-Commerce Total of quantity multiplied by the price of all items in UTM:I field(s)
Quantity E-Commerce The total number of items sold for the product (or group of products).
Revenue E-Commerce Total as denoted in the UTM:T field
Per Visit Value E-Commerce Average per-visit value is the average value of a visit to your site and is calculated as Revenue divided by Visits.
RPC E-Commerce Revenue-per-click.
Average Value E-Commerce The average value of an e-commerce transaction.
Shipping E-Commerce The cost of shipping for a transaction.
Tax E-Commerce The amount of tax applied to a transaction. This value should be a number without any monetary symbols or commas in the value.
Transactions E-Commerce The total number of transactions.
Cost Advertising Campaign cost
Impressions Advertising A display of a referral link or advertisement on a web page. This metric accounts for the total number of impressions for a campaign.
CTR Advertising Clickthrough rate is the percentage of impressions that resulted in a click.
CPC Advertising Cost-per-click is the average cost you paid for each click on your search ad(s).
CPM Advertising This stands for cost-per-thousand impressions. A CPM pricing model means advertisers pay for impressions received.
 

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