Google Analytics Terms Flashcards
Acquisition
Reports that show how visitors arrived on your site
Analytics Intelligence
machine-learning feature that identifies trends and changes in data
Attribution
Determines how credit for sales & conversions are assigned to touchpoints on the conversion path
Audience
Reports that provide insights into the characteristics of your users
e.g.) age, gender, interests, devices etc
Average Session Duration
average amount of time users are spending on your website
Average Time on Page
average amount of time users spend viewing a specific page, set of pages or screens
A higher average time of page indicates to contents on the page are very interesting to visitors.
Behaviour
Reports that provide insight into the behaviour of users on your site
e.g. entrance pages and exit pages.
Benchmarking
Allows you to compare your data to companies in the same industry
Bounce
When a user’s session only contains a single pageview
e.g. they land on a website and then immediately “bounce” away.
Bounce Rate
percentage of single-page visits
Campaign Tags
Parameters added to destination URLs to help determine which marketing campaigns are driving the most traffic
Channel
Top-level groupings of your traffic sources
e.g. Organic Search’, ‘Paid Search’, ‘Social’ and ‘Email’.
Conversion
A completed activity
e.g. a completed sign-up for your email newsletter or a purchase.
Conversion Rate
percentage of sessions that results in a conversion
CPC
(Cost-per-click)
refers to the people who click through to your website from paid ads
Custom Dimensions
Used to import company-specific data (like client ID’s from WordPress /Salesforce) and combine it with Google Analytics data.
Custom Metrics
Used to import company-specific metrics and combine them with Google Analytics data
Custom Report
A report that you create. You pick the dimensions and metrics and decide how they should be displayed.
Demographics
Reports that provide information about the age, gender, interests of users through their online travel and purchasing activities
Dimensions
Attributes of your data
e.g. the dimension City indicates the city, for example, “Paris” or “New York”, from which a session originates.
Direct
Visits from people who typed your website’s URL into their browser or clicked a link in an email application (that didn’t include campaign tags).
Events
Used to track a specific type of visitor interactions with your web pages like ad clicks, video views, and downloads.
Filters
Lets you include, exclude, or modify the data you collect in a view
First-click Interaction
Assigns credit for sales & conversions to the first channel on the conversion path
Funnel Visualisation
A visualization tool that maps the steps/pages a customer takes when visiting your website
Goals
Measure how well your site or app fulfills your target objectives
e.g. subscribing to your email newsletter, submitting an inquiry or making a purchase.
Google Data Studio
allows you to present & visualize data from Google Analytics, Google Sheets and other data sources
Google Tag Manager
allows one to easily alter code on a website created to track marketing analytics
e.g. Google Analytics tracking code, Facebook Pixel.
Keywords
The search terms people use to discover your website
Landing Page
(entrance page)
The first page viewed during a session
Last-Click Interaction
Assigns credit for sales & conversions to the last channel in the conversion path
Medium
The general category of the traffic source
e.g. ‘organic’ for free search traffic
‘cpc’ for cost-per-click
‘referral’ for inbound links from other websites.
Metric
a number or a percentage presented as columns of data within your reports.
New User
People that visit your website for the first time in the selected date range.
Not Set
A placeholder name that Analytics uses when it hasn’t received any information for the dimension you have selected
e.g. Google Analytics was unable to determine someone’s exact geographic location.
Organic
Visitors who come to your website without clicking on a paid search ad
Pages Per Session
Indicates how many pages a visitor will view when browsing through a website.
Pageview
Reported when a page has been viewed by a user on your website
Paid Search
Visitors who come to your website from a Google Ad or other paid search ad
Property
Represents your website or app & is the collection point in Analytics for your data
Referral
When a user clicks through to your website from another third-party website
Search Console
Tools and reports to help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results
Segments
Analysis tool which allows you to isolate and compare various groups of users on your website
Session
A single visit to your website, consisting of one or more pageviews, along with events, eCommerce transactions and other interactions.
By default, a session ends after 30 minutes of inactivity or when a user closes a browser window.
Site Search
Lets you understand the extent to which users took advantage of your site’s search function and which search terms they entered.
Source
Communicates where the user came from
For example, if the medium was “organic,” the source might be “google.com”.
URL Builder
Google’s tool to add extra bits of information (known as campaign tags, UTM tags or parameters) to the URL of your online marketing or advertising campaigns.
View
A defined view of data from a property. You can add up to 25 views per property
