Google Analytics Terms Flashcards
Acquisition
Reports that show how visitors arrived on your site.
Analytics Intelligence
Google’s machine learning feature that identifies trends and changes in your data.
Attribution
Determines how credit for sales and conversions are assigned to touchpoints on the conversion path.
Audience
Reports that provide insights into the characteristics of your users (age, gender, interests, devices etc.)
Average Session Duration
The average amount of time users are spending on your website.
Average Time on Page
The average amount of time users spend viewing a specific page or screen, or set of pages or screens. A higher average time of page indicates to contents on the page are very interesting to visitors.
Behavior
Reports that provide insight into the behavior 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
The percentage of single-page visits. If the success of your site depends on users viewing more than one page, then a high bounce rate is bad.
Campaign Tags
Parameters added to destination URLs to help you 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 that is important to the success of your business, e.g. a completed sign-up for your email newsletter or a purchase.
Conversion Rate
The percentage of sessions that results in a conversion.
CPC
Cost-per-click can be seen in the Acquisition reports and typically refers to people clicking 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 it 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 and gender of your users, along with the interests they express 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
Let you include, exclude, or modify the data you collect in a view.
First-click Interaction
Assigns credit for sales and conversions to the first channel on the conversion path.
Funnel Visualization
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 Ads
Google’s advertising platform that helps advertisers reach new customers online.
Google Data Studio
Google’s reporting and dashboarding tool allows you to present and visualize data from Google Analytics, Google Sheets and other data sources.
Google Tag Manager
Google’s tag management tool which 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
The first page viewed during a session, or in other words, the entrance page.
Last-click Interaction
Assigns credit for sales and 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 and ‘referral’ for inbound links from other websites.
Metric
Typically 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 Provided
Since 2010, Google no longer provide the keyword data done on the secure version of Google (e.g. https://www.google.com) to protect the privacy of the searcher.
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 after searching Google.com and other search engines without clicking on a paid search ad.
Pages Per Session
Indicates how many pages visitors 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, and is the collection point in Analytics for your data. You can add up to 50 properties to each Analytics account.
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 to a property.
