Marketing Analytics Exam 2 - Google Analytics Key Terms

%New Visits for a site

% of all visits to the site from new visitors.

Content Reports - Metrics for Individual Pages (or navigating from page to page)

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Traffic Sources Report - Metrics on Site Traffic Coming from other Websites

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Session (=visit)

A period of interaction between a web browser and a website. Visit (session) is a good measure of overall traffic coming to the site.

Unique Pageview

A unique pageview represents the number of visits during which that page was viewed - whether one or more times. In other words, if a visitor views page A three times during one visit, Google Analytics will count this as three pageviews and one unique pageview.

Source/Medium (In Traffic Sources report)

In Traffic Sources report This source is not a site that referred or sent you a traffic. The information reported for this source pertains to those visitors who came to your site using a bookmark or inputting the URL directly into a browser.

Referrals

Non-search engine that sent you visitors. It indicates potential sites to seek as affiliate sites. Those sites sending you high traffic volume and quality traffic (i.e., well targeted, low bounce rates, high conversion to sales) would be candidates to expand your marketing program with. Note that Search Engines are treated separately from non search engine sites.

Bounce Rate for a page

The percentage of Bounces for the page out of all Entrances on the page.

Bounce Rate

The percentage of entrances on the site resulted in an immediate exit without viewing any other page on the site. It is calculated as Bounces divided by Entrances on the site.

Keywords (Acquisition > Keywords > Organic)

The search keywords (terms) used by visitors prior to linking to your site. This indicates which keywords you might want to bid on for paid search advertising or design into the site to get a high rank in natural search results (i.e., SEO)

Traffic Sources (Acquisition > All Traffic)

You see the source/medium that sent your site traffic. Visits in the Traffic Sources report give you the number of visits that came from a source. Those sites that sent you many visitors are important for your marketing program.

New and Returning Visitors

classifies each visit as coming from either a new visitor or a returning visitor. When someone visits your site for the first time, the visit is categorized as "Visit from a new visitor." or If the person has browsed your website before, "Visit from a returning visitor."

Low bounce rates and high traffic volume from a traffic source

indicate the source is sending you well targeted traffic and you need to enhance your marketing program with the source company.

Pageviews

is counted every time a page on your website loads. ex. if someone comes to your site and views page A, then page B, then Page A again, and then leaves your site -- the total pageviews for the visit is 3. Pageviews for a site is a good measure of overall usefulness of the site. Pageviews for specific pages allows us to gauge the usefulness of pages.

Exits (exit page)

last page visited in each visit (session) by your site's visitors. # of times a visitor left your site from a page.

A high bounce rate for a traffic source

may indicate that the source that sent you traffic that was poorly targeted for your site (e.g., visitors who are not interested in what you sell.)

Frequency

shows how frequently visitors visit your site (during and prior to a specified date range). Loyal visitors will visit your site often, so a high number of visits from visitors who have visited many times in the past is an indication of good customer (visitor) retention.

% Exit (under content)

the % of all pageviews of the page from which visitors exited your site. A high exit percentage may indicate the need to improve the design/content of the page. Some pages you would expect a high % of exits for would be a "Thank you" page following a transaction.

% New Visits

the % of visits from new visitors sent to your site from the source out of all visitors sent to your site from the source. Sources that send you many new visitors (i.e., High % New Visits) should be considered important sources for your site.

Bounce rate (for a traffic source) (e.g.: Google/organic) and for Search Keywords

the bounce rate of the landing page which the source sent the visitor upon entering the site and the bounce rate of the landing page that the keyword sent the visitor to in the site.

Entrances (under Behavior > Site Content)

the number of times a visitor entered your site on the page

Bounces

the number of times visitors entered the site on the page (entrances), and exited from the site without viewing any other pages. can indicate a user did not find what they were looking for and the page's design/content should be improved. Some pages may be designed mainly to communicate information and not to forward users to other pages on your site (e.g., a newsletter)

Landing Pages

the report (under content, site content) that lists all pages people entered your site as well as the # of entrances and bounces. you can use this report to monitor the # of bounces and the bounce rate for each landing page. Bounce rate is a good indicator of landing page relevance and effectiveness.

Frequency & Recency Report (under Behavior)

used to see how often an recently visitors have visited