Google Analytics: The Basic Terminology

Google Analytics can be confusing if you don’t understand the basic terminology that it uses. The good news is that you can be an expert in no time once you’ve learned what the basic terminology means. In this post we’re going to go over the basics of Google Analytics and understanding what things like “unique visitors” and “bounce rate” refers to.

Basic Google Analytics Terminology

Visits vs Visitors – The easiest way to explain this is that visits is the number of times that a person visits your website and visitors is the number of people. There will typically be more visits than there are visitors because a visitor can make more than one visit. If I visit your website 10 times, then I would be considered one visitor, and there would be 10 visits recorded in the data.

Pages/Visit – This is the number of pages that are visited for every visitor. The above graphic shows that there is a pages/visit ratio of 1.60. That means that for every visit to this website, an average of 1.6 pages are viewed.

Pageviews – This lists the pages on your site and how many times that page was viewed based on the date range you have selected.

Bounce Rate – This one is somewhat tricky. I’ll try to keep it simple, and maybe do a more detailed post on this one down the road. Bounce Rate records people that land on a page on your site and then quickly leave your site from that same page. This might be due to two different scenarios. The first one being that someone came to your site and it was not what they were looking for, so they left quickly. The other being that they landed on your web page and quickly found what they were looking for and then left.

Time on Site – This is the amount of time that was spent on your website.

Time On Page – This is the amount of time that was spent on a specific page.