Top 50 Terms of Google Analytics

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. ​It 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 interaction 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 the dashboarding tool allow 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. ​http​s​://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.