Website Analytics

Total users


New users



Engaged sessions

Views per session


Sessions: a period during which a user is actively engaged on your website. It starts with the user's first event and ends after 30 minutes of inactivity or at midnight. Sessions can include multiple pageviews, events, social interactions and e-commerce transactions. Engaged Sessions: sessions that last longer than 10 seconds, have a conversion event or have 2 or more screen or page views. This metric is used to measure user engagement more effectively than just counting all sessions, focusing on those where users show a higher level of interaction. Views: the number of pageviews on a website. A view is recorded each time a user loads or reloads a webpage.

Engaged sessions per user

Target = 1 (on average, users have at least 1 engaged session on your site)

Event count

Event Count

An event allows you to measure a distinct user interaction on your website such as loading a page, clicking a link or completing a purchase. Events include default (automatically collected) actions as well as any custom events that have been set up in your account.

Event count per user


A conversion is defined as a user action that is valuable to your business, such as a purchase, sign-up or form submission. These actions are tracked as events and specific events can be marked as conversions.

Conversions by event

These are the events that have been marked as conversions.

Top Converting Pages

Views per session

Views = the # of web pages users have visited. Session: each time a person visits your site, a session is recorded. Views per session target = 2

Avg engagement time per session

Measures the amount of time that users spend actively interacting with a page – reading, writing, scrolling, watching, etc. Target = 2-3 minutes


The ratio of engaged to total sessions. Averages vary by industry. Targets here are between 50 and 70%.

Bounce rate

Bounces are non-engaged sessions. Eg: someone visits your website, reviews content on your home page for less than 10 seconds, and then leaves without triggering any events or visiting any other pages or screens. Higher bounce rates might be ok if the purpose of the page is informational. I.e.: a person clicks on the site, reads the content, then exits. However, a high bounce rate will contribute to a lower session duration since single-page sessions (bounces) are assigned a session duration of 0 seconds.




Source: the domain (website or platform) that sends traffic to your website.

Top Landing pages BY SESSION

A landing page is the first page a visitor lands on when they visit your website. / = homepage (usually) (not set) indicates that the landing page information was not properly captured, which can be due to several reasons such as tracking issues or misconfigured UTM parameters. /index.php/ in URLs indicates that your website is not properly configured to use "pretty" permalinks. This is often related to server settings or CMS configurations, especially in platforms like WordPress.


Top medium BY SESSION

Medium: categories that describe the kind of traffic being driven to your website. Some of the common mediums include: - “organic” (unpaid search) - “cpc” (cost per click, i.e. paid search) - “referral” (referred from other websites) - "email" (email marketing) - "social" (social media website*) - “none” (direct traffic has a medium of “none”) - “not set” (GA4 was unable to determine or receive information about the traffic source's medium) *In GA4, social media traffic is often categorized under "referral", with the social media website being the referral source.

Google Search Console (GSC)


Impressions by Page

Average Position

Target = as low as we can get! Average position is the numerical order in which your site is displayed in search results. According to Google: “Position is calculated from top to bottom on the primary side of the page, then top to bottom on the secondary side of the page.”


Average CTR

Click Through Rate (CTR) is the ratio of clicks to impressions. It's the % of people who were served your site in organic search results who clicked onto the site.

Top Clicks (Devices)



These are the terms people are entering into the Google search engine that are resulting in clicks to the site.

Google Ads

total Impressions

total IMPRESSIONS & CLICKS (12-month view)

Impressions = # of times an ad was seen. Clicks = # of clicks on ads.

total Clicks

display Impressions


SEARCH Impressions


Display Click-Through Rate (CTR)

Display CTR benchmarks = 0.35 all devices 0.60 mobile

DISPLAY Cost Per Click (CPC)

Display CPC benchmarks = $0.60 (display/mobile) $0.75 (display/all devices)

Search Click-Through Rate (CTR)

Search CTR benchmark = 4.10% (mobile)

Search Cost Per Click (CPC)

CPC benchmark = $2.67 (search/mobile)

DISPLAY Conversions

Display Impression Share

SEARCH Conversions

Search Impression Share

All Conversions

total Conversions


TOTAL Cost Per Click (CPC)

TOTAL Cost PER Conversion

TOTAL Conversion Rate

Conversion rates by industry vary significantly based on factors like product type, market competition and customer behavior. Here are some average conversion rates by industry: E-commerce: 1% to 2% Real Estate: 2% to 3% Travel and Hospitality: 2% to 4% Legal Services: 5% to 6% Healthcare: 3% to 5% Finance and Insurance: 5% to 9% Technology (B2B): 2% to 3% Education: 3% to 4%


GOOGLE ADS Campaigns with Highest Return

Google Ads Campaign Performance by Clicks

Top Performing Keywords (search ads)

Top Performing search Ads

Top Performing Display Ads

Facebook Ads


IMPRESSIONS & CLICKS (12-month view)

Impressions = # of times an ad was seen --- Reach = # of people who saw the ads (always less than impressions because some people see the ads more than once). --- Clicks = total # of clicks on ads (including link clicks). --- Link Clicks = # of clicks on ads that led to the intended landing page. Doesn't include clicks to the page profile or reactions, comments or shares. Always less than # of clicks.

amount spent

Clicks (All)

Click Through Rate (CTR)

Ratio of impressions to clicks. Benchmark = 0.90%


Ratio of impressions to link clicks (LCTR will always be lower than CTR).

Link Clicks Conversion Rate

ratio of conversions (support page load) to link clicks (clicks on the CTA button that takes users to the main site) = conversions / link clicks

Link Clicks

landing page views

Page load of either landing page.

Frequency by Campaign

Page Engagement

Any action someone takes on your ads, including clicks, likes, comments & shares. This also includes checking in to your location or tagging you in a post.

Post Reactions

Reactions are Facebook's line-up of 6 emoji that people can use to react to your ad: Like, Love, Haha, Wow, Sad, Angry.

Post Shares

A share is when a user clicks the share button, either from Facebook directly or from a share button on your website. The shared content is then published to that user's personal profile (a.k.a. "wall") which is selectively served to their friends.

Post Comments

Top Campaign by Clicks (All)


Engagement by Campaign

Customer Avatar

Avatar profile

The avatar is an idealized customer profile that helps to better understand your most valuable target customers. The profile is adjusted over time as more data is gathered from website analytics, social media, digital ads and other data sources.

Link Clicks By AGE (FACEBOOK)

Link Clicks by GENDER (facebook)

Clicks by age (GOOGLE ADS)

Clicks by GENDER (google ads)

sessions by browser (google analytics)


age by Sessions (GOOGLE ANALYTICS)

gender by Sessions (GOOGLE ANALYTICS)

CONVERSIONS by city (google adS)

CONVERSIONS by keywords (google ads)

These are the keywords that users who converted (loaded the support page) initially entered into Google search.

Facebook Organic

Fans Count

Page Impressions

Page Impressions (Organic)

Page Consumptions

Engaged Users

Stories About You


Mobile Check-ins

Top Posts by Impressions

Top Posts by Engaged Users

Top posts by Engagement Rate (with image)

Google Business Profile

Total Views

Website Clicks



Phone Calls

Directions Requests

Total Views by Google service

Website Clicks

Top Reviews

Email Marketing

Integrations are available for Mailchimp, Klaviyo, Hubspot and other email management platforms.