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.
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.
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.
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.
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.
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.
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.”
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.
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%
Impressions = # of times an ad was seen
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Reach = # of people who saw the ads (always less than impressions because some people see the ads more than once).
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Clicks = total # of clicks on ads (including link clicks).
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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.
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.
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.
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