Important Key Terms In Google Analytics For Beginners

Web Analytics (Google Analytics) Core concepts terminologies

1.      Attribution in All Web Analytics:

In Web Analytics(Google Analytics), Attribution is the process of assigning credit for sales and conversions to touchpoints in those conversion paths. Essentially, you're quantifying a contribution a particular channel made on your sales or conversions.

1.      Attribution model in All Web Analytics:

Along with attribution, we have the attribution model. And this is a rule or set of rules that determine how credit for sales and conversions are assigned to each touchpoint in a customer's journey.

There are different types of Attribution model:

  1. First-click attribution.
  2. Last-click attribution

2.      First click attribution in All Web Analytics:

First click attribution assigns 100% of the credit to the touchpoint that started that conversion path. So that search to Google would get all of the credit when they click onto your site.

3.      Last click attribution in All Web Analytics:

For the Last click attribution, would assign 100% credit to the final touchpoint before a customer purchase. For example, a person went to Google, searched for your site, found a blog, clicked on the blog, read another article and then clicked on a link to your site. There were many steps in that path and with last-click attribution, 100% of the credit goes to that final click.

4.      Conversion in All Web Analytics:

This is a completed activity online or offline that is important to the success of your business and those are the results you’re looking for. You might measure a conversion when someone registers on your website through a web element called web form for your email newsletter, which would be a goal conversion, or makes a purchase on your site, e.g.  E-Commerce conversion.

5.      An event in All Web Analytics:

And this is a type of hit used to track user interactions with your content. You might track downloads, mobile ad clicks, when someone plays a video or, say, downloads a PDF.

6.      Dimension in All Web Analytics:

This is a descriptive attribute or characteristic of data. Browser, landing page, and campaign are all examples of default dimensions in Google Analytics or Statcounter Now, another example would be a geographic location having dimensions such as city name or state. You also have browser, exit page, screens, and sessions which are all other examples of dimensions that are going to appear by default in Google Analytics.

7.      A goal in All Web Analytics:

From your website, we might set up a goal. And this is a configuration setting that allows you to track the valuable actions happening on your site. Goals allow you to measure how well you're fulfilling your website business objectives. You can set up individual Goals to track discrete actions like getting people to visit at least five pages of your website or someone who spends at least a certain amount of money on your products. Every time a user completes a goal, a conversion is logged into your Google Analytics account or any other Web Analytics system. Additionally, a goal is potentially a series of actions that must occur for you to consider it a conversion event.

8.      A Hit in google Web Analytics:

A hit is an interaction that results in data being sent to Google Analytics. Common hit types include page tracking, event tracking, and e-commerce tracking. Each time the tracking code is triggered by a user, that data is packaged into a hit and sent to Google servers.

9.      A metric in google Web Analytics:

This is a quantitative measurement of your data. Metrics and Google Analytics can either be sums or ratios. For example, the metric of the city dimension is going to be how many residents it has. Screen views, pages per session, and average session duration are other examples of metrics you'll find in Google Analytics.

10. Pageviews in google Web Analytics:

Pageviews is a metric defined as the total number of pages viewed. A Pageviews is different from visitors. This is an instance of a page being loaded, or reloaded, in a browser. One unique user can contribute multiple page views.

11. A Segment in google Web Analytics:

This is basically a subset of sessions, or users, that share common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis. You might segment your data by marketing channel so you can see which channel is responsible for an increase in purchases. Or you might segment your data by geographic region to see what parts of the country or the world are improving your performance.

12. Session in google Web Analytics:

A session is a period of time a user is active on your site. By default, if a user is active for 30 minutes or more, any future activity is attributed to a new session, meaning they'll be flagged as a repeat visitor. Users that leave your site and return within 30 minutes are counted as part of the original session.

13. Source in google Web Analytics:

The source is the origin of your traffic, such as a search engine. For example, Google, or a particular domain name, such as

14. Medium in google Web Analytics:

The medium is the general category of the source. For example, it could be an organic search, in the case of Google. It could be social, in the case of Facebook. It could be a cost per click search or even a referral from another website. The source/medium, which you'll see together quite frequently, is a dimension that combines the two.

15. Bounce rate in Web Analytics:

It represents the number of visits when users leave your site after just a one-page view, regardless of how long they stayed on that page. A Bounce represents a visit with only a one-page view. Total Bounces divided by total visits. The Bounce rate is measured in percentage.

16. Direct Traffic and Referral Traffic:

Google Traffic sources show you how users got to your site. Traffic sources split into direct and referral traffic. Direct traffic is made up when a visitor types a URL or click on the bookmark to get to your site. Referral traffic is when a user has landed on your site by clicking on a link from somewhere else, it could be another site, a social media or a search engine.

17. Organic Search Traffic and Paid Search Traffic:

Google Analytics lets you see what percentage of your traffic came from search engines. It splits into organic and paid search. In organic search traffic, the user comes to your site by clicking on organic links on the search engine results page. These results typically appear below the search engine results page (SERP) and are determined by how well the page is optimized for search engines. The paid search results show users who clicked one of your paid search engine adverts. These typically appear at the top and side of the SERPs and are managed by an advertising account such as Google AdWords or Bing Ads. Note:  When adding Web Analytics code tags the best way is by using the Google Tag Manager.
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