Google Analytics Glossary

Not sure what everything in your web traffic report means?

Bounce Rate

The percentage of visits in which the visitor only views one page of your website before leaving. A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. You can lower your bounce rate by creating better landing pages and targeted ads, as well as creating quality content that will engage visitors and draw them into your website.

Bounce rates of 30%-50% are quite acceptable
<30% is low (really fantastic)
>50% is considered high (not so good)


These occur when a visitor completes a specific action after clicking on an ad and arriving at your website. This could be completing a purchase, signing up for an e-mail, subscribing to an RSS feed, and so on.

Key Metrics

These are also known as performance indicators or key performance indicators (KPI). This is industry jargon for a type of performance measurement.

Common key metrics in Google Analytics include

  • Page Views
  • Unique Page Views
  • Visits
  • Unique Visits
  • Bounce Rates
  • Average Visit Duration
  • Average Time on Page

Organic Traffic

Organic traffic refers to visitors who come to your website from unpaid "organic" or natural search engine results.

Referral Traffic

Referral/referring websites are other websites that refer or send visitors to your website. Knowing where your traffic is coming from is an easy way to increase your ROI. You can focus more resources on sites that are referring good quality traffic, or re-evaluate your campaigns on sites that are not driving much traffic.

Facebook is a common source of referral traffic – when a Facebook user shares a link from an external site and a friend of theirs clicks on it, it counts as a referral.

Other sites that like what you have to say or sell may post a link recommending your site. Increasing the number of relevant, high quality websites that link to you will help your search engine optimisation.

Unique Pageviews

Unique pageviews are the total number of unique visitors to a given web page during the same session (visit).

If a visitor views the same web page 3 times during the same visit, then it will count as 3 page views and 1 unique page view.
If the same visitor exits your site, comes back after 30 minutes (session expires) and views the same web page again, it will count as 3 page views and 2 unique page views.

Additional page views will not be counted during the same session for the visitor...

If the visitor reloads the web page by refreshing.
If the visitor navigates to a different web page and then returns to the original web page within 30 minutes (before session expires).

"Not Provided" Keywords

If "not provided" is a traffic-generating keyword for your website, it means that users are accessing your site from a secure server (eg. If they are logged into Gmail or YouTube while they are searching, or if they're browsing the Internet in private mode). Google is protecting these users’ privacy by not disclosing the keywords used in the search.

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