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The beginner’s Google Analytics Glossary


To the untrained eye, opening up Google Analytics can be like opening a portal into another dimension. But fear not, this marvellous free tool isn’t as complicated as its array of menus, graphs, visualisations and typical Google buzzwords suggest. Here’s a quick A-Z of the most important terms to get you started.v21lta

Average session duration

How long a user spends on your website.


A user loaded a single page on your website before leaving

Bounce rate

The percentage of users who exited your website on the same page by which they entered.


The user completes the intended web page purpose, whether that’s making a purchase, downloading a whitepaper, subscribing or something else.


The number of times users entered your site through a specified page or set of pages.

Entry Page

More commonly referred to as a landing page, this is the first page viewed by a user.

Exit Point

This is the last page viewed by a visitor before they leave your website.

Page Impression

A page is loaded or reloaded by a user.


The activity of a unique user in a single visit to your website.


The average number of pages viewed during a single visit.


The number of distinct devices that have accessed your website.


The total number of visits to your site, from unique or repeat visitors.

Unique Visitors

The number of unduplicated visitors to your website over the course of a specified time period.

%New sessions

The percentage of visits from users who have never visited your site before.

Looking for more comprehensive Google Analytics insight? We can help. Our team of Google Analytics consultants can help you improve your ROI, see where your website or app is letting you down and better optimise your reporting. Find out more about our Google partnership.