Google Analytics: Simple Explanation of Key Terms and Metrics

Life Cycle (Overview)

This section gives an overview of how users interact with your website or app. It shows how they find your site, what they do while they are there, and whether they return.

Acquisition (User, Traffic)

Acquisition means how users arrive at your website or app. It includes data on new and returning users and how they discover your site.

Traffic Acquisition

• Sessions: A session starts when a user visits your website and ends after inactivity or when they leave.
• Engaged Sessions: Sessions where users spend at least 10 seconds, view two or more pages, or complete an event.
• Engagement Rate: Percentage of engaged sessions out of total sessions.
• Average Engagement Time Per Session: The average amount of time users stay actively engaged in a session.
• Events Per Session: The average number of actions (events) a user completes in one session.
• Event Count: The total number of recorded user actions.
• Key Events: Important events that are tracked, like purchases or sign-ups.
• Session Key Event Rate: Percentage of sessions where a key event occurs.
• Total Revenue: The total money earned from transactions and ads.

User Acquisition

• Total Users: The number of unique users who visited your site.
• New Users: First-time visitors to your website or app.
• Returning Users: Users who have visited before.
• Average Engagement Time Per Active User: The average time each active user spends engaged.
• Engaged Sessions Per Active User: The number of engaged sessions per active user.
• User Key Event Rate: Percentage of users who trigger key events.

Search Items

These terms relate to how traffic is categorized based on its source.

• Session Primary Channel Group (Default Channel Group): The broad category (e.g., Organic Search, Direct) that a session falls into based on its source.
• Session Default Channel Group: The specific type of traffic, automatically classified by Google.
• Session Source / Medium: Shows the exact origin of the traffic (e.g., "google / organic").
• Session Medium: The type of source that brought users (e.g., organic, paid, referral).
• Session Source: The website or platform that referred the user (e.g., google, facebook).
• Session Source Platform: The specific platform that sent traffic (e.g., Google Ads, Facebook Ads).
• Session Campaign: The marketing campaign that led the user to the website.

Traffic Sources

• Direct: Users who type your website URL directly into their browser.
• Unassigned: Traffic that Google couldn't classify into any category.
• Organic Search: Traffic from unpaid search engine results.
• Referral: Visitors who arrive through a link on another website.
• Organic Social: Traffic from unpaid social media posts.

User Acquisition Cohorts

A way to group users based on when they first visited your site, allowing you to track their behavior over time.

Engagement (Overview)

This section gives a summary of how users interact with your content, such as what pages they visit and actions they take.

Events

Any interaction that happens on your site, such as clicking a button or watching a video.

Pages and Screens

Tracks the most visited pages on your site or screens in your app.

Landing Pages

Shows the first page users see when they enter your website.

Monetization (Overview)

A report on how your site generates revenue through purchases and ads.

Ecommerce Purchases

Tracks when users buy products from your website.

Purchase Journey

The steps users take before making a purchase.

Checkout Journey

The steps users follow in the checkout process.

Promotions

Tracks the performance of special offers or discounts.

Transactions

Records each completed purchase on your site.

Retention

Shows how many users return to your site after their first visit.

User (Overview)

Provides data about the people who visit your site, such as their location and behavior.

User Attributes (Overview)

Information about your users, including demographics and device details.

Demographic Details

Data on users' age, gender, and location.

Audiences

Custom groups of users based on shared characteristics or behaviors.

Tech (Overview)

Shows the devices, browsers, and operating systems used by visitors.

Tech Details

More specific information about the devices and technologies users use.

Data Display

How Google Analytics presents data.

Events

A record of every action users take on your site.

Key Events

The most important events you track.

Audiences

Groups of users categorized based on their behavior.

Comparisons

Allows you to compare different user groups.

Segments

Custom groups of users based on specific criteria.

Custom Definitions

Custom metrics and dimensions created to track specific business needs.

Channel Groups

Custom groupings of traffic sources.

Attribution Settings

Defines how credit is given to different marketing efforts.

Reporting Identity

Determines how Google Analytics identifies users across devices.

DebugView

A tool for troubleshooting and testing analytics setup.

Product Links

Settings that connect Google Analytics with other Google products.

Google AdSense Links

Connects Google Analytics with AdSense to track ad revenue.

Google Ads Links

Links Analytics with Google Ads to track ad performance.

Ad Manager Links

Connects with Ad Manager to analyze ad data.

BigQuery Links

Links with Google BigQuery for advanced data analysis.

Display & Video 360 Links

Connects with Display & Video 360 for ad performance tracking.

Floodlight Links

Links with Floodlight for conversion tracking.

Merchant Center Links

Connects with Google Merchant Center for product data tracking.

Google Play Links

Links with Google Play for tracking app data.

Search Ads 360 Links

Connects with Search Ads 360 for search ad tracking.

Search Console Links

Integrates Google Search Console for SEO analysis.

Data Collection and Modification

Settings related to how data is collected and processed.

Data Streams

Sources of data, such as websites and apps.

Data Collection

Controls how Analytics gathers user information.

Data Import

Allows uploading external data to Analytics.

Data Retention

Determines how long Google keeps your data.

Data Filters

Rules to include or exclude specific data.

Data Deletion Requests

Lets you request the removal of user data.

Consent Settings

Manages user consent for data collection.

Account

Settings related to your overall Analytics account.

Account Details

Basic information about your Analytics account.

Account Access Management

Controls who can view and manage data.

Account Change History

A record of changes made to account settings.

Account Data API Quota History

Tracks API usage limits.

Trash

Stores deleted data for recovery.

Reports Snapshot

A quick summary of key analytics data, like user activity, traffic sources, and engagement.

Realtime Overview

A live view of what’s happening on your site right now, including active users and their actions.

Realtime Pages

A report showing which pages users are viewing in real time.