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Google Analytics definitions

Google Analytics definitions are important to understand when administering and analysing a Google Analytics account.

It can be quite complex process and it’s often better to use an online marketing specialist to monitor your account for you. They will suggest recommended changes to your online marketing, based on what people are doing on your website. Doing any online marketing without tracking your results is a pointless task so it’s best to get on top of your analysis and properly understanding all the Google Analytics definitions.

Online marketing agents may also think that you know more than you do, so it is wise to become familiar with the terms they use from this useful set of standard definitions below. That way you can either read (and understand) your own analytics reports or better understand what your online marketing company are telling you.

The most comprehensively used Google analytics definitions you will come across are:

  • Impressions: The number of times any URL from your site appeared in search results viewed by a user, not including paid AdWords search impressions
  • Clicks: The number of clicks on your website URLs from a Google Search results page, not including clicks on paid AdWords search results
  • Average Position: The average ranking of your website URLs for the query or queries. For example, if your site’s URL appeared at position 3 for one query and position 7 for another query, the average position would be 5 ((3+7)/2).
  • CTR: Clickthrough Rate, calculated as Clicks divided by Impressions multiplied by 100
  • (NOT SET) To protect user privacy, queries that are made infrequently and queries that contain sensitive or personal information are grouped together as (not set).

Another useful definition for more advanced analytics is the term “queries” whereby you can identify search queries that people are using to find your site for example “Hairdresser Cape Town” and you will then also be able to tell which queries your site has a good average position for and compare that with “clickthrough” rates. If your site has a good clickthrough rate, these are the queries for which your pages get attention, so improved content could lead to more traffic.