The Ultimate Marketing Metrics Cheat Sheet: 12 Web Analytics Terms You Should Know

In a study conducted by Hinge Research Institute, it was revealed that most clients evaluate potential accounting service providers by looking at their website. Your website is the most common source of company information so you should make sure it clearly communicates your services and core competencies.

Monitoring your web traffic is important in order to analyse the behaviour of your prospective clients. If you want to determine where they are coming from, which web pages they are visiting, and how long do they stay, then web analytics can help you understand these.

Here’s a glossary of terms of marketing metrics you will encounter when analysing your website’s performance:

Pageviews vs. Unique Views

A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

A unique pageview, as seen in the Content Overview report, aggregates pageviews that are generated by the same user during the same session. A unique pageview represents the number of sessions during which that page was viewed one or more times.

Sessions vs. Users

Analytics measures both sessions and users in your account. Sessions represent the number of individual sessions initiated by all the users to your site. If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

The initial session by a user during any given date range is considered to be an additional session and an additional user. Any future sessions from the same user during the selected time period are counted as additional sessions, but not as additional users.

Bounce Rate

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they’ve found the information they need on that one page and had no need or interest in moving to other pages

Organic Search Result

A free listing in Google Search that appears because it’s relevant to someone’s search terms.

Geo (Language, Location)

It’s important to know whether you’re getting a response from users to whom you direct different language versions of your advertising, but you also want to know what kind of traffic you’re getting from users outside those targets. Maybe you’re advertising in English and Spanish, but also getting high-conversion users who speak French and Italian, indicating an opportunity to localize your ads to those languages and speak more directly to a lucrative market.

You want information from the areas you already target in your advertising, but you should also know about traffic from other geographic areas whose users exhibit a natural interest in your products.


The referrer is the web page that sends visitors to your site using a link. In other words, it’s the web page that a person was on right before they landed on your page.


Channels are your sources of traffic. It can be direct, organic, referral, e-mail, paid, and/or social.

Visitor Type

Visitors can be classified as returning or new. Behavior (New vs. Returning, Frequency & Recency, and Engagement) measures the gravitational pull of your site, and the extent to which you’re encouraging first-time users to return. You can also see the economic impact of new vs. returning users (e.g., the 30% of users who are returning account for 45% of total transactions).


Every referral to a website has an origin or source. Possible sources include: “google” (the name of a search engine), “” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (users that typed your URL directly into their browser, or who had bookmarked your site).


Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “CPC” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).

The Outsourced Accountant  supports Australian and New Zealand accounting firms by helping them understand and implement outsourcing solutions to help them become more proactive and truly add value to their clients. If you want to know more about outsourcing, call us at 1300 896 522 / 0800 452 853, and download our e-book.