Join Matt Bailey for an in-depth discussion in this video Defining terminology, part of Learning Web Analytics.
- [Instructor] Now as I mentioned, when you get into Analytics you're going to see the interface. Now this interface can be helpful, but only after you have customized Analytics to work for you and your company. I want to look at some of the primary terminology that you'll be seeing and help you understand that. One of the best ways to do that is to go from the home report, go into acquisition and overview. Now here in our overview, we're going to be seeing some of the terms that we'll be repeating throughout our Analytics course and the ones you'll be dealing with consistently.
The first is channel. The channel is the means through which you have acquired visitors to your website. So as you can see here a channel is social, organic search, direct traffic are the people that have typed in your website into their browser and directly came to your website. They did not go through any other means other than typing it directly in or through a bookmark on their browser. A referral means that they came from another website.
Maybe a link on a blog or an article. And then email, if you are doing any email marketing or campaigns. Those are considered channels. Users are visitors, people that have come to your website. Now some Analytics programs will break these down and differentiate new users from repeat users. It's important to understand that new users are within a certain timeframe. So depending upon the timeframe that you are looking at, whether it is one week, one month or one year, users will be calculated differently.
Sessions. Sessions is simply what people are doing on your site. How many pages they view or how long they're there. Sometimes this gets broken up. Based on someone leaving the site or coming back the next day. This is what a session is made up of. How long you're on that site, and what you do while you're there and if you make any repeat visits. That will count as another session. When we look at behavior, we can look at the average number of pages per session.
And that is right there, showing us that most users are interacting with the website about one page per session. Then we can look at the average session duration. So about 45 seconds, most people are on for one page and that makes up a session. We'll be looking at bounce rate and conversion data as we get further into the course. But right now those are the primary terms that you will have to deal with as we go through this course.
- Implementing tracking code
- Customizing business goals
- Measuring bounce rates
- Tracking acquisition
- Measuring the performance of your landing pages and content
- Understanding the three Cs of analytics: Context, contrast, and comparison
- Tracking your audience by device
- Taking action