Analytics glossary

Metric	Explanation
Actions	The number of interactions with the website, for example viewing more pages, clicking on links, and using the internal search engine.
Actions per visit	The average number of actions per visit.
Average DOM completion time	The average time in seconds for the browser to load media and execute any Javascript listening for the DOMContentLoaded event, after page is loaded and visitors can interact with it.
Average DOM processing time	The average time in seconds for the brower to load the page, after recieving the respons from the server and before visitors can interact with the page.
Average network time	The average time in seconds to connect to the server.
Average on load time	The average time in seconds for the browser to execute Javascript code waiting for the window.load event, once the DOM is completely rendered.
Average page load time	The average loading time for the specific page.
Average server time	The average time in seconds for the server to generate the page.
Average transfer time	The average time in seconds for the browser to download the respons from the server.
Average visit duration	The average visit duration for a specific page or the entire visit. Exit pages are excluded.
Bounce	When a visitor leaves without interacting with the website.
Bounce rate	The percentage of visitors who leave without interacting with the website. Calculated as [exits from entry page]/[visits]=[bounce rate].
Browser	The web browser the visitor used during their visit, including engine and plugins.
Campaign (channel type)	Visits to the website from clicking on link that include tracking parameter, such as mtm_tags.
Channel types	The referrers grouped by channel type: direct entries, campaigns, websites, and social networks.
City	Location based on the visitor's IP address.
Clicks	The number of clicks on links.
Configurations	The most common combinations of operating system, browser type, and screen resolution.
Continent	Location based on the visitor's IP address.
Conversion (goals)	The visits where the requirements of a goal are matched, for example clicked on a specific link.
Conversion rate	The percentage of visits with conversions. Calculated as [visits with conversions]/[visits]=[conversion rate].
Country	Location based on the visitor's IP address.
Device	Which device the visitor used during their visit, including type, brand, and model.
Direct entry (channel type)	Visits to the website by directly typing the URL, or using a bookmark. Unknown referral sources will also be listed as direct entries.
Downloads	The number of downloads.
Exit rate	The percentage of visitors who leave from the specific page. Calculated as [exits]/[pageviews]=[exit rate].
Keyword	The word or phrase the visitors searched for.
New visits	The number of visitors who are visiting the website for the first time. Based on cookies.
Operating system version	The operating system version used by the visitor during their visit.
Outlinks	The number of clicks on outlinks.
Page load time	How long it takes for the page to load.
Pageviews	The number of pageviews.
Referrer	The source bringing in visits. Grouped as channel types.
Region	Location based on the visitor's IP address.
Returning visits	The number of visitors who have been on the website before. Based on cookies.
Screen resolution	The screen resolution of the device the visitor used for the visit.
Search exits	The percentage of visitiors who left the webiste on the search result page.
Search result pages	How many pages with search results the visitors viewed on average after a site search.
Social network (channel type)	Visits to the website from clicking on link on social media platforms, not including campaign links with correct tracking parameters.
Unique clicks	The number of visits with clicks on a link. Only one click is counted, even if the visitors clicked more times.
Unique downloads	The number of visits with clicks on the download link. Only one click is counted, even if the visitors clicked more times.
Unique outlinks	The number of visits with clicks on the outlink. Only one click is counted, even if the visitors clicked more times.
Unique pageviews	The number of visits where the page was viewed. Only one view is included, even if the visitors viewed the page more than once.
Unique visitors	The number of visitors that visit your website. Each visitor can visit the website more than once.
Users	Same as unique visitors.
Visit duration	How long the visitors stay on each page except the exit page. The visit duration on the exit page is 0 seconds. Either presented as visit duration for specific page or the entire visit.
Visits	The number of visits to your website.
Web-browser language	The language of the web browser the visitor used for their visit.
Website (channel type)	Visits to the website from clicking on link on another website, not including campaign links with correct tracking parameters.