A visit is composed of an individual both entering and leaving the site. An activity that qualifies as the visitor leaving the site includes: closing the browser, closing the last page of the website open within their browser, or a designated time of inactivity. Inactivity is defined as an absence of scrolling, clicking, new page requests or any other sign that the user is still actively engaged with the site and its content.  By default, visit inactivity is set to 30 minutes. If a visitor leaves the site but returns within 30 minutes, that visit is considered a continuation of the first. Visitors returning after 30 minutes of inactivity will be counted as a new visit.

Page Views

The number of times a website page was viewed by visitors to the site. A view is characterized by the JS statistical code loading entirely on the page. Page views are not unique to visitor sessions. If a user clicks reload on a page, this is counted as a new page view.

Number of unique visitors (UV)

The number of unique individuals who visit the site within any designated period. If the same individual returns to the site during the designated period, those visits are considered unique, but the visitor is not. If three years or more have passed since a visitor’s last visit, that visitor will be counted as a unique visitor upon their return.


The average number of visits to each site or each page on a site per unique visitor. For example, a Visits/UV given as 6/4 means that for every four unique visitors to a site or page, they logged an average of 6 visits each.


An average number of page views (PV) per unique visitors (UV), stated as a ratio. For example, a PV/UV given as 6/4 means that for every four unique visitors to a site, they logged an average of 6 page views each.


Any activity in which a visitor clicks on any content on a site or a page on a site.

New Visits

The first time a visitor visits the site, based on a visitor’s IP address. If a visitor accesses the site from a different IP address or clears the cookies from a browser between visits, their next visit will be considered new.

% New Visits

The percentage of total visits that are new

Returning Visits

The number of visits that are not new

% Returning Visits

The percentage of total visits that are not new


When a visitor to a site navigates away from the site after viewing only one page

Bounce Rate

The percentage of total visitors to a site that navigates away from the site after viewing only one page


The first-page view (PV) of a visitor’s session. For example, a visitor may enter your site via a link that leads to a blog article. That blog article will be logged as the first-page view of that visit and counted as an Entrance.

Entry rates

The ratio between the total number of visits and the number of Entrances on a given page.


The page from which visitors leave the website.

Exit rate

The percentage of all page views (PV) that were the last in a visit

Visit Duration

The total amount of time of a visit

Avg. Visit Duration

The average amount of time of a visit for all visits to the site or page on the site

Page Loading Time

The amount of time it takes for a page to load for a page view to occur

Avg. Page Loading Time

The average amount of time it takes for pages to load per visit to the site or page

Conversion Completions

Any user-defined action that results in the desired outcome. For example, a visitor makes a purchase or signs up for your email or newsletter

Conversion Rates

Individual conversion rate: percentage of conversion completions by a visitor to the site

Overall conversion rate: the percentage of all visitors to a site that completes a desired action

Conversion Value

The monetary value assigned to each conversion. Conversion value may be determined by the actual amount of a purchase or the actual or expected return on investment as calculated by the number of conversions in relation to the amount of money spent on the campaign.

Goal conversions

The number of visitors to a site that completed the desired action. For example, if there are ten visitors to a site but only seven sign up for your email list, the goal conversion is 7.

Ad Name

The name of your Campaign, i.e., New Years’ Resolutions, New Shoes, SEO Seminar, etc.

Ad Sources

Refers to the location where visitors will see your Campaign, i.e., your website, a partner’s website, etc.

Ad Medium

The kind of ad for your Campaign, i.e., banner, skyscraper, etc.

Ad Term

Keywords or categories that apply to your Campaign, i.e., Kids’ Toys, Women’s Shoes, Medical Info, etc.

Ad Content

Additional details you add to describe your Campaign, whether that’s clues about its content or other identifiers.

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