We return this week with 2019’s first instalment of an old favourite: the jargon buster! This time we’re focusing on Google Analytics jargon to help you better understand the mysteries of online marketing:
In layman’s terms “where your visitor first entered the site”. Whether from an organic search, paid search advertising, an email campaign or something else,
Regardless of how they found you, the first page they see will be their Landing Page. Why is this info useful? Well, if there’s a few places that get all the love, spruce them up and think about how some tweaks might help direct traffic out from there. Make sure those links and CTA pointed at important content are easy to see. If there is no obvious journey you risk losing your precious visitors!
Hits, Page Views and Events
In Google Analytics jargon these all boil down to “what people do on your site”. A ‘hit’ is the overarching catchall term: any download from a server, whether that means a new page, a file or whatever, will be a hit. You want to know what people are up to on your site? Google has the info!
Page Views: does exactly what it says on the tin. This metric will give you the number of times a particular page has been visited in a given timeframe. Unsurprisingly, this is quite helpful for working out where the popular areas of a site are!
Events, on the other hand, are much more customisable. Whether a you want to track clicks of specific links or an ebook’s downloads, set them up and Google Analytics will keep you up to date.
You can also drill further into the Page View metric with a comparison to Unique Page Views:
‘PageViews’ vs ‘Unique PageViews’
As we mentioned above, PageView provides a gross count of how many times a specific page have been viewed. Unique PageViews, however, will only tick up once for each user per session – even if a visitor comes back to it repeatedly during their trip around your site it will still only count as one Unique PageView.
Together these two can help you work out what’s areas of your site are popular with users and whether people are returning to certain sections (keep in mind, that’s not necessarily a good thing).
Another way to help this understanding is with:
The Users Flow report provides a handy visual depiction of specific pathways through the pages of your site and the volume of traffic taking them.
These reports are a great way to understand not just what pages people visit but the specific routes they take through your site as well as where they leave. This will let you evaluate the effectiveness of content across the site and any intentional paths you might want to set up.
Exit Page and %Exit
Exit stage left! This is Google Analytics jargon for two metrics that help you understand where and when you are losing your viewers.
Exit Page discusses the loss in terms of the user session. It is the last page they viewed on your site before moving on somewhere else. In effect it is the opposite of a Landing Page.
The other way to consider where your viewers are leaving is the %Exit or Exit Rate. This is the percentage of users that leave your site from a given page. It may suggest there is a problem with a particular page but a high %Exit isn’t always a something to worry about. Your contact forms, for instance, are likely to have large percentages but this is only to be expected given their function!
This is another percentage figure. This time it denotes the proportion of visitors who leave your site having viewed only one page. A high bounce rate suggests you aren’t managing to engage the user beyond their Landing Page. They could certainly have found what they were looking for, but they also felt no desire to explore further into the site. If you want to keep their attention it may be worth examining how your site is structured. See if you can make it flow better and suck in the users!
So there you have it. Some useful Google Analytics jargon broken down into (hopefully) easily understood chunks. We can’t wait to see you next week! in the meantime, if you’re hungry for more info, why not check out the rest of our blog? Alternatively, hit us up on Facebook or Twitter!