After Introduction You need to take all Metrics from the table
In simple terms, a metric refers to a system of measurements. However, in terms of web development, it has a very different implication.
A metric is a sum, average or ratio of figures. We can measure these metrics, as they are always represented by numbers.
Specifically, google analytics. A metric refers to the system of statistics and data that are used by the analytics softwares. It shows us the efficiency of the website.
These metrics are of different types and analyze the progress of the site by looking at various types of data. These include the number of visits on the page, the bounce rate, the number of link clicks, the conversion rates, etc.
In short, the metric system is used by google analytics to keep up with the changes in the growth and development of your website and to display this data in the form of measurable numbers.
It is a program launched by Google and is one of the most popularly used software by all website owners. It uses the metrics and other data to display the statistical progress and efficiency of any website.
Since we are going to use these terms a lot, we needed to understand what they mean. Now, let’s look at the metrics that are used, and the ones that provide Google analytics with all the information about your website. We will be using the UI names that the metric operates under, in the analytics interface.
| METRICS |
|
|---|---|
| Users | it shows the total users for a specific time, as defined by the website owner. |
| New Users | it displays all the sessions that are marked as the first session by a particular user. |
| % New Sessions | like New Users, it displays the same information, but in the form of a percentage. |
| 1 Day Active Users | it shows the total number of users who were active for 1 day, during the period requested by the website. It displays the number of new users for a given date. |
| 7-day Active users | it is similar to the 1-day active users, displaying unique visits every day, for one week. |
| 14-day Active users | the total number of new users for each day in two weeks. |
| 28-day Active Users | once again, it displays the same information, but for 4 weeks. |
| 30-day Active Users | this metric displays the total number of new visitors for a whole month. |
| Sessions | this shows the total number of sessions, which refer to the time of interaction between two software systems. |
| Bounces | they are the visits that leave the web site without browsing to the second page. This metric displays the number of bounces, or the single-page sessions for each individual. |
| Bounce rate | this displays the same information as above but in the form of a percentage. |
| Session duration | this is a useful tool, which shows the total duration of the visit, in seconds. |
| Average session duration | it is used to find the average time per session, in seconds. |
| Organics searches | this is a search engine agnostic software, which shows the total number of organics searches that occur in a single session. |
| Impressions | it is when an advertisement is fetched from the source of origination, and the visitor goes to the site from where the ad was launched. This metric is used by marketers to learn about the effectiveness of their ads. |
| Clicks | this refers to the number of people who have clicked on the ad, whether intentionally or not. |
| Cost | it displays the cost of the advertising to the website, and it is displayed in the currency of your choice. However, you have to set that currency in Google AdWords first. |
| CPM | This is the total cost per thousand impressions. |
| CPC | This is the cost that is incurred by the advertiser, per thousand clicks. |
| CTR | it stands for the “Click-through rate”. It is the total number of clicks on an ad, divided by the total number of impressions. |
| Cost per transaction | this refers to the total cost that is incurred per transaction, by the website. |
| Cost per goal conversion | it shows the total cost that the advertiser has, to ensure one successful conversion on their website. |
| Cost per conversion | this is the cost per conversion, but also includes the eCommerce and goal conversions. |
| RPC | it is “Revenue per click”, which shows the average revenue earned by the website each time a visitor clicks on its ads. |
| ROAS | it means “Return on Ad Spend”. It is the total transaction revenue, divided by the total, advertising cost. |
| Goal XX starts | this shows the total number of starts that were required for the goal number. |
| Goal Starts | these are the total number of starts for all the goals that were defined in the profile of the website. |
| Goal XX Completions | these are the number of completions that occur for the total number of goals. |
| Goal completion | this metric shows the total number of completions for all the defined goals mentioned in the profile. |
| Goal XX value | it is the value of the requested goal numbers, in numeric. |
| Goal value | the total value of all combined goals, in numeric. |
| Per Session Goal Value | it is the average of the goal value per session.. |
| Goal XX Conversion Rate | this is the percentage of the sessions, which resulted in the successful conversion of the visitor to the set goal number. |
| Goal Conversion rate | it displays the total percentage of the session that was required to get a conversion for at least one of the defined goals. |
| Goal XX abandoned funnels | this number shows the number of times the users did not complete the conversion activity, despite starting it. |
| Abandoned funnels | this refers to the overall number of the times the users started the goal activity but did not complete it. |
| Goal XX Abandonment rate | it shows the percentage of the goal numbers which were abandoned by the visitor. |
| Total Abandonment rate | this is simply the Goal abandonment rate. |
| Page value | this is the average value of the page or a complete set of pages. |
| Entrances | these are the total number of entrances to the website that can be measured as the first-page view, in a set session. |
| Entrances/Pageviews | it is the percentage of the entrances to which the first page was the entrance. |
| Pageviews | these are the total number of pages that the visitors viewed in one session. |
| Pages/Sessions | this shows the average number of pages that were viewed by the visitors, during a single session. We also include multiple sessions on the first page. |
| Unique views | this is the total number of new visitors who visited the page. We call them unique views. We count content group views in a different session. We use the pageTitle as well as the pagePath to calculate this number of uniqueness. |
| Time on page | this is the total number of seconds that each visitor spent on the page. We just subtract the initial page view time for one page, from the initial page view time for another rage. Due to this, we do not include the exit/last pages of the website. |
| Average Time on Page | this is the average of the total time that the individual spent on the website. |
| Exits | as the name suggests, we look at the number of visitors who left the website. |
| % Exits | this displays the above information in the form of a percentage. |
| Results Pageviews | this is the total number of times that the visitors searched for the search results page. |
| Total unique Searches | these re the total number of the keywords that were searched. However, it only counts the internal searches, as well as the unique terms. |
| Results Pageviews/Results | it is the average number of the times that visitors land on the website as a result of a search. |
| Sessions with Search | this metric shows us the total number of the sessions, including the internal searches. |
| % Sessions with Search | this number of Sessions with search displayed as a percentage. |
| Average Search depth | this is the average of the total number of pages that the people browsed after the initial search results. |
| Search Refinements | this is the total number of times that a transition happens between the keyword searches for an internal search. Only the searches within a single session are counted. |
| % Search Refinements | this is the number of times that refinement or transition happens, in between two separate keywords. Once again, it is only counted if it is an internal search, and within one session. |
| Time after Search | this is the duration of the session when we use the internal search feature of the site. |
| % Search exits | this is the percentage of the exits that occur immediately after a search. |
| Site search Goal XX conversion rate | this metric shows us the percentage of the search sessions, which led to the conversion of the visitor, to the requested number of goals. |
| Site Search Goal Conversion Rate | this displays the percentage of the search session that led to the conversion of the visitor to at least one goal. |
| Per Search Goal value | this is simply the average goal value of a particular search. |
| Page Load time | this is the total time taken by the page to load, after the pageview initiation. It is measured in milliseconds. |
| Page Load Sample | it is a sample set used to calculate the average time taken to load the page. |
| Average Page Load time | it is the average time taken by the page to load. It is measured in seconds. |
| Domain Lookup time | it is measured in milliseconds. It is the total time that is taken by the samples in the DNS lookup. |
| Average Domain Lookup time | the average time that it takes for the DNS lookup of the requested page. |
| Page Download time | this is the total time that is taken by the page to be downloaded. It is measured in milliseconds. |
| Average page download time | this is the average of the seconds that it takes to download a single page from a website. |
| Redirection time | this is the total time spent by the samples in the redirect stage before finding the relevant page. The time taken for a redirect is 0 if there are no redirects. |
| Average Redirection time | this is the average time that is taken by the redirects before fetching a requested webpage. It is measured in seconds. |
| Server Connection time | a TCP connection being connected to the page requires some time. This is the server connection time, measured in milliseconds. |
| Average server connection time | this is the average time it takes for the TCP connection to be set up with the page. |
| Server response time | it is the time that the server of the site takes to respond to the requests of the visitors, including the network time that is taken from the location of the visitor. |
| Average server response time | the average time that is taken by the website to respond to the requests of its visitors, in seconds. |
| Speed metrics sample | it includes the set of pageviews that are used to calculate the average site speed. |
| Document interactive time | it is the time taken by the server, in milliseconds, to parse the document. The users can also interact with the document even if it is not fully loaded. |
| Average document interactive time | this is the average time taken by the browser to parse the document, including the time taken from the user’s location to the server. |
| Document content loaded time | this is the time that is taken in milliseconds, which includes the time taken by the browser to parse the document and execute deferred as well as parser-inserted scripts. |
| DOM latency metrics sample | this is the set of sample pages that are used to calculate the average site speed. It is used to calculate the content loading time, and the interactive time. |
| Screen views | these refer to the total number of times the screen was viewed by the visitor. |
| Unique screen views | these are the total number of times that a new visitor viewed the screen. We also count a view in a different session. |
| Screens | This is the average number of screens viewed by the visitors in a single session. |
| Time on screen | this is the time that a visitor spends on the site, and views the current screen being displayed. |
| Average time on screen | it is the time that viewers spend on a single screen, in seconds. • Total events: this particular metric is used to display the total number of events that occur across a profile. |
| Unique dimension combinations | this is the number of all unique combinations of dimension-value. This metric allows web developers to optimize their site that allows flexible reporting, without having to update their tracking information. |
| Unique events | this is the number of events that are unique in nature. We refer to the same event, but in a different session as unique. |
| Event value | this is the total value that the creator gets for the events on their site. |
| Sessions with the event | this refers to the total number of individual sessions that had a particular event. |
| Events/session with the event | this is the average of the total number of events per session. |
| Transactions | the number of transactions on any site, useful for eCommerce websites. |
| Ecommerce conversion rate | this is the average of the transactions that place in a single session. |
| Revenue | it shows the total amount earned by the eCommerce website, excluding the shipping costs and tax. |
| Average order value | this displays the average amount of revenue generated by the site. |
| Per session value | this is the revenue generated per transaction and its average. |
| Pre-session value | it is the average value of the transaction revenue for every single session. |
| Shipping | the cost incurred by the site for shipping charges. |
| Tax | the cost incurred due to the total taxation on the transaction. |
| Total value | the monetary value of the website. |
| Quantity | this refers to the total number of items that were purchased by the visitors. |
| Unique purchases | these are the items that are separate in nature, regardless of how many were sold. |
| Average price | this shows the average revenue generated per sale. |
| Product revenue | this is the total turnover from the purchased items. |
| Average quantity | the average number of a particular item sold per transaction. |
| Local revenue | this is the total value of the transaction when converted into the currency of the customer. |
| Local shipping | these are the shipping cost converted to the customer’s currency. |
| Local tax: | the tax levied on the purchase, in the currency of the customers. |
| Local product revenue | the total revenue earned by the website, in the currency of the customer. |
| Social actions | this refers to the number of social interactions that take place on the website. |
| Unique social interactions | this is the total number of sessions during which at least one new social interaction occurred. |
| Actions per social session | this is the number of social interactions that take place per single session. |
| User timing | this is the total time taken by the user, in milliseconds. |
| User timing sample | this displays the total number of hits that were sent for a particular category, label or variable. |
| Average user timing | the time that the user remains on the site. |
| Exceptions | these are the results that are displayed as exceptions by google analytics. |
| Exceptions/Screen | this is the number of exceptions, compared to the screenviews. |
| Crashes | this is the set of exceptions that are sent to analytics. In this case, isFatal is considered true. |
| Crashes/screen | this is the number of fatal exceptions that occur, per screenview. |
| Custom metric XX value | this shows us the index of the custom metric, for the custom metric that was requested. |
| CM conversions | this is the number of DCM conversions. We only consider floodlight conversions. |
| CM revenue | these are the DCM floodlight conversions and the revenue generated from them. |
| AdSense revenue | this is the revenue generated by the ads from AdSense. |
| AdSense Ad units viewed | this is the total number of ads viewed. An ad unit refers to the set of ad units that are displayed, using a piece of the AdSense code. |
| AdSense ads clicked | the total number of clicks that were generated by the ads by AdSense. |
| AdSense page impressions | these are the total number of times that a page having AdSense ads, was viewed. |
| AdSense CTR | this is the total percentage page impressions that result in the visitors clicking on the AdSense page. |
| AdSense eCPM | it displays the cost of each thousand-page impressions that would result in revenue for AdSense. |
| AdSense exits | this is the number of sessions where the visitors clicked on an ad by AdSense, ending the session. |
| AdSense viewable impression % | this is the total percentage of impressions that are |
| AdSense coverage | this measures the total number of requests that returned at least one ad request for AdSense. |
| Publisher impressions | this shows the impression of the ad whenever it is displayed. |
| User timing sample | this displays the total number of hits that were sent for a particular category, label or variable. |
| Publisher coverage | it helps us to check the specific websites, where the marketing agency is unable to provide effective advertisement. |
| Publisher monetized pageviews | this displays the total number of page views that the website showed, including an ad from a linked publisher’s account. |
| Publisher’s impressions/session | this displays the total number of hits that were sent for a particular category, label or variable. |
| Publisher viewable impressions % | this is the total ratio of the ad impressions, compared to the analytics sessions./td> |
| Publisher clicks | this metric tells us about the total number of times that the ads from linked accounts were accessed on the website. |
| Publisher CTR | this the publisher clicks, displayed as a percentage value. |
| Publisher revenue | the total revenue generated by ads from all linked publisher accounts. |
| Publisher revenue/1000 sessions | the total revenue generated by ads from all linked publisher accounts. |
| Publisher eCPM | it is the cost per 1000 pageviews |
| AdX impressions | Ad exchange refers to the impression that occurs every time a website displays a single ad. |
| AdX coverage | this is the percentage of ad requests, which result in at least one ad being shown to the visitor. It is useful for knowing the webpages where the ad is not having any sort of impact. |
| AdX monetized pageviews | this is a measure of the total pageviews that show ads, which come from any linked ad account. Ads from accounts refer to AdX, AdSense, and DFP. |
| AdX viewable impressions %: | the impression of an ad refers to the opportunity that a visitor has to see it clearly. The percentage of impressions refers to the ads that are clearly visible to the visitor. |
| AdX clicks | the number of times that visitors on a site clicked on any AdX advertisement. |
| AdX revenue | the money earned by AdX from these ads. |
| Ad revenue/ 1000 sessions | the total revenue that the account earned from AdX ads, per 1000 sessions counted by the analytics. This is based on the metrics of the website, rather than the impression of the ad. |
| AdX eCPM | this is the cost that is incurred by AdX for every 1000 sessions, as well as the revenue generated for the same 1000 sessions. |
| GAM impressions | this refers to the DFP ad impression for every single DFP ad displayed on any webpage. |
| GAM coverage | coverage of an ad basically refers to the requests that lead to returns of at least one ad. This helps the firm to identify the sites where their ads are not working effectively. |
| GAM monetized pageviews | this shows the total number of website views that display at least one ad linked to the DFP. |
| GAM impressions/ Sessions | we just divide the total number of DFP impressions with the total analytics sessions. |
| GAM viewable impressions % | this metric displays the number of ads that have been clearly seen by the visitor, divided by the site visits. It is the percentage of ad impressions of any website. |
| GAM clicks | this shows how many times the DFP ads were opened by visitors. |
| GAM CTR | the percentage of the actions that resulted in a pageview, when a DFP ad was clicked. |
| GAM revenue/1000 Sessions | revenue from the advertisement from linked DFP account, per 1000 sessions. |
| GAM eCPM | this is the cost incurred by AdX, per 1000 pageviews. |
| GAM backfill impressions | it includes the sum of the impressions that come from AdSense and AdX. These impressions are then provided as a DFP backfill. These impressions are reported every time an ad is visibly displayed on a website. |
| GAM backfill coverage | this is the displayed percentage that is calculated through the backfill ad requests. This coverage is used by all ad firms to find out the sites where their advertisements are not effective. |
| GAM backfill impressions/ sessions | we divide the backfill impressions by the total analytic sessions. |
| GAM backfill viewable impressions | this is the further percentage of all the backfill ad impressions, which are clearly visible to the viewer. |
| GAM backfill clicks | the total number of times that the ad was clicked by a visitor on the site. |
| GAM backfill CTR | we just represent the GAM backfill clicks in the form of a percentage. |
| GAM backfill revenue | the revenue that the backfill linked accounts earn, as a result of ads. |
| GAM backfill revenue/ 1000 sessions | this is an estimate of the revenue that is earned from the backfill ads, for every 1000 analytics session. |
| GAM backfill eCPM | this metric displays the total revenue and total cost earned by the backfill linked accounts, for every 1000 analytics display. |
| Buy-to-detail rate | this is linked to eCommerce, and takes the unique sales divided by the total views on the page. |
| Calculated metric | this displays the simple value of the metric. |
| Cart-to-detail rate | this is another metric required by eCommerce sites. It shows the ads divided by the views for the product details. |
| Users | it simply shows the total number of active users in a specific time window used by the analytics server. |
| Appviews per user | it refers to the views of the app, per user. |
| Appviews per user (LTV) | these are the views that are calculated per acquisition dimension. |
| Goal completions per user (LTV) | these are the completion of goals for every user. |
| Pageviews per user | these show the pageviews for every user. |
| User retention | it is simply the number of users that continued on the page. |
| Revenue per user | this is the total revenue earned by the cohort, per user. |
| Session duration per user | this tells us about the time spent by a user for every session. |
| Session duration per user (LTV) | this is the same as session duration per user, except that we count the user for the acquisition dimension as a cohort. |
| Sessions per user | this is the session rate for each user in a cohort. |
| Sessions per user (LTV) | we just represent the GAM backfill clicks in the form of a percentage. |
| Total users | this refers to the cohort size. |
| Users | this particular metric is useful for representing the number of users that come from a current channel or source. |
| DV360 eCPA | it requires integration with DBM, and has DBM revenue eCPA. |
| DV360 eCPC | it requires integration with DBM, and has DBM revenue eCPC. |
| DV360 eCPM | it requires integration with DBM, and has DBM revenue eCPM. |
| DV360 eCPR | DBM CTR |
| DV360 Clicks | total clicks on DBM |
| DV360 cost | cost of DBM |
| DV360 Impressions | total impressions on DBM |
| DV360 ROAS | DBM ROAS |
| CM CPC | this is the cost of the DCM per click |
| CM CTR | this shows the click-through rate of the DCM |
| CM clicks | it shows the total clicks for DCM. |
| CM costs | these are the total costs incurred for DCM |
| CM ROAS | this is the DCM return rate on all ads |
| CM RPC | this is the revenue earned by the DCM for every click |
| SA360 CPC | this displays the cost to the advertiser for every click. |
| SA360 CTR | this displays the total click-through rate for the DS system. |
| SA360 cost | the cost for DC |
| SA360 impressions | this displays the total impressions for DS. |
| SA360 profits | these are the profits earned by the site through DS. |
| Hits | this metric displays the number of hits for a particular webpage. It includes all types of hits, including pageview, custom event, and eCommerce. It is based upon the profile of the website, rather than the webpage itself. |
| Internal promotion CTR | this represents the click-through rate for the users who viewed the internal promotions. |
| Internal promotion clicks: | these are the number of clicks for any internal promotion. |
| Internal promotion views | these are the total user views for internal promotion. It is useful for enhanced eCommerce. |
| Local product refund amount | this is the refund amount for the product converted in the local currency of the customer. |
| Product adds to the cart | this displays the total number of times that a particular product was added to the cart. |
| Product checkouts | this refers to the number of times that the product was checked out at the counter, in an online store. |
| Product adds to the cart | this displays the total number of times that a particular product was added to the cart. |
| Product detail views | this is the number of times that the users viewed the details of a particular product. |
| Product list CTR | this refers to the rate at which the visitors clicked through on a particular product. It is very useful for Enhanced Ecommerce. |
| Product list views | these are the number of views that the product was viewed by the visitors to an online store. |
| Product refund amount | this displays the total amount to be refunded for a particular product. |
| Product removes from the cart | this metric lets you know of any product and how many times it was removed from the customer’s cart. |
| Product revenue per purchase | this is the average revenue for the product earned after it was bought. |
| Quantity added to cart | this is the number of times that a customer added a particular product to their cart. |
| Quantity checkout | this displays the number of units of a product that was checked out by the customers. |
| Quantity refunded | this displays the total number of times that a particular product was added to the cart. |
| Refund amount | this metric tells us about the money refunded to the customer for a particular transaction. |
| Revenue per user | this shows the average revenue of the website, by dividing total revenue by the number of total users. |
| Number of sessions per user | this displays the total number of times that a particular product was added to the cart. |
| Refunds | this is plainly the total amount of refunds that have been offered to the customers. |
| Transactions per user | this is calculated by taking the total transactions, and dividing them by the number of users. |
Therefore, we can see just how important these metrics are for anyone wishing to keep updated about the progress of their site, and any changes in trends.
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