Introduction to Google Analytics Metrics

When you review the Google analytics reports, you may come across some unfamiliar or confusing terminology. It’s important to understand what all of these metrics mean so that you can make the right online marketing decisions for your practice.

With that in mind, we have created this handy guide to define the metrics you’ll see in your Google Analytics reports.


“Sessions” refers to the number of times your site has been visited in the selected time frame. This is different from pageviews in that a visitor can view multiple pages in one visit.

New Sessions (also called New Users)

New visitors have not been to a site before. New visitors can also be returning visitors that are viewing the site using a different computer, browser, or mobile device than they used previously.

Bounce Rate

Bounce rate refers to the visitors that viewed one page, and then left your site. Generally, a bounce rate of 50% or less is good, but a higher bounce rate is not necessarily a cause for concern. High bounce rates can be caused by several factors. It could mean that the information on your site is not relevant, but it could also mean that the page may contain errors or out of date content. It is important to note that the bounce rate does not take into account the amount of time the visitor spent on that one page. A visitor could have visited one page, spent several minutes there, got the information he or she needed, then left without viewing any other pages, but it is still considered a bounce.


This refers to the average number of pages viewed during each session.

Average Session Duration

On average, the amount of time each user spent on your site.

Page Views

“Pageviews” refers to the total number of pages that were viewed during all sessions. For example, a visitor goes to your website once (session) and views five pages while there (pageviews).

Unique Pageviews

The number of times a particular page was viewed by a new user.

Average Time on Page

On average, the amount of time each user spent on a particular page.

Sessions by Device Category

This chart shows you how visitors are using your website according to device (desktop, mobile, or tablet) and how many pages your visitor viewed during a session.

Source / Medium

The “medium” is where visitors found the link to your website. There are three main groupings:

  • Direct (visitors type your web address directly into their browser)
  • Organic (visits from search engines)
  • Referral (where another site linked to you)

As you can see, Google Analytics can provide you with lots of useful data on how people are interacting with your website. Are you ready to dive into your Google Analytics reports a little deeper? Check out the topics below to learn more about how you can use your Google Analytics data.

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