Website analytics terms explained
Analytics terms describe observed website activity. Exact calculations can vary by service, so use the definitions shown in your current dashboard when comparing reports.
Visitors, visits and page views
Visitors estimate distinct people or browsers according to the service's identification rules. They are not verified customer accounts, and one person using different devices may be counted differently.
Visits or sessions group activity into a browsing period. A visitor can have several visits. Do not assume two different services use the same session rules.
Page views count page loads or tracked page views, including repeat views. Ten page views do not necessarily mean ten people.
Pages and sources
Top pages shows where recorded activity happened. Check whether you are looking at page views, visits or another metric before comparing rows.
Referrer or source describes available information about where a visit came from. Direct or unknown means the tracker did not receive useful source information; it can include more than typed addresses.
UTM parameters are campaign labels added to a link, such as a source or campaign name. Use a consistent naming scheme when sharing links so that one campaign does not appear under several spellings. They identify the tagged link, not a verified individual.
Events and conversions
An event is a recorded action, such as a labelled button click. A visitor can trigger the same event several times.
A conversion is an outcome you choose to measure. Its meaning depends on the configured event or destination. A click named “booking” is still only a click unless a completed booking is separately recorded.
A conversion rate is a ratio. Check both the numerator and denominator: event count divided by visits is different from unique converters divided by visitors. Compare reports only when the definitions and filters match.
Engagement measurements
Bounce rate, visit duration and related engagement metrics depend on what the service can observe and how it defines a session. An apparent short visit can include someone who found a phone number and contacted you elsewhere.
Avoid treating one metric as a complete judgement of page quality. Read it alongside the page's purpose and real customer outcomes.
Locations and devices
Location and device breakdowns are estimates derived from available request/browser information. Missing or unknown values do not necessarily mean tracking has failed. They are not precise location records or a customer profile.
Dates and filters
A date range limits which activity is included. Filters can further narrow results to a page, source or other dimension. Clear filters when a report unexpectedly looks empty and compare equivalent periods.
What website analytics does not prove
Traffic and click events do not prove revenue, successful payment, email delivery or a completed appointment. Use the relevant billing, booking or enquiry system for those outcomes.
Continue with traffic interpretation and goal tracking.
