A guide to the metrics found in your report

SEO (Search Engine Optimisation)

The process of optimising a website to rank higher on search engine results and drive organic traffic.

Key Metrics

• Average Position: The average ranking of your site’s pages in search results. A better average position correlates with increased visibility and potential traffic.

• Bounce Rate: The percentage of visitors who leave your site after viewing only one page. Generally, lower bounce rates are preferable, suggesting visitors are engaged and exploring more content.

• Clicks: The number of times users clicked on your organic search results. A higher click count indicates effective title tags and meta descriptions that entice users to visit your site.

• Click-Through Rate (CTR): The percentage of impressions that resulted in clicks. A higher CTR suggests that your content resonates well with searchers.

• Impressions: The number of times your website's pages appear in search results. A higher number of impressions can signify better visibility in search engines, but it’s essential to ensure that these impressions lead to clicks.

• Organic Traffic: Visitors who find a website through unpaid search engine results. This metric excludes visitors coming from paid ads, email links, or referrals from other websites.

• Page Load Time: Tracks how long it takes for your website to load for users. Research indicates that pages taking longer than 2 seconds to load experience significant visitor loss.

• Pages Per Session: The average number of pages a visitor views during a single session. A higher pages-per-session count suggests users are exploring products, enhancing engagement.

• Session Duration: The average time visitors spend on your site during a single session. Longer session durations often correlate with higher engagement levels.

• Total Visits: The total number of individual sessions on your site, counting every visit regardless of duration or engagement level.

• Unique Visitors: The number of distinct users who have accessed your site during the reporting period. This figure will always be lower than total visits since many users may return for additional sessions.

PPC (Pay-Per-Click Advertising)

An advertising model where advertisers pay each time their ad is clicked.

Key Metrics

• Bounce Rate: Similar to organic traffic, it indicates the percentage of visitors who leave after viewing just one page.

• CPC (Cost Per Click): The amount advertisers pay for each click on their ad.

• CPM (Cost Per Thousand Impressions): The amount advertisers pay for one thousand ad impressions.

• Pages Per Session: Tracks the average number of pages viewed by a user in a single session from paid traffic.

• Paid Traffic: Visitors who arrive at your website through paid advertisements.

• Quality Score: A metric in PPC that measures the relevance of an ad based on its CTR, ad quality, and landing page experience.

• ROAS (Return on Ad Spend): ROAS is a marketing metric that measures the revenue generated for every dollar spent on advertising.

• Session Duration: Measures the average time paid visitors spend on your site. A longer session duration usually reflects higher interest in the content.

• Total Sessions: Captures the total number of visits to your site from paid ads. Each instance counts as one session.

• Unique Visitors: Measures the number of distinct individuals visiting your site through paid traffic.

Additional Terms

• A/B Testing: A method of comparing two versions of a webpage or ad to see which performs better.

• Backlink: Links from external websites that point to your website, which help improve SEO.

• Conversions: The number of visitors who completed a desired action (conversion) from paid traffic within the reporting period.

• Google Ads: An online advertising platform by Google where businesses pay to display ads.

• Google Analytics: A tool that tracks and reports website traffic and user behavior.

• Google Search Console: A tool provided by Google that helps website owners monitor, maintain, and optimise their site's presence in Google Search results.

• Jira: Jira is a project management and issue-tracking tool. We use it to plan, track, and manage projects.

• Keyword: Words or phrases users enter into search engines to find relevant content.

• Landing Page: The webpage users land on after clicking an ad or search result.

• Looker Studio: Looker Studio (formerly Google Data Studio) is a data visualisation and reporting tool that allows users to create interactive dashboards and reports from various data sources.

• PDP (Product Detail Page): The PDP is a webpage dedicated to a single product, providing detailed information about that item.

• PCP (Product Comparison Page): A PCP allows users to compare multiple products side-by-side based on various features, specifications, and prices.

• PLP (Product Listing Page): A PLP is a webpage that displays multiple products in a specific category, allowing users to browse through various options.

• ROI (Return on Investment): A measure of the profitability of an advertising campaign.

• SERP (Search Engine Results Page): The page displayed by search engines in response to a user's query.