Metric | Explanation |
Visits | Estimated number of total visits to the website. |
Unique Visitors | Estimation of unique website visitors. |
Pages/Visit | An estimate of the average number of subpages a visitor navigates to during a visit to the website. |
Average Visit Duration | Estimation of the average length of time of a website visit. |
Bounce Rate | Estimate the percentage of website visitors who leave after visiting a single page. It is essentially the percentage of one-page sessions on the website that then leads to abandonment. |
% of Branded Traffic | The percentage of website traffic that comes from visitors who type in keywords that include any mention of the company brand. |
% of Non-Branded Traffic | The percentage of website traffic that does not come from visitors typing in keywords that include any mention of the company brand. |
Direct Traffic | Website traffic by directly typing its address into the browser’s search bar or via saved bookmarks or links outside the browser such as PDF files or Word documents. |
Referral Traffic | Website traffic from hyperlinks appearing on another website, as long as they are not social media pages. |
Search Traffic | Website traffic that comes from searches through Google and other search engines. |
Social Traffic | Website traffic from social media sites such as Facebook, Twitter, Reddit, Pinterest, YouTube, etc. This source includes both organic and paid social media traffic. |
Paid Traffic (Google Ads) | Website traffic from paid Google Ads. This source includes PPC ads in search results as well as product ads (Google Shopping). |
Backlinks | Total number of links from other websites, pointing to the selected webpage, also known as inbound or external links. Search engines like Google see backlinks as votes of confidence. |
Referring Domains | Total number of other websites that link to the selected website. |
Organic (Search) Traffic | Traffic to a website as a result of unpaid search results (not caused by paid advertising). |
Organic Keywords | Keywords used in SEO to attract organic traffic for free. |
Desktop Traffic Distribution | The percentage of website traffic that comes from a desktop computer. |
Mobile Traffic Distribution | The percentage of website traffic that comes from mobile devices. |
Global Rank | The ranking that a web page can receive in the entire World Wide Web, i.e., in the totality of all web pages that exist. |