14 terms that help measure website traffic

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Learning to measure website traffic is crucial to understanding how your customers are interacting with your business online. By analysing these stats, you can find areas to improve your website to maximise the potential of this channel for your website. Note that all these measurements take place within a set time specified by your digital marketing report.

Session

The time a user is active on your site during their visit.

Average Session Duration

The average length of sessions on a website.

% New Sessions

The percentage of people that are entering your site for the first time as opposed to returning visitors.

Number of Sessions Per User

The average number of times an individual user has visited your website.

Page Views

A count of how many times a page has been viewed on your website.

Unique Page Views

A count of how many times a page has been viewed on your website during a single session. If a user reloads a page 3 times in one session, it will count as 3 page views but only as 1 unique page view.

Average Time on Page

This is the average time spent on a single page by all users of your website.

Entrances

The number of entries by visitors into the specific page in question on your website during a session.

Exits

The number of times visitors have left a site from the specific page in question on your website during a session.

Exit Rate

How often visitors exit from a website after visiting the specific page in question on your site. This percentage is calculated as the number of exits divided by the number of page views for a particular page.

Page Value

The average value for a page that a user visited before landing on the goal page or completed a purchase. This value is to help give you an idea of which page on your site has contributed more to your site’s revenue.

Bounce Rate

The percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Pages/Session

The average number of pages a person views in a given session.

Channel

What medium have they used to get to your website. i.e., clicked on the link from an email, saw the link on a social media post, found it because of a search request in a search engine.

We hope you learned a bit more on key terms that help measure website traffic.

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