Published on February 12, 2019

What Does The Analytics Data Mean?

Ryan Jones

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Visitor Sessions

A session is a group of user interactions with your website that takes place within a given time frame. For example, a single session can contain multiple page views, events, social interactions, and e-commerce transactions.

A single user can open multiple sessions. Those sessions can occur on the same day, or over several days, weeks, or months. As soon as one session ends, there is then an opportunity to start a new session. There are two methods by which a session ends:

  • Time-based expiration:
    • After 30 minutes of inactivity
    • At midnight
  • Campaign change:
    • If a user arrives via one campaign, leaves, and then comes back via a different campaign.

New Visitor Sessions

It is an estimated percentage of first-time sessions. It counts new users so by definition it excludes returning visitors. For example, a returning visitor that is experiencing his second session will not be measured in % new sessions.

Bounce Rate

bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Is a high bounce rate a bad thing?

It depends.

If the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. For example, if your home page is the gateway to the rest of your site (e.g., news articles, product pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate.

On the other hand, if you have a single-page site like a blog, or offer other types of content for which single-page sessions are expected, then a high bounce rate is perfectly normal.

There can be non-interaction events added to the website that you can implement to better capture user engagement and identify sessions that are not bounces.

Time On Page

It is the periods of time by looking at the difference between the time of the first user event and the time of the last user event.

There can be non-interaction events added to the website that you can implement to better capture user engagement and better identify time on a page per session.

Website Loading Time

The Loading Time show how quickly users are able to see and interact with the website overall. You can identify areas that need improvement, and then track the extent of those improvements. This data is not 100% correct as there are many factors, and is to be taken as an overview of site loading times.

Note: The speed you see reflected in the stats and the actual experience you get can be due to a number of factors, They can include redirects and serverside processing and scripts loading in the background all things you don’t really see or experience.

To get a better idea of your website loading speed, visit:


If set up, conversions are completed events that are important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an E-commerce conversion).

Conversion Rate

If set up, the conversion rate is the percentage of users who complete a conversion. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site.


If set up, revenue is the dollar value of a completed conversion.



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