The Terms You Need To Know – Google Analytics, GMB, Facebook, And More

Table of Contents

Google Analytics

Total Sessions

A Session is a single visit to your website, whether the person behind that session browses one or more pages. Each user on your site can have multiple sessions during the reporting period.

As a side note, Google treats a session as a maximum 30 minutes in duration, so if a session times out, then any activity following that time will be recorded as a new session. 

Unique Users

A User is what you would expect. A person browsing your website. You will always find that your ‘Total Sessions’ will be larger than your ‘Unique Users’ because people are browsing your site more than once.

It’s worth noting that many reporting tools will focus on ‘sessions’ whereas we here at Pocket Insights prefer to concentrate on the ‘user’.

Pages Per Session

Referring to the average number of pages browsed per session. Not to be confused with ‘Sessions Per User’.

For example, if only two people visited your site during a reporting period, one of them visited twice browsing 4 and 3 pages each time and the second person visited just once browsing 5 pages. In this scenario, the ‘pages per session’ calculation is 12 / 3 = 4; while the ‘sessions per user’ calculation would be 3 / 2 = 1.5.

Sessions Per User

The average number of sessions each user spent on the site during the period. Please see example above.

Average Time On Site

The average session duration (Not time spent by a unique user). Important to note that Google does not count the last page as part of that session. For instance, if a session begins and the user browses 3 pages and leaves, then the session duration is calculated to the point when the user reached the last page, not when the session finished.

Bounce Rate

This is often one of the most misunderstood metrics. A single bounce is recorded when a user reaches your site and does not browse further than the original landing page. So a single page view. Your bounce rate is calculated by the total sessions divided by those sessions that had just the single page view.

Traffic Sources

What you would expect. Where your site traffic is coming from. Specifically, we pull this data from the GA ‘Source/Medium’ datapoint and list your Top 5. It is referring to the number of ‘Users’ NOT sessions.

Popular Pages

The pages seeing the most ‘Users’ during the period.

Users By Device

Perhaps one of the most valuable metrics to understand your user, their experience and their intent. This highlights how many ‘Users’ visited your site from desktop, tablet and mobile.

Users By City

The top 5 cities by the number of recorded ‘Users’.

Average Page Load Time

This calculation is different to that you will expect when you test pages/URLs using online speed testing tools. They measure individual URLs at a time and from the location of their testing server. The GA average page load time is based on a sample of users to your site, measuring various pages being browsed from various locations.

Google My Business

Direct & Discovery

There are two distinct ways for a customer to find your GMB listing – direct and discovery. Direct being when they search for your business name. Discovery when they search for your product, service or category.

Actions – Visited website, Called, Asked for directions

As you would expect. Each action taken from your Google My Business listing either from a traditional Google SERP or from within Google Maps.

Top 5 Queries to find your business

Exactly what you would expect. The top 5 queries people are searching for and finding your GMB listing.


Page Likes

The increase or decrease of the number of people ‘Liking’ your business page.


The number of people who saw your posts.

Post Engagements

The number of people liking, sharing or commenting on your posts.

Post Engagement Rate

The percentage of people who saw your posts and chose to comment, like or share.


New & Unsubscribed Subscribers

How many people have subscribed and unsubscribed to your email list during the reporting period.

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