Analytics

Direct traffic includes people who typed your website’s URL into their browser or clicked a link in an email application (that didn’t include campaign tags).

Device category allows you to view performance based on the different devices people are using to experience your website. You can see sessions occurring on

Google Analytics can be configured to include user demographics, like age and gender. In order to collect demographic data into your reports you need to

This is the average amount a user spends on your website throughout their life. It’s generally used to calculate performance metrics, such as your Return

The Cross Device reports provide insights into people who are using multiple devices to visit your website. The automated Cross Device reports require Google signals

After uploading third-party advertising data you can then compare the performance of your advertising based on a range of metrics including; click-through rate, cost-per-click, revenue-per-click,

A cookie is a piece of information that is stored in a website browser. Google Analytics uses cookies to identify users. If someone does not

You want this one to be as high as possible! It’s the percentage of people who complete a call to action (CTA) on your website,

A conversion is reported whenever a user completes a goal or makes a purchase during a session. Each goal will report a maximum of one

Google Analytics uses a unique identifier, called ‘Client ID’ to report and analyze the behavior of individuals on your website. By default, the identifier is

A click-through is exactly what it sounds like: someone navigating, or clicking through, your nonprofit’s website. Relating back to the bounce rate (BR), this percentage

Channels provide top-level groupings of your inbound marketing. Each channel combines source and medium so you can understand overall performance. For example, the default channel

Inbound marketing can be tracked and reported by Google Analytics using campaign tags. Extra details (query parameters) are added to the end of URLs which

Campaign name is one of the four main dimensions (along with source, medium and channel) for reporting and analyzing marketing campaigns. The campaign name is

When a visitor lands on your website and then leaves without clicking anything or navigating to another page on your website, this is called a

A bounce is reported when a user’s session only contains a single pageview. The idea is that someone comes to your website and they ‘bounce’

Provides a top-level view of how long users are spending on your website. For example, if you had two users, one that spent three minutes

You can configure custom audiences to see more granular metrics inside your reports. For example, if you’re considering running a remarketing campaign you can create

Attribution allows you to control how credit for a particular conversion is given to the marketing channels that led to the action taking place. Google

The Real Time and Home reports show you how many people are currently viewing content on your website. Data is processed within a few seconds

When viewing the Real Time reports, Active Pages shows you the pages people are currently viewing on your website. When someone navigates to another page

You can understand how people find your website using the Acquisition reports. The reports present data based on the source and medium of your users,