Websites Glossary  

Users 

The number of people who visited your website during the reporting period. Each day a person visits counts towards this total, so a regular visitor who comes back on several days is counted on each of those days.

New Users 

The number of people who visited your website for the first time during the reporting period. This shows how many of your visitors are discovering your website rather than coming back to it.

Average Session Duration 

The average length of time a visitor actively spends on your website in one visit, shown in minutes and seconds. It is worked out by dividing the total time visitors were engaged on your site by the number of visits.

Phone Calls

The number of times a visitor tapped or clicked a phone number on your website. It counts the click, not whether the call connected or how long it lasted.

Form Submissions

The number of enquiry or contact forms submitted through your website. Each completed form counts once.

Emails

The number of times a visitor clicked an email address or email link on your website. It counts the click, not whether an email was actually sent.

Visitors Over Time

A chart showing how many people visited your website in each week or month, shown separately for mobile and desktop visitors, so you can see whether your traffic is growing, steady or seasonal.

Where Your Visitors Come From

A breakdown of your website visitors by how they found you, for example a Google search, typing your address directly, a link from another website, social media or an ad. Each visitor is grouped under the source that brought them to your site.

Direct Traffic 

Users who have typed in your URL or clicked on an email link to land directly on your website. 

Organic Traffic 

Visitors who have landed on your website as a result of clicking on an unpaid Google search result. 

Referral Email 

Traffic generated by users clicking on a link to your website on another website. 

Social Media 

Social media users who have clicked on a link to your website. 

Paid Traffic 

Users who have landed on your website after clicking on one of your paid ads. 

Other Traffic 

Unidentifiable users. 

Impressions 

Every impression is a time your website has been seen on a search engine. 

SEO 

Search engine optimisation is the act of altering your website and online presence with the intention of bettering your exposure to users on search engines. 

GBP Posts 

A post published on your Google Business Profile. 

Desktop Device Traffic 

Users have accessed your website from a Desktop or Laptop computer. 

Mobile Device Traffic 

Users have accessed your website from a Mobile phone. 

Tablet Device Traffic 

Users have accessed your website from tablet device (iPad).