Analytics & Measurement Glossary

A/B Testing

A controlled experiment in which two or more versions of a web page, email, or element are shown to different audience segments to determine which performs better against a defined metric.

Bounce Rate

The percentage of sessions in which a user visits only one page on your website and leaves without interacting further, as measured by Google Analytics.

Click-Through Rate (CTR)

The percentage of users who click on a search result after seeing it in the SERP, calculated as (clicks ÷ impressions) × 100.

Conversion Rate

The percentage of visitors who complete a desired action (purchase, sign-up, download, inquiry) on a website — calculated as conversions divided by total visitors multiplied by 100.

Crawl Errors

Problems that search engine crawlers encounter when attempting to access and process pages on a website — including HTTP errors (404, 500), redirect issues, and DNS failures — which prevent pages from being properly indexed.

Dwell Time

The amount of time a user spends on a page after clicking on it from search results, before returning to the search results page — used as an indirect indicator of content satisfaction and relevance.

Google Analytics

A free web analytics platform by Google that tracks and reports website traffic, user behavior, and conversion data — providing insights into how visitors find, navigate, and interact with a website.

Google Search Console

A free tool from Google that provides data and diagnostic information about how your website performs in Google Search — including which queries drive traffic, which pages are indexed, Core Web Vitals scores, crawl errors, and manual action notifications.

Heatmap

A visual analytics tool that displays user interaction data — such as where people click, how far they scroll, and where their mouse moves — as color-coded overlays on a web page, with hotter colors indicating higher activity.

Impressions

The number of times a URL from your website appeared in a Google search result, regardless of whether the user scrolled to see it or clicked on it.