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11.1. Dashboard Definitions

Summary Definitions

Visits: The number of visits your site receives is the most basic measure of how effectively you promote your site. Starting and stopping ads, changing your keyword buys, viral marketing events, and search rank are some examples of factors that influence the number of visits your site receives.

Pageviews: Pageviews is the total number of pages viewed on your site and is a general measure of how much your site is used. It is more useful as a basic indicator of the traffic load on your site and server than as a marketing measure.

Average Pageviews: Average pageviews is one way of measuring visit quality. A high Average Pageviews number suggests that visitors interact extensively with your site. A high Average Pageviews results from one or both of:

  1. Appropriately targeted traffic (i.e. visitors who are interested in what your site offers
  2. High quality content effectively presented on the site.

Conversely, a low average pageviews indicates that the traffic coming to the site has not been appropriately targeted to what the site offers or that the site does not deliver what was promised to the visitor.

Bounce Rate: Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce rate is a measure of visit quality and a high bounce rate generally indicates that site entrance (landing) pages aren't relevant to your visitors. You can minimize Bounce Rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.

Time on Site: Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it. However, Time on site can be misleading because visitors often leave browser windows open when they are not actually viewing or using your site.

New vs. Returning: A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough to keep visitors coming back. You can see how frequently visitors return and how many times they return in ‘Recency’ report and the ‘Loyalty report’, both under ‘New vs. Returning’ in the Visitors section.

Visitors Overview: How many new and returning visitors came to your site and how extensively did they interact with your content? This traffic overview allows you to drill down into aspects of visit quality (i.e. average pageviews, time on site, bounce rate) and visit characteristics (i.e. first time visitors, returning visits).

Map Overlay: Use this map to visualize volume (visits, pageviews) and quality (pageviews per visit, conversion rates, per visit value, etc.) metrics by geographic region. Click on any region to zoom into the city level.

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