📊 Entrances
Definition: An Entrance is a click with an empty referrer or a referrer with a domain different from your domain.
How it works:
Direct traffic: When someone types your URL directly or uses a bookmark
External referrals: When someone clicks a link from another website
Search engines: When someone finds your site through search results
Social media: When someone clicks a link from social platforms
Example: If a user comes to your site from Google search, that counts as one entrance.
👀 Pageview
Definition: How many times a page has been viewed.
Key points:
Each page load counts as one pageview
Multiple views by the same user count separately
Refreshing a page creates a new pageview
Useful for understanding content popularity
Example: If 100 people visit your homepage and 50 of them refresh it once, you'll have 150 pageviews.
🎯 Conversions
Definition: Each time an action marked and assigned by the user has been accomplished. We suggest marking just the purchases as conversion.
Best practices:
Primary conversions: Purchases, sign-ups, leads
Focus on value: Track actions that directly impact business goals
Avoid over-tracking: Don't mark every small action as a conversion
Business impact: Choose conversions that matter to your bottom line
Example: An e-commerce site should track purchases as conversions, not just product page views.
💰 Revenue
Definition: The pixel of conversion saves the value of every purchase so you can find the total amount of the purchases in the revenue section.
Revenue tracking:
Purchase values: Exact amount of each transaction
Currency support: Multi-currency tracking available
Attribution: Revenue attributed to correct traffic sources
Tax handling: Include or exclude taxes as needed
Example: If someone buys a $50 product and a $30 product, the revenue is $80.
🔄 Micro Conversion
Definition: Each time an action marked and assigned by the user has been accomplished. Ex. Add an item to the cart.
Common micro conversions:
Add to cart: Product interest indicator
Newsletter signup: Lead generation
Video views: Content engagement
Form starts: Intent indicators
Download requests: Content value
Account creation: User commitment
Example: When someone adds a product to cart but doesn't purchase, that's a micro conversion.
💸 Cost
Definition: The total amount of your marketing investment.
Cost components:
Advertising spend: Paid media costs
Agency fees: Management and service costs
Platform fees: Technology and software costs
Creative production: Design and content creation costs
Example: If you spend $1,000 on Google Ads and $500 on Facebook Ads, your total cost is $1,500.
📈 Conversion Rate
Definition: The number of users who converted as a percentage of the total number of users that visited your site.
Calculation:
Conversion Rate = (Conversions ÷ Entrances) × 100
Example calculation:
1,000 entrances
50 conversions
Conversion rate = (50 ÷ 1,000) × 100 = 5%
🏷️ Conversion Type
Definition: The amount for conversion for each type of conversion assigned by you.
Types of conversions:
Purchase: E-commerce transactions
Lead: Contact form submissions
Signup: Account registrations
Download: Resource downloads
Subscription: Newsletter or service subscriptions
Value assignment: Each type can have different values based on business impact.
🥇 Top Medium
Definition: The mediums that guarantee the most affluence (using a UTM that needs to be reassigned) for entrances and conversions.
Common mediums:
Organic: SEO traffic from search engines
CPC: Paid search advertising
Social: Social media traffic
Email: Email marketing campaigns
Referral: Traffic from other websites
Direct: Direct website visits
🌟 Top Sources
Definition: The main sources from which your traffic comes.
Traffic sources examples:
Google: Search engine traffic
Facebook: Social media traffic
LinkedIn: Professional network traffic
Newsletter: Email campaign traffic
Partner sites: Referral traffic
Advanced Metrics
ROAS (Return on Ad Spend)
Calculation:
ROAS = Revenue ÷ Cost
Interpretation:
ROAS > 3:1: Generally profitable
ROAS 2:1-3:1: Moderate performance
ROAS < 2:1: Needs optimization
Customer Lifetime Value (CLV)
While not directly shown in basic reports, this can be calculated using:
Average order value
Purchase frequency
Customer retention rate
Cost Per Acquisition (CPA)
Calculation:
CPA = Cost ÷ Conversions
Example: $1,000 cost with 50 conversions = $20 CPA
Metric Relationships
Funnel Metrics
Understanding how metrics relate in a typical conversion funnel:
Entrances → Pageviews → Micro Conversions → Conversions → Revenue
Common Calculations
Performance Comparisons
Period-over-period: Compare current vs. previous period
Channel comparison: Compare performance across sources
Campaign analysis: Compare different marketing campaigns