Google Analytics Metrics Explained


In a continuously changing digital landscape, gaining insights into your website’s performance is of paramount importance. Google Analytics (GA) is the go to tool that generates invaluable data that if understood will lead to set goals being reached. In this article, we’ll delve into the core 20 measuring metrics within GA, using plain language. We’ll provide examples of excellent, average, and poor measurements, along with actionable steps to enhance each metric.

1. Sessions

Sessions refer to how often users interact with your site within a specific timeframe, including various actions.

  • A good measure: 10,000 sessions per month
  • Average: 5,000 sessions per month
  • Poor: 1,000 sessions per month

2. Pageviews

Pageviews indicate the total number of pages users access, including repeated views.

  • A good measure: 50,000 pageviews per month
  • Average: 25,000 pageviews per month
  • Poor: 5,000 pageviews per month

3. Bounce Rate

Bounce rate reflects the percentage of users who exit after viewing only one page.

  • A good measure: 30% bounce rate
  • Average: 50% bounce rate
  • Poor: 70% bounce rate

4. Average Session Duration

Average session duration reveals the typical time users spend on your site.

  • A good measure: 3 minutes average session duration
  • Average: 1.5 minutes average session duration
  • Poor: 30 seconds average session duration

5. Conversion Rate

Conversion rate gauges the percentage of visitors who complete a desired action, such as making a purchase.

  • A good measure: 5% conversion rate
  • Average: 2% conversion rate
  • Poor: 0.5% conversion rate

6. Exit Rate

Exit rate indicates the percentage of users who leave your website after viewing a specific page.

  • A good measure: 20% exit rate
  • Average: 40% exit rate
  • Poor: 60% exit rate

7. Acquisition Channels

Acquisition channels break down how users find your site, including organic search, direct traffic, social media, and referrals.

  • A good measure: Balanced distribution across channels
  • Average: Over-reliance on one or two channels
  • Poor: Limited traffic from various channels

8. User Demographics

User demographics include user age, gender, location, and interests, providing insights for targeted marketing.

  • A good measure: Detailed demographic data
  • Average: Limited demographic data
  • Poor: No demographic data

9. Page Load Time

Page load time measures how quickly your pages load for users.

  • A good measure: Under 3 seconds load time
  • Average: 5 seconds load time
  • Poor: Over 10 seconds load time

10. Mobile Traffic

Mobile traffic reveals the percentage of users accessing your site via mobile devices.

  • A good measure: 60% or more mobile traffic
  • Average: 40-60% mobile traffic
  • Poor: Less than 40% mobile traffic

11. New Users

New users represent the number of first-time visitors to your site.

  • A good measure: 2,000 new users per month
  • Average: 1,000 new users per month
  • Poor: 100 new users per month

12. Returning Users

Returning users indicate those who have visited your site before.

  • A good measure: 60% returning users
  • Average: 40% returning users
  • Poor: 20% returning users

13. Organic Search Traffic

Organic search traffic is the number of users who discover your site through search engines like Google.

  • A good measure: 4,000 organic search visits per month
  • Average: 2,000 organic search visits per month
  • Poor: 500 organic search visits per month

14. Direct Traffic

Direct traffic represents visitors who directly enter your website’s URL into their browser.

  • A good measure: 3,000 direct visits per month
  • Average: 1,500 direct visits per month
  • Poor: 300 direct visits per month

15. Referral Traffic

Referral traffic denotes users who arrive at your site through external links from other websites.

  • A good measure: 2,000 referral visits per month
  • Average: 1,000 referral visits per month
  • Poor: 200 referral visits per month

16. Social Media Traffic

Social media traffic is the number of users who reach your site via social media platforms.

  • A good measure: 2,500 social media visits per month
  • Average: 1,000 social media visits per month
  • Poor: 100 social media visits per month

17. Average Page Load Time

Average page load time indicates the mean time it takes for your website pages to load.

  • A good measure: 2 seconds average load time
  • Average: 4 seconds average load time
  • Poor: 8 seconds average load time

18. Site Search Usage

Site search usage measures how often users employ the internal search function on your site.

  • A good measure: 15% site search usage
  • Average: 10% site search usage
  • Poor: 5% site search usage

19. Goal Completions

Goal completions are specific actions you want users to take, such as signing up for a newsletter.

  • A good measure: 200 goal completions per month
  • Average: 100 goal completions per month
  • Poor: 20 goal completions per month

20. E-commerce Conversion Rate

E-commerce conversion rate calculates the percentage of visitors who make a purchase.

  • A good measure: 3% e-commerce conversion rate
  • Average: 1.5% e-commerce conversion rate
  • Poor: 0.5% e-commerce conversion rate


Google Analytics presents a wealth of insights to refine your website’s performance. By having a good comprehension of and enhancing these 20 measuring metrics, you will increase user engagement, maximize conversions, and achieve your online goals. Regularly monitor these metrics and implement necessary tweaks and improvements for a successful online presence.