Google Analytics Terms

account

Your account is where everything lives inside Google Analytics. Think of it as the top-level folder that you access using your login details. In most cases you’ll have access to a single account that’s storing data for your website, but if you’re managing multiple websites…

acquisition

You can understand how people find your website using the Acquisition reports. The reports present data based on the source and medium of your users, along with other acquisition dimensions. There are dedicated reports for your paid traffic from Google AdWords, organic traffic from Google…

active pages

When viewing the Real Time reports, Active Pages shows you the pages people are currently viewing on your website. When someone navigates to another page or closes their browser the page that was shown as active will be removed from the Real Time reports.

active users

The Real Time and Home reports show you how many people are currently viewing content on your website. Data is processed within a few seconds into the Real Time reports and you can view data for the previous 30 minutes. While the Active Users report…

AD CUSTOMIZERS

Ad customizers allow you to upload information that can then be automatically included in the final text ad that is displayed. For example, you can upload the prices of different products and have them automatically inserted into your ads as people are searching. They work…

advanced segment

Apart from the default (or system) segments, you can also create custom segments to filter the data that is (or is not) included in your reports. Segments can be configured to focus on particular sections of your traffic based on users and sessions. For example,…

analytics intelligence

Google’s machine learning identifies trends and changes in your data. For example, if there is a sudden increase in traffic to your website this will be highlighted by Analytics Intelligence. The feature also allows you to ask questions, like ‘What is my best landing page?’…

api

There are a number of APIs (Application Programming Interfaces) that you can use to access data from Google Analytics. They can be used to access your data outside the Google Analytics interface, including in Google Sheets and your own custom applications. APIs include the Core…

assisted conversion

Inside the ‘Multi-Channel Funnels’ reports you will find assisted conversions which show you the channels which later led to a conversion. For example, if a user came to the website from Twitter and then later from Google AdWords, Twitter would be counted as an ‘assisted…

attribution

Attribution allows you to control how credit for a particular conversion is given to the marketing channels that led to the action taking place. Google Analytics provides a variety of attribution models in the ‘Multi-Channel Funnels’ and ‘Attribution’ reports. Attribution takes into account the channels…