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A Tour Operator’s Google Analytics Glossary

Confused by Google Analytics terminology, or need a refresher? Here are the top web analytics terms you need to know.

Affinity Categories: Users’ interests as identified by their website habits.

Benchmarking: Comparing your website’s performance to websites in a specified industry.

Bounce: A user’s visit that took place without them leaving their entry page.

Bounce Rate: The percentage of website sessions that conclude within a single pageview.

Channel: A high-level grouping of inbound traffic, sorted into categories like ‘social’ and ’email.’

Conversion: A booking or other activity completed by the user that fulfills a purpose you define for the website.

Entry Page: The page a user landed on when visiting your website.

Event: A user’s interaction with a specified element on a page.

Exit Point: The last page a user visits before leaving your website.

Goals: Whatever you want users to do on your website, as tracked by reports you organize.

New User: A user who visited your website for the first time, as tracked on a single device via browser cookies.

Pageview: A number representing a user’s visit to a specific page on your website.

Pages Per Session: The number of pages on your website a user visits during a single session.

Page Value: The amount a page has contributed toward conversions.

Referral: A visit to your website that was enabled by another, external site.

Search Query: The specific term a user entered when searching that led them to your website.

Segment: A selection of users defined by some element of their behavior, like demographics or device use.

Self-Referral: A visit to a page from another page on your website that isn’t using tracking code or doesn’t share sessions with the destination page.

Sessions: A user’s activity on your website during a single visit or set period.

Direct Traffic: Visits from users who navigated directly to your website’s URL.

Organic Traffic: Users who visit your site from another location, like a referrer or a search.

User: A visitor to your website using a single device. One user may have multiple sessions.

URL Tagging: A method of tracking specific traffic sources with predetermined tags added to links from referrers.

Visits: The number of visits to your site in the specified period, whether from unique or repeat visitors.

Written by

Nissa Campbell is a writer who covers tourism and technology. Since 2014, she has been documenting booking software at Rezgo, and working with tour operators at all levels of the industry to help them find solutions to their technical needs.

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