Web analytics glossary
Plain-language definitions of the key website metrics: how Google Analytics, Yandex Metrica and LightMetrica calculate them, the formulas and what values to expect.
- Visits, visitors and page views
- The three basic traffic numbers — how many pages were opened, how many visits there were and how many people.
- Bounce rate
- The share of visits where someone left almost immediately — one page, no interaction.
- Average session duration
- How long a visit lasts on average, from the first to the last activity.
- Pages per visit
- How many pages a visitor opens on average during one visit.
- Conversion rate
- The share of visits that end with a desired action — a purchase, a lead, a sign-up.
- Direct traffic
- Visits with no known source — no referrer and no UTM tags.
- Referral traffic
- Visits from links on other websites — not from search engines, social networks or ads.
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