Performance Marketing with Google™ Analytics: Practical Strategies for Maximizing Online ROI

Appendix B. Glossary

IN THIS APPENDIX

• Common Google Analytics Terms

• Common Marketing Terms

• Google Analytics Dimension Definitions

• Google Analytics Metric Definitions

• Additional Glossary Resources

CPC, PPC, bounce rate, SEM, CPM, unique pageviews, unique visitors, impressions, ... What do all these things mean? This glossary, and this book, will lift the mist that veils a thorough understanding of Google Analytics, the Web, and performance marketing.

Many of the definitions in this glossary are taken directly from the official Google Analytics glossary (with permission, of course), with some additional explanations of our own. The other terms we've defined ourselves, taking care to align with industry and global standards but also integrate further explanation that is consistent with use of these terms in this book.

You'll also find additional glossary resource links in this appendix for bookmarking in your browser.

Common Google Analytics Terms

There are many common terms used in Google Analytics. Rather than trying to define all these terms here and reinvent the wheel, we recommend you visit the official Google Analytics glossary at www.analyticsformarketers.com/s/ga-glossary.

Absolute Unique Visitors

The count of unique visitor cookie IDS in a given time period. Note that a common mistake with this metric is to sum several time periods rather than measuring the time period at once. For example, reporting the absolute unique visitors per month and adding up the totals will not produce an accurate ...