Web statistics and measurements are fundamental tools to understand and improve the performance of any website. They allow you to analyze and measure traffic, user interaction, conversions, and other critical aspects of user behavior on the page. These web metrics provide valuable information for making strategic decisions and adjusting digital marketing tactics to achieve desired goals. The most common metrics in web measurement include the number of visits, session duration, bounce rate, conversion, and ROI. In summary, web statistics and measurements are essential for the success of any digital marketing strategy.
Statistics don’t give you answers. Instead, they push you to ask questions.
Session
The session is an indicator of the volume of traffic on our website. A session is defined as one visit to our website, so the number of sessions corresponds to the number of visitors. An essential element to consider is that a session lasts from the moment a user enters our website until he leaves it, regardless of the page number he has visited.
The user must be active on the site, and the time limit is 30 minutes. After this idle time, a page viewed by the same user becomes a new session.
If a user leaves the website and returns to it within 30 minutes, this will be counted as part of the original session. The tracking code can be modified to extend or reduce the minimum logout time.
Page Views
Views are another basic concept related to web traffic. Page views refer to the number of page users access to a website. It must be considered that a user can visit several pages during a session on our website. Therefore, page views are an indicator to know how many users move through the website.
Bounce Rate
The bounce rate or bounce rate is an essential indicator of the relevance of the website or a page; it offers us valuable information about the user experience by showing us their interaction with the website. A web page’s bounce consists of leaving without interacting; however, it does not correspond to the time a user spends on the page. A user could spend much time on a page, but if they don’t click any links, leave a comment, or take any other type of action before leaving the page, this counts as a zero-second session, which is considered a rebound.
The average duration of sessions (Avg. session duration)
As said before, the average duration of sessions in Google Analytics defines the average session time: from the moment a user enters our website until he leaves. This is another crucial indicator of the user experience on the website. A session ends after 30 minutes of inactivity from the last interaction.
For example, A user can enter our website and read a 15-minute article. If, after reading the article, you close the page without making another interaction, the average duration of the session is zero seconds.
Elements to consider when analyzing the average duration of sessions:
- It is affected by the bounce rate.
- The size of the site.
- Put yourself in the shoes of your client.
- The customer always has the last word.
Pages per session
This statistic defines the average number of pages consulted in a session. It is also an essential indicator of the website’s relevance or a specific page. For the analysis of the pages per session, it must be taken into account if there is any online advertising campaign that refers to the page or the web, as well as the web size.
