Analytics

UTM tags are the individual query parameters used to make up a campaign tagged URL. The UTM tags include utm_name, utm_source, utm_medium, utm_term, utm_content and

The Users Flow report is a visual representation of how users navigate and interact with your website. For example, you can see the paths people

This statistic is a little more discerning than page views (PV). It calculates how many of those page visits are by the same person. If

In order to send hits to the appropriate property inside Google Analytics, a tracking ID is included in the tracking code (or Google Tag Manager

Source is one of the four main dimensions (along with medium, campaign and channel) for reporting and analyzing how people found your website. Source tells

Social appears as a marketing channel (in the default channel grouping) in the Acquisition reports which automatically includes traffic coming from social media, including Twitter

A single visit to your website, consisting of one or more pageviews, along with events, ecommerce transactions and other interactions. The default session timeout is

The actual term somebody used in a search engine before clicking through to your website. Depending on the report, the terms can be from paid

This is the percentage of profitability from a digital marketing venture. For example, if your nonprofit updates its donation form, any spike in donations (less

A referral is reported when a user clicks through to your website from another third-party website. The referrals report allows you to see all of

Page rank is an algorithm used to measure the strength and relevancy of a webpage to list Google’s search results for a given keyword phrase.

Often used in measurement and analytics, a page view is a visit to a specific page on your website.

Allows you to understand the impact of your website’s pages in driving value based on ecommerce transactions and goal conversions (where a goal value has

Organic refers to people clicking on a free link from a search results page. For example, people clicking through to your website from a free

Medium is one of the four main dimensions (along with source, campaign and channel) for reporting and analyzing how people found your website. Medium tells

Google Analytics provide details about the keywords people use to find your website. The organic keywords report shows you the terms people used to find

These are measurable activities that progress? goals on your website or in your nonprofit’s digital marketing. Some examples could be clicks, page views or social

You can view your audience’s areas of interest by enabling ‘Advertising Features’ (navigate to ‘Admin’, then ‘Tracking Info’ and selecting ‘Data Collection’). The categories within

A system for managing the deployment of tracking and other tags on your website. Google Tag Manager allows tags to be tested on your website

Google’s platform for A/B testing, multivariate testing and personalization. Google Optimize allows you to present different variations of content on your website to increase conversions

Google’s reporting and dashboarding tool allows you to present and visualize data from Google Analytics, Google Sheets and other data sources.

This dimension reports the particular page where a conversion occurred for a destination (or page-based) goal. This is especially useful if you’re including multiple conversion

When a user converts for a particular goal during a session they’ll be counted as a goal completion. If a goal is completed multiple times

Goals are used to track desired actions on your website. For example, subscribing to your email newsletter, submitting an inquiry or registering as a member.

The global site tag (or gtag.js) is the current version of the stand-alone Google Analytics tracking code. Generally, you will want to use Google Tag

First interaction gives credit for a conversion to the first method that somebody used to find your website. The ‘Model Comparison Tool’ allows you to

A custom interaction (or attribute) that is tracked from your website into Google Analytics, for example, tracking plays of an embedded video. Each event can

The first page that someone views during a session is known as an entrance. You can see the number of times a page was viewed

Google Analytics 4 lets you track certain actions taking place on your website automatically using the ‘Enhanced Measurement’ feature. Apart from pageviews, you can automatically

An ecommerce conversion occurs when someone successfully purchases during a session. Google Analytics has a range of ecommerce dimensions and metrics to report on your