Google Analytics and Google Search Console are packed with useful insights, but the terminology can feel overwhelming when you first dive in. This glossary explains the most common terms in plain English so you can quickly understand what the data means for your website.

Google Analytics Glossary

Users

The number of unique people who visit your website within a set timeframe.

Sessions

A session is a single visit to your website. One user can create multiple sessions.

Pageviews

The total number of pages viewed on your website, inc repeats by the same user.

Bounce Rate

The percentage of sessions where the user visited only one page and then left.

Avg Duration

The average time users spend on your website during a session.

Conversion Rate

The percentage of users who complete a desired action – form, purchase etc.

Search Console Glossary

Impressions

The number of times your website appeared in Google search results, even if it wasn’t clicked.

Clicks

How many times users clicked your website in Google search results.

Click-Through Rate (CTR)

The percentage of impressions that turned into clicks. Formula: Clicks ÷ Impressions x 100.

Average Position

The average ranking position of your website for a search query.

Queries

The actual search terms people typed into Google that triggered your website.

Coverage

A report showing which of your website’s pages Google has indexed (or not).

Tips For Beginners

Understanding the definitions is the first step — but here are some simple ways you can start using Analytics and Search Console data right away:

  • Users & Sessions → Compare new vs returning visitors. If most are new, think about ways to bring them back (e.g., newsletters, social follow-ups).
  • Pageviews → Spot your most visited pages. Update these regularly to keep them fresh and engaging.
  • Bounce Rate → If a key page has a high bounce rate, check its load speed, improve the intro copy, or add a clear next step (like a button).
  • Average Session Duration → Embed videos, add internal links, or break up content with visuals to keep users engaged longer.
  • Conversion Rate → Set up goals (form fills, downloads, purchases) and review which channels drive the most conversions.
  • Impressions & Clicks → Look for keywords with high impressions but low clicks — update your page titles and meta descriptions to make them more appealing.
  • CTR (Click-Through Rate) → Test different wording in your meta descriptions to encourage more clicks.
  • Average Position → Focus on improving rankings for terms already on page 2 of Google — small optimisations can push them onto page 1.
  • Queries → Use the Queries report to find new content ideas. If people are searching questions you don’t answer yet, write a blog post about it.
  • Coverage → Check regularly for errors or excluded pages. Make sure all your important content is indexed.
  • Sitemaps → Submit a sitemap in Search Console to help Google discover your pages more quickly.

Frequently Asked Questions about Analytics & Search Console

  • Users are unique visitors to your website.
  • Sessions are individual visits — one user can have multiple sessions if they return more than once.

Bounce rate shows the percentage of visitors who leave your site after viewing just one page. A high bounce rate can mean your content isn’t engaging enough or that users didn’t find what they were looking for. Improving page speed, adding clearer calls-to-action, and linking to related content can help lower it.

There’s no universal “good” CTR because it depends on your industry, keywords, and ranking position. Generally:

  • Branded searches (your business name) should have a very high CTR.
  • Informational keywords may naturally have lower CTRs because of competition.
    Improving your meta titles and descriptions can often boost CTR.

Google Search Console takes all the queries your site appeared for and averages the ranking positions. If one keyword ranks #1 and another #9, the average might be around #5.

Not directly. Google doesn’t use bounce rate as a ranking factor. However, a high bounce rate can indicate poor user experience, which can affect SEO indirectly (for example, if people quickly leave your site, it may lower dwell time).

  • Impressions = the number of times your site appeared in Google’s search results.
  • Clicks = the number of times users actually clicked your site in those results.

Coverage reports show which of your pages Google has indexed (or failed to index). If important pages aren’t indexed, they won’t show up in search results, so this report helps identify technical issues.

Ready to Take Your Digital Marketing Skills Further?

Understanding the basics of Google Analytics and Search Console is a great start — but putting those insights into action is where the real results happen.

At Digital training Lancashire, we offer bespoke digital marketing training tailored to your business needs. Whether you want to get hands-on with Analytics, master Search Console, or dive into other areas like SEO, Google Ads, or social media — our expert-led sessions will give you the confidence to grow your online presence.

👉 Get in touch today to book a free consultation and see how our training can help you or your team turn data into results.

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