The session metric measures a group of user interactions with a website that occur within a specific period. A single session can have numerous page views, social interactions, purchases, and events. Sessions are like the container of the actions visitors take on the website.
One user can have multiple sessions and they can all happen on the same day, over weeks, or months. Immediately one session expires, another one can start.
Sessions can end in two ways:
-Time-Based Expiration: Time-based expiration occurs at midnight based on your time zone setting or after 30 minutes of user inactivity, but you can adjust it to several hours or some seconds.
-Campaign Change: A session can end if a visitor lands on the web page through one campaign, exits, and arrives again via another campaign.
Using the session metric you can identify the user’s journey to conversion by monitoring their interaction with the website. You'll be able to know what events they carried out and what pages they spent the most time on.
8. Users (Unique Visitors)
Users are the number of unique website visitors. This metric is one your client would want to see on their web analytics dashboard as it measures if the website's audience is rising, stagnant or decreasing.
You may need to be careful when taking the numbers of users into account because a rise in unique visitors might not necessarily mean an increase in web audience. A single user may come to the site today, leave and come again tomorrow and this would appear as a unique visit on both days. It depends on whether cross device tracking is set up correctly.
It's not the end-all-be-all metric but it's important to see how many people are visiting a website.
9. Pages per session (Pages/Session)
The pages per session is the number of pages viewed in a single session. This is a great engagement metric for brands that desire high engagements, and low bounce rates. To calculate this metric you need to divide the number of pages viewed by the number of sessions of the website.
If your client's website has had 2000 sessions and 4500 page views, your page/session would be 4500/2000, which equals 2.25 pages per session.
Page views per session is an excellent indicator of engagement. Most times, the more pages a visitor navigates to, shows that they have an interest in your client's website content. This may not hold if the time spent on each page is small as it could be pointing out a user who is unable to find what they are searching for on the website.
10. Top Landing Pages (By Page Views)
A landing page is the initial page visitors arrive on from a traffic source. It's the page that initiates a session. Let's say you implemented a new SEO strategy, a landing page can give insights into what attracted the target audience to navigate to the website.
In a sense, landing pages offer you knowledge on your client's audience. You can identify what landing pages are performing better based on the number of views each one gets. The page views tell you if visitors were satisfied with the content they saw after landing on the website or if not.
Once you locate the top landing pages by page views, you can then replicate the tactics that pulled in a high amount of page views on poor performing landing pages.
11. Top Exit Pages
For most brand websites, prospects will need to navigate from the landing page or homepage to convert.
If you want to boost conversions, it's vital to know which page visitors exit on. Locating the top exit pages will most times point out where users experience difficulties that prevent them from converting.
Let's say potential customers are exiting the client's website on the checkout page. This kind of user behavior could indicate a tedious checkout process or an error in the process.
You need to know what pages visitors are leaving on and find out why they leave the website on those particular pages.