A Guide to the Metrics in Your Monthly Report


A Guide to the Metrics in Your Monthly Report


If you want to know more about the terms used in our reports, especially if they’re new to you, this is designed for you. We’ve compiled a guide to help make things clearer, but if there’s anything you want to know that isn’t covered to your satisfaction here, get in touch and we’ll be happy to explain what they mean and how they factor into our strategy going forward.

If you could do with some further clarity or have any further questions, don’t hesitate to contact us here, at [email protected], or call 01524 510 570.

Contact Us   Back To Top

Organic Traffic

Organic traffic is all traffic to your website by visitors who found you through clicking on a regular listing in a search engine, rather than a link in an email or on someone else’s site or through clicking on paid advertising.

The Organic Traffic section compares your site’s performance in the listed month to its performance in the same month one year earlier. We use this comparison to avoid misleading data due to seasonal variation.

This section of your report focuses on the results of your SEO. There will be additional improvements to many of the metrics given here if CRO is also being carried out; the two services are more effective together.

Total Visits

This measures the number of individual sessions. A session is a single visit to your site.

Any visit counts as one, so visitors who check multiple pages, sign up to a newsletter, and request a callback and visitors who leave shortly after arrival are both measured in this list.

Unique Visitors

A unique visitor is a single user. This number will always be lower than the number of sessions for the same period as at least some visitors will return for more than one session. However, this is a useful measure of how many different people are currently seeing your website.

Bounce Rate

This is the percentage of visitors who left your site on arrival without taking any other action. The rule of thumb is that lower bounce rates are better as visitors will take further actions (and not bounce) if they’re engaged; however, if the goal of an individual search was to find information that’s prominently displayed, the user won’t need to take other actions. This can be good! Your Account Manager will be able to clarify how this metric’s performance should be interpreted according to your business’s goals.

Session Duration

This is a measurement of how long visitors spend on your site in a single visit, on average.

Pages Per Session

This is a simple measure of the number of different pages a visitor goes to during an individual session. E-commerce sites in particular will be better off with a high Pages/Session as it represents users browsing and building engagement; clients offering few products, or who are providing a service, may be better off with only a few Pages/Session, as for them the increased page numbers may indicate users being unable to find what they’re looking for.

Page Load Time

At the time of writing, studies indicate that pages which take longer than 2 seconds to load lose a significant percentage of visitors immediately – they exit out and try another page. By monitoring load time and taking steps to reduce it, it’s possible to greatly improve visitor engagement.

The amount of time visitors are willing to wait for a page to load has only reduced over time and may fall further as technology improves.

If you’re concerned with your site’s performance on desktop or mobile, please ask your Account Manager why its performance is currently poor and what measures will be taken to change this.

Contact Us   Back To Top


The Users section analyses information about all visitors to your site, whether from organic search traffic, paid advertising, or other sources (including just typing your web URL into their browser or clicking on a bookmarked link.)

This section gives you more information about how your site is viewed by those who visit it, which can greatly affect how the site performs overall. Your Account Manager will be happy to discuss what this section tells us and how we can use it to our advantage.

Operating System Breakdown

This section tells us what proportion of your visitors are using different Operating Systems (OSes). A visitor’s OS affects their choice of web browser, and that can change how your site appears on their screen.

If we notice that a high proportion of your visitors are using an OS which makes it less likely they’re seeing your site at its best, we’ll discuss potential solutions with you.

Device Breakdown

This section tells us what proportion of your visitors are using traditional desktop computers, mobile phones, or tablets when they visit your site.

A high proportion of mobile and tablet visitors may make it important to change how your site is viewed on these platforms to make their user experience better, removing an obstacle in the way of their becoming customers.

Contact Us   Back To Top