Understanding Your Reports

Every active client receives regular performance reports. This guide explains what each section means and how to use the data to make informed decisions about your digital presence.

A summary of visitors to your website over the reporting period.

Key metrics:

• Sessions — Total visits to your site
• Users — Unique visitors (deduplicated)
• Pageviews — Total pages viewed across all sessions
• Bounce rate — Percentage of visitors who left after viewing only one page
• Average session duration — How long visitors typically spend on your site

Where your visitors are coming from:

• Organic search — Visitors from Google, Bing, and other search engines
• Direct — Visitors who typed your URL directly
• Referral — Visitors from links on other websites
• Paid search — Visitors from Google Ads campaigns
• Social — Visitors from social media platforms

The most-visited pages on your site, helping you understand what content resonates with your audience.

If conversion goals are configured, this section shows:

• Total conversions — Form submissions, calls, bookings, or purchases
• Conversion rate — Percentage of visitors who completed a goal
• Cost per conversion — For paid campaigns, what each conversion cost

For clients with active Google Ads campaigns:

• Impressions — How many times your ads were shown
• Clicks — How many people clicked your ads
• Click-through rate (CTR) — Percentage of impressions that resulted in clicks
• Average cost per click (CPC) — What you paid on average per click
• Conversions — Actions taken after clicking your ad
• Return on ad spend (ROAS) — Revenue generated per dollar spent

Reports include period-over-period comparisons (e.g., this month vs. last month) so you can track trends and measure improvement over time.

If anything in your report is unclear, get in touch. We are happy to walk you through the data and discuss next steps.