Departmental Google Analytics Report

• Sessions: A session is a group of user interactions with your website that occur within a given time frame. A single session can include multiple page views, events, or transactions.
• Engaged Sessions: Sessions that lasted longer than 10 seconds, had one or more conversion events, or two or more pageviews. This metric helps assess user engagement.
• Active Users:
• New Users: The number of first-time users during the selected date range. This metric indicates how well your marketing efforts are attracting new visitors.
• Total Users: The total number of unique users who have visited your website during a specified period. This metric helps gauge the size of your audience.
• Pageviews: The total number of pages viewed. Repeated views of a single page are counted.
• Average Session Duration: The average length of time users spend on your website during a session.
• Bounce Rate: The percentage of single-page sessions where users left the site without interacting further.
• Conversion Rate: The percentage of sessions that resulted in a desired action, such as completing a purchase or filling out a form.
• Returning Users: The number of users who have visited your site before. A higher number suggests good user retention
• Engagement Rate: The percentage of engaged sessions out of the total sessions. A higher rate indicates more meaningful user interactions.
• Average Engagement Time per Session: The average time users actively engage with your site during a session. This metric provides insight into user interest and content effectiveness.
• Event Count: The total number of times specific events (such as clicks, downloads, or video plays) occurred. Tracking events helps understand user interactions beyond pageviews.
• Pages per Session: The average number of pages viewed during a session. A higher number may indicate that users find your content engaging and are exploring more of your site.
• Exit Rate: The percentage of users who leave your site from a specific page. High exit rates on key pages might indicate issues that need addressing.

In Google Analytics 4 (GA4), events are user interactions or occurrences on a website. The following events are tracked by the report and can be found in the What is the user doing on the page? section of the Page Engagement page.

• page_view: Triggered when a page is viewed.
• first_visit: Recorded when a user visits your site for the first time.
• session_start: Marks the beginning of a user's session.
• user_engagement: Captures when a user engages with your site for a specified duration.
• scroll: Triggered when a user scrolls to the bottom of a page.
• outbound_click: Recorded when a user clicks a link leading away from your domain.
• site_search: Captures when a user performs a search on your site.
• video_engagement: Tracks interactions with embedded videos, including start, progress, and completion.
• le_download: Logged when a user downloads a file from your site.
• view_search_results: This event is triggered when a user views the results of a search query on your website. It helps track how often users engage with on-site search functionality.
• click: This generic event is logged when a user clicks on any clickable element on your site. It provides insight into the elements that users interact with most frequently.
• button_click: This event tracks clicks specifically on buttons. It is useful for understanding how often users engage with call-to-action buttons or other key interactive elements.
• expander_open: This event is triggered when a user expands a collapsible section or expander, such as an FAQ item or a dropdown. It can help identify user interest in additional content areas.
• tab_click: This event is recorded when a user clicks on a tab within a tabbed interface. It indicates which tabs or sections users are interested in exploring.
• form_start: This event is logged when a user begins to fill out a form. It can be a valuable metric for tracking engagement with forms, even if users do not complete them.
• form_submit: This event occurs when a user successfully submits a form. It is commonly used to track leads, sign-ups, or any completed submission action.
• quick_link_click: This event tracks clicks on quick links, which are often shortcuts to popular or frequently accessed pages. Monitoring this event can show which quick links are most useful to users.
• form_filter: This event is logged when a user interacts with filters on a form, such as selecting dropdown options or adjusting sliders. It helps to understand how users refine or customize their form input.
• pagination_click: This event is triggered when a user clicks on a pagination control, such as "Next" or page numbers. It provides insight into how users navigate through multi-page content, such as search results or product listings.

These categories help you understand the different channels through which users are discovering and visiting your website, providing insight into the performance of various marketing and engagement efforts.

• Paid Search: Traffic that comes from paid advertising campaigns on search engines, such as Google Ads or Bing Ads. This includes users who clicked on a sponsored link from a search engine results page. This source helps track the effectiveness of paid search marketing efforts.
• Organic Search: Traffic generated by users clicking on non-paid (organic) links on search engine results pages. Organic search traffic typically comes from users searching for content and finding your website through natural search engine rankings, offering insights into SEO performance.
• Direct: Traffic that arrives at your site without a specific referral source. This can include users who typed your URL directly into their browser, clicked on a bookmark, or arrived through a link in an untracked source, such as certain apps or offline campaigns.
• Referral: Traffic from links on other websites that direct users to your site. Referral traffic can help identify partnerships or high-value external websites that are bringing in visitors.
• Unassigned: Traffic that Google Analytics cannot categorize into the above predefined channels. This may include traffic from uncommon sources or cases where tracking information is missing, such as undefined UTM parameters or unusual traffic sources.

• Impressions Over Time: Tracks how often your site appears in search results over a set time frame, showing visibility trends.
• Impressions and Click-Through Rate (CTR) by Location: Displays impressions and CTR for each geographic location, helping identify high- and low-engagement regions.
• URL Clicks Over Time: Shows how often users clicked a specific URL from search results over time, useful for tracking page popularity and campaign impact.
• Impressions and Click-Through Rate by Device: Breaks down impressions and CTR by device (desktop, mobile, tablet) to identify device-specific performance and engagement.
• Top Landing Pages from Search (Entrance Pages): Lists the most common entry pages from search, highlighting content that attracts organic traffic.
• Top Google.com Queries: Shows the most frequent search terms that led to impressions and clicks, providing insight into popular keywords and user search behavior.
• Top Google.com Queries + Landing Page: Combines search terms with specific landing pages visited, revealing how well pages align with search intent and supporting targeted SEO adjustments.