understanding terms of website analytics

This article is a continuation of our “Understanding terms of website analytics” series. You can read the part 1 here. We have covered the terms visitors, new visitors, returning visitors, unique visitors, page, pageviews, hits, visits, sessions, session duration in the part 1.

And in this part, we are going to look at what the following terms mean – Entry page, exit page, landing page, bounce rate, load time, source, direct traffic, search traffic, referral traffic and conversions.



The first page that a visitor lands on your website is called entry page.

Ex: If a visitor clicks on a link and lands on the career page of your website, then the career page is the entry page of the visit



Exit page is the last page that a visitor accesses on your website before leaving.

Ex: If a visitor leaves your website from the “about” page, then the exit page for the visit is “about” page



Landing page is usually a standalone page created for a single objective like collecting leads, getting subscribers etc. It is usually intended for a defined marketing effort.

Ex: www.webnish.com/services is a landing page created specifically for our online marketing campaign to generate leads.  



It is the percentage of visitors to a website who navigate away from the site after viewing only one page.

Ex: Let’s consider the bounce rate for a website is 40%, that means 40 out of every 100 visitors are leaving the site after viewing just one page



Load time is the average amount of time that it takes for a page to load after clicking on the link to completely load in the browser.

Ex: When a user clicks on your website link and it takes on average 3 seconds for your homepage to load, then the loading time is 3 seconds. 



Source indicates the origin of your traffic. From where a user has arrived on to your website. Source can be multiple types – Direct, search, referral etc.



Direct traffic is the number of visits to a site by visitors who typed the website’s URL directly into their browser.



Search traffic represents the number of visits to a site by visitors who arrived by clicking on the links in search results. Search traffic could be two types – organic and paid.

Ex: A user searched about website designing companies in google and has clicked on www.webnish.com, then the source of the visit is “Search”



Referral traffic represents the number of visits by visitors who arrived by clicking on your website link present on another site.

For example, consider your website link is listed on amazon.in. When a user clicks on that link and arrives on your website, it’s called Referral traffic and in this case, the referral site is Amazon



Conversions in Analytics means the point at which a desired outcome is achieved on the website (like submitting a form, purchasing a product or subscribing to a newsletter etc.)

Ex: www.webnish.com/services page is created for lead generation. So when someone fills the form on the page and hits the submit button, it means the desired outcome is achieved. So, it is qualified as a conversion in Analytics.


To understand other terms of Website Analytics, read out part 1 – here.

And for more tips and tricks to bring your A-game to your website and marketing efforts, subscribe to Webnish Blog!



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