Unified Definitions for Behavior Reports

Welcome to the Behavior Reports Glossary, where you’ll find clear, industry-standard definitions for key metrics used across major analytics platforms like Google Analytics, Adobe Analytics, and eCommerce tools such as Shopify Plus. Any terminology specific to a platform will be highlighted for clarity.

Traffic Measures

  • Site Sessions: A session represents a visit to your site. It ends after 30 minutes of inactivity or at midnight. (Used across Google Analytics, Adobe Analytics, Shopify Plus)
  • Unique Visitors: The number of distinct individuals who visited your site, identified via browser cookies, devices, or IP addresses. (Industry Standard)
  • Average Session Duration:The average length of time a visitor spends on your site during a single session. (Google Analytics, Adobe Analytics)
  • Average Pages per Session: The average number of pages viewed per session. (Google Analytics, Adobe Analytics)
  • Average Time on Page: The time a visitor spends on a specific page, measured by the gap between landing on a page and navigating to another. (Google Analytics, Adobe Analytics)
  • Bounce Rate: The percentage of visitors who leave your site after viewing only one page. (Google Analytics, Adobe Analytics, Shopify Plus)
  • Page Exit Rate: The percentage of views on a specific page that were the last in a session. (Google Analytics, Adobe Analytics)

Traffic Sources

  • Traffic Source URL: The exact URL that visitors clicked to reach your site. (Google Analytics)
  • Traffic Source: The platform, site, or channel that directed traffic to your site (e.g., Google, Facebook, email campaigns). (Industry Standard)
  • Traffic Category: Categories like Direct, Organic Search, Social, Referral, or Paid Search that group traffic sources for analysis. (Google Analytics, Adobe Analytics)
  • Sales by Traffic Source (Shopify Plus-specific): Tracks revenue generated by each traffic source, helping identify which channels drive the most sales.

Behavior Metrics

  • Add to Cart (Shopify Plus-specific): The percentage of sessions where visitors added at least one product to their shopping cart.
  • Reached Checkout (Shopify Plus-specific): The percentage of sessions where visitors initiated the checkout process.
  • Cart Abandonment Rate (Shopify Plus-specific): The percentage of visitors who added items to their cart but left without completing the purchase.
  • Checkout Abandonment Rate (Shopify Plus-specific): The percentage of visitors who started checkout but did not finalize the purchase.
  • Click-to-Contact Rate (Wix-specific): The percentage of sessions where visitors clicked to contact you via phone, WhatsApp, or email.
  • Unique Clicks to Contact (Wix-specific): The number of unique visitors who clicked to contact you.

Search Metrics

  • Unique Searchers: The number of unique visitors who used the site search feature. (Google Analytics, Adobe Analytics)
  • Unique Searchers with No Results: Visitors who searched for something but received no results. (Google Analytics)
  • Click-Through Rate (Search): The percentage of search results that were clicked by users. (Google Analytics)
  • Average Click Position (Google Analytics-specific): The average position of clicked results in a search list.

Conversion Metrics

  • Order Conversion Rate (Shopify Plus-specific): The percentage of sessions that resulted in an order. Calculated as: (Total Orders / Total Sessions) x 100
  • Visitors to Customers Rate (Shopify Plus-specific): The percentage of unique visitors who became paying customers.
  • Average Order Value (AOV) (Shopify Plus-specific): The average amount spent per order: (Total Sales / Number of Orders)
  • Customer Lifetime Value (CLV) (Shopify Plus-specific): The total revenue you can expect from a single customer throughout their relationship with your business.
  • Order Type (Shopify Plus-specific): The business application (e.g., Shopify POS or Shopify Stores) where the order was placed.