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Client Resources - Engagement Report

Engagement Report

The engagement report shows you how your users are engaging with your website. It provides data from the same month in the previous year for comparison. On this report you will see metrics like average time on site, bounce rate, and page views per visit.

Unique Visitors

What is it?

This is the number of individuals that visited your website in the reporting month. It should match the number in your audience report. You will also see how many unique visitors you had in the same month of the previous year.

What to look for:

This number should be equal to or greater than the previous year.

Bounce Rate

What is it?

The number of visitors that left your website after only viewing one page.

What to look for:

The lower your bounce rate, the more engaged visitors are with your website. Bounce rates above 50% can be cause for concern, but can often be explained if you are running AdWords campaigns or using single-page sign-ups.

Average Time on Site

What is it?

The average length of time a user will stay on your site in a single visit.

What to look for:

Time on site is a user engagement metric. Users who find your content compelling and engaging will spend more time on your site. On the flip side, if users have difficulty navigating your site you may also see a large average time on site. With this metric watch for drastic changes that are out of the ordinary for your website.

Average Pageviews per Visit

What is it?

This is the average number of webpages a user looked at during a visit to your website.

What to look for:

Average Pageviews is another user engagement metric. Users who find your content credible and compelling will be more likely to click to other parts of your website. With this metric watch for drastic reductions in average Pageviews that can suggest broken menus or hard-to-find content.

Goal Completions

What is it?

Your goals are defined in Google Analytics and are unique to your business. Goals may include things like contact form submissions, purchases, or pdf downloads. The number of goal completions is the number of times a user completed a goal on your website. Please note this number is an aggregate of all goal completions defined in your Google Analytics account. At your request, the report can be customized to a single goal of interest.

What to look for:

Goal definitions have often changed from the previous year. Use the comparison value only if you are confident your goals (as defined in Google Analytics) have not changed. If you notice discrepancies (especially with contact form submissions) let us know and we will identify the issues with goal tracking.

Goal Completion Rate

What is it?

Your goals are defined in Google Analytics and are unique to your business. The goal completion rate is calculated by dividing the number of goals completed by the total number of visitors to your website.

What to look for:

Goal completions can be correlated with traffic. Even if your overall number of goal completions is down, your goal completion rate may be up. This often occurs when you get better qualified traffic to your website (reduce the bounce rate).

Top Landing Pages

What is it?

These are the top webpages users arrive on when visiting your website. For each webpage the number of times the page was viewed (pageview), the number of unique individuals viewing the page (unique pageviews), and bounce rate for the page is listed.

What to look for:

Are your top landing pages listed in this table also the most important pages on your website? The homepage, main services pages, and contact us should be listed here. Check the bounce rates of your most popular pages. High bounce rates (>60%) should be actioned in most cases.