Web Analytics Key Performance Indicators and Metrics 1 — Questions and Answers
Question 1: What does 'bounce rate' measure in web analytics?
- The percentage of sessions where users viewed only one page (Correct answer)
- The number of times users clicked the back button
- The rate at which website errors occur
- The percentage of returning visitors
Correct answer: The percentage of sessions where users viewed only one page
Bounce rate is the percentage of sessions in which users viewed only a single page and left without any further interaction.
Question 2: What is a 'session' in web analytics?
- A single page view by any user
- A group of user interactions within a given time frame (Correct answer)
- A visit from a unique device only
- One complete purchase transaction
Correct answer: A group of user interactions within a given time frame
A session is a group of user interactions — including page views, events, and transactions — that occur within a given time frame on a website.
Question 3: Which metric counts every page load including repeated views of the same page?
- Unique pageviews
- Pageviews (Correct answer)
- Sessions
- User interactions
Correct answer: Pageviews
Pageviews counts every time any page is loaded or reloaded, including multiple views of the same page within a session.
Question 4: What does 'pages per session' indicate in web analytics?
- The total number of unique pages on the website
- The average number of pages viewed during a single visit (Correct answer)
- The total pages loaded across all sessions combined
- The number of pages that generate conversion revenue
Correct answer: The average number of pages viewed during a single visit
Pages per session (also called page depth) measures the average number of pages a user views during a single visit, indicating engagement depth.
Question 5: What does 'average session duration' measure?
- The time between two consecutive visits from the same user
- The average time users spend on a single landing page
- The average total time users spend per session on the site (Correct answer)
- The time it takes for a page to fully load
Correct answer: The average total time users spend per session on the site
Average session duration is the mean time users spend on a website from the first page view to the last tracked interaction within a session.
Question 6: What is a 'unique visitor' in web analytics?
- A visitor coming from a foreign country
- Any single page view recorded in the system
- An individual user counted only once within a reporting period (Correct answer)
- A visitor who completed a purchase transaction
Correct answer: An individual user counted only once within a reporting period
A unique visitor is an individual user counted only once within a specified time period, regardless of how many times they visit during that period.
Question 7: What does 'exit rate' measure for a specific page?
- The percentage of all sessions that ended on that page (Correct answer)
- The bounce rate specific to that page only
- The total number of users who left the entire site
- The percentage of first-time visitors who leave from that page
Correct answer: The percentage of all sessions that ended on that page
Exit rate is the percentage of all sessions in which a particular page was the last one viewed before the user left the site.
Web Analytics Key Performance Indicators and Metrics 1
What does 'bounce rate' measure in web analytics?