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ith Google Analytics, a positive response is ANY request sent to the data collection system of the GA (Google Analytics). This includes page views, events, custom variables, measurement protocol downloads, and more. You can save your Google Analytics data by keeping a copy of the results sent to Google. There are many good reasons to do this, as explained here: Back up your Google Analytics data.


A visit consists of a series of page views that a single visitor makes during a period of activity. A visit ends after the visitor closes the browser, clears cookies or is inactive for 30 minutes. (The timeout period is customizable in the tracking code settings).

Visitors are defined by a unique identifier, this identifier is executed, and it looks for cookies on the browser defined by the current domain. If they cannot be found, new cookies with a new ID are set up. Google Analytics focuses on visits rather than visitors because of the inaccuracies inherent in finding individual users. For example, a visitor who deletes his cookies, uses multiple browsers or shares his computer will appear incorrectly. A visit with a single page. It does not matter how much time the visitor spent on the page or how he left. Technically, it’s a visit with only one interaction.

Time on the page

The time spent on the page is measured by subtracting the time that a visitor spent on one page of the time they spent on the next page. (For example, if they reach page 1 at 14:00 and page 2 at 14:03, the time at page 1 is three minutes, which means that time spent on the last page of a visit is still invalid because Google Analytics does not follow closed pages.

Time spent on the site

This is the sum of the time spent on the page for all the pages seen in a visit. Or, more accurately, it’s the difference between the time they saw the first page and the last page of a visit. Note that displaying pages in different tabs does not affect this. Google Analytics simply sees a chain of pages displayed in chronological order, with no reference to multiple tabs or windows.

New visitor

A visitor who did not have Google Analytics cookies when he reached the first page of this visit. If a visitor deletes his cookies and returns to the site, the visitor will be considered as a new visitor.

Return visitor

A visitor with existing Google Analytics cookies during a previous visit. A measure of the influence of a page on the conversion. The higher the number, the more frequently it has been accessed before purchase or conversion. It is calculated by taking the conversion value of the goal or the transaction value of a visit and applying it uniformly to all pages before this conversion. Viewed as a whole, it is simply trying to correlate pages to conversions.

Pages / Visit

Page views divided by visits. This measure indicates the average number of pages viewed per visit.

Direct traffic

Ideally, it’s the traffic that has arrived on a site via bookmarks or by typing the URL directly. In reality, it is the traffic for which the code could not determine a source. Depending on the site and browser, some links may not display a referrer and may be categorized as direct. The use of campaign variables will bypass this false representation each time.

Reference sites

This is a traffic for which a referent has been identified, the referent is not a search engine and there are no campaign variables.

The reference URL

That is, the page that contains the link to your website is also stored for references.

Search engine traffic

Google Analytics automatically categorizes traffic as coming from a search engine if the referral URL is from its list of known search engines and there is a search term identified in this URL. Organic and paid search engine traffic is put into this group.

Event tracking

A feature that allows you to track visitor activity separately from page views. This is commonly used to track interaction with AJAX or Flash content.

Google Analytics API

The API extracts data from Google Analytics accounts. It allows customers to programmatically extract data from Google Analytics and incorporate it into third-party applications and / or databases.

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