KPI & Data Dictionary
Report Date Range
The report date range is listed in the top right corner. This date range applies to most of the metrics unless otherwise specified.
Performance Indicators
Top right corner of each KPI there will be up arrows or red down arrows. These indicate growth (green) or decline (red) when comparing performance between the selected date range and a previous reported date range.
Website Analytics
Total Website Views
Total duplicated users during the reporting period. This includes repeat visits by the same users.
Total Website Visitors (Users)
Unique website users in the reported date range.
Traffic Source
Where your visitors came from before landing on your website. Common sources include:
Organic Search
unique users who found you via Google or another search engine.
Direct
unique users people who typed your URL directly or used a saved bookmark.
Referral
unique users who came from another website.
Paid Search / Ads
unique users visitors who clicked on Google Ads, Facebook Ads, etc.
Other / Unknown
unique users traffic that Google couldn’t confidently categorize
New vs Returning Visitors
New Users
First-time visitors to your website during this period
Returning Users
Visitors who have been to your site before
Web Traffic Per Device
% of users accessing your website from desktop, mobile, or tablet.
Top Landing Pages
Most visited pages on your website. The path “/” indicates your homepage.
*Data collected based on Google Analytics 4 tracking.
Search Engine Optimization
Organic Search Clicks
Total duplicated users clicked your website’s link in Google Search results during the selected date range.
Organic Impressions
The number of times your website appeared in Google Search results, regardless of whether the link was clicked.
Top Searched Keywords
Search queries that resulted in your website appearing in search results.
Newest Backlinks
Recently discovered links from other websites pointing to your domain.
Keyword
The specific search term we’re tracking.
Location
The geographic area where the keyword is being measured.
Google
Organic search position of the keyword. “Not found” indicates the keyword does not appear in the top 100 search results.
Google Change
The movement of keywords in Google’s Search Engine Results Pages (SERPs). A positive change indicates an improvement, meaning the keyword has moved up in rankings, making it more visible in organic search results. Conversely, a negative change indicates that the keyword has dropped in rankings.
Google Local
The keyword’s position in Google Maps search results. A dash (—) means the keyword does not have a local ranking.
Google Local Change
How keywords have shifted in Google Maps search results.
*Data collected from Google Search Console – Note: Search rankings and visibility can vary due to algorithm updates, search behavior, and competition.
Google Maps Listing
Calls
The number of phone calls made directly from your Google Business Profile during the selected date range.
Business Profile Impressions
The number of times your profile was viewed on Google Search or Google Maps. Each time your profile appears in a search result counts as one impression.
Website Clicks
The number of users who clicked the “Visit Website” button on your Google Business Profile.
Google Search vs Google Maps
Breakdown of how users found your profile—either through Google Search or Google Maps. Helps identify where your local visibility is strongest.
Note: Google only stores up to 18 months of Business Profile data. Older data will not appear in current reports.
Total Reviews (Within Date Range)
The number of new reviews received during the reported date range.
Average Rating (Within Date Range)
Average rating based on only the reviews collected during the reported date range.
Listed Google Reviews
Displays the individual reviews received within the date range.
Total Reviews (All Time)
The total number of reviews on your Google Business Profile.
Average Rating (All Time)
The overall average star rating based on all Google reviews collected to date.
Google Ads
Impressions
The number of times your ad was shown on Google. This includes search and display ad appearances.
Clicks
The number of times users clicked on your ad.
Average CPC (Cost Per Click)
The average amount you paid for each ad click. Calculated by dividing total cost by total clicks.
Conversion Rate
The percentage of clicks that resulted in a conversion (e.g. a phone call, form submission, or chat lead). This indicates how effectively your ad traffic turns into leads.
Cost
Total amount spent on your Google Ads during the selected reporting period.
Google Ad Leads
The number of tracked leads attributed to your Google Ads campaign. These leads may include contact form submissions, tracked calls, or chat conversations.
Search Impression Share
The percentage of impressions your ads received compared to the total number of impressions you were eligible to receive. A lower percentage means you’re missing opportunities due to budget or ad rank.
Top Impression Share
The percentage of your ads that appeared in the top positions (above organic results) out of the total impressions you’re eligible for.
Note: This is different from Search Impression Share, which considers all eligible impressions, not just those in top positions.
Top Performing Keywords
Highlights the keywords generating the most clicks or conversions. Useful for evaluating which search terms are most effective in your ad strategy.
Top 10 Cities
Breakdown of where your ad clicks or leads are coming from geographically. Helps identify strong performing locations and potential areas for growth.
Campaigns
Lists the active ad campaigns and performance by campaign name. Includes metrics like impressions, clicks, cost, and conversions.
Google Local Service Ads (Google Guarantee)
Leads
Number of leads received through your Google Local Service Ads during the reporting period.
Cost
Total amount spent on Local Service Ads for the selected date range.
Lead Table
This table lists each lead received.
Facebook Advertising
Impressions
The total number of times your ads were shown on Facebook during the selected reporting period.
Clicks
The number of times users clicked on your ad. This may include clicks to your website, profile, or other call-to-action buttons.
Website Leads
Leads generated directly from your Facebook ads, typically through form submissions or tracked user actions on your website.
Average CPC (Cost Per Click)
The average amount paid for each click on your ad.
Amount Spent
Total spend on your Facebook ads during the reported date range.
Cost Per Lead
Average cost you paid for each lead generated through Facebook advertising.
Call Leads
Call Tracking Leads
Leads captured through your website’s call tracking numbers.
Statuses (Answered / Missed)
Shows whether each call was successfully answered or missed. This can help evaluate call handling and missed opportunity rates.
Top Sources
Displays which marketing channels generated the most calls (e.g., Organic Search, Google Ads, Facebook Ads, Direct Traffic).
Call Log Table
Includes detailed info for each tracked call.
