KPI & Data Dictionary
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Reported 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 (key performance indicator) there will be up arrows or red down arrows. These indicate growth (green) or decline (red) when comparing performance between the reported date range and a previous reported date range.
Website Analytics
Data Point | Definition |
|---|---|
Total Website Views | Total duplicated users during the reporting period. This includes repeat visits by the same users. |
Website Analytics | Unique website users in the reported date range. |
Traffic Source | Where your visitors came from before landing on your website. Common sources include: Organic, Direct, Referral, Paid Search, Other. |
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 / Return Visitors – 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. |
Note | Data collected based on Google Analytics 4 tracking.
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Search Engine Optimization
Data Point | Definition | |
|---|---|---|
Organic Search Clicks | Total duplicated users clicked your website’s link in Google Search results during the reported 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 | Words or phrases describing your product or service that you choose to help determine when and where your website appears on Google Search Results. | |
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 in rankings. 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 | The movement of keywords in Google’s Search Engine Results Pages (SERPs). A positive change indicates an improvement in rankings. A negative change indicates that the keyword has dropped in rankings. | |
Top Landing Pages | Most visited pages on your website. The path “/” indicates your homepage. | |
Note | Data collected from Google Search Console – Note: Search rankings and visibility can vary due to algorithm updates, search behavior, and competition. | – |
Google Business Profile Listing
Data Point | Definition |
|---|---|
Calls | The number of phone calls made directly from your Google Business Profile during the reported 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 | The number of new reviews received during the reported date range. |
Average Rating | Average rating based on only the reviews collected during the reported date range. |
Listed Google Reviews | Displays the individual reviews received within the reported 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
Data Point | Definition |
|---|---|
Impressions | The number of times your ad was shown on Google. This includes search and display ad appearances. |
Clicks | The total number of times users clicked on your ad. Note: We use a third party software service designed to protect ad campaigns from click fraud. It blocks bots, click farms and other non-genuine clicks. |
Average CPC | 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 reported date range. |
Google Ad Leads (Total Conversions) | The number of tracked leads attributed to your Google Ads campaign. These leads may include contact form leads from your website, tracked calls, or chat. |
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)
Data Point | Definition |
|---|---|
Leads | Number of charged leads received through your Google Local Service Ads during the reported date range. |
Cost | Total amount spent on charged leads for Local Service Ads for the reported date range. |
Lead Table | This table lists each charged lead received. |
Facebook Advertising
Data Point | Definition |
|---|---|
Impressions | The total number of times your ads were shown on Facebook during the reporting date range. |
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. |
Frequency | The average number of times each Accounts Center account saw your ad. |
Link Clicks | The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Meta technologies |
Leads (On Facebook) | Leads generated directly from your Facebook ads, typically through Facebooks integrated lead form. |
CTR (Click Through Rate) | The percentage of impressions where a click occurred out of the total number of impressions. |
Call Tracking Leads
Data Point | Definition |
|---|---|
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. |
Note | Data collected from our third party call tracking software. |
