Table 2.

Glossary.

Macrocategory	Metric	Definition
Visits to the site	Session	A single period of continual active viewing by a user.
	User	The number of people that have visited the site at least once during a given time-period. One user may have multiple sessions, but will still be counted as a single user.
	Average Session Duration in seconds	The Average Session Duration gives a top-level view of how long users spend on the website.
Behaviour	Pageviews	The total number of website pages viewed. For example, if one user visited the homepage and the contact page, it counts as two pageviews.
	% Bounce rate	The percentage of sessions with a single pageview (an indicator of NON-transitability within the website).
Session acquisition	Organic	Traffic originating from natural (or unpaid) results on search engines.
	Direct	Direct traffic includes people who typed the website’s URL into their browser or who had previously memorised it in their browser.
	Referral	A referral occurs when a user clicks through to the website from another third-party website (not social media).
	Social	Number of visits to the site via a link or reference from social media platforms.