Google Analytics Section
What each metric in the Google Analytics section means and how to interpret traffic and conversion data.
The Google Analytics section covers website traffic and conversion performance for the report period.
Summary metrics
| Metric | What it means | Good or bad? |
|---|---|---|
| Sessions | Total visits to the website | Higher is generally better |
| Users | Total unique visitors (new + returning) | Higher is generally better |
| Conversions | Total goal completions tracked in GA4 | Higher is better |
| Bounce rate | Percentage of sessions with no meaningful engagement | Lower is better |
All metrics include a percentage change versus the comparison period.
Traffic sources
The traffic sources breakdown shows where sessions came from:
| Source | Description |
|---|---|
| Organic search | Visitors from unpaid Google (or other) search results |
| Paid search | Visitors from Google Ads clicks |
| Paid social | Visitors from Meta Ads (or other social ad) clicks |
| Direct | Visitors who typed the URL directly or came from a bookmark |
| Referral | Visitors from links on other websites |
| Organic social | Visitors from non-paid social media posts |
| Visitors from email links |
Top landing pages
Shows the pages users first arrived on, sorted by session count. High-traffic landing pages that have a high bounce rate may benefit from optimisation.
Device breakdown
Shows how traffic splits between desktop, mobile, and tablet. If mobile represents a large share of traffic, it is worth verifying the site performs well on mobile devices.
Common questions
Sessions went up but conversions went down More traffic does not automatically mean more conversions. Check if the traffic source mix changed — an increase in top-of-funnel or less qualified traffic can lower the conversion rate even while sessions grow.
Bounce rate is very high (above 80%) A high bounce rate can indicate a mismatch between what users expected and what the page delivers, slow page load times, or a technical issue with the GA4 tag firing on exit before the session is properly recorded.
Conversions show zero Conversions are only counted if GA4 conversion events have been configured. If no events are marked as conversions in the GA4 settings, this metric will always be zero.