Must-Know Google Analytics Terms for Real Estate Websites

Must-Know Google Analytics Terms for Real Estate Websites

You’re a real estate professional who wants to better understand and utilize Google Analytics to gain insights into how people interact with your website.

The world of digital analytics comes loaded with jargon that can feel overwhelming to the uninitiated. Don’t let the tech-speak deter you.

Getting a handle on some key Google Analytics terms will empower you to track and assess site performance with confidence.

In this post, we’ll decode 10 essential Google Analytics terms that every real estate website owner should know.

Let’s begin:


A session refers to a period of continuous activity by a single user on your website. It starts when a user first visits your site and ends when they leave or remain idle for 30 minutes. Sessions provide an overview of how many people visited your site and how long they stayed.


Users represent the total number of individuals who visited your site over a selected time period. Some users may visit multiple times, so user counts are usually lower than session counts. Monitoring user growth over time can help determine if your content and marketing efforts are resonating with your target audience.

New vs Returning Users

New users are visiting your site for the first time, while returning users have been to your site before. Having a healthy balance of new and returning users is ideal. If new user rates drop off over time, you may need to adjust your content or link-building strategies to drive more traffic. High returning user rates indicate you’re providing value and keeping people engaged.


This metric represents the average number of pages viewed during a single session. Higher numbers typically indicate that people are more engaged with your content. For real estate sites, aim for 3 to 5 pages per session.

Average Session Duration

This calculates the average length of time in minutes and seconds that users spend on your site per session. Longer durations signal higher engagement and interest in your content.

Bounce Rate

The bounce rate refers to the percentage of single-page sessions on your site. A high bounce rate means many users left your site from the entrance page without interacting further.

Exit Pages

Exit pages are the specific pages that users leave your site from. Reviewing trends in your top exit pages can uncover content problems or navigation issues driving people away from your site. Make improvements to those pages to boost engagement and lower bounce rates.


A pageview is recorded each time a page on your site is loaded by a user in their browser. The number of pageviews shows how many times your pages were viewed, which can indicate how much interest there is in your content. Compare pageviews over time to see how traffic to your site changes.

Time on Page

The time on page metric shows the average amount of time visitors spend viewing a particular page on your site. Longer time on page means visitors find that content interesting and engaging. Compare time on page for different content on your site to see what types of information your visitors prefer.

Age and Gender

This report provides an overview of your website visitors’ age and gender. It can give insights into your target demographic and help optimize your content and messaging. The report breaks down visitors by age groups (18-24, 25-34, 35-44, 45-54, 55-64, 65+) and gender (male, female, other/unknown).


The Geographic report shows where your website traffic is coming from based on visitors’ IP addresses. It provides data on the countries, states/provinces, and cities that generate the most traffic to your site.


The Interests report provides details on the topics, websites, and categories that your visitors are most interested in based on their online behavior and search history.


The Technology report shows the devices, browsers, operating systems, screen resolutions, and connection speeds used by your website visitors. This data helps ensure your website is optimized for the technologies your audience prefers. Key metrics in the report include the percentages of visitors on desktop vs. mobile, the most popular device types (iPhone, Android, etc.), the most used browsers (Chrome, Safari, Firefox, etc.), and the average connection speed.

Goal Completions

This metric shows the number of conversion goals that were completed. For real estate websites, this could refer to leads generated, property viewings booked, or inquiries submitted.

Goal Value

The goal value metric sums the total value of all completed goals. For real estate, this could represent the potential commission from leads or inquiries generated.


For real estate websites, transactions could represent properties that were sold or rented with the assistance of leads or inquiries from your website.


Revenue generated from website transactions is one of the most important metrics to track. For real estate companies, revenue could come from property sales, letting fees, or additional services.

Cost Analysis

Comparing the cost of your website and marketing programs versus the revenue and goal value metrics provides insight into the return on investment being achieved.

Conversion Rate

The conversion rate refers to the percentage of website visitors who completed a desired action or conversion goal.

That’s all for now, soon we will publish a new article on Google search console important terms, don’t forget to read that too.

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The opinions or information expressed in this article are those of the author and do not necessarily reflect the official views, policy, or position of Realtyna. The information on Realtyna’s Website is general, for informational purposes only, and is not to be relied upon or interpreted as real estate, legal, accounting, or other professional advice or a substitute. Please discuss anything related to the certification process, professional advice or legal procedures with your MLS providers.

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