Google Analytics Periodic Table

Google Analytics Periodic TableFirst of all, you don’t need to remember this Google Analytics periodic table but you should know every parameter used in it. I am going to tell you the importance of important factors of Google analytics periodic table only and how it can be helpful for analyzing your website SEO reports. Also, if you are targeting Google Analytics Certification then knowing each and every factor is necessary for you.


A – Audience Reports
It is essential to know about your visitors as of how they are engaging to the pages of your site.

Se – Sessions
It is an activity that takes place on your site for 30 minutes. The session is also called as a visit. It is defined as a sequence of consecutive page views without a 30-minute break.

U – Users

It is the number of visitors coming to your site and tracked by uniquely cookies within a time frame. It is always less than the number of sessions or visits to your site.

Difference between visitor, visits and page views

A visitor is tracked once the cookie is enabled. Visits are the number of page views done during 30 minute time frame.
Visitor or Users< Visits  or Sessions <Page Views

Sd – Session Duration
It is defined as a time spent on your site for a session.

Au – Active Users

Through ‘Active users’ report, you can determine the number of unique visitors who visited your site within the selected date range in the last 1, 7, 14 or 30 days in the selected time period. This report is useful in understanding the performance of an Adwords promotional campaign while it is still running or in progress.

Cl – Cohort Analysis
A cohort is known as a group of individuals linked together, typically by age. It’s basically the same thing as a generation. And analysis based on this is called cohort analysis.

Dg – demographic

It helps in knowing your visitors in better ways by age or gender
Ag – Age

It helps if you are targeting a particular age of people.

Gd – Gender

It is helpful if you want to target either females or males or both.


They allow you to better understand who your users will tell you they are from sports, technology, travel etc.

For Demographics and Interest reports, you need to update your privacy policy before enabling the feature. It is very important to segment the data for  Remarketing, GDN Impression Reporting and the DoubleClick Campaign.

Fy – Affinity Categories

The definition for “affinity” is a natural liking for or attraction to a person, thing, idea, etc., or inherent likeness or agreement; close resemblance or connection. A specific user may not have searched for your product or service but they may have a natural liking or connection to someone who would be interested in your product purchase.

Is – In Market Segment

An In-Market Audience is composed of people who are actively searching and comparing your product or service.
Think about how you want to purchase a car. You would probably read some professional car reviews, social reviews, look at other models and car makers so that it can be considered into in market segment for “Auto” category.

Difference between Affinity and In-Market Audience

A user can be interested in cars who collects car information, car images can be considered as affinity category and the person who is not interested in the information of car but checking reviews, different models can be considered as in the market audience.
But, both are considered as a potential customer to purchase your car product.

Oc – Interest categories

It tells the category of your audience category based on interest reports.

Ge – Geo

This tells the location of your visitors like their country, state, city.

L – language

This is tracked according to the language of the browser.

Lo – Location

A Location is based on the cities, state and country of your visitors.

Nr – New User

Every time visitor comes, it sends a cookie and if the cookie is new it identifies it as a new user.

Fr – Frequency and Reach

It counts the number of sessions and counts of the sessions based on frequency and reach


It is the time visitors spend on your site. For bloggers, this is an important factor for counting conversions and can be set as a goal in Google Analytics.

T – Technology
It tells the browser, operating system and service provider of your visitor.

Bo – Browser & OS
This is an important factor for analyzing whether the site is compatible with the browser and operating system or not. If the chrome is mostly access by your visitors and your website is not working properly in chrome then you need to optimize for it to ensure good user experience.

N – Network

Discover the internet service provider and select the proper hostname to block the referral spam from your site.

M – Mobile Reports

This is essential to optimize and make your site mobile friendly.

Dv – Device
This parameter is necessary to know whether you have apple users or Google users.
Also, whether the visitors are more from mobile, desktop or tablet devices.

Dd – Cross-Device

Cross-Device reports help you to connect the data about the devices and activities from different sessions, so that you can get a better understanding of your visitors and what they do at each step of the conversion process cycle  – from initial contact stage to long-term retention stage.

Dp – Device Paths

With Device paths report, you can discover the ways user move between the devices as they engage with the content on your site and progress towards the conversion.

Cq – Acquisition Device

It tells about the device on how your visitor found your product/service.

Bm – Benchmarking

It helps in comparing your industry with others by selecting menus (top of each report) to define the benchmark to which you want to compare your data. Green indicates you outperform and red indicates you bad performance.

Ch – Channels

It compares your data to the benchmarks for each channel in the Default Channel Grouping such as Social or Direct or Referral or Organic Search or Paid Search or Display or Email.

Lc – Locations
It compares your Country data to the benchmarks for each of the Countries from which you receive traffic.

Dc – Benchmarking Devices

It compares the device’s data to the benchmarks traffic from the desktop, mobile, and tablets.

Uf – User Flow

The Users Flow report is a graphical representation of the paths users took through your site, from the source to the exit of your site.


Aq – Acquisition Reports

This Google Analytics factor is responsible for finding a from where the people are connecting to your site.

Ha – Channels

Overview of all the channels from where the traffic is coming to your site.

Ou – Source/Medium

A source is from where the traffic has come to your site and a medium is who send the traffic to your site.

D – Direct Visits

This is a channel from where the users typed your URL directly into their browser, or who had bookmarked your site.

Rf – Referrals

Visitors who came to your site from other websites. This traffic generally comes from Link Building.

O – Organic Search

Traffic that comes from search engines by search a “query” for particular product or service or information.

Pc – Paid Search

Paid search is based on pay per click and run by Adwords account.

Et – Email Traffic

It shows the traffic through your email marketing campaigns.

Q – Queries

This is shown under search console if linked section and contain all the top 1000 daily queries searched.

Lp – Landing Pages

The top 1000 landing pages receiving search traffic. It only shows when linked to search console.

Gs – Geographic Location

From which places the traffic is coming through search.

S – Social Reports
It helps in understanding the social traffic to your site.

Ne – Network Referrals

It shows the social platform bringing the traffic to your site. Also, show the link that drives the traffic.

La – Landing Pages

It shows which pages are popular in social media.

Tb – Trackbacks

It shows the blog that is driving traffic to your site.

Ov – Conversions

It shows the conversions through social media channels.

Pl – Plugins

It tests whether the social sharing buttons working properly on your site or not.

Uw – User Flow

It tells you that what path is followed by social visitors on your site.

Ci – Campaigns
It includes all the campaigns you generate for promotion through social media or paid medium.

Pk – Paid keywords
It includes all the paid keywords from all the search engines.

Ok – Organic Keywords

It includes all the keywords searched in the search engines in form of search query.

No – Not Provided

This data is not available due to privacy factor of your users.


B – Behavior Reports
It shows all the activity that what visitors actually do on your site.

Bf – Behavior Flow

It shows the flow that how your visitors travel to the different pages on your site.

St – Site Content

It shows all the pages that are visited by your visitors.

Pv – Page Value

It rates the value based on overall conversion

Br – Bounce Rate

It shows that how many pages visitors visited and then exited.

Lp – Landing pages

It shows the top performing pages of your site.

Ep – Exit Pages
It shows the pages from where the visitors exited from your site.

How Bounce Rate & Exit Rate are calculated?

Bounce Rate is calculated as Rb = Tv/ Te
Exit Rate is calculated as Re = Tei/Tvi

Rb = Bounce Rate
Re = Exit Rate
Tv= Total number of entrances on one page only
Tvi = Total number of visits
Te = Total number of entrances on that page
Tei = total number of exits

Let’s take an example from Google

Monday: Page B > Page A > Page C>Exit
Tuesday:  Page B > Exit
Wednesday:  Page A > Page C > Page B>Exit
Thursday:  Page C > Exit
Friday: Page B > Page C > Page A>Exit

Bounce Rate
For page A, Tv = 0 and Te = 1 so Rb = 0%
For page B , Tv = 1 and Te = 3 so Rb = 33%
For Page C,  Tv = 1 and Te = 1 so = 100%

Exit Rate
For page A, Tei= 1 and Tvi = 3 so Re= 33%
For page B, Tei= 2 and Tvi = 4 so Re = 50%
For Page C, Tei = 2 and Tvi = 4 so Re = 50%

Ss – Site speed

Test your site speed and optimize it for 5 seconds.

Pt – Page Timings
It shows how fast a particular page load.

Ed – Speed Suggestions

It suggests the optimization for slow loading pages.

Go – Site Search

It includes usage, search terms and pages that are used by visitors to in your site by typing in the search box.

Eo – Events

It includes the events like an outbound click. outbound widget, goals set for events.


Cn – Conversions

It counts the goals set according to the purpose of your site.

G – Goals

It counts the number of goals achieved after as per goal set up in the Google analytics.

Gr – Goal URLs

It shows the URLs that are generating the goals for your site.

I have covered all the important factors of Google Analytics Periodic Table with their explanations. For more details about other factors refer


Having many referral spams in your account. Time to get rid of referral spam them in the next chapter of this Google Analytics Study Guide.


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Freelance Digital Marketer, Certified Content and Inbound Marketer and Blogger of Rank Digitally, a site based on Digital Marketing Tips & Techniques.