David Mennie

Abandoned Checkouts is an e-commerce metric that measures the total value of orders that reached the checkout stage but were never completed, calculated before shipping and taxes. Tracking Abandoned Checkouts helps online businesses quantify lost revenue and identify friction points in the checkout process — such as unexpected costs, limited payment options, or a complicated form flow — that prevent customers from completing their purchases.

Ad Set Clicks is the total number of times users clicked on a digital advertisement within an ad set. An ad set is a grouping of ads organized by theme.

Average Server Response Time is the average amount of time an application’s web server takes to return the results of a request to the user. It is affected by several factors including network bandwidth, number of users, and number and type of requests submitted.

Campaign Clicks is a count of the total number of times users clicked on ads in a digital campaign. A campaign is a grouping of ads organized by a shared business objective.

Campaign Reach is the total number of unique people who saw your digital ads at least once during a campaign. A campaign groups ads by business objective. Campaign Reach counts distinct individuals exposed, not total ad displays, which separates it from impressions.

For content and social media marketers, Content Engagement may be one of the most important ways to know what is working and how to improve your craft. Content Engagement measures all engagements resulting from content generated in a social media account including shares, reactions (e.g., likes), comments, and re-tweets. These metrics are considered the most important when looking at the effectiveness of your marketing campaigns and overall strategy

One of the most fundamental metrics, Customers is the total count of paying patrons of your business. Without paying customers there is no growth and no value in your business. To accurately assess your customer base, it's important to track new and returning customers as they play a different role in your business. New Customers refer to users who just signed up or made their first purchase with your company while Returning Customers are those who have already made a purchase in the past.

Goal conversions represent the successful completion of predefined actions that align with your business objectives and indicate meaningful user engagement with your website or digital platform. Unlike simple page views or clicks, goal conversions measure outcomes that directly contribute to your business success, such as form submissions, product purchases, newsletter sign-ups, or content downloads. Understanding goal conversions is essential for evaluating the effectiveness of your marketing campaigns, website design, and overall digital strategy.

Specific to Google Analytics, a Hit counts common interactions, such as page tracking, event tracking, and e-commerce tracking. Hits allow marketers to extend beyond Pageviews and define their own rules.

Inventory Quantity is the currently available stock for each product variant a retail location or e-commerce store has available. Keeping track of inventory quantity is important to ensure that there are enough goods in stock to meet customer demand. Businesses should identify the optimal stock level for each product variant and adjust accordingly. If inventory levels are too low, customers may not be able to purchase a desired item or find an alternative solution elsewhere. On the other hand, if levels are too high, it can lead to an overstocking of products and wasted resources.

Media Reach is the total number of unique people exposed to your content or campaign during a specific time period. It differs from impressions, which count total exposures including repeats. Marketers use reach to measure audience size, evaluate campaign spread, and inform budget and channel decisions.

Page Engagement is the total count of interactions people have with a social media page and its posts. Interactions include likes, reactions, comments, shares, reposts, and link clicks, depending on the platform. The metric shows whether your content gets a response, not just whether people see it. Platforms tend to show more of the content people interact with, so Page Engagement helps you decide which topics, formats, and posting times deserve more effort.

Page Impressions counts the total number of times a piece of content is displayed on a screen. One person loading the same page or post three times generates three impressions. You use it to gauge visibility and frequency, not unique reach or engagement. Impressions appear across web analytics, advertising platforms, and social networks, each with slightly different rules for what counts as a display.

Page Likes counts the number of unique users who have liked your business page on a social platform, most commonly Facebook. On Facebook, a like also acts as a follow, meaning those users receive your content updates in their feed. This metric reflects your page's reach potential and is a baseline indicator of your brand's social presence.

Page Unlikes is a count of the number of people who have unliked your page.

Page views are the total count of times a page loads or reloads in a user's browser, including repeat visits by the same user.

Post Reach is the count of unique people who saw your post at least once across a given time period. Unlike impressions, which tally every view including repeats, Post Reach measures how many distinct individuals your content actually reached. Marketers use it to evaluate content distribution, track audience exposure, and assess whether organic or paid amplification is expanding reach to new people.