Key Insurance Agency Website Analytics Terms and Definitions

Posted on

November 23rd, 2015


Insurance Web MarketingThis is a list of important insurance web analytic terms and definitions. Some pertain specifically to Google Analytics, Alexa and Moz for example, but conceptually they are all similar. The list below represents some of the terms every insurance web marketer should know, though there are many more applicable. These are listed in alphabetical order:

  • Bounce Rate: When a user visits your site (Hits a page) and immediately leaves (does not click anywhere else on your web site), this is called a bounce. The action infers that the user was not interested in your content, or that your website lacks depth or stickiness because nothing else was of interest to them.
  • Domain authority: Domain Authority measures the strength of entire domains or subdomains.
  • Geolocation: When using IP geolocation database or API, visitors can often be tracked by city, region or country.
  • Hit: This is often referred to as a page hit. It is the retrieval of any item from a web site.
  • Load time: This is the average amount of time it takes load a web page from initiation of a pageview to the completion of the page load in a browser window. Faster is better and the speed can impact page and domain authority.
  • New and Returning Visitors: A new visitor is an internet user who did not have trackable cookies when they arrive on the first page of a visit. A Returning Visitor has existing cookies from a previous visit.
  • Page authority: Page Authority measures the predictive ranking strength of a single page.
  • Page View: The instances of an Internet user visiting a specific page on a website.
  • Pageview: Each time a user visits a page, it’s considered a pageview. For example, every time the Google Analytics pageview tracking code is executed, Google Analytics records a pageview. This includes instances when a visitor hits the back button, refresh, or a page is opened in the browser.
  • Referrals: Users clicking on links in search engines, blogs, social media platforms, and other (referring) websites, that are then tracked on your web site.
  • Search Engine Optimization: The methodology impacting the web page rankings in organic (unpaid) a search engine result pages, as opposed to Pay Per Click or fee based SEO initiatives.
  • Search Engine Traffic: Trackable traffic from known search engines including both organic and paid search traffic.
  • Sessions: A group of interactions that take place on your website within a given time frame. A single session can contain multiple page views, events, social interactions, etc.
  • Time on Page/Site: Subtract the time a visitor renders a page, from the time they move to the next page. Use the same methodology to determine time on a site, subtracting the time they render the first page to the time they exit the site.
  • Unique Visitors: Total number of individual users that visit a web site regardless of the number of times they visited the site.
  • Uptime and Downtime: The duration a web site is viewable versus non-viewable.
  • Visit: A visit typically consists of a series of pageviews made by that visitor during a period of web activity.

Insurance agencies, brokers and wholesalers lacking the time or internal resources needed to improve website traffic and insurance search engine optimization should call the expert team at (518) 222-6392 –



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