Bounce Rate
Demystify the most commonly misunderstood metric—learn how to read bounce rate in context as opposed to treating it as a universal score for "good" or "bad" performance.
Resource Item
Conversion funnels
Use funnels to visualize the steps visitors take towards a goal, and learn how funnel data reveals exactly where visitor's processes break down.
User-flow reports
Learn to read user-flow reports to understand real navigation patterns—reveal unexpected baths that may diverge from the intended structure of your website.
Session Duration
Learn to think about time-on-site as a signal of both engagement and confusion; more time is not automatically a sign of positive improvement without understanding how that time is being spent.
Impact
Website analytics—and an effective use of them—directly impacts your business's bottom line. Explore the importance of analytics and understand the impact you're missing out on.
Event tracking
Understand event tracking as a tool that lets businesses measure specific interactions beyond basic page views. Learn why defining the right events is the key to meaningful event-tracking data.
Conversion rate
Use this metric to connect website performance to business goals, and learn how to define conversions interpret conversion rates correctly.
Traffic sources
Understand how to identify major channels of traffic and learn why the source of a visitor can change the interpretation of their behavior.
Session Recordings
Learn how to use session recordings as a direct way to observe usability problems firsthand, and set expectations for how to watch them productively.
Channel attribution
Assign credit for a conversion to the right marketing channel. Don't get distracted by "last click" thinking which can misdirect valuable marketing spend.
Correlation vs. Causation
Build a critical-thinking skill for reading analytics—avoid drawing false conclusions from data that shifts at the same time in unrelated ways.
Retention
Understand why the split between new and returning visitors matters, and learn how to identify healthy vs. concerning retention rates.