Every metric, explained.

Frequency is the average number of times each person in your audience saw your ad during a period. It is impressions divided by reach.

Annual recurring revenue (ARR) is the yearly value of your active subscriptions. It is the annualized version of monthly recurring revenue and is most often used by businesses that sell annual contracts.

Average engagement time is the average amount of time your site was in the foreground of a visitor browser, or your app was in focus, per active user. It is reported in Google Analytics 4.

Average order value (AOV) is the average amount customers spend per order. It is your total revenue divided by the number of orders in a period.

Average position is the average ranking of your site in Google search results for a query, page or group of results, where position 1 is the very top. It is reported in Google Search Console.

Average revenue per user (ARPU) is the average amount of revenue you earn from each active customer in a given period, usually a month.

Average view duration is the average amount of time viewers spend watching a video each time they view it. YouTube reports it alongside the average percentage of the video that was viewed.

A backlink is a link from another website to yours. Search engines treat links from relevant, trusted sites as a signal that your content is worth surfacing.

Bounce rate is the percentage of sessions that were not engaged. In Google Analytics 4, a session counts as engaged if it lasts longer than 10 seconds, includes a key event (conversion), or has at least two page or screen views.

Churn rate is the percentage of customers who cancel or stop paying during a given period. It shows how quickly you are losing the customers you already have.

Click-through rate (CTR) is the percentage of impressions that turn into clicks. It shows how often people who see your search result or ad actually choose to click it.

A click is counted when someone clicks your search result or ad and is taken to your site. It is the step between being seen (impressions) and arriving on your site.

Conversion rate is the percentage of visitors or clicks that complete a goal, such as a purchase, a sign-up or a form submission. It shows how well your site or ad turns interest into action.

Cost per acquisition (CPA) is the average amount you spend on advertising to get one conversion, such as a sale, a lead or a sign-up. It is your total ad cost divided by the number of conversions.

Cost per click (CPC) is the average amount you pay each time someone clicks your ad. It is your total ad cost divided by the number of clicks.

Cost per lead (CPL) is the average amount you spend to get one lead, such as a form submission, a demo request or a sign-up. It is your total cost divided by the number of leads.

Cost per thousand impressions (CPM) is the amount you pay for every 1,000 times your ad is shown. It measures the price of reach, regardless of whether anyone clicks.

Cost per view (CPV) is the average amount you pay each time someone views your video ad. It is your total video ad cost divided by the number of views.

Customer lifetime value (LTV) is the total revenue, or ideally profit, a customer is expected to bring you over the whole time they stay a customer.

A dead click is a click or tap on an element where nothing happens. Microsoft Clarity flags these when a visitor clicks something and the page does not respond.

Domain Rating (DR) is an Ahrefs metric that shows the strength of a website backlink profile on a scale from 0 to 100. A higher number means the site is linked to by more and stronger websites.

Email open rate is the percentage of delivered emails that were opened by the recipient. It is a measure of how well your subject line, sender name and timing get attention.

Engagement rate is the percentage of sessions that were engaged. In Google Analytics 4, a session counts as engaged if it lasts longer than 10 seconds, includes a key event (conversion), or has at least two page or screen views.

Impression share is the percentage of the impressions your ads were eligible to get that they actually received. It is a Google Ads estimate of how much of your potential audience you reached.

An impression is counted each time your page appears in search results or your ad is shown to someone. It measures how often you were visible, not how often anyone clicked.

Key events are the actions on your site or app that you mark as important to your business, such as a purchase, a sign-up or a demo request. In Google Analytics 4 they replaced what used to be called conversions.

Keyword difficulty (KD) is a score from 0 to 100 that estimates how hard it is to rank in the top results for a search term. In Ahrefs, it is based on the number of websites linking to the pages that currently rank.

Monthly recurring revenue (MRR) is the predictable revenue your active subscriptions bring in each month. Plans billed yearly or quarterly are converted to a monthly amount.

Net revenue retention (NRR) shows how much recurring revenue you keep from your existing customers over a period, after counting upgrades, downgrades and cancellations. New customers are not included.

Page views, called views in Google Analytics 4, is the total number of web pages or app screens that people viewed. Repeated views of the same page are counted each time.

Quality Score is a Google Ads estimate, from 1 to 10, of the quality of your ads and landing pages for a keyword. It is based on expected click-through rate, ad relevance and landing page experience.

Rage clicks happen when a visitor clicks or taps the same spot several times in quick succession, usually because something did not respond as they expected. Microsoft Clarity flags these sessions automatically.

Reach is the number of unique people who saw your ad or post at least once during a period. Unlike impressions, each person is counted only once.

Referring domains are the unique websites that link to your site. A site that links to you many times still counts as one referring domain.

Refund rate is the share of your payments or sales that are refunded to customers. It can be measured by number of orders or by amount of money.

Return on ad spend (ROAS) is the revenue you earn for every dollar spent on advertising. It is shown as a multiplier, so a ROAS of 4.0x means each dollar of ad spend brought back four dollars of revenue.

Scroll depth is how far down a page visitors scroll, usually shown as a percentage of the page height. It shows how much of your content people actually see.

A session is a group of interactions one user has with your site or app within a given time frame. In Google Analytics 4, a session starts when someone opens your site or app and ends after 30 minutes of inactivity by default.

Unsubscribe rate is the percentage of recipients who unsubscribe after receiving an email campaign. It shows how many people decided your emails were no longer for them.

Users is the number of distinct people who visited your site or app. By default, Google Analytics 4 reports active users, meaning people who had an engaged session during the period.

Watch time is the total amount of time viewers spend watching your videos on YouTube, usually reported in hours for a given period.

Win rate is the percentage of sales opportunities that you close as won, out of all the opportunities that reached a final outcome, won or lost.