Calculation Type 
Objective 
Method(s) 
Notes 
Bounce Rate 




Bounce rate by browser or dimension other than page 

Use to calculate the total number of bounces for your entire site, or by a dimension other than
. This calculation divides the number of bounces (single request interactions of all types) by the number of sessions that included a pageview. When this is segmented by a dimension such as browser, you will receive the number of bounces by browser and entrances by browser. 
Conversion Costs 




For all transactions and goals 
1
 ga:adCost/(ga:goalCompletionsAll + ga:transactions) 

If you calculate revenue based on all goal completions, then this value should be part of your formula. 

For goals only 
1
 ga:adCost/ga:goalCompletionsAll 

If you are interested in calculating conversion costs based only on the values you specify for your goals, use this formula. 

For transactions only 
1
 ga:adCost/ga:transactions 

If your goal values do not add anything meaningful to your revenue, or if they are redundant values that are entirely captured in your revenue totals, use this formula. 
Exit Rate 


You can use the following two formulas to calculate an exit rate. When examining exit rate for a page, it can be useful to use both formulas to determine the overall popularity of a page with respect to the page being the last in the session.
Note: While it might seem logical to use
to calculate exit rate, this calculation will almost always result in the value
, because every visit will have exactly one exit.


How many sessions ended on a particular page? 
1
 ga:exits/ga:uniquePageviews, ga:pagePath 

When segmented by
, returns the percentage of visits which included the page and also ended on the page. This calculation focuses on the number of sessions that included the page at least once and ended the session. 

How many views of a particular page ended the visit? 
1
 ga:exits/ga:pageviews, ga:pagePath 

When segmented by
, returns the percentage views of the page (out of all the views) where the view ended the session. This calculation focuses on total pageviews for a particular page, so you can use this to determine frequent views of a page where that page was also the last in the session. 
Goal Conversions 




Total abandonments for a particular goal 
1
 ga:goal1Starts  ga:goal1Completions 



Abandonment rate for a particulal goal 
1
 (ga:goal1Starts  ga:goal1Completions)/ga:goal1Starts 



Conversion rate for a particular goal 
1
 <span id=":3fq" dir="ltr">ga:goal1Completions/ga:visits</span> 



Funnel completion rate for a particular goal 
1
 ga:goal1Completions/ga:goal1Starts 

Shown in the Abandoned Funnels report. 
Revenue 




Average revenue per transaction 
1
 ga:transactionRevenue/ga:transactions 



Average revenue per visit 
1
 ga:transactionRevenue/ga:visits 



Average goal value per visit 
1
 ga:goalValueAll/ga:visits 



Average revenue per advertisement click 
1
 (ga:transactionRevenue + ga:goalValueAll)/ ga:adClicks 

See the examples under conversion costs for other permutations you might use. 

Average event value 
1
 ga:eventValue/ga:totalEvents 


Visitor Calculations 




Average time on page 
1
 ga:timeOnPage/(ga:pageviews  ga:exits) 

This calculation removes the number of exits from the formula, so that the average does not account for those pages where an exit occurred. However, many web analysts prefer to include exits in the formula. 

Average session length 



Percentage of new visits based on unique visits 
1
 ga:newVisits/ga:visitors 



Percentage of new visits based on all visits 


Navigation 




Given a page
, which pages are users coming from? 
1 2
 dimensions=ga:previousPagePath
metrics=ga:pageviews filters=ga:nextPagePath%3D~test.html 

When you have a specific page in mind for which you want to find navigation, two queries are required. 

Which pages are users going to after
? 
1 2
 dimensions=ga:nextPagePath
metrics=ga:pageviews filters=ga:previousPagePath%3D~test.html 

