Google Analytics uses the following formulas to calculate the metrics used in internal site search reports:

  • Visits with Search = The number of visits that used your site’s search function at least once.
  • Percentage of visits that used internal search = Visits with Search / Total Visits
  • Total Unique Searches = The total number of times your site search was used. This excludes multiple searches on the same keyword duringthe same visit.
  • Results Pageviews / Search = Pageviews of search result pages / Total Unique Searches
  • Search Exits = The number of searches a visitor made immediately before leaving the site.
  • Percentage of Search Exits = Search Exits / Visits with Search
  • Search Refinements = The number of times a visitor searched again immediately after performing a search.
  • Percentage Search Refinements = The percentage of searches that resulted in a search refinement. Calculated as Search Refinements / Pageviews of search result pages.
  • Time after Search = The average amount of time visitors spend on your site after performing a search. This is calculated as Sum of all “search_duration” across all searches / (“search_transitions” + 1)
  • Search Depth = The average number of pages visitors viewed after performing a search. This iscalculated as Sum of all “search_depth” across all searches / (“search_transitions” + 1)

Example Calculations
This section describes a visitor’s experience with your website’s search engine and explains how Google Analytics calculates the resulting data. The visitor progresses through three different pages when interacting with your website’s search engine:

  • Search Page – Page on site where the visitor enters terms for a web search
  • Search Results Page -  Results page that is returned on a search engine query
  • Results Pageview - The page viewed after a click on a results page

Assuming your website received three visits from visitors that navigate as described…:

  • Visit 1: (time between “camera” term search page and ”black camera” term search page is 30 seconds; and “black camera” search to site exit is 60 seconds)
    • Search Term Page (term “camera”) >
    • Results Page >
    • view Results Pageview >
    • view Results Pageview >
    • Search Term Page (term “black camera”) >
    • Search Results Page >
    • view Results Pageview >
    • view Results Pageview >
    • view Results Pageview >
    • Site exit
  • Visit 2 : (time between “computer” term search page to site exit is 15 seconds)
    • Search Page (term “computer”) >
    • Results Page >
    • Site exit
  • Visit 3:
    • No Search

…The following metrics can now be calculated:

  • % Visits used internal search = 2 Visitor that used site search (Visit 1 & Visit 2)  / 3 Total Visitors = 66.7%
  • Visits with Search = 2 (Visit 1 & Visit 2)
  • Total Unique Searches = 3 (“camera”, “black camera”, “computer”)
  • Results Pageviews / Search = (2 + 3) / 3 = 1.67
  • Search Exits = 1 (Visit 2)
  • % Search Exits = 1 (Visit 2) / 2 (Visit 1 & Visit 2) = 50%
  • Refinement = 1 (Visit 1 – “black camera”)
  • % Refinement = 1 (Visit 1 – “black camera”) / 3 = 33.3%
  • Time after Search = (30 seconds + 60 seconds + 15 seconds) / (1 + 1) [visit 1 & visit 2] = 52.5 sec
  • Search Depth = (2 ["camera"] + 3 ["black camera"] + 0 ["computer"]) / (1 [Visit 1] + 1 [Visit 2]) = 2.5

Post By Gishore J Kallarackal (2,121 Posts)

Gishore J Kallarackal is the founder of techgurulive. The purpose of this site is to share information about free resources that techies can use for reference. You can follow me on the social web, subscribe to the RSS Feed or sign up for the email newsletter for your daily dose of tech tips & tutorials. You can content me via @twitter or e-mail.

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