Illustration representing a computer and some analytic data types.

Analytics Data Types

by William Hudson | | 12 min read

Analytics contains many kinds of types of data including bounce rates, conversion rates, repeat usage, user demographics, search behavior, and user journeys.

We’re going to start our adventure into the world of analytics by looking at the kind of data that we are typically provided:

  • Bounce rates

  • Conversion rates (achievement of goals)

  • Repeat usage

  • User profiles/demographics/platforms

  • Search behavior

  • User journeys

  • And more…

We say “provided” because these figures are all collected for you automatically by analytics tools. As far as user research goes, this is one area where participant recruitment and screening plays only a minor role:

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Author: Stewart Cheifet. Appearance time: 0:22 - 0:24. Copyright license and terms: CC / Fair Use. Modified: Yes. Link:

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© Daniel Skrok and Interaction Design Foundation, CC BY-SA 3.0

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