Google Analytics adds Session Quality Scores

Google is rolling out a new metric to all Google Analytics accounts: Session Quality Score.

To derive the score, Google is applying machine learning to predict the likelihood of a visitor converting on a website or app.


Session Quality Score uses the same underlying technology used for Smart Goals. Smart Goals may be used when conversion tracking has not been set up or when there are otherwise too few conversions to enable campaign optimisation.

Why should you care?

With this new metric, advertisers will be able to identify easily any likely-to-convert visitors that don’t convert, and re-engage these visitors through remarketing.

Advertisers who have constructed remarketing audience lists based on site engagement metrics (pages per session, time on site and so) should also evaluate the comparative size and performance of a list based on the Session Quality Score metric.


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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.