Glossary

What is Engagement Rate? Engagement Rate is the share of sessions that qualify as engaged. In most modern stacks (e.g., GA4), an engaged session meets at least one criterion: it lasts longer than 10 seconds, triggers at least one conversion, or contains 2+ pageviews or screen views. Privacy-first tools like Plausible, Matomo, or Simple Analytics […]

What is Direct traffic? Direct is the channel used when a session arrives without a detectable referrer or campaign data. In other words, the analytics tool can’t attribute the visit to a known source like Referral or Organic Search. Typical real-world cases include users typing your URL, using bookmarks, or launching your site from offline

Short definition: In web analytics, demographics are user attributes (e.g., age bracket, gender, language, country/city, interests) used to segment audiences and compare behavior and outcomes. What is Demographics? Demographics describe who your users are—at an aggregate level—so you can answer questions like “Which age group drives a higher Conversion Rate?” or “Do female users engage

What is CTR? CTR (Click-Through Rate) is the share of users who click after seeing a link, ad, email or UI element. It’s a quick signal of relevance and message–audience fit, used across paid ads, email, and on-site modules. How to calculate CTRFormula: CTR = (Clicks ÷ Impressions) × 100%Example: 250 clicks from 10,000 impressions

What is Cross-Domain Tracking? Cross-domain tracking is the ability to recognize the same visitor as they move between two or more separate domains (e.g., product site → hosted checkout → account portal). Without it, analytics will usually start a new Session on each domain and misattribute traffic as self-Referral. Why it matters Accurate stitching across

What is CPA? CPA (Cost per Acquisition) is the average advertising cost required to generate one Conversion—for example, a purchase, signup, or subscription start. It’s a core efficiency metric used across paid channels to evaluate whether a Campaign is profitable and scalable. Unlike CPC or CPM, CPA looks past clicks and impressions to the bottom-line

What is Active Users? Active Users is the count of unique people who meaningfully interact with your site or app during a chosen time window (e.g., day, week, month). “Meaningful” typically means having an engaged visit rather than a brief bounce. In GA4, the default Users metric represents active users aligned to Engaged Sessions. Privacy-first

Definition. A first-party cookie is a small data file set by the website domain a user is visiting (the “first party”). It’s a type of Cookie used by analytics and marketing tools to remember state across pageviews—without sharing data across unrelated sites. What is First-Party Cookie? A first-party cookie is scoped to your own domain

What is Omnichannel Analytics? Omnichannel analytics is the practice of collecting, stitching, and analyzing customer interactions across every touchpoint—web, app, email, ads, social, support, and even offline—to understand behavior and optimize outcomes end to end. It goes beyond single-channel reports like a lone Session or Pageview to answer business questions about full journeys and their

What is Pages Per Session? Pages Per Session (PPS), sometimes called page depth, is the average number of pages viewed in a single session. It helps you gauge how deeply visitors navigate your site and whether your information architecture encourages exploration. In most tools, a page is counted via a Pageview event; a session is