GA4 & Web Analytics Glossary
71 definitions covering Google Analytics 4, GTM, ecommerce events, attribution, privacy, and more.
A
8 entries
A/B testing is the practice of running two versions of a page, element, or…
Active Users in Google Analytics 4 (GA4) is the count of distinct users who…
The GA4 add to cart event (add_to_cart) fires the moment a shopper places a…
"Affiliate" lives in two worlds at once. In GA4 ecommerce it is a structured…
AOV (Average Order Value) is one of the most actionable metrics in any e-commerce…
An app event is a single user action recorded inside a mobile app and…
Attribution is how analytics tools assign credit for a conversion across the marketing touchpoints…
An attribution model is the specific rule or algorithm that decides how conversion credit…
C
21 entries
A campaign in marketing analytics is a coordinated set of activities (paid ads, emails,…
Cart abandonment is the moment a shopper adds a product to their online cart,…
The GA4 client_id is the anonymous, browser-scoped identifier that lets Google Analytics 4 stitch…
A cohort is a group of users who share a defining characteristic anchored to…
Cohort analysis groups users by a shared starting characteristic — usually their first session,…
A GTM container is the bundle that holds every tag, trigger, and variable for…
A conversion in Google Analytics is a user action you've defined as valuable —…
The conversion rate is the percentage of visits, sessions, or users that complete a…
A cookie is a small text record (a name, a value, and a few…
A cookie banner (also called a Consent Management Platform, or CMP) is the on-site…
Core Web Vitals are Google's three real-user performance metrics that quantify how a page…
Correlation measures how two variables move together. In analytics, it's the math behind every…
Cost per Acquisition (CPA) — also called Cost per Action — is the average…
Cost per Click (CPC) is the amount an advertiser pays each time a user…
CPL (Cost per Lead) is the average marketing cost you pay to acquire one…
CPM (Cost per Mille) — Latin for "cost per thousand" — is the price…
Cross-device tracking is the practice of recognizing the same person as they switch between…
Cross-domain tracking is the practice of stitching one user's journey together when they navigate…
Cross-platform tracking measures the same user across the web browser, an iOS app, and…
Click-through rate (CTR) is the share of people who click after seeing a link,…
GA4 custom events are user-defined event hits that you create when none of Google's…
D
6 entries
The data layer is the contract between your website and your tracking. It's a…
A GA4 data stream is the collection endpoint that pipes data from one of…
DebugView is the Google Analytics 4 tool that shows events streaming from your device…
The demographics dimensions in GA4 describe who your visitors are at an aggregate level…
The GA4 device category is the dimension that classifies every session into one of…
Direct traffic in GA4 is the bucket Google Analytics 4 uses when it cannot…
E
5 entries
An engaged session in Google Analytics 4 (GA4) is a visit that lasted 10…
The GA4 engagement rate is the percentage of sessions that were engaged — visits…
Engagement time in GA4 is the total number of seconds a user spent with…
Enhanced measurement is GA4's set of seven auto-collected events that fire on every web…
A GA4 event is the atomic unit of measurement in Google Analytics 4 —…
F
3 entries
First-touch attribution (also called first-click attribution) gives 100% of conversion credit to the first…
The first_visit event in Google Analytics 4 (GA4) is the automatic event that fires…
A first-party cookie is a small piece of data set by the domain shown…
M
4 entries
A macro conversion is the completion of a primary business goal — a purchase,…
The Measurement Protocol is GA4's server-side ingestion API. It lets your backend, mobile app,…
Medium in marketing analytics is the dimension that describes how a visitor arrived —…
A micro conversion is a small, measurable user action that signals progress toward a…
P
4 entries
Pages per session is a Universal Analytics metric that divided total pageviews by total…
A pageview in GA4 is a single load of a page recorded as a…
Power BI is Microsoft's business intelligence platform — a Desktop modeller, a cloud Service,…
The GA4 purchase event is the most important e-commerce event in Google Analytics 4.…
R
4 entries
Real-time data in analytics is the live event stream that surfaces user activity within…
Referral traffic in GA4 is any visit that arrives by clicking a link on…
The referrer is the URL of the page a user was on immediately before…
Return on Investment (ROI) is the bottom-line profitability metric in marketing — the percentage…
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