What is Cross-Platform Tracking? Cross-platform tracking is the practice of measuring the same user’s interactions across multiple platforms—web, mobile web, iOS/Android apps, and even desktop apps—to build one coherent journey. It complements Cross-Device Tracking and Cross-Domain Tracking, focusing on platform boundaries (browser vs. native app) rather than only hardware or domains. Why it mattersWithout unification, […]
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What is Engaged Sessions? Engaged sessions are visits that show meaningful interaction with your site or app. In GA4, a session is counted as “engaged” when it lasts 10 seconds or longer, or includes 1+ Conversion events, or has 2+ Pageview/Screen View events. This metric filters out quick bounces and focuses your analysis on sessions
What is CPC? CPC (Cost Per Click) is the amount you pay for each ad click in paid media. It’s a core pricing model across search, social, and display. In reporting, CPC tells you how expensive your traffic acquisition is and feeds into downstream metrics like Conversion Rate, CPL, CPA, and ultimately ROI. How does
What is an Attribution Model? An attribution model is a rule set or algorithm that decides how to distribute credit for a conversion across the touchpoints of a user’s journey—e.g., first ad click, organic visit, email reopen, or direct return. In other words, it answers: Which interactions should get how much credit for the outcome?
What is Screen View? A Screen View is an analytics event that records when a user sees a specific screen inside a mobile or TV app (or any app-like environment). Think of it as the in-app counterpart to a web Pageview. Each screen view helps you understand navigation patterns, content engagement, and funnels that lead
What is Conversion Rate? Conversion rate (CR) is the share of visits or users that complete a defined Conversion. It answers a simple question: “Out of all the traffic I measured, how many reached the Goal I care about?” In any stack—GA4, Plausible, Matomo, Simple Analytics—the principle is the same, but the base can differ
What is Engagement Time? Engagement Time is the amount of active time a user spends interacting with your site or app—when the page/app has focus and the user isn’t idle. Think scrolls, clicks, video plays, and reading time. Unlike legacy Session Duration or Time on Page, Engagement Time excludes time when the tab is in
What is Device Category? Device category is a high-level dimension that groups traffic by the user’s broad device type—typically desktop, mobile, and tablet. Analytics platforms use it to compare behavior and performance across form factors: bounce rate, Conversion Rate, Pages Per Session, and more. It’s different from a specific model string (e.g., “iPhone 15”); think
What is Cohort Analysis? Cohort analysis is a method for grouping users by a shared starting characteristic—typically a first Session or signup date—and then tracking how their behavior changes over time. Unlike simple totals, cohorts show retention, repeat activity, and downstream Conversion quality for comparable user groups. How cohort analysis works Common cohort types Why
What is ROI? Return on Investment (ROI) measures the efficiency of a marketing or analytics initiative by comparing the profit generated to the total cost. In web analytics, ROI helps you decide which campaigns to scale, pause, or redesign. It’s tool-agnostic—you can calculate ROI in GA4 or in alternatives like Plausible, Matomo, or Simple Analytics.
