Analytics & Tracking

Enhanced Measurement

Quick Definition

GA4's Enhanced Measurement automatically tracks common events: scrolls, outbound clicks, site search, video engagement, file downloads, and form interactions — without code changes.

In context

Enable in GA4 settings to capture useful behavioural data without GTM configuration. For sophisticated tracking, layer custom events on top of Enhanced Measurement rather than disabling it.

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Related terms

User

A user in GA4 is a unique device or browser, identified by a Client ID cookie or User ID if logged-in tracking is configured.

Dynamic Number Insertion (DNI)

DNI is a call tracking technique where unique phone numbers are dynamically swapped into webpages based on the visitor's traffic source.

Page Value

Page Value is a GA4 metric estimating how much revenue or conversion value can be attributed to a specific page in a user's path to conversion.

User Explorer (GA4)

User Explorer is a GA4 report that shows individual user journeys — every event a user fired in their session(s), in chronological order — useful for qualitative debugging of conversion paths.

Custom Event (GA4)

A custom event in GA4 is an event you define and trigger via gtag(), GTM, or the Measurement Protocol — beyond GA4's default events (page_view, scroll, click, etc.).

Conversion Rate

Conversion rate is the percentage of sessions or users who complete a defined conversion action.

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