Analytics & Tracking

Session

Quick Definition

A session is a group of user interactions on your site within a defined timeframe (default 30 minutes of inactivity).

In context

Sessions are the standard unit of GA4 traffic measurement. Multiple pageviews and events within 30 minutes count as one session; a return after 30 minutes starts a new session.

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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.

Conversion Tracking

Conversion tracking is the system of capturing user actions that represent business value, attributing them to source, and reporting on them.

Custom Event

A custom event is a user interaction tracked beyond GA4's automatic events, defined for your specific business needs.

Conversion API (CAPI)

Conversion API is the server-to-server measurement protocol used by Meta, Google, TikTok, and others to send conversion events directly from your server to the ad platform — bypassing browser-side tracking constraints.

Attribution Window

An attribution window is the time period after a marketing touchpoint within which conversions are credited to that touchpoint — typical windows are 1, 7, 28, or 90 days.

Hotjar

Hotjar is a heatmap, session recording, and feedback tool used for UX research and CRO.

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