Analytics & Tracking

Universal Analytics (UA)

Quick Definition

Universal Analytics was Google's previous analytics platform, retired in July 2023.

In context

All historical UA data is no longer accessible. If you haven't migrated to GA4, you're operating without analytics on current performance. The data models are fundamentally different — GA4 isn't just a UA upgrade.

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Related terms

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.

Engaged Session

An engaged session in GA4 is one lasting 10+ seconds, having a conversion, or with 2+ pageviews — replacing the old 'bounce rate' concept.

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.

Server-Side GTM

Server-side Google Tag Manager runs the GTM container on a Google Cloud Run instance you control, processing analytics and ad-platform events server-side instead of in the browser.

Custom Dimension (GA4)

A custom dimension in GA4 is a user- or event-scoped property you define and send with events — extending the default dimension set with attributes specific to your business.

Rank Tracking

Rank tracking monitors your search position for target keywords over time, typically updating daily.

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