Analytics & Tracking

User

Quick Definition

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.

In context

Users vs sessions: one user can have many sessions over time. New users vs returning users distinguishes first-time visitors from repeat ones. User-level metrics are more durable than session-level metrics.

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Related terms

Microsoft Clarity

Microsoft Clarity is a free heatmap and session recording tool that complements traditional analytics with visual user behaviour data.

Conversion Tracking

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

GA4 (Google Analytics 4)

GA4 is Google's current analytics platform, replacing Universal Analytics in 2023. It uses an event-based data model rather than session-based.

Engagement Rate

Engagement rate is the percentage of sessions that are engaged (10+ seconds, conversion, or 2+ pageviews) in GA4.

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.

Hotjar

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

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