Glossary/Analytics & GA4
ANALYTICS & GA4 GLOSSARYUnderstand analytics & ga4 without the jargon.
Measurement, attribution and reporting concepts for connecting activity with commercial outcomes. Each definition includes a clear meaning, practical example and a relevant next step.
10 essential analytics & ga4 terms.
Use this collection when reading reports, planning campaigns or reviewing work with a specialist. Every page is written around practical decisions rather than abstract terminology.
What Is Google Analytics 4?
Google Analytics 4 is Google’s event-based analytics platform for measuring activity across websites and apps.
What Is Google Tag Manager?
Google Tag Manager is a tag-management system used to configure and control measurement tags without editing site code for every change.
What Is Event?
An event is a recorded user or system interaction with associated parameters and context.
What Is Attribution Model?
An attribution model defines how conversion credit is assigned across marketing interactions.
What Is UTM Parameters?
UTM parameters are URL tags used to identify campaign source, medium, name and other reporting details.
What Is Key Performance Indicator?
A key performance indicator is a measurement selected to show progress toward a specific business objective.
What Is Bounce Rate?
In GA4, bounce rate is the percentage of sessions that were not engaged sessions.
What Is Engagement Rate?
In GA4, engagement rate is the percentage of sessions that meet the engaged-session criteria.
What Is Server-Side Tagging?
Server-side tagging moves selected measurement processing into a controlled server container or endpoint.
What Is Offline Conversion Tracking?
Offline conversion tracking connects later sales outcomes with earlier advertising interactions.
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