Google Analytics 4 (GA4) Glossary
A/B Testing
A method of comparing two versions of content to determine which performs better in terms of user engagement or conversions.
Acquisition
The process of gaining new users through various channels like organic search, paid advertising, or social media.
Active Users in last 30 minutes
The total number of active users in the last 30 minutes and the number of active users in the last 30 minutes per minute.
Audience Builder
Tool for creating specific user segments based on demographics, behaviors, and other criteria.
Attribution Models Report
Use the Attribution models report (formerly called "Model comparison") to compare how different attribution models impact the valuation of your marketing channels.
BigQuery Export
Feature allowing export of raw GA4 data to Google BigQuery for advanced analysis.
Consent Mode
Framework for adjusting GA4 behavior based on user consent choices for cookies and tracking.
Conversion
Completed activities marked as important to your business (purchases, sign-ups, etc.).
Conversion Modeling
Machine learning process to estimate conversions that can't be observed directly due to privacy restrictions.
Cross-domain Measurement
Tracking user behavior across multiple domains owned by the same organization.
Custom Dimension
User-defined attributes that collect additional data specific to your business needs.
Custom Metric
User-defined quantitative measurements for tracking specific business data.
Data Filters
Rules that modify, include, or exclude data from your Analytics reports.
Data Stream
Data flow from a website or app to Analytics, representing a platform source (Web, iOS, or Android).
Debug Mode
Testing environment for verifying proper implementation of GA4 tracking.
Deduplication
Process of removing duplicate conversion events or user interactions from reports.
Dynamic Remarketing
Advertising feature showing users products they previously viewed on your site.
Enhanced Measurement
Automatic collection of common web events without additional coding.
Engagement Time
Time users spend actively interacting with your content, excluding idle periods.
Event Modification Rules
Configuration tools to modify event names, parameters, and values without changing code.
Event Parameters
Additional information sent with events to provide context (page_title, purchase_amount, etc.).
Exploration
Feature for in-depth analysis using techniques like segmentation and funnel analysis.
Firebase Integration
Connection between GA4 and Firebase for mobile app analytics and cross-platform measurement.
First Party Data
Data collected directly from user interactions with your website or app.
GA4 Configuration Tag
Primary tag in Google Tag Manager that initializes GA4 tracking on your website.
Google Signals
Feature enabling cross-device reporting using signed-in Google account data.
Historical Data Import
Process of importing past data from Universal Analytics into GA4.
IP Anonymization
Privacy feature that masks user IP addresses in Analytics data collection.
Lifetime Value
Metric showing the total value generated by users over their entire relationship with your business.
Measurement ID
Unique identifier (G-XXXXXXXXXX) for sending data to specific Analytics properties.
Modeled Conversions
Estimated conversion data for users who declined analytics cookies or use ad blockers.
Page Path
The hierarchical structure of URLs showing how users navigate through your website.
Predictive Metrics
Machine learning-based metrics forecasting likely user actions, including purchase and churn probability.
Property
Collection of data streams corresponding to websites and/or apps under a single Analytics account.
Real-Time Report
Shows user activity as it occurs on your property within the last 30 minutes.
Recommended Events
Predefined events Google suggests using for specific business types and features.
Retention
Analysis of how many users return to your property over time and their engagement patterns.
Revenue Attribution
Analysis of which channels and campaigns contribute to generating revenue.
Scroll Tracking
Measurement of how far users scroll down your web pages, available through enhanced measurement.
Session Duration
Length of time a user spends actively engaging with your website before becoming inactive.
Site Search
Tracking of how users utilize your website's internal search functionality.
Tag Manager
Google's tag management system for implementing Analytics and other marketing tags.
User ID
Custom identifier assigned to track individual users across different devices and sessions.
User Properties
Attributes about users that persist across sessions, like membership status or preferences.
UTM Parameters
URL tracking parameters for identifying traffic sources and marketing campaigns.
Web Stream
Configuration for collecting data from a website, including measurement ID and enhanced measurement settings.
