Navigation Summary
Navigation Summary is a page-centric path analysis that shows where users came from before a specific page and where they […]
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Wiki
User Journey
A user journey is the sequence of real touchpoints a person experiences on the way to a desired outcome—signup, purchase,
Behavior Flow
Behavior Flow is a path visualization in web analytics that shows how visitors move through your site: from one Pageview
Exit Page
An exit page is the last page a visitor sees before leaving your site in a single session. It’s where
Medium
Medium is the traffic “how” — the general channel type that brought a visitor to your site. In attribution and
Campaign
A campaign in web analytics is a named set of marketing touches designed to drive traffic and conversions. Think of
Display Advertising
Display advertising is the practice of buying visual ad placements (banners, rich media, video) across websites and apps to reach
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Affiliate
An affiliate (affiliate partner/publisher) is a third-party that promotes your product and earns a commission for a verified action: a
Paid Social
Paid Social is traffic and conversions you buy from social networks by running ads to targeted audiences. Platforms auction inventory
Social Media
Social media refers to platforms where users create, share, and discuss content in public or semi-public feeds (posts, stories, comments,
Email in web analytics is an acquisition channel: traffic that lands on your site after a user clicks a link
Direct
Direct (a.k.a. “direct traffic”) is the bucket your analytics uses when a session arrives without a detectable referrer or campaign
Referral
Referral (aka referral traffic) is any visit that lands on your site after a user clicked a link on another
Paid Search
Paid search is the practice of buying ad placements on search engine results pages (SERPs) to capture intent-driven traffic. You
Organic search
Organic search is traffic that arrives on your site from unpaid search engine results. A user types a query, sees
Server-Side Tagging
Server-side tagging is a deployment pattern where your site or app sends event data to a first-party endpoint you control.
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Consent Mode
Consent Mode is a consent-aware way of running your analytics and marketing tags so they respect a visitor’s privacy choices
First-Party Cookie
A first-party cookie (1P cookie) is a small key–value file set by the website domain you’re actually visiting. The browser
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Cross-Domain Tracking
Cross-domain tracking is a method to recognize the same user across two or more separate domains (e.g., brand.com → checkout-partner.com)
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Custom Dimension
A custom dimension is a user-defined attribute you attach to analytics hits to slice metrics by business context that the
BigQuery
BigQuery is a serverless cloud data warehouse for running fast SQL on raw, event-level data. In web analytics, it’s where