Web Analytics Glossary
Clear and accessible definitions of key web analytics, tracking and GDPR compliance terms.
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BigQuery
BigQuery is Google's cloud data warehouse. GA4 exports raw data to it for free, enabling advanced analyses impossible in the interface.
Bounce rate
The bounce rate measures the percentage of sessions where the user left the site without meaningful interaction. Its definition changed with GA4.
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Client-side tracking
Client-side tracking collects data directly from the user's browser via JavaScript scripts and cookies.
CMP (Consent Management Platform)
A CMP is a platform that manages the collection and storage of user consent for cookies and trackers, in GDPR compliance.
CNIL
The CNIL is the French data protection authority. It monitors website compliance and can issue sanctions for violations.
Consent Mode
Google's Consent Mode adapts Google tag behavior based on user consent, enabling GDPR-compliant measurement.
Conversion (key event)
A conversion (key event in GA4) is a strategically important event marked as a business goal: purchase, form submission, sign-up.
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Enhanced Conversions
Enhanced Conversions improve Google Ads conversion measurement by sending hashed user data for better matching.
ePrivacy Directive
The ePrivacy Directive regulates the use of cookies and trackers in Europe. It complements the GDPR for online privacy protection.
Event
An event is the fundamental unit of measurement in GA4. Every user interaction is captured as an event with associated parameters.
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GDPR (General Data Protection Regulation)
The GDPR is the European regulation governing the collection and processing of personal data, directly impacting web analytics.
Google Analytics 4 (GA4)
GA4 is the current version of Google Analytics, built on an event-based model to measure user behavior across web and apps.
Google Tag Gateway
Google Tag Gateway is a Google-managed server-side tracking solution, a simplified alternative to manually deploying GTM Server-Side.
Google Tag Manager (GTM)
GTM is a free tag management system by Google that lets you deploy and manage analytics and marketing tags without modifying the site's code.
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Tag
A tag is a code snippet (JavaScript or pixel) embedded in a website to collect data and send it to an analytics or advertising tool.
Third-party cookie
A third-party cookie is set by a domain different from the visited site. Used for ad targeting, it is being phased out.
TMS (Tag Management System)
A TMS is a tool that centralizes tracking tag management on a website, allowing tags to be deployed without modifying the source code.
Tracking pixel
A tracking pixel is an invisible image (1x1 px) or lightweight script used to track visits, conversions and behavior on a website.
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