Web Analytics Glossary

Clear and accessible definitions of key web analytics, tracking and GDPR compliance terms.

A

Active user

An active user is a visitor who triggered an engaged session on the site. It is the primary audience metric in GA4.

Attribution

Attribution refers to the rules that determine which marketing channel receives credit for a conversion. GA4 uses data-driven attribution.

B

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.

C

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.

D

Data layer

The data layer is a JavaScript object that centralizes site data (pages, products, user) to pass it to Google Tag Manager.

Dimension

A dimension is a descriptive attribute of analytics data (traffic source, page, device) used to segment and filter reports.

E

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.

F

Fingerprinting (browser fingerprinting)

Fingerprinting identifies a user without cookies by combining the technical characteristics of their browser and device.

First-party cookie

A first-party cookie is set by the visited site's domain. It is used to identify users and maintain analytics sessions.

G

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.

H

Hit

A hit is an HTTP request sent by the browser or server to an analytics collection tool to record an interaction.

L

Looker Studio

Looker Studio (formerly Google Data Studio) is Google's free tool for creating visual dashboards and reports connected to GA4, BigQuery and other sources.

M

Metric

A metric is a quantitative measurement in analytics reports (sessions, conversions, bounce rate) that combines with dimensions for analysis.

S

Server-side tracking

Server-side tracking collects data through an intermediate server instead of the browser, offering more control, reliability and compliance.

Session

A session represents a period of user activity on a website. GA4 defines its own rules for when a session starts and ends.

T

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.

U

Universal Analytics

Universal Analytics is the former version of Google Analytics, based on sessions and page views, permanently replaced by GA4 in July 2023.

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