Core concepts & metrics
Know what a visitor, session, conversion and attributed sale represent.
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Visitors, sessions and pageviews
A pageview is a permitted page visit. A session groups activity into a visit. A visitor represents the identifier available in the chosen tracking mode; it is not a verified person. Cookieless estimates and persistent IDs have different continuity, so changing modes affects comparisons. Blocking, consent refusal and inaccessible devices also affect totals.
Engagement and bounce
Engagement duration comes from the tracker's lifecycle signals, including when a page becomes hidden or is left. Bounce rate is the percentage of sessions with at most one pageview in the session aggregate. Average duration is reported in seconds. These are not a complete record of attention: crashes, blocked requests and a page left open can change measurements.
Goals versus funnels
A goal matches a page or named event. A funnel measures an ordered sequence within a conversion window. A visitor can trigger many events while contributing differently to a goal's unique conversion rate or a funnel's step counts. Always compare metrics with matching scopes.
Revenue versus attribution
Revenue reports use normalized provider transactions. Attribution distributes eligible revenue across recorded touchpoints according to a model. A payment with no matching permitted visitor history can contribute revenue without an attributable journey.
Currency and dates
Use the currency returned by the report. Fields explicitly named Cents contain minor units (zero-decimal currencies do not have cents); major-unit fields are already converted for display. Date ranges use each site's configured timezone, while API timestamps are generally ISO instants. See query parameters.
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