Session, user, event

An event is one recorded action. A session is a group of events from one browser with a timeout between them — thirty minutes of inactivity by convention, which means a person reading a long page can start a second session without going anywhere. A user is a browser identifier, so one human on a phone, a laptop and a private window is three users, and a shared family tablet is one user who is several people.

GA4 counts in events, and its “users” are still identifiers rather than people. Any metric quoted per user is quoted per browser unless the business has logged-in identity stitched in, which most do not.

Reporting users as people to a board

Deduplication across devices does not happen by default, so a “14,000 monthly users” figure typically describes eight or nine thousand humans. Where the number is used to size a market or a budget, say which unit it is in.

Conversion rate

The share of a defined population that completed a defined action — meaningless until both the population and the action are stated.

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Bounce rate and engagement rate

Two mirror metrics for whether a visit went anywhere — and the definition changed underneath everyone when analytics moved to GA4.

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UTM parameters

Tags appended to a link so that analytics can tell where a visit came from — useful exactly to the degree that the naming is disciplined.

All forty-five termsWhat this is regulated by in the UAE

Is this one right in your own numbers?

The definitions are the easy part. Whether the figure on your dashboard was computed this way is a different question, and usually the more expensive one.