weballin DIGIWIKI
Clear explanations of SEO, AI search, content, advertising and analytics, with practical context.
17 terms
GA4 users/acquisition
Total Users is the number of all unique users in GA4 who visited during the selected period. It is broader than active users as it is independent of engagement or not, and the difference between the two metrics evaluates the quality of a visit.
GA4 users/acquisition
Active users meet GA4’s engagement or platform-specific activity criteria. They are not simply everyone who triggered any event.
GA4 users/acquisition
A new user is a user who has visited GA4 for the first time during the selected period. Because it is identified based on client ID, the same person may be re-counted when the device or browser is changed, and is a key indicator for evaluating the performance of new traffics by channel.
GA4 users/acquisition
An engaged session meets at least one of GA4’s duration, key-event, or view-count criteria.
GA4 users/acquisition
Average engagement time per session in GA4 is total measured engagement time divided by the total number of sessions. Its denominator is not limited to engaged sessions.
GA4 users/acquisition
The number of sessions is the total number of visits in the selected period in GA4. Unlike UA, there is no automatic separation when midnight or campaign changes, so it is less than UA for the same period, and the quantity and quality of visits are evaluated along with the number of engaged sessions.
GA4 users/acquisition
User acquisition analyzes GA4 activity using the source, medium, or channel that first acquired a measured user.
GA4 users/acquisition
Traffic Acquisition is a report in GA4 that analyzes the intake channel for each session. Since it also includes the recent visit path of returning users, it is suitable for understanding the short-term session performance of campaigns and channels.
GA4 users/acquisition
First User Source is the source of a user's first visit in GA4. It does not change even if the return visit path changes afterward, and is used to analyze new user acquisition channels.
GA4 users/acquisition
Session source is a GA4 dimension describing the traffic source associated with a session. Its scope differs from first-user source.
GA4 users/acquisition
Source/Medium is the primary channel dimension in GA4 that combines traffic source and delivery method. 'google/organic' is Google's organic search, and 'google/cpc' shows at a glance where and how it came from, like Google advertisements, and is the basic unit of channel performance analysis.
GA4 users/acquisition
GA4’s default channel group classifies traffic using Google-maintained rules, including channels such as organic search, paid search, and direct.
GA4 users/acquisition
Direct traffic is sessions whose origins cannot be determined by GA4. In addition to simple direct input, causes include non-UTM tagging, referrer loss, and in-app browser restrictions. If the rate is high, the UTM tagging status must be checked.
GA4 users/acquisition
Organic search traffic comes from unpaid search results. GA4 channel traffic and Search Console clicks are different measurements.
GA4 users/acquisition
The UTM source is the ?utm_source= parameter attached to the URL, allowing GA4 to accurately identify which site or channel the traffic is coming from. The source is specified like naver, google, and instagram, and it is standard to use it with utm_medium (channel type) and utm_campaign (campaign name).
GA4 users/acquisition
For UTM medium, the inflow method (cpc, organic, email, etc.) is recorded in GA4 with the utm_medium parameter of the URL. This is a core criterion for GA4 channel group classification, so if values are not unified within the team, channel data will be scattered.
GA4 users/acquisition
utm_campaign is a manual URL-tagging parameter for a campaign name. Use it consistently with source and medium.