In the ever-evolving realm of SEO, staying abreast of the latest tools and technologies is paramount. Google Analytics 4 (GA4) has emerged as a pivotal player in this landscape, revolutionising the way we perceive and harness data-driven insights. In this article we aim to unravel the intricacies of the most basic GA4 terminology, providing a guide to the language used within this analytics platform.
If you’re interested in understanding the basics of GA4 or you’d like to be able to follow along with your SEO agency as they talk you through your GA4 metrics, you need to be able to understand what following metrics mean:
In Google Analytics 4 (GA4), the terms “Organic Active Users” and “Organic New Users” each paint a distinct picture of user engagement. Let’s delve into the differences that set these terms apart.
Organic Active Users are at the heart of digital engagement. In GA4, engagement is defined as a session lasting a minimum of 10 seconds, accompanied by at least one conversion event or two or more page or screen views. These criteria are the difference between true engagement and fleeting visits. They signify individuals who not only spend time on your website but also take tangible actions. These actions range from submitting inquiries to clicking on transactional buttons like “purchase” or “contact us.”
Why are they crucial? Organic Active Users are more likely to convert into customers or loyal followers. Their engagement reflects genuine interest, making them a valuable audience segment. Building lasting relationships with them is pivotal, as it enables tailoring your digital strategy to cater to their preferences and needs.
In GA4, Organic New Users are individuals who have never visited your virtual realm via a search engine before. The moment they land on your website, courtesy of a search engine, GA4 categorises them as organic new users.
While Organic Users form the bedrock of engagement, Organic Active Users take engagement to a deeper level with tangible actions. Organic New Users represent the start of a users’ exploration on your website or app. Understanding and effectively engaging with each of these user categories is essential for a comprehensive GA4 analytics strategy.
Engagement Rate is how the interactions of user sessions are measured. It is represented as a percentage of organic engaged sessions on your website. Engaged sessions are those that surpass the 10 second mark, contain a conversion event, or boast at least two pageviews or screenviews.
Engagement rate is a metric of quality over quantity. It doesn’t just count sessions; it looks deeper into how else the user interacts. Consider a user who briefly browses your content for less than 10 seconds and then departs, leaving no trace of interaction. In this scenario, because the user didn’t meet any of the criteria of an engaged session, the session remains uncounted.
Engagement rate is the metric we should now consider instead of Bounce Rate, which is a metric that has been lost along with Universal Analytics. Take a look at the changes and improvements Google has made to GA4 compared to Universal Analytics by checking out our blog “Why is Google Analytics 4 better than Universal Analytics?”.
An Event is a specific user interaction or action tracked on a website or app. Events help in measuring user engagement and behaviour beyond traditional pageviews. Examples of events include button clicks, form submissions, video plays, downloads, and interactions with embedded elements like widgets.
Events in GA4 provide valuable insights into how users interact with your website or app, helping you make data-driven decisions to optimise user experiences and achieve specific goals, such as increasing conversions or improving user engagement.
If an event is considered the last line of a marketing funnel (such as a purchase or enquiry about business) this can be marked as a conversion.
Conversions are events that are marked for their importance. For many conversions, these have been set up because they give data on how many leads, purchases, or form completions you have received through your digital channel.
Engagement isn’t just conversions or events. It also embraces the concept of ‘page and screen views.’ For a session to be deemed engaging, it needs to have at least 2 of these views. These views represent a user’s willingness to explore the website, turning pages or scrolling screens in a quest for information or interaction.
A session kicks off when a user casts their eyes upon a page from your website or app. However, it doesn’t persist indefinitely; it has a lifespan of 30 minutes. If a user continues to explore your website within this window, it remains within the same session. Once the 30 minute mark is hit, the session is deemed concluded, birthing a new one should the user return.
A session commences with the user’s first gaze upon your website or app and terminates either after 30 minutes of inactivity or upon the user’s departure. This event houses the user’s interactions, offering insights into their journey.
A “Source/Medium” is a critical dimension that reveals how users discovered your website or app. It comprises two key components:
Understanding the Source/Medium dimension in GA4 is vital for evaluating the effectiveness of various marketing channels, helping you allocate resources to those that drive the most valuable traffic and conversions to your digital assets.
Implementing GA4 correctly and understanding the data it provides is imperative for an online business to succeed. If you need any help, please contact us for a free consultation to help you start your SEO journey. If you have any other questions about SEO or what else is involved, check out more of our Knowledge Base content. Our SEO experts are here to help you with any of your digital needs.
SEO Account Director
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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