September 28, 2023

GA4 Glossary of Terms: The Basic Terminology

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

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.

Organic New Users

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

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.

Page and Screen Views

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.

Implement GA4 With Wildcat Digital

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.

Post by

Paul Pennington

Will Hitchmough


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.

Chloe Robinson

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.

Paul Pennington

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.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

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.

Libby Oldale

Senior PPC Account Manager

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.

Jasmine Savery

SEO Team Leader

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 Team Leader. 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.

Braden Godley

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.

Jon Herdman

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. 

Rachel Davies

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.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

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.

Jamie Stowe

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.

Andy Blanchard

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.

Siena Russell

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.

Thea Chapman

Senior SEO Executive

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. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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