Every number NR shows has a definition you can read.
Ten metrics as NR means them and as each platform means them. Your own definitions file is the first thing a Number Check hands you. The room applies it every day after.
The ten
- Sessions
- How NR means itVisits to the site as GA4 counts them. The total for a period is fixed. When the room moves a session from one channel to another the total does not change, because sessions are moved and never invented.
- How GA4 means itA group of interactions by one user. A session starts when a page is viewed with no session active and ends after 30 minutes without activity.
- Users
- How NR means itActive users as GA4 reports them, shown beside sessions. Never added up across periods, because one person who visits in two months is still one person.
- How GA4 means itActive users: distinct users who had an engaged session or a first visit in the period. Total users is every distinct user who logged any event.
- Paid session
- How NR means itA session that arrived on a paid click, whether or not its tag survived the trip. A session that lost its click identifier and was filed under another channel is put back in the paid channel, with the rule that moved it written down.
- How GA4 means itA session whose source and medium match a paid channel. That needs the click identifier or the campaign tags to arrive with the visit. When they do not, the session is filed under another channel.
- Reconciled session
- How NR means itA session counted once, in the channel it belongs to under the room's written rules, with the platform's own count shown beside it. Until a difference has a stated reason it is marked unreconciled.
- How any platform means itNot defined. Each platform reports its own count and none reports a reconciled one.
- Conversion
- How NR means itOne outcome the business is paid for, from a list written down once: what each line counts, how often it counts and what it is worth. Where the business holds its own record of the outcome, that record is the count.
- How Google Ads means itAn action marked as a primary conversion action, counted after an interaction with an ad and dated to the day of the click. GA4 keeps a separate list, its key events, dated to the day they happen.
- Enquiry
- How NR means itOne person asking for something the business sells, counted once in the CRM. A form sent twice by the same person is one enquiry.
- How GA4 means itNot defined. GA4 counts an event each time it fires. Whether a form submission is a key event, and whether a second one counts again, is a setting.
- Brand query
- How NR means itA search that contains a term on the brand list the client signed off: the company's name, its product names and their common misspellings. One list, used by every surface in the room.
- How Search Console means itA query the branded filter classifies as branded, from the site's brand name and its variations. The classification is Google's own.
- Channel
- How NR means itWhere a session is filed once the room's rules have run. The rules start from the platform's grouping and correct it where tagging fails. Each rule is written in the definitions file.
- How GA4 means itThe default channel group: Google's rules for sorting traffic by its source, medium and campaign.
- The gap
- How NR means itThe difference between what a platform reports and what the record beside it holds, for the same period and the same thing. Shown as a number with its reason. Without a reason it is marked unreconciled.
- How any platform means itNot defined. Each platform reports its own total. None reports the difference between its total and another's.
- Tracking health
- How NR means itTwo checks per platform. Does analytics see the channel at all, and what share of its campaigns attribute by ID. Both sit beside every number that depends on them.
- How any platform means itNot defined as one measure. Each platform has diagnostics for its own tag and none checks another's.