Session
In analytics tools, the group of interactions that starts when a visitor arrives on the site and ends after a period of inactivity.
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Why it matters
The number of sessions shows visit volume, while the number of users shows how many different people came; one person can open several sessions. Because source, device and landing page are recorded at session level, it is the basic unit for understanding how each channel brings visits.
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Example
A user arrives from social media in the morning to look at a product and comes back directly in the evening to buy it. In analytics this shows as two sessions and one user; the purchase is recorded in the second session.
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Common mistake
Using session and user counts interchangeably. Clicks in ad reports and sessions and users in analytics measure different things; they should not be expected to match exactly.
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Related terms
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