Impressions, Clicks, Sessions

Impressions, clicks, and sessions are a common method used by Google Analytics. Attribution uses a similar, but slightly different method for tracking what we call 'visits'

Visits are a essential part to tracking your users in Attribution. 

A visit is a group of user interactions with your website that take place within a given time frame. 

For example a single visit can contain multiple page views, events, social interactions, and e-commerce transactions.

A single user can record multiple visits. Those visits can occur on the same day, or over several days, weeks, or months. As soon as one visit ends, there is then an opportunity to start a new visit. There are two methods by which a visit can end:

Time-based expiration:

  • After 30 minutes of inactivity

Campaign change:

  • If a user arrives via one campaign, then selects a different campaign

If you are a Google Analytics user there are two important distinctions here. The first distinction is that we do not account for end of day expiration like Google does. See Google docs for comparison.

Instead Attribution will always use a 30 minute inactivity window regardless of the date. 

The second difference is that because Attribution tracks all of your campaigns across multiple channels it is possible for the user to click into a different campaign from another platform and begin a new visit. 

For example, in Attribution if a visitor first clicks on one of your Google Ad campaigns, then prior to the 30 minute inactivity window expiring clicks on one of your Facebook Ads, this would end the Google Ad visit and begin the Facebook visit, ultimately registering two visits in Attribution. 

In contrast, if you looked at your Google Analytics dashboard the image above would only register one session because Google would not account for the Facebook Ad because it is not part of their platform. 

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