analytics-dictionary / term / tracking & measurement

Reporting identity

Reporting identity is the setting that decides how GA4 recognises users across sessions and devices in reports.

Written by Reflective Data experts · updated Oct 5, 2026

Options include blended (user ID, then Google signals, then device ID, then modelling), observed, and device-based. The choice affects user counts and can change numbers noticeably.

Pick one deliberately and document it, since switching changes historical comparisons.

Data thresholding Google signals User ID

// how we can help

Need tracking you can trust? We implement and audit analytics across GA4, Adobe, Mixpanel and more. Analytics & tracking services → · Audits

Tag manager

A tag manager is a tool for deploying and managing tracking code on a website without…

referral.md

Referral traffic

Referral traffic is traffic that arrives from a link on another website rather than from a…

scroll-depth.md

Scroll depth

Scroll depth measures how far down a page visitors scroll, often reported in percentages.

enhanced-conversions.md

Enhanced conversions

Enhanced conversions send hashed first-party data, like an email address, with a conversion so Google can…

conversion-rate.md

Conversion rate

Conversion rate is the percentage of visitors or sessions that complete a desired action.

utm-code.md

UTM parameters

UTM parameters are tags added to a URL so analytics tools know which campaign, source and…

← full analytics dictionary