analytics-dictionary / term / tracking & measurement

Cross-device tracking

Cross-device tracking connects the activity of one person across phones, tablets and computers.

Written by Reflective Data experts · updated Oct 5, 2026

It usually relies on a login, so a user ID can be shared across devices, or on Google signals for consenting users. Without it, one person appears as several users.

Accuracy depends on how many visitors sign in and on consent.

Google signals Identity resolution User ID

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GDPR

The GDPR is the European Union data protection regulation that governs how personal data of people…

scroll-depth.md

Scroll depth

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

measurement-plan.md

Measurement plan

A measurement plan documents what you will track, why, and how each event and parameter is…

engagement-rate.md

Engagement rate

Engagement rate is the share of sessions that were engaged, meaning they lasted long enough, included…

data-thresholding.md

Data thresholding

Data thresholding hides some report data to protect user privacy, usually when numbers are very small.

new-vs-returning-users.md

New vs returning users

New users are visitors who are recorded for the first time; returning users have been seen…

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