Similarweb
Visits
Visits counts repeated as well as first visits to a domain within the selected report period.
In Similarweb, keep the period, country and device filters with the estimate; visits are not unique visitors.
Unique visitors
Unique visitors estimates the audience that visited a site during the report period.
Check device coverage and deduplication rules before comparing it with visits or another audience measure.
Traffic share
Traffic share expresses one part of traffic as a percentage of a specified total.
A channel's share of one site's traffic and a site's share within a competitor set have different denominators.
Direct traffic
Direct traffic is a source category assigned under the reporting platform's own rules.
A typed address is one possible case. Do not treat every Direct visit as proof that a person typed the URL.
Referral traffic
Referral traffic describes visits attributed to links from other websites.
Use the platform's channel rules: not every external link belongs to its Referral category.
Similarweb bounce rate
Similarweb bounce rate is the share of visits that end after a single page.
GA4 defines bounces through engagement criteria, so the two rates are not interchangeable.
Not enough data
Not enough data means Similarweb lacks sufficient data to display a reliable estimate in that report.
It does not establish that the site has no visits. Check the report context and available first-party analytics separately.
Semrush
Estimated traffic
Estimated traffic is a modelled traffic figure, rather than a direct count from your site's analytics.
Name the Semrush report: a search-visibility estimate and Traffic Analytics use different inputs.
Organic traffic estimate
Semrush estimates visits from unpaid search results using keyword positions, search volumes and expected click-through rates.
It is a search-visibility estimate. Purchased sessions are not evidence of organic search traffic or improved rankings.
Traffic Cost
Traffic Cost estimates what the modelled organic search traffic would cost at the corresponding paid-search click prices.
It is neither a contractor's quote nor proof of actual advertising spend.
Traffic Analytics
Semrush Traffic Analytics estimates visits across traffic channels from clickstream-based data.
Its visits are a different measure from the organic-search estimate based on keyword rankings.
GA4
GA4 session
A GA4 session groups a user's interactions with a site or app during a period of activity.
One user can start several sessions, and one session can contain several page or screen views.
Separate sessions, users and views
Active users
GA4 active users counts distinct users who meet its engagement or qualifying-event rules in the selected period.
Read the GA4 definition rather than inferring activity from a store's user count.
Read new and active users in GA4
Views
GA4 Views counts page and screen views, including repeated views.
A higher view count alone does not establish more users, enquiries or accepted leads.
Compare views with sessions and users
Engagement rate
GA4 engagement rate is engaged sessions divided by all sessions.
An engaged session meets GA4's duration, key-event or view criteria; it does not by itself confirm a qualified enquiry.
Choose the GA4 campaign measure
Session source / medium
Session source / medium describes the source and acquisition method attributed to a session in GA4.
Keep session scope separate from first-user acquisition; source / medium is not the source-platform dimension.
Compare source / medium with source platform
Session source platform
Session source platform identifies the platform responsible for managing the acquisition activity attributed to a GA4 session.
It is not the visitor's browser or a substitute for session source / medium.
Read the two GA4 dimensions together
UTM parameters
UTM parameters label campaign links so analytics can identify their source, medium and campaign.
Consistent labels help attribution; a labelled link does not verify a submitted form or a sale.
Key event
A key event is an event marked as important to your business in GA4.
A form event can fire without an accepted enquiry. Check the actual submission separately.
Chrome extensions
Store listing
A store listing is an extension's public product page, including its description and visual assets.
Improving the listing and observing product use are separate tasks.
Store impressions
Chrome Web Store impressions record discovery while browsing, searching or visiting an item's page.
Discovery does not establish an install or subsequent product use.
Installs
The Installs metric counts installations under the chosen store's reporting rules.
Chrome's install totals include new and returning users. They do not establish product activity.
Uninstalls
The Uninstalls metric counts removals reported by the store for a selected period.
Subtracting removals from installs does not calculate the return rate of a fixed product cohort.
Weekly users
Chrome Web Store Users reports installations over time, with weekly user views.
Chrome explicitly says this measure does not monitor whether people actively use the extension.
Activation
Activation is the first useful product outcome chosen for a particular extension's measurement plan.
Define the event before review; installation alone need not mean that the useful action happened.
Record the first useful action
Cohort
A cohort groups users by a fixed starting event and period for later observation.
Keep the original group as the denominator when checking its return; later installs are a different group.
Read the completed cohort example
D7 retention
D7 retention is the share of an original cohort returning to the agreed product event in the defined day-seven window.
Specify the event and window first. Store Users or installs minus uninstalls cannot substitute for that observation.
Campaign cost
Cost per install
Cost per install divides campaign spend by installations counted under an agreed rule.
State which costs and installs are included. Extcorp's install campaign price and test are on request.