Google Analytics 4 Glossary

Your GA4 Glossary: A simple guide for charities and non-profits

If you work in marketing, communications or fundraising, chances are you’ve come across terms in Google Analytics 4 (GA4) that sound like another language.

This glossary is here to help you make sense of it all — in plain English, with examples that make sense for charities and non-profits.

How the glossary works

We’ve grouped the terms into three levels so you can build your confidence step by step:

• Essential terms – the must-knows to get you started.
• Intermediate terms – concepts that’ll help you dig deeper into your data.
• Advanced terms – more technical ideas for those who want to get hands-on with GA4 setup, analysis and integration.

We’ve also included a few legacy terms you might still hear from Universal Analytics days, so you can recognise them and understand what’s changed in GA4.

What’s covered

To make it easier to find what you need, we’ve grouped everything by topic:

Core GA4 Terms (Essential)

• Data collection & setup
• Users & sessions
• Events & engagement
• Traffic sources & campaigns
• Metrics & dimensions

Important GA4 Terms (Intermediate)

• Attribution & analysis
• Advanced features
• Reporting
• E-commerce (if relevant)
• Privacy & compliance

Specialised GA4 Terms (Advanced)

• Technical setup
• In-depth analysis
• Data quality
• Integrations

How to use it

You can use the index at the start of the glossary to jump straight to a specific term, or simply browse through and learn as you go.

Think of it as your go-to reference whenever GA4 throws a confusing term your way.

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Ready to start building your GA4 confidence?

Complete the short form below to get your copy of the glossary — and feel free to share it with your colleagues too.