Visits app terms, defined
The words Google Ads, Google Analytics and Pendo use in the reports you check, for the numbers Feder files under Visits. Each is defined once in plain words and links to the question page it comes from.
What does each word mean?
12 words from 3 apps, A to Z.
A
- Auto-tagging
- A Google Ads setting that adds a tag to each ad click, so Google Analytics can tell the visit came from your ads.
- From Google AdsWhy don't my Google Ads clicks match my sessions in Google Analytics?
D
- Data thresholding
- When Google Analytics holds back some numbers in a report so that nobody looking at it can work out who an individual visitor is.
- Google sets it, and no setting turns it off.
- From Google AnalyticsWhy is Google Analytics hiding some of my data (thresholding applied)?
- Direct traffic
- Visits with no known source.
- People who type your address or click a link inside a PDF or Word document are counted as direct, and so are visits whose link lost its campaign tags on the way.
- From Google AnalyticsWhy does Google Analytics show so much (direct) / (none) traffic?
G
- Google tag
- The code on your site that sends visits to Google Analytics.
- When it goes missing, often after a site, theme or app change, those pages send no data at all.
- From Google AnalyticsWhy did Google Analytics stop collecting data?
M
- Measurement ID
- The ID that ties the tag on your site to your Google Analytics property.
- If the two don’t match, the data goes somewhere else or nowhere.
- From Google AnalyticsWhy did Google Analytics stop collecting data?
N
- (not set)
- A label Google Analytics shows when it recorded a visit but was missing a piece of information about it, such as the page it landed on or where it came from.
- From Google AnalyticsWhy does Google Analytics show (not set)?
P
- Page rule
- A Pendo rule that a URL has to match.
- A page view counts only when a visitor loads a matching URL.
- From PendoWhy does Pendo show low or zero page views?
- Processing delay
- The time Google Analytics takes to finish counting a day, often one to two days.
- A recent day can look low and fill in once processing finishes.
- From Google AnalyticsWhy is yesterday's data missing in Google Analytics?
R
- Realtime report
- The Google Analytics report that shows visits arriving right now.
- If a visit shows there, a gap in the other reports is processing, not a break.
- From Google AnalyticsWhy is yesterday's data missing in Google Analytics?
S
- Session
- One visit to your site, as Google Analytics counts it.
- Google Ads counts clicks instead, so the two never match exactly.
- From Google AnalyticsWhy don't my Google Ads clicks match my sessions in Google Analytics?
U
- Unassigned
- A channel label for visits Google Analytics could not fit into any of its channels, such as search, social or email.
- From Google AnalyticsWhy is my Google Analytics traffic Unassigned?
- Labels added to the end of a link that tell Google Analytics where a visit came from, such as an email or a social post.
- From Google AnalyticsWhy is my Google Analytics traffic Unassigned?
Where do these definitions come from?
Feder's own words restate what its pages already say, so the pages, the app and this list never disagree. The words from your apps restate the plain wording on the question page each one links to, which quotes the app's own help. Last reviewed 2026-11-12. When a page changes its words, the definition changes with it.
Read the full glossary, the Visits connection guide, the guide to business data monitoring, or the questions owners ask when a number breaks.