A session is a period of website or app activity bounded by the analytics system's rules. GA4 describes sessions as periods during which a user engages with a site or app and counts session starts through session_start.[2][1] A session is not a unique person, page view or order; one user can have multiple sessions.
State the session definition behind store figures and check the boundary settings. A shopper may research, return later and only then purchase, so a session-based analysis can tell a different story from a user-based one. Use sessions as the denominator when visits are genuinely the subject. Customer retention and lifetime value additionally need a suitable customer definition, not merely a sum of visits.
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