Visitors, events and sessions are different
A visitor is a consented pseudonymous identifier in the observed window, not a verified person. The browser identifier is session-scoped; it cannot deduplicate people across browsers or devices. Pageviews and custom events count recorded actions.
Session reports describe observed event sequences. Closed-session bounce and event-span duration do not prove engagement or total time on site. First/last observed pages are not automatically true landing/exit-link clicks.
Money and currency
Gross receipts are verified payments. Refunded receipts include succeeded refund state, and net receipts subtract those refunds. Pending or failed refunds do not silently subtract cash. Partial refunds and duplicate delivery are reconciled by stable provider identity.
Currencies remain separate and values use integer minor units. No implicit exchange rate, profit or payout estimate is supplied. Net revenue per visitor and conversion depend on the report’s stated observed population; do not compare unlike denominators.
Time and comparisons
Date ranges and timezone buckets shape reports; quotas reset by UTC calendar month independently. Previous-period comparison uses an equal elapsed-duration preceding window, which is not always an equal local-calendar span across daylight-saving transitions.
A zero baseline has no meaningful percentage growth ratio. Missing observations, unavailable providers and stale subscription data are not converted into successful zero values. First-touch lookback and event retention are separate settings.
Filtering and acquisition
Supported predicates are bounded AND combinations such as is, is-not, contains and not-contains. Saved segments persist validated predicates; they are not a free-form query language. Recorded source and declared campaign dimensions can be grouped, but unobserved geographic or device data is not invented.
Payment attribution is frozen from eligible consented history at the payment timestamp. Later source edits or event retention must not rewrite the original acquisition snapshot.
Access and empty states
Anonymous visitors see only the labeled synthetic dashboard. Owned project reports require authentication or an explicitly scoped token. Reports-only tokens expose aggregates; raw events and journeys require the separate journey scope.
An empty project means no eligible recorded data. A disconnected provider means unavailable. A scoped-out payment means excluded. A payment waiting for authoritative evidence is pending, not revenue. These states should lead to different setup checks.