Glossary

Definitions for Behavior Intelligence: sessions, visitors, events, processes, segments, anomalies, attribution, tracking targets, and privacy modes explained.

Core identity terms

Visitor: A persistent pseudonymous ID stored in the imaginit_bi_vid cookie, hashed for storage. One person may map to one visitor across sessions unless cookies are cleared.
Session: A bounded visit identified by imaginit_bi_sid, expiring after 30 minutes of inactivity. All events in that window belong to the same session.
User ID: Optional WordPress user ID merged onto the visitor record when logged-in tracking is enabled—never captures credentials.

Events and tracking

Event: A single tracked action (page_enter, click, scroll milestone, custom_event) with UTC timestamp and metadata JSON.
Component Registry: Stable UUIDs assigned to buttons, links, and zones so clicks remain comparable after DOM or CSS changes.
Tracking target: Admin-defined selector tied to the registry; appears in Tracking Plan coverage.
Collector: Frontend JavaScript (or server-side page tracker) that sends events to REST ingest.

Analytics constructs

Segment: Reusable filter combining dimensions (device, channel, landing page, etc.) applied across reports.
Process / Funnel: Ordered steps matched to events measuring completion and drop-off.
Anomaly: Statistical deviation of a metric from its expected range based on historical patterns.
Attribution: Credit assignment across touchpoints—first-touch or last-touch per Settings.

Aggregates vs raw

Daily and hourly aggregate tables power dashboards; raw bi_events supports drill-down and exports. Processors cron moves data from raw to aggregates.

Marketing and SEO terms

UTM parameters — Campaign tags (source, medium, campaign) appended to URLs.
GSC — Google Search Console integration for queries and impressions.
Goal — Configured conversion event counted on Marketing and Overview.
Channel — Classified acquisition type (organic, direct, referral, etc.).

AI and intelligence

Growth analysis — Multi-stage Groq pipeline producing structured recommendations. Aria — Chat assistant with read-only access to your analytics context. SiteAnalyze — Crawl/AI job proposing new tracking targets.

Tip: When discussing metrics with stakeholders, link to this glossary entry so "session" and "visitor" are never conflated in OKR discussions.

Privacy and compliance

IP storage mode — Controls whether IPs are discarded, truncated, or hashed.
Consent integration — Gates tracking until WP Consent API allows analytics.
DNT — Do Not Track honored when enabled in Settings.
Privacy assessment — In-app score summarizing your configuration posture.

Quick reference comparisons

Session vs pageview: One session contains one or many pageviews. Visitor vs user: Visitor is cookie-based; user is authenticated WordPress account when tracked. Click vs goal: All tracked clicks count; goals are configured subset marking business value.

Extending terminology

Custom events should use snake_case names documented in your tracking plan. Avoid renaming events after launch without backfill planning—historical reports split across names.

Additional best practices

Behavior Intelligence works best when tracking coverage, funnel definitions, and team review rituals stay aligned. Revisit this guide after major site changes—new theme, consent plugin, or checkout provider—and confirm Realtime, Data Quality, and Tracking Plan still agree.

Share direct help links from the in-app help panel so teammates read the same canonical definitions. Press Ctrl+K in the help center to jump between related guides quickly.

Align date ranges before comparing metrics across pages.
Document segment names when sharing screenshots.
Verify fixes in Realtime before closing Growth Plan items.
Keep UTM conventions consistent for Marketing and Traffic.
Schedule AI analysis after enough post-change data accumulates.

Working with the global toolbar

Every major Behavior Intelligence report page shares a global toolbar controlling date range, comparison mode, saved views, and active segments. Understanding this toolbar prevents the most common reporting mistake: discussing metrics that look contradictory because two pages use different ranges or filters.

Date ranges support presets (last 7, 28, 90 days) and custom intervals. Comparison mirrors the prior period of equal length. When comparison is off, KPI deltas hide—do not assume zero change. Saved views capture all toolbar state; teach teammates to check the view name in the header before screenshotting for leadership.

Connecting insights to action

Analytics value appears when insights change behavior. Behavior Intelligence routes findings through Growth Plan, Anomalies, and AI Intelligence into prioritized work. A metric without an owner becomes wallpaper. Assign DRI (directly responsible individual) per Growth Plan card and set verification dates.

Cross-link investigations: Traffic anomaly → Sessions sample → Journeys path → Tracking Plan coverage → Funnel step fix. This sequence resolves most conversion mysteries without external tools.

Data freshness expectations

Raw events ingest in near real time on Realtime. Daily aggregates power most dashboard KPIs and typically finalize after processor cron completes overnight in site timezone. Intraday numbers on Traffic are directional, not audit-final. Export via Report Builder after period close for finance-adjacent reporting.

Security and access control

Report data stays inside WordPress authenticated admin. REST endpoints require configured capabilities. Do not expose API keys or disable capability checks for convenience. View-only roles should not access Settings, Tracking Plan writes, or AI job triggers unless policy explicitly allows.

Module updates and compatibility

After Imaginit Core or Behavior Intelligence updates, revisit Getting Started verification steps: Realtime test, Data Quality health, one saved report run. Release notes may add event types or metrics—refresh Report Builder definitions if preview validation fails. Theme changes always trigger Tracking Plan re-crawl before trusting click metrics.