Alert latency

Time elapsed between a detected funnel issue (conversion drop, form failure) and the alert reaching the operator. Lower is better. Parafunnel alerts trigger within 1 hour of a detected 30%+ conversion drop. GA4 native Custom Insights evaluate daily, so worst-case latency can be 24 hours.

Auto-discovery

The setup pattern where a single Google OAuth grant gives the tool read-only access to every GA4 property the connected Google account already has access to. The user does not list properties one-by-one. New properties added later are picked up automatically. Removes onboarding friction at agency scale.

Card view (multi-site)

A dashboard layout where each connected site appears as a card showing the same standard metrics (visits, CTA click rate, conversion rate, status). The point is "scan many sites in seconds" rather than "deep-dive one site".

Conversion event

A GA4 event marked as a conversion (in Admin → Events). Common: generate_lead, purchase, contact_form_submit. The conversion event drives the conversion rate metric, which drives most monitoring and alerting.

Conversion-rate drop threshold

The percentage decline in conversion rate that triggers an alert. Common setting: -30% versus the trailing 7-day average. Smaller thresholds trigger on noise. Larger thresholds miss real failures.

CTA click rate

The percentage of visitors who click a defined call-to-action on a page (header CTA, hero CTA, pricing CTA). Tracked via GA4 cta_click events with parameters like cta_id and cta_location.

Custom Insight (GA4)

A built-in GA4 feature that monitors a chosen metric on a schedule and emails when a defined condition is met. Configured per property. Useful for one or two sites; gets tedious at agency scale.

Cross-domain tracking

GA4 configuration that treats sessions crossing between defined domains (e.g. example.com and app.example.com) as a single session. Critical for funnels that span subdomains.

Data retention

The window of time GA4 stores event-level data. Free GA4 caps at 14 months. 360 versions extend further. Affects historical comparisons.

Enhanced measurement (GA4)

A toggleable GA4 feature set that auto-tracks common events: page_view, scroll, outbound clicks, site search, video engagement, file downloads, form interactions. Reduces the need for manual GTM events.

Event parameter

Additional data attached to a GA4 event. Example: a cta_click event with parameters cta_id and cta_location. Parameters must be registered as Custom Dimensions to appear in reports.

Funnel

The sequence of steps a visitor takes from arrival to conversion: landing → product page → pricing → signup form → submit. Each step has a drop-off rate. Funnel monitoring focuses on the conversion rate of the final step (or the whole funnel).

Funnel health classification

An automated label applied to a site's funnel based on conversion thresholds. Common buckets: Healthy (conversion rate within normal band), Warning (drop 15-30%), Broken (drop >30% or zero events). Parafunnel applies this automatically across every connected client.

GA4 (Google Analytics 4)

Google's analytics product, replacing Universal Analytics (sunset July 2023). Event-based data model. One property per website. Free tier available with 14-month data retention.

Generate_lead

The canonical GA4 conversion event for lead generation. Recommended convention to use across every client site. Should fire only on successful primary lead form submission, with parameters currency, value, and form_id.

Looker Studio

Google's free reporting and visualization tool, formerly Google Data Studio. Reads data from GA4, BigQuery, Google Ads, GSC, community connectors. Useful for custom client reports. No native multi-site overview, no alerts.

Multi-site funnel dashboard

A single dashboard view that displays funnel metrics for many websites at once, typically by aggregating GA4 data across all connected client properties. Parafunnel was built specifically for this use case.

OAuth auto-discovery

The combination of OAuth-based authentication and automatic detection of all GA4 properties a user has access to. Replaces manual per-client setup with a single connection step.

PII (personally identifiable information)

Data that can identify a specific individual: email, phone, full name. GA4 prohibits sending PII as event parameters. Sending PII can result in data rejection and policy violations.

Real-time report (GA4)

The GA4 view that shows events from the last 30 minutes. Useful for verifying tag installation and testing event configurations. Not for monitoring.

Session conversion rate

The percentage of sessions that include a conversion event. The most common conversion-rate definition for funnel monitoring because it normalizes for traffic.

Trailing 7-day average

The average of a metric over the last 7 days, recomputed daily. Smooths weekly seasonality without dragging in old data. The preferred baseline for conversion-rate alert comparisons.

White-label

A dashboard configured to display the agency's brand instead of the vendor's brand. Real white-label includes: custom logo, custom colors, custom domain, branded email sender. Half-finished white-label (logo only) is worse than no white-label.

Related reading

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