Sessions, users and attribution
Keyword Hero works on sessions. That has two consequences that surprise people when they compare figures with Google Analytics.
Every session is a new user
Section titled “Every session is a new user”Keyword Hero uploads sessions to its Google Analytics property without the cookie that ties a visitor’s sessions together. Google Analytics therefore treats every session as a new user, and the user count in the Keyword Hero property is close to the session count.
Compare sessions, not users. Sessions in the Keyword Hero property line up with organic sessions in your original property, three days apart. Users do not, and are not meant to.
Conversions belong to the session
Section titled “Conversions belong to the session”A conversion is attributed to the keyword of the session it happened in. If someone finds you through a search, leaves, and comes back the next day to buy, the purchase belongs to the session it happened in, and to that session’s keyword only if that session was organic.
Keyword Hero uses Google Analytics 4’s default attribution and does not change it. Your original property decides which sessions count as organic and which conversions belong to them; Keyword Hero adds the keyword.
Accuracy
Section titled “Accuracy”Keyword Hero only attaches a keyword when the match is certain enough, so that conversions are never systematically attributed to the wrong search. See How keyword matching works.