A website session is a group of interactions (including page views, scrolling, coupon purchases, etc.) with a Web page within a specified time frame. A single user can open multiple sessions (on the same day or after a month). By default, sessions end based on time (for Google Analytics, after 30 minutes of inactivity or at midnight) or have a campaign-based end. This means that the user comes to the site from a new campaign source. For example, the first session is from a Google search for "family hotel in South Tyrol", the second session is from a search for "offers for families in Pustertal", and the third session is from a click on an Instagram ad.

The session rate is the ratio of opens/impressions to sessions on a target page. Unlike the often equated "click-through rate", the session rate actually generates a session and thus interactions on a page. The clicks counted in the click-through rate, on the other hand, do not necessarily lead to a destination page.

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