Sessions are not people
A Session groups activity into a short-lived anonymous journey, with an absolute eight-hour limit. Separate sessions are never linked into a returning-person profile. Session counts must not be presented as unique people.
Estimated Daily Unique Visitors
Daily reach is a separate estimate. Counts use daily rotating secrets and HyperLogLog registers; they do not store a list of visitors. The 1.625% standard error describes the estimator, not the accuracy of identifying people on shared or changing connections. Do not sum daily values and call them unique monthly visitors.
AI traffic has different meanings
Recognizable referrals from AI assistants describe visits arriving from those services. Classified crawler or retrieval requests describe machine access. Neither proves that a brand was cited in an answer, and missing referrers or unobserved requests mean coverage is incomplete.
Comparisons and external sources
A before/after change is an association, not proof of causality. Sample size, seasonality and simultaneous changes affect interpretation. Search Console and imported GA4 data remain separately labelled; their counts are not silently added to Wayfold counts.
Data minimization and limits
Analytics does not store IP addresses or full user agents. Server-side classification may use them transiently. Input filtering reduces accidental personal data but cannot guarantee that arbitrary customer-authored content is anonymous. Session-linked detail is retained for 365 days from last receipt; count-only rollups for 730 days, subject to the documented retention process and access safeguards.