Definition
What is Session Stitching?
Session stitching is the process of connecting multiple interactions from the same user across different devices, browsers, or sessions into a single unified user profile. In GA4, this is handled through User-ID (for logged-in users) and Google signals (for users who have personalization enabled). Without stitching, the same person may appear as multiple separate users.
Why it matters
Accurate session stitching reduces inflated user counts and gives B2B teams a clearer picture of the actual buyer journey from first touch to conversion.