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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryMeasurement & AttributionSession Replay

Measurement & Attribution

Session Replay

A reconstructed playback of a visitor's real interactions on a site, such as clicks, scrolls, and typing, used to diagnose UX problems.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Session replay is a reconstructed playback of a visitor's real interactions on a website or app, such as clicks, scrolls, mouse movement and typing. Teams use it to diagnose usability problems, bugs and points of confusion that aggregate analytics cannot explain. Sensitive fields are typically masked to protect user privacy.