Analytics Glossary

An analytics dashboard is a centralised interface that displays in real time or …

An analytics filter is a mechanism that allows you to include or exclude certain…

Audience analytics covers all the data and analyses related to the characteristi…

Average time on page is the average duration that visitors spend on a given page…

The bounce rate is the percentage of [sessions](session) in which a user visits …

A cohort is a group of users who share a common characteristic at a precise poin…

Cohort analysis is an analytical method that groups users sharing a common chara…

The conversion funnel is the visual representation of the successive steps a use…

The conversion rate is the percentage of visitors to a site or page who complete…

A custom report is a tailor-made analytics report that freely combines [analytic…

The data layer is a standardised JavaScript structure — typically an array of ob…

A dimension is a qualitative attribute that describes the characteristics of an …

An analytics event is a specific user interaction with your site or application …

First click attribution is a [marketing attribution](marketing-attribution) mode…

An analytics goal is an action or behaviour defined as having value for your bus…

A heatmap is a visual representation overlaid on a web page that uses colour gra…

Last click attribution is a [marketing attribution](marketing-attribution) model…

A macro-conversion is the main action a user completes on your site that represe…

Marketing attribution is the analytical method of identifying and crediting the …

A metric is a measurable numerical value that quantifies a performance or behavi…

A micro-conversion is an intermediate action by a user that signals progressive …

Multi-touch attribution is a [marketing attribution](marketing-attribution) mode…

Pages per session is the average number of [pageviews](pageview) viewed by a vis…

A pageview is the recording of a page load or page view in an analytics tool, tr…

Sampling is a technique used by some analytics tools that consists in analysing …

Scroll depth is the percentage of a web page that users scroll down before navig…

A segment is a filtered subset of your visitors or sessions, defined by a combin…

A session is a period of continuous activity by a user on a website, grouping al…

A unique visitor is a distinct person (or device) identified on a website over a…

The UTM parameter (Urchin Tracking Module) is a piece of code added at the end o…

A backlink is a hyperlink placed on an external website that points to a page on…

The canonical tag is an HTML tag placed in the `<head>` section of a web page th…

CLS (Cumulative Layout Shift) is a [Core Web Vitals](core-web-vitals) metric mea…

Core Web Vitals are a set of three metrics defined by Google to objectively meas…

Crawl budget is the number of pages Google's crawler (Googlebot) is willing to e…

Domain Authority (DA) is a 0–100 score developed by Moz to evaluate the predicti…

FID (First Input Delay) was a [Core Web Vitals](core-web-vitals) metric measurin…

Indexing is the process by which a search engine such as Google analyses the con…

INP (Interaction to Next Paint) is the [Core Web Vitals](core-web-vitals) metric…

LCP (Largest Contentful Paint) is a [Core Web Vitals](core-web-vitals) metric th…

The meta description is an HTML tag in the `<head>` of a web page that provides …

PageRank is the founding algorithm developed by Larry Page and Sergey Brin that …

A rich snippet is an enhanced search result displayed in the [SERP](serp) that p…

Schema.org is a standardised semantic vocabulary of structured data created in 2…

SEM (Search Engine Marketing) is the set of marketing strategies deployed in sea…

SEO (Search Engine Optimization) is the set of practices aimed at improving a we…

The SERP (Search Engine Results Page) is the page displayed by a search engine i…

Structured data is a standardised semantic markup added to a web page's HTML cod…

The title tag is an HTML element placed in the `<head>` section of a web page th…

An XML sitemap is a file in XML format that lists all the important URLs of a we…

A/B testing is a controlled experimentation method that compares two versions of…

The acquisition funnel is the schematic representation of the journey a prospect…

A CDP (Customer Data Platform) is a software platform that collects and unifies …

Churn rate (or attrition rate) is the percentage of customers or subscribers who…

A CRM (Customer Relationship Management) is a software system that centralises a…

A DMP (Data Management Platform) is a technology platform that collects, organis…

A DSP (Demand-Side Platform) is a technology platform that allows advertisers to…

Growth hacking is an approach to growth that combines marketing, product, data a…

Inbound marketing is a marketing strategy that consists of naturally attracting …

Lead nurturing is the set of marketing actions that develop the relationship wit…

Lead scoring is a rating system that assigns a score to each prospect based on t…

A lookalike audience is an ad audience segment created algorithmically from a so…

Marketing automation refers to the technologies that automate repetitive marketi…

A marketing persona is a fictional but realistic representation of an ideal-cust…

Multivariate testing is an experimentation method that simultaneously tests mult…

OKRs (Objectives and Key Results) are a goal-setting and tracking framework that…

Retargeting is an advertising technique that targets users who have already inte…

RTB (Real-Time Bidding) is an automated real-time auction mechanism that allows …

An SSP (Supply-Side Platform) is a technology platform used by publishers to man…

TOFU (Top of Funnel), MOFU (Middle of Funnel) and BOFU (Bottom of Funnel) refer …

An API (Application Programming Interface) is a set of protocols and definitions…

A CMP (Consent Management Platform) is a technical solution that allows publishe…

A data warehouse is a structured data storage and analysis system, optimised for…

ETL (Extract, Transform, Load) is a data integration process that extracts data …

First-party data is all the data collected directly by an organisation from its …

The GDPR (General Data Protection Regulation) is the European regulation that ca…

Server-side tracking is a method of collecting analytics data in which navigatio…

Tag management (or TMS, Tag Management System) is a solution that allows all thi…

A third-party cookie is a text file placed on a user's browser by a domain diffe…

Zero-party data refers to the data that users proactively and intentionally shar…