Analytics Glossary
Turn data into decisions. These analytics terms cover tracking, reporting, and the tools that help you understand your marketing performance.
Learn about our Analytics servicesAttribution Model
The rule determining which marketing touchpoints receive credit for a conversion. A customer might see a Facebook ad, se...
Read definition AnalyticsAverage Position
In Google Search Console, the average ranking position for a query or page in Google search results. Position 1 is the t...
Read definition AnalyticsBenchmark
Performance standards used for comparison, either industry averages or your own historical data. Benchmarks answer "is t...
Read definition AnalyticsBounce Rate
The percentage of visitors who leave your site after viewing only one page without any interaction. A high bounce rate (...
Read definition AnalyticsCampaign Tracking
The practice of tagging and organizing marketing efforts for accurate performance measurement. Campaign tracking ensures...
Read definition AnalyticsClicks (Search)
In Google Search Console, the number of times users clicked through to your website from search results. Clicks represen...
Read definition AnalyticsCohort Analysis
Grouping users by shared characteristics (usually acquisition date) and analyzing their behavior over time. A cohort mig...
Read definition AnalyticsConversions (GA4)
In Google Analytics 4, any event you designate as particularly valuable to your business. Mark events as conversions to...
Read definition AnalyticsCross-Domain Tracking
Configuring analytics to track users across multiple domains as a single session. If your main site is example.com but c...
Read definition AnalyticsCTR (Click-Through Rate)
The percentage of Impressions that result in Clicks Search, calculated as Clicks ÷ Impressions × 100. In Google Search C...
Read definition AnalyticsCustom Dimensions
User-defined attributes in Google Analytics 4 that extend default tracking with business-specific data. While GA4 tracks...
Read definition AnalyticsDashboard
A visual display consolidating key metrics for quick understanding of performance. Good dashboards show Kpis at a glance...
Read definition AnalyticsData Sampling
When analytics tools analyze a subset of data rather than 100% of records, trading accuracy for speed on large datasets....
Read definition AnalyticsData-Driven Attribution
An Attribution Model using machine learning to determine how much credit each touchpoint deserves based on actual conver...
Read definition AnalyticsDirect Traffic
Visitors whose source Google Analytics 4 cannot identify, often arriving by typing your URL directly, using bookmarks, o...
Read definition AnalyticsEngagement Rate (GA4)
A Google Analytics 4 metric measuring the percentage of "engaged sessions", sessions lasting longer than 10 seconds, hav...
Read definition AnalyticsEvents (GA4)
The fundamental unit of measurement in Google Analytics 4, every user interaction is tracked as an event. Unlike Univers...
Read definition AnalyticsExit Rate
The percentage of visitors who leave your site from a specific page, distinct from Bounce Rate, which measures single-pa...
Read definition AnalyticsFirst-Click Attribution
An Attribution Model giving 100% conversion credit to the very first touchpoint in the customer journey. If someone disc...
Read definition AnalyticsFunnel Visualization
A report showing how users progress through a defined sequence of steps toward conversion, revealing where people drop o...
Read definition AnalyticsGoogle Analytics 4
Google's current analytics platform (GA4), which replaced Universal Analytics in July 2023. Unlike its predecessor that...
Read definition AnalyticsGoogle Search Console
Google's free tool showing how your website performs in Google search, what queries bring visitors, which pages rank, an...
Read definition AnalyticsImpressions
The number of times your content appeared to users, in search results, ads, or social feeds. An impression means someone...
Read definition AnalyticsKPI
Key Performance Indicator, the metrics most critical to your business success. Not every metric is a KPI; KPIs are the v...
Read definition AnalyticsLanding Page Report
Analytics report showing which pages serve as entry points to your website, where visitors' sessions begin. Different fr...
Read definition AnalyticsLast-Click Attribution
An Attribution Model giving 100% conversion credit to the final touchpoint before conversion. If someone clicks a Google...
Read definition AnalyticsLinear Attribution
An Attribution Model distributing conversion credit equally across all touchpoints. If a customer interacted with your b...
Read definition AnalyticsPages Per Session
The average number of pages visitors view during a single session. Higher pages-per-session indicates engaging content a...
Read definition AnalyticsReal-Time Analytics
Analytics data showing what's happening on your website right now, current active users, pages being viewed, and events...
Read definition AnalyticsReferral Traffic
Visitors who arrive at your website by clicking a link on another website, not from search engines, ads, or direct visit...
Read definition AnalyticsReporting
The process of compiling analytics data into understandable summaries for stakeholders. Good reporting translates number...
Read definition AnalyticsScroll Depth
Measurement of how far down the page visitors scroll, typically tracked at 25%, 50%, 75%, and 90% thresholds. Google-ana...
Read definition AnalyticsSegment
A subset of analytics data based on specific criteria, mobile users, visitors from a particular city, converters, or any...
Read definition AnalyticsServer-Side Tracking
Sending analytics data from your server rather than from the user's browser, more reliable and privacy-compliant than tr...
Read definition AnalyticsSession Duration
The average time visitors spend on your website during a single session. Longer sessions generally indicate engaging con...
Read definition AnalyticsUser Flow
Visualization of the paths visitors take through your website, which pages they visit in sequence and where journeys end...
Read definition AnalyticsUTM Parameters
Tags added to URLs that tell Google Analytics 4 exactly where traffic came from. UTM parameters include source (where, g...
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Plan for success. These strategy terms explain how to develop, execute, and refine your marketing ap...
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