Analytics & Measurement terms

A measurement tied to a specific cause and decision, so a team can act on it.

Active users counts distinct people who engaged with your site or app in a period.

An assisted conversion is one where a channel helped along the path but was not the final click.

Assigning credit for an outcome to marketing interactions.

A rule set that decides how conversion credit is shared across marketing touchpoints.

An attribution window is the time period in which a conversion can be credited to a touchpoint.

The average revenue collected per order over a chosen period.

Average session duration is the mean length of visits over a chosen period.

An approach that reports the probability that a variant is the better option.

A beacon is a small data transmission sent to a server to record user activity.

A reference point used to judge whether a metric's current value is good or poor.

Google's feature that streams raw analytics event data into a BigQuery data warehouse.

Combined figures that merge data from several channels or sources into one number.

A bounce is a visit that ended without meeting the engagement or interaction threshold.

Estimating which customers are likely to stop buying or cancel a subscription soon.

An analytics identifier for a browser or device, usually stored in a cookie.

Grouping users by a shared start point and tracking their behavior over time.

A range of values that likely contains the true effect of a change.

The chosen probability that a test result is not due to random chance.

Software that collects, stores, and shares visitors' consent choices for tracking.

The unit in a tag management tool that holds all tags, triggers, and variables for a site.

The unchanged group in a test, used as a baseline to compare against.

A completed action that a business chooses to measure as valuable.

A conversion path is the full sequence of touchpoints a customer takes before converting.

Conversion rate is the share of sessions or users that completed a desired action.

The collection of data showing when defined outcomes occur.

A visitor's permission for a site to store or read cookies and similar trackers.

Cross-channel attribution assigns conversion credit across all the channels a customer used.

Connecting a person's activity across multiple devices into a single view.

A user-defined attribute that adds descriptive detail to analytics reports.

An event you define in analytics to track an action not captured automatically.

A user-defined numeric measure you register to quantify something in reports.

A single screen that displays key metrics and charts for quick monitoring.

A structured JavaScript object that holds data for tags and triggers to read.

How long an analytics tool keeps user and event data before deleting it.

Data thresholding hides some analytics data to protect user privacy when the reported numbers are too small.

Presenting data as charts or graphics to make patterns easier to understand.

A central database that stores combined data from many sources for analysis and reporting.

Data-driven attribution uses an algorithm to assign credit based on your actual conversion data.

Basing marketing choices on measured evidence rather than opinion or habit alone.

Deduplication removes double counting so one conversion is not credited more than once.

A dimension is a descriptive attribute that groups or labels the data behind a metric.

The share of website sessions or visitors that complete a purchase during a period.

An engaged session is a visit that met Google Analytics 4's engagement threshold.

Engagement time measures how long a page or app was actively in focus.

A GA4 setting that automatically tracks common interactions without extra code.

Entrances counts how many times a page was the first page viewed in a session.

A process that pulls data from sources, reshapes it, and loads it into storage.

A recorded user or system interaction with contextual details.

Event count is the total number of tracked events recorded in a period.

An exit page is the last page a visitor viewed before leaving a session.

Exit rate is the share of pageviews of a page that were the last in a session.

First-click attribution gives all conversion credit to the first touchpoint a customer used.

Information a company collects directly through its own relationships and properties.

The classical approach using significance thresholds and fixed sample sizes.

Measuring how users move through defined steps toward a goal and where they drop off.

A chart showing how users pass through funnel steps and where they exit.

Google's event-based web and app analytics service.

A geo-lift test turns marketing on in some regions and off in others to measure impact.

A goal completion is a recorded instance of a visitor finishing a defined objective.

Goal value is a monetary amount you assign to each completion of a goal.

The basic unit of data in GA4, where every interaction is recorded as an event.

A Google tool for adding and managing marketing and analytics tags without editing site code.

A hit is a single interaction sent to an analytics server, such as a pageview or event.

A holdout group is a set of users deliberately kept from seeing a marketing activity.

A clear, testable prediction about how a change will affect a measured outcome.

One recorded display of content or an advertisement.

Incrementality is the extra results a marketing activity causes that would not have happened otherwise.

Incrementality testing runs controlled experiments to measure the true added impact of marketing.

A metric selected to show progress toward an important objective.

A dashboard focused on the key performance indicators that track important goals.

A landing page report shows performance grouped by the first page of each session.

A model that gives all conversion credit to the final recorded interaction.

A lift test measures the increase in a metric caused by exposure to marketing.

Linear attribution splits conversion credit evenly across every touchpoint in the path.

Google's free tool for building shareable dashboards from many data sources.

The practice of measuring and analyzing marketing data to understand and improve performance.

Marketing mix modeling uses statistics on aggregate data to estimate how each channel affects sales.

A Google Analytics interface for sending event data to a property using direct requests.

Media mix modeling is statistical analysis that estimates how each media channel contributes to sales.

A metric is a number that measures a quantity, such as counts, rates, or averages.

Conversions estimated by statistical models when they cannot be directly measured or observed.

A model that distributes conversion credit across multiple recorded interactions.

A test that compares many combinations of page elements to find the best mix.

New users counts people interacting with your site for the first time in the tracked period.

The single metric that best captures the core value a product delivers to customers.

The probability of seeing a result this extreme if the change truly had no effect.

Pages per session is the average number of pages viewed during each visit.

A pageview counts one loading or reloading of a page in a user's browser.

Examining the actual routes users take through a site or app.

Path length is the number of touchpoints a customer has before converting.

Pixel tracking uses a tiny hidden image or snippet to record actions like visits or conversions.

Position-based attribution gives extra credit to the first and last touchpoints and less to the middle.

Using historical data and statistics to estimate the likelihood of future outcomes.

A statistical model that scores how likely a person is to take a specific action.

Returning users counts people the tool recognizes from a prior visit within its tracking window.

The average revenue a store earns for each visitor or session.

The number of users or sessions included in a test or analysis.

Estimating report results from a subset of data instead of every record.

Scroll depth measures how far down a page visitors scroll, often as a percentage.

Dividing an audience into smaller groups that share traits or behavior.

Running tags on a server you control instead of only in the visitor's browser.

A group of interactions associated with a visit during a defined period.

Sessions per user is the average number of visits each user made in a period.

A test that sends traffic to separate URLs to compare different page versions.

A snippet of code that sends data to or runs a tool when a condition is met.

How long an experiment runs before you read and act on its results.

A time lag report shows how many days pass between the first interaction and conversion.

Time on page estimates how long a visitor spent viewing a single page.

Time-decay attribution gives more credit to touchpoints that happen closer to the conversion.

A rule in a tag manager that decides when a tag should fire.

A false positive: concluding a change works when it actually does not.

A false negative: missing a real improvement because the test failed to detect it.

A unique pageview counts a page only once per session, no matter how many reloads happen.

Google's earlier analytics version, now retired, built on a session and pageview model.

A stable identifier you assign to a signed-in user to link activity across devices.

Users counts the distinct people, or devices, that visited a site during a period.

A query-string label used to describe a link's campaign source and context.

A number that looks impressive but does not guide any real decision or action.

A named placeholder that supplies or captures a value for tags and triggers.

An alternate version of a page or asset tested against the original.

View-through attribution credits conversions to ads that were seen but not clicked.