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.