Analytics & Measurement terms

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.