Analytics & Measurement terms

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.