Analytics & Measurement terms

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.