Analytics & Measurement terms

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.