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- Attribution Modeling (First-Click, Last-Click, Multi-Touch, Data-Driven)Attribution modeling is the framework that determines how credit for conversions is assigned to different marketing touchpoints along a…
- Bounce RateBounce rate is the percentage of sessions that were not engaged.
- CAC (Customer Acquisition Cost)Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including all marketing and sales expenses divided by the…
- Conversion RateConversion rate is the percentage of sessions or users who completed a desired action (a conversion) out of the total number of sessions…
- Cookie ConsentCookie consent is the legal requirement to obtain a user's permission before storing or accessing cookies and similar tracking…
- Cookie DeprecationCookie deprecation refers to the phase-out of third-party cookies by web browsers, led by Google Chrome after Safari and Firefox already…
- Customer Data Platform (CDP)A Customer Data Platform (CDP) is a system that unifies customer data from multiple sources into a single, persistent, and actionable…
- Data LayerThe data layer is a JavaScript object (typically named window.dataLayer) that stores structured information about a user's interaction…
- Engagement RateEngagement rate is the percentage of sessions that qualify as 'engaged' in GA4.
- Event TrackingEvent tracking is the practice of recording specific user interactions on a website or app (clicks, form submissions, video views…
- First-Party DataFirst-party data is information a business collects directly from its own audience or customers through its own channels: website…
- Google Analytics 4 (GA4)Google Analytics 4 (GA4) is Google's event-based analytics platform that superseded Universal Analytics in July 2023.
- Google Tag ManagerGoogle Tag Manager (GTM) is a free tag management system that lets you deploy and manage marketing and analytics tags (tracking code…
- HeatmapA heatmap is a visual representation of user interaction data on a webpage, using color coding to show where users click (click maps)…
- Incrementality TestingIncrementality testing measures the causal impact of a marketing campaign by comparing outcomes between a group exposed to the campaign…
- KPIA Key Performance Indicator (KPI) is a measurable value that tracks progress toward a specific business objective.
- Looker StudioLooker Studio (formerly Google Data Studio) is a free business intelligence and data visualization platform from Google.
- LTV (Lifetime Value)Lifetime Value (LTV or CLV) is the predicted total revenue a business will earn from a single customer over the entire duration of their…
- Marketing Mix Modeling (MMM)Marketing Mix Modeling (MMM) is a statistical analysis technique that uses aggregate historical data (sales, media spend, pricing…
- Martech StackA martech stack is the collection of marketing technology tools and platforms a company uses to execute, measure, and optimize its…
- PageviewA pageview is an event recorded when a user loads or reloads a webpage.
- ROASReturn on Ad Spend (ROAS) measures the gross revenue generated for every dollar spent on advertising.
- Server-Side TrackingServer-side tracking moves the execution of tracking tags from the user's browser to a server you control.
- SessionA session is a period of user activity on a website or app, bounded by a timeout.
- Session ReplaySession replay is a technology that records a user's browsing session as a video-like playback, capturing mouse movements, clicks…
- Traffic Source (Organic/Direct/Referral/Paid/Social)A traffic source is the origin of a visit to your website, categorized by how the user arrived.
- UTM ParametersUTM parameters are tags added to the end of a URL that tell your analytics platform where a visitor came from and which campaign brought…
- Zero-Party DataZero-party data is data that a customer intentionally and proactively shares with a brand.
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