Marketing attribution glossary
327 terms in marketing attribution, causal inference and ecommerce analytics, each defined in plain language.
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A
- Abandoned Cart EmailAbandoned Cart Email is an automated email sent to customers who added items to their cart but did not complete the purchase. It encourages them to…
- Ad ExchangesAd Exchanges are digital marketplaces enabling advertisers and publishers to buy and sell advertising space through real-time auctions. They are a…
- Ad FraudAd Fraud illegitimately generates ad impressions, clicks, or conversions to create revenue. It skews attribution models, making accurate campaign…
- Ad ImpressionAd Impression is a single instance of an advertisement displaying on a webpage. Impressions are a key input for models measuring the causal impact of…
- Ad InventoryAd Inventory is the total ad space a publisher has available to sell. Understanding ad inventory characteristics helps evaluate ad placement quality…
- Ad NetworkAd Network is a company connecting advertisers with websites hosting advertisements. Ad networks provide data for measuring the causal impact of…
- Ad SpendAd Spend is the total amount invested in advertising campaigns. It is measured against Return on Ad Spend (ROAS) to evaluate campaign effectiveness.
- Affiliate MarketingAffiliate Marketing is performance-based marketing where a business rewards affiliates for each customer brought through their marketing efforts.
- Agentic CheckoutCheckout executed by an AI agent on a user's behalf, typically via API or a hosted agent flow: no browser session, no thank-you page, no client-side…
- Agentic CommerceAgentic commerce is shopping performed by AI agents on a customer's behalf: the agent finds, selects, and purchases products through APIs or…
- AI Shopping AgentAn AI shopping agent is software that completes purchases for a user: it searches, compares, and checks out via APIs, without a human clicking…
- Algorithmic AttributionAlgorithmic Attribution is a data-driven model using machine learning to analyze each touchpoint's impact in the customer journey. It assigns…
- Ambassador ProgramAmbassador Program is a marketing initiative where loyal customers or influencers promote a brand. They receive perks or compensation in exchange for…
- Analysis ParalysisAnalysis Paralysis occurs when overthinking prevents decision-making or forward action. In e-commerce, too many data points without clear causal…
- AnalyticsAnalytics is the systematic computational analysis of data. It reveals customer behavior and measures campaign performance.
- Anomaly DetectionAnomaly Detection identifies rare events or observations that differ significantly from the majority of data. It reveals unexpected changes that…
- App AttributionApp Attribution identifies which marketing campaigns drive mobile app installs and opens. It shows marketers what drives app user acquisition.
- Artificial IntelligenceArtificial Intelligence (AI) is intelligence demonstrated by machines. It automates tasks, personalizes experiences, and powers predictive analytics.
- Association vs. CausationAssociation indicates a relationship between two variables. Causation means a change in one variable directly produces a change in another.
- AttributionAttribution identifies user actions that contribute to a desired outcome and assigns value to each. It reveals which marketing touchpoints drive…
- Attribution AuditAn attribution audit checks that the tracking, tags and reports behind your marketing budget still measure what they claim to, best run each quarter.
- Attribution DashboardAn Attribution Dashboard visualizes marketing data to show which touchpoints and channels contribute to conversions. It helps marketers understand…
- Attribution DebtAttribution debt is the gap between what your ad platforms claim drove revenue and what actually caused it, carried quarter after quarter into the…
- Attribution DiscrepancyAttribution Discrepancy is the variance in conversion data reported between different marketing analytics platforms. It arises because platforms use…
- Attribution ModelAn Attribution Model defines how credit for conversions is assigned to marketing touchpoints. It dictates how marketing channels receive credit for…
- Attribution ModelingAttribution Modeling is a framework for assigning credit for conversions to various touchpoints in the customer journey. It helps marketers…
- Attribution PlatformAttribution Platform is a software tool that connects marketing activities to customer actions. It tracks touchpoints across channels to measure…
- Attribution ProviderAttribution Provider is a technology company that offers software to track and analyze marketing channel effectiveness. They assign credit to…
- Attribution ReportAttribution Report shows which touchpoints or channels receive credit for a conversion. It identifies which campaigns drive desired actions.
- Attribution SoftwareAttribution Software measures campaign impact by tracking customer interactions across touchpoints. It assigns value to each channel, showing what…
- Attribution WindowAttribution Window is the defined period after a user interacts with a marketing touchpoint, during which a conversion can be credited to that ad. It…
- Attrition BiasAttrition Bias occurs when participants who leave a study or marketing funnel differ systematically from those who remain. This skews results and…
- Average Treatment Effect (ATE)The average treatment effect (ATE) is the average causal effect of a treatment over a whole population: the mean of each unit's outcome with…
- Average Treatment Effect on the Treated (ATT)The average treatment effect on the treated (ATT) is the average causal effect of a treatment among the units that actually received it. It is the…
B
- B2B EcommerceB2B Ecommerce refers to the online sale of goods or services between businesses. Causal analysis helps understand the unique purchasing behaviors of…
- B2C EcommerceB2C Ecommerce sells goods or services from a business to a consumer through an online platform. Understanding consumer behavior drives success in…
- Backdoor CriterionBackdoor Criterion identifies a sufficient set of variables to control for confounding between a treatment and an outcome. It blocks all 'backdoor…
- BacklinkBacklink is a link from one website to another. It signals authority and impacts search engine rankings.
- Bayesian InferenceBayesian Inference updates the probability of a hypothesis based on new evidence. It refines marketing attribution by incorporating prior beliefs…
- Beta TestingBeta Testing releases a product to a limited audience to identify bugs and gather feedback. It occurs before a full product launch.
- Big DataBig Data refers to data sets too large or complex for traditional processing. Analyzing big data provides accurate and granular insights for…
- BigCommerceBigCommerce is a SaaS ecommerce platform. It provides retailers with features for SEO, marketing, and multi-channel selling.
- Black FridayBlack Friday is the day after Thanksgiving in the United States. It marks the start of the Christmas shopping season and is a major sales event for…
- BlindingBlinding is a procedure where one or more parties in an experiment do not know which treatment subjects received. It prevents bias in study results.
- Brand CommunityBrand community is a group of people who share an interest in a specific brand. They create a social universe around it.
- Brand EquityBrand equity is the value a company generates from a recognizable product name compared to a generic equivalent. It reflects a brand's power in…
- Brand MarketingBrand Marketing builds brand awareness, recognition, and emotional connection with consumers over time.
- Brand SafetyBrand Safety ensures online advertising does not appear in contexts that damage a brand's reputation. This protects the integrity of marketing…
- Brand StrategyBrand Strategy is a long-term plan for developing a successful brand. It defines brand positioning and messaging to achieve specific goals.
- Brand VoiceBrand Voice is the distinct personality a brand uses in its communications. It includes tone, style, and expressed values.
- BundleA Bundle packages several products together and sells them as a single unit. This often includes a discounted price.
- Buy Now, Pay Later (BNPL)Buy Now, Pay Later (BNPL) services allow customers to purchase items and pay for them in installments over time. BNPL options will impact conversion…
C
- Call to Action (CTA)A Call to Action (CTA) is a prompt on a website that tells the user to take a specific action. A CTA drives conversions.
- Campaign EffectivenessCampaign effectiveness measures how well a marketing campaign meets its objectives.
- Cart AbandonmentCart abandonment occurs when a customer adds items to an online shopping cart but leaves without completing the purchase. Reducing cart abandonment…
- Case StudyA case study is an in-depth analysis of a particular instance or event. Marketers use it to demonstrate a product's or service's effectiveness.
- Causal AnalysisCausal Analysis identifies true cause-and-effect relationships in data, moving beyond correlation to show how marketing actions directly impact…
- Causal AttributionCausal Attribution uses causal inference to determine which marketing touchpoints genuinely cause conversions, not just correlate with them.
- Causal ChainA Causal Chain is a sequence of events where each event causes the next, leading from an initial cause to a final effect.
- Causal DiscoveryCausal Discovery infers causal relationships from data, using statistical methods and machine learning to uncover a system's causal structure.
- Causal ForestsCausal forests are a random-forest method that estimates how a treatment's effect differs between units with different characteristics. Its target is…
- Causal InferenceCausal inference is the set of methods for estimating how much an outcome changes because of a cause, rather than alongside it. It works by comparing…
- Causal ModelA Causal Model is a mathematical representation describing the causal relationships between variables, used to reason about and estimate intervention…
- Causal PathwayA Causal Pathway is the sequence of events through which a cause produces an effect.
- CausalityCausality is the relationship where one event directly causes another, essential for identifying specific actions that drive desired outcomes in…
- CausationCausation is the relationship where a change in one variable directly causes a change in another.
- Checkout FlowThe Checkout Flow is the series of steps a customer takes to purchase a product on an e-commerce website.
- Checkout OptimizationCheckout Optimization improves the checkout process to increase conversions and reduce cart abandonment.
- Choice OverloadChoice Overload is a cognitive process where too many options make decision-making difficult, possibly reducing conversions.
- Churn RateChurn Rate measures the number of individuals or items moving out of a collective group over a specific period. It is a key metric for…
- ClickClick is the action a user takes to interact with a digital advertisement, redirecting them to a website or landing page. Clicks are a fundamental…
- Click-Through Rate (CTR)Click-Through Rate (CTR) is the ratio of users who click on a specific link to the total users who view a page, email, or advertisement. It measures…
- Cognitive LoadCognitive Load refers to the amount of working memory resources used. In web design, minimizing cognitive load makes it easier for users to complete…
- ColliderA Collider is a variable in a directed acyclic graph (DAG) that two or more other variables cause. Conditioning on a collider opens a non-causal path…
- Community BuildingCommunity Building is the process of creating and nurturing a group of customers or fans who share a common interest in a brand or product.
- Confidence IntervalConfidence Interval is a statistical range of values that likely contains the true value of a metric. In marketing analytics, it quantifies…
- Confirmation BiasConfirmation Bias is the tendency to search for, interpret, favor, and recall information that confirms one's prior beliefs. In marketing, it…
- ConfoundingConfounding is a distortion of the estimated treatment effect when a third variable, a confounder, associates with both the treatment and the…
- Confounding VariableConfounding Variable is an unmeasured factor that influences both the marketing input and the desired outcome, distorting the true impact of a…
- Content MarketingContent Marketing is a strategic approach focused on creating and distributing valuable content to attract and retain an audience, driving profitable…
- Contextual TargetingContextual Targeting places advertisements on websites or media based on the content being viewed, offering a privacy-friendly alternative to…
- Control GroupA control group is the part of an experiment that does not get the treatment being tested, so its outcomes stand in for what the treated group would…
- ConversionConversion is a specific, desired action a user takes in response to a marketing message, such as a purchase or a sign-up.
- Conversion PathConversion Path is the sequence of interactions a user has with various touchpoints before completing a desired action.
- Conversion rateConversion Rate is the percentage of website visitors who complete a desired action out of the total number of visitors.
- Conversion Rate Optimization (CRO)Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who complete a desired action.
- CookieCookie is a small piece of data stored on a user's computer by a web browser, used for tracking behavior, personalizing content, and remembering…
- Cookie PolicyCookie Policy informs users about website cookie use and how the site collects and uses their data.
- CopywritingCopywriting is writing text for advertising or marketing to persuade readers to take a specific action.
- CorrelationCorrelation is a statistical measure showing a relationship between variables; it does not imply causation.
- Cost Per Acquisition (CPA)Cost Per Acquisition (CPA) measures the average cost to acquire a single customer.
- Cost Per Click (CPC)Cost Per Click (CPC) is a digital advertising metric representing the price an advertiser pays for each click on their ad.
- Cost Per Lead CplCost Per Lead (CPL) measures the cost to acquire a single potential customer.
- Cost Per Mille (CPM)Cost Per Mille (CPM) is a digital advertising pricing model where advertisers pay for one thousand ad impressions.
- CounterfactualA counterfactual is what would have happened under conditions that did not occur, such as a customer's outcome had they not received the campaign…
- Counterfactual AnalysisCounterfactual Analysis determines the causal impact of an action by comparing actual outcomes to what would have happened without that action.
- Counterfactual ThinkingCounterfactual Thinking involves creating alternative scenarios to past events, contrary to what actually happened.
- Cross Channel AttributionCross Channel Attribution determines how different marketing channels and touchpoints contribute to customer conversions. It shows the value of each…
- Cross Device AttributionCross Device Attribution connects a user's interactions across multiple devices. It allows marketers to understand the full customer journey and…
- Cross-Device TrackingCross-Device Tracking identifies and tracks a user's activity across multiple devices. This provides a complete view of the customer journey and…
- Cross-sellingCross-selling is a sales technique that encourages customers to buy related products. Causal analysis identifies the most effective product pairings…
- Customer acquisitionCustomer acquisition attracts new customers to a business. For e-commerce, this means driving the right traffic to the website.
- Customer Acquisition Cost (CAC)Customer Acquisition Cost (CAC) is the cost to convince a consumer to buy a product or service. It measures marketing campaign effectiveness.
- Customer ExperienceCustomer Experience is the overall perception customers form from all interactions with a company.
- Customer FeedbackCustomer Feedback is information customers provide about their experience with a product or service. It directly improves the customer experience and…
- Customer journeyCustomer journey is the path and sequence of interactions customers have with a website. Customers use multiple devices and channels, making a…
- Customer Journey MappingCustomer Journey Mapping is the process of visually representing the customer's path. It clarifies and improves the customer experience across all…
- Customer Lifetime Value (CLV)Customer Lifetime Value (CLV) predicts the net profit from a customer's entire future relationship. It identifies valuable customers and directs…
- Customer Relationship Management (CRM)CRM (Customer Relationship Management) is technology for managing all company interactions with customers and prospects. Its use drives customer…
- Customer SatisfactionCustomer Satisfaction measures how well a company's products and services meet or exceed customer expectations. It is a key performance indicator…
- Cyber MondayCyber Monday is the Monday after Thanksgiving, known for significant online shopping deals. It consistently ranks as one of the largest e-commerce…
D
- d-separationd-separation is a graphical criterion that determines conditional independence between sets of variables in a Directed Acyclic Graph (DAG). It…
- Dark PatternsDark patterns are user interfaces designed to trick users into unintended actions. These deceptive practices should be avoided.
- DashboardA dashboard is a visual display of key information required to achieve specific objectives. It consolidates data onto a single screen for quick…
- DashboardsDashboards are graphical user interfaces that provide at-a-glance views of key performance indicators (KPIs). They monitor campaign performance and…
- Data Driven AttributionData-Driven Attribution uses machine learning to analyze customer touchpoints and assign conversion credit. It determines the true impact of each…
- Data LayerA data layer is a JavaScript object that passes information from a website to a tag management system. It ensures consistent and reliable data…
- Data PrivacyData Privacy is the ability of an organization to control what data it shares with third parties. It protects sensitive information.
- Deterministic AttributionDeterministic Attribution links conversions to specific marketing touchpoints with certainty. It uses unique identifiers to track a user's journey…
- Difference In DifferencesDifference In Differences is a quasi-experimental method that estimates the causal effect of an intervention. It compares outcome changes over time…
- Digital MarketingDigital Marketing uses electronic devices or the internet for marketing efforts. This includes search engines, social media, email, and websites.
- Direct Response MarketingDirect Response Marketing elicits an immediate consumer response. This includes making a purchase or signing up for a service.
- Direct TrafficDirect Traffic refers to website visitors who arrive by typing the URL directly into their browser or through bookmarks. They do not come from search…
- Direct-to-Consumer (D2C)Direct-to-Consumer (D2C) is a business model where a company produces and ships products directly to buyers. It bypasses traditional stores or other…
- Directed Acyclic Graph (DAG)Directed Acyclic Graph (DAG) is a graphical representation of causal relationships between variables. Nodes represent variables, and directed edges…
- Display AdsDisplay ads are visual advertisements, such as banners, images, and videos, that appear on websites and apps within an ad network.
- Do-CalculusDo-Calculus is a set of rules for manipulating probability distributions to estimate the causal effect of an intervention from observational data.
- Double Machine LearningDouble Machine Learning is a statistical method for estimating causal parameters when high-dimensional confounding exists.
- Drip CampaignDrip Campaign is a series of automated emails sent on a schedule or triggered by user actions to nurture leads.
- Dynamic ContentDynamic Content is web content that changes based on user behavior, preferences, and interests.
E
- Ecommerce PlatformEcommerce Platform is software that allows businesses to sell products online. It manages inventory, payments, and customer relationships.
- Ecommerce PlatformsEcommerce Platforms are software applications that manage an online business's website, marketing, sales, and operations. Causal analysis evaluates…
- EconometricsEconometrics applies statistical methods to economic data to provide empirical content to economic relationships. It provides tools for causal…
- Email ListEmail List is a collection of email addresses a business gathers from visitors and customers. These individuals opt in to receive communications.
- Email MarketingEmail Marketing is sending commercial messages to a group of people using email. Every email sent to a potential or current customer constitutes…
- EndogeneityEndogeneity occurs when an explanatory variable correlates with the error term in a statistical model, leading to biased results. This makes…
- Exit RateExit rate is the percentage of visitors who leave a website from a specific page. A high exit rate on a page indicates a problem with its design or…
- Exit-IntentExit-intent technology detects when a website visitor plans to leave the site. It triggers a popup or offer to retain the visitor and drive…
- ExogeneityExogeneity is the assumption that an explanatory variable is uncorrelated with a model's error term, the part of the outcome the model leaves…
- ExperimentationExperimentation in marketing conducts controlled tests to determine the causal impact of specific actions. This includes A/B testing and other…
- ExperimentsExperiments are scientific procedures that test hypotheses or demonstrate facts. In marketing, experiments like A/B tests determine the causal effect…
F
- Facebook AdsFacebook Ads are paid advertisements appearing on Facebook and Instagram. Businesses use them to target specific audiences based on demographics and…
- First Click AttributionFirst Click Attribution assigns all conversion credit to the first marketing touchpoint. Causal inference evaluates if first touchpoints truly drive…
- First Party DataFirst-Party Data is data collected directly from your audience or customers. This data provides the most valuable insights for marketing.
- First-Party CookieA First-Party Cookie is a cookie set by the website a user visits. These cookies provide essential website functionality, such as remembering user…
- First-Price AuctionA First-Price Auction is an auction where the winning bidder pays the price they bid. This model dominates programmatic advertising, changing bidding…
- First-Touch AttributionFirst-Touch Attribution gives 100% of conversion credit to the first marketing touchpoint a customer interacted with. This model identifies channels…
- Flash SaleA Flash Sale is a discount or promotion offered by an e-commerce store for a short period. It creates urgency and drives quick sales.
- Form OptimizationForm Optimization improves online forms to increase completion rates. This involves making forms shorter, easier to use, and more trustworthy.
- Frontdoor CriterionThe front-door criterion identifies the effect of a treatment on an outcome through a mediator, even when an unmeasured common cause of the two…
G
- g-computationg-computation is a method for estimating the causal effect of a time-varying treatment from longitudinal data. It uses a parametric model to estimate…
- GamificationGamification applies game design elements to non-game contexts to increase user engagement and conversions.
- GDPRGDPR is a European Union regulation governing data protection and privacy, impacting how businesses collect and process customer data.
- GeotargetingGeotargeting delivers content to a user based on their geographic location.
- Google AdsGoogle Ads is an online advertising platform where advertisers bid to display ads, service offerings, and product listings.
- Google AnalyticsGoogle Analytics is a web analytics service that tracks and reports website traffic.
- Google ShoppingGoogle Shopping is a Google service allowing users to search for products and compare prices from online retailers.
- Google Tag ManagerGoogle Tag Manager is a tag management system that allows you to update tracking codes and related code fragments on your website or mobile app.
- Gross Merchandise ValueGross Merchandise Value is the total value of merchandise sold over a period through a customer-to-customer exchange site.
- Growth MarketingGrowth Marketing is a data-driven marketing approach that uses experimentation to drive sustainable growth across the entire funnel.
H
- Hawthorne EffectHawthorne Effect is a type of reactivity where individuals modify their behavior because they know they are being observed.
- Header BiddingHeader bidding is an advanced programmatic technique where publishers offer ad inventory to multiple ad exchanges simultaneously before contacting…
- HeadlinesHeadlines are the titles of articles, advertisements, or webpages. They capture attention and encourage further engagement.
- HeatmapsHeatmaps are graphical representations of data where colors show individual values. In website analytics, heatmaps display user clicks, scroll depth…
- Heterogeneous Treatment EffectsHeterogeneous treatment effects are variations in a treatment's causal impact across different population subgroups. Understanding these effects is…
- Holdout TestA holdout test is an experiment that keeps a random part of an audience from seeing a campaign and compares its results with those of the part that…
- Holiday MarketingHoliday marketing involves campaigns designed around major holidays. These campaigns drive sales during peak shopping periods.
I
- Identity ResolutionIdentity Resolution connects and matches customer data from various sources. It creates a single, unified view of each customer.
- Immortal Time BiasImmortal Time Bias occurs in observational studies when the follow-up period includes time where the outcome cannot happen. This inflates the…
- ImpressionAn Impression counts each time an ad or content displays on a user's screen. It measures exposure, not engagement.
- Incremental ROAS (iROAS)Incremental ROAS (iROAS) is revenue that would not have happened without the ad, divided by the ad spend. It counts only the lift a channel causes…
- IncrementalityIncrementality is the part of an outcome, such as orders or revenue, that a marketing activity caused: the extra results compared with what would…
- Incrementality TestingIncrementality Testing measures the additional impact of a marketing campaign. It compares exposed and control groups to determine causal effect.
- InfluencerAn Influencer affects purchase decisions due to their authority, knowledge, or relationship with their audience. They drive consumer behavior.
- Influencer MarketingInfluencer Marketing uses endorsements and product placements from individuals with dedicated social followings. It uses trusted voices to promote…
- Information Architecture (IA)Information Architecture (IA) is the structural design of shared information environments, organizing and labeling content to support usability and…
- Instagram ShoppingInstagram Shopping is a set of Instagram features that lets a business with an approved shop and a product catalog tag products in its posts and show…
- Instrumental VariableInstrumental Variable is a causal analysis method that estimates a variable's true effect when controlled experiments are not possible, using a third…
- Interaction EffectAn Interaction Effect occurs when one variable's effect on an outcome depends on another variable's level.
- Interrupted Time Series (ITS)Interrupted time series (ITS) is a quasi-experimental design that tracks an outcome before and after a known intervention and tests for a change in…
- InterventionAn Intervention is an action taken to produce a change in an outcome.
- Inverse Probability Weighting (IPW)Inverse Probability Weighting (IPW) is a statistical method that estimates causal effects from observational data by weighting subjects based on…
- iOS 26 AttributioniOS 26 attribution is the question of how Safari's iOS 26 privacy defaults change what ad platforms and analytics tools can see about a visit. Apple…
L
- Landing PageLanding Page: A single web page that appears after clicking a search result, marketing promotion, email, or online advertisement.
- Landing Page OptimizationLanding Page Optimization: The process of improving elements on a landing page to increase conversions.
- Last Click AttributionLast Click Attribution: Assigns all credit for a conversion to the final marketing touchpoint before that conversion.
- Last-Touch AttributionLast-Touch Attribution: A single-touch attribution model that gives 100% of the credit for a conversion to the last marketing touchpoint a customer…
- Lead MagnetLead Magnet: A free item or service offered to gather contact details.
- Lifetime Value (LTV)Lifetime Value (LTV): A prediction of the net profit attributed to the entire future relationship with a customer.
- Lift MeasurementLift Measurement: A method to determine the incremental impact of a marketing campaign by comparing exposed and control groups.
- Lift TestA lift test is an experiment that measures lift, the extra conversions or sales a campaign causes, by comparing a group that could see it with a…
- Linear AttributionLinear Attribution assigns equal credit to every marketing touchpoint in a customer's conversion path. This model distributes value uniformly across…
- Local Average Treatment Effect (LATE)Local Average Treatment Effect (LATE) is the average causal effect of a treatment on individuals whose treatment status changes due to an…
- Lookalike ModelingLookalike Modeling finds new customers similar to a company's existing customers. It analyzes a seed audience's characteristics to identify other…
M
- Machine LearningMachine Learning involves computer algorithms that improve automatically through experience and data. It applies to tasks like customer segmentation…
- Machine Learning AttributionMachine Learning Attribution uses algorithms to analyze customer journeys and assign credit to marketing touchpoints. It provides a nuanced…
- MacroconversionsMacroconversions are the primary conversion goals for a website, such as a purchase or a sign-up. They represent the ultimate objective of the…
- MagentoMagento is an open-source e-commerce platform built on PHP, providing flexibility and scalability for large online stores.
- Marginal Structural Model (MSM)A Marginal Structural Model (MSM) is a statistical model that estimates the causal effect of a time-varying treatment from longitudinal data. It uses…
- Marketing AnalyticsMarketing analytics measures, manages, and analyzes marketing performance to improve effectiveness and ROI. It tracks data from various marketing…
- Marketing AttributionMarketing attribution assigns credit to marketing touchpoints that contribute to a conversion or sale. Causal inference enhances attribution models…
- Marketing DebtMarketing debt is the compounding cost of budget decisions made on wrong attribution. Each quarter a brand allocates spend on correlated numbers…
- Marketing MixThe marketing mix is the set of actions a company uses to promote its brand or product. It traditionally includes product, price, place, and…
- Marketing Mix ModelingMarketing Mix Modeling (MMM) is a statistical analysis that estimates the impact of marketing and advertising campaigns on sales. It quantifies each…
- Marketing ROIMarketing ROI (Return on Investment) measures the return from marketing spend. It evaluates the effectiveness of marketing campaigns.
- MatchingMatching estimates a treatment effect from observational data by comparing treated units with untreated units that look alike on chosen variables. It…
- Media CoverageMedia coverage is the reporting of a brand, product or event by media outlets such as news sites, magazines and broadcasters. When the publisher is…
- Media Mix ModelingMedia Mix Modeling is a statistical technique that measures the collective impact of marketing and advertising on sales. It uses historical data to…
- Mediation AnalysisMediation analysis is a statistical method that explains how a treatment affects an outcome. It separates direct effects from indirect effects…
- MER vs ROASMER (marketing efficiency ratio) is total revenue divided by total ad spend; ROAS is revenue credited to a specific channel divided by that channel's…
- MetricsMetrics are quantifiable measures that track and assess business process status. They evaluate campaign performance and inform attribution analysis.
- MicroconversionsMicroconversions are small user actions that lead to a larger conversion goal. Examples include email sign-ups or video views.
- Mobile Commerce (mCommerce)Mobile Commerce (mCommerce) involves online sales transactions using wireless electronic devices. It impacts how consumers shop and how businesses…
- Mobile OptimizationMobile Optimization adjusts website content to improve the experience for visitors on mobile devices. This ensures site functionality and appearance…
- Multi-Touch AttributionMulti-Touch Attribution assigns credit to multiple marketing touchpoints across the customer journey. It provides a complete view of channel impact…
- Multivariate TestingMultivariate Testing modifies multiple variables to determine which combination performs best.
N
- Natural ExperimentNatural Experiment is an empirical study where experimental and control conditions are determined by nature or external factors. This estimates…
- Net Promoter Score (NPS)Net Promoter Score (NPS) gauges the loyalty of a firm's customer relationships. It correlates with revenue growth.
- NewsletterNewsletter is a regularly distributed email publication containing news, updates, and promotional content for subscribers.
O
- Observational StudyObservational Study observes the effects of a treatment or intervention without controlling exposure. It does not use randomization, making it…
- Offline AttributionOffline Attribution connects digital marketing campaigns to offline consumer actions like in-store purchases. It shows the real-world impact of…
- Omnichannel MarketingOmnichannel Marketing is a multichannel approach to sales and marketing. It provides customers with a smooth shopping experience across all channels…
- Online AttributionOnline Attribution connects sales and conversions to specific digital marketing touchpoints. It identifies which online channels contribute most to…
- Owned MediaOwned media are marketing channels a company controls. This includes its website, blog, email list, and social media profiles.
P
- P ValueP Value indicates the probability an observed result occurred by chance. A low p-value suggests a campaign's impact is statistically significant.
- Paid TrafficPaid traffic consists of website visitors who arrive through paid advertising channels. Examples include Google Ads and Facebook Ads.
- Payment GatewaysPayment Gateways authorize and process credit card payments for online and physical stores. The choice of gateway causally impacts checkout…
- People Based AttributionPeople Based Attribution connects marketing exposures to individuals across devices and channels. It provides a unified view of the customer journey…
- PersonalizationPersonalization tailors a service or product to specific individuals or groups. In marketing, personalization increases conversions by showing…
- PersonasPersonas are fictional characters representing different user types for a service, product, or brand. They help understand user needs, experiences…
- PESO ModelThe PESO Model categorizes media into Paid, Earned, Shared, and Owned channels. It provides a framework for integrated marketing planning.
- Pinterest MarketingPinterest Marketing uses Pinterest to promote products and drive traffic to e-commerce stores. It works well for visually-driven products.
- Pixel TrackingPixel Tracking uses a small, invisible image on a webpage or email to monitor user behavior. It tracks conversions and builds audiences for…
- Placebo EffectThe Placebo Effect is a beneficial outcome from a treatment attributed to a patient's belief, not the treatment itself. In marketing, customer…
- PodcastA Podcast is a digital audio file available online for download. Brands use podcasts for content marketing and to establish thought leadership.
- Pop-Up AdsPop-Up Ads are online advertisements that appear in a new browser window over the current page. Many users block them due to their intrusive nature.
- Post Click ConversionPost Click Conversion is a desired action a user completes after clicking an advertisement. It directly links user actions to specific ad clicks.
- Post View ConversionPost View Conversion occurs when a customer converts after seeing an ad but without clicking it. This metric shows the impact of visual ad campaigns…
- Potential Outcomes FrameworkThe potential outcomes framework defines a causal effect as the difference between the outcome a unit would have with a treatment and the outcome it…
- Privacy PolicyPrivacy Policy is a statement disclosing how a website collects, uses, discloses, and manages customer data.
- Private Marketplace (PMP)Private Marketplace (PMP) is an invite-only, real-time bidding auction where a publisher invites select advertisers to bid on inventory. It offers…
- Probabilistic AttributionProbabilistic Attribution uses statistical modeling and machine learning to estimate the likelihood a marketing touchpoint influenced a conversion…
- Product FeedProduct Feed is a file containing product lists and their attributes. It distributes product information to shopping channels and marketplaces.
- Product PageProduct Page is a webpage dedicated to a single product. It includes images, descriptions, pricing, and purchase options.
- Product PagesProduct Pages are individual pages on an e-commerce site that describe a specific product. They provide detailed information to shoppers.
- Profit MarginProfit margin measures profitability, calculated as net income divided by revenue and expressed as a percentage.
- Propensity ScoreA propensity score is the probability a unit receives a specific treatment given observed characteristics. It reduces selection bias in observational…
- Propensity Score MatchingPropensity Score Matching is a statistical method that estimates the causal effect of a treatment from observational data. It matches individuals…
- Public RelationsPublic relations manages information flow between an organization and the public. It builds and maintains a positive public image.
- Purchase FrequencyPurchase frequency measures how often customers buy from a business. It is a key metric for understanding customer behavior and lifetime value.
Q
R
- RandomizationRandomization: The process of assigning subjects to treatment and control groups by chance. This minimizes confounding and selection bias, allowing…
- Randomized Control Trial RctRandomized Control Trial RCT: An experimental method that measures the true causal impact of a marketing action. It randomly divides an audience into…
- Randomized Controlled Trial (RCT)Randomized Controlled Trial (RCT): A study design where subjects are randomly assigned to a treatment or control group. RCTs are the standard for…
- Regression AnalysisRegression Analysis is a statistical method that models the relationship between a dependent variable and independent variables. It quantifies the…
- Regression Discontinuity DesignRegression Discontinuity Design is a quasi-experimental method that measures an intervention's impact by examining subjects near a specific cutoff…
- Regression to the MeanRegression to the Mean describes the phenomenon where an extreme variable measurement tends to be closer to the average on subsequent measurements…
- Repeat Purchase RateRepeat Purchase Rate is the percentage of customers who have made more than one purchase. It indicates customer loyalty and satisfaction.
- RetargetingRetargeting is online advertising that targets users who have previously interacted with your website or content. Attribution analysis shows the…
- Return on Ad Spend (ROAS)Return On Ad Spend (ROAS) measures the total revenue generated for each dollar spent on advertising. It indicates campaign profitability and…
- Return on Investment (ROI)Return on Investment (ROI) is a ratio between net income and investment. It evaluates the efficiency of an investment.
- RevenueRevenue is the total income generated by the sale of goods or services related to a company's primary operations.
- Rich MediaRich media is a digital ad that includes advanced features like video or audio to encourage interaction. It provides more data points for measuring…
- Rich SnippetsRich snippets are enhanced search results that display additional information beyond the standard title, URL, and meta description.
- Rules Based AttributionRules Based Attribution assigns credit for conversions to marketing touchpoints using predefined formulas. It relies on simple rules, not historical…
S
- SaaSSaaS is a software licensing and delivery model where software is licensed on a subscription basis and hosted centrally. This model impacts…
- Scarcity MarketingScarcity Marketing is a tactic that uses the psychological principle of scarcity to increase product demand. It makes a product seem more desirable…
- SDK (Software Development Kit)An SDK (Software Development Kit) is a collection of software development tools in one installable package. It facilitates application creation by…
- Search Engine Optimization (SEO)SEO is the practice of improving website content and structure to rank higher in search engine results pages and drive organic traffic.
- Seasonal MarketingSeasonal Marketing involves campaigns timed around specific seasons, holidays, or events. This capitalizes on increased consumer spending during…
- Second-Price AuctionA Second-Price Auction is an auction where the winning bidder pays the price of the second-highest bid. This model was common in programmatic…
- SegmentationSegmentation divides a broad market into sub-groups based on shared characteristics. This allows for more targeted marketing campaigns.
- Selection BiasSelection Bias occurs when data points selected for analysis do not represent the target population. This leads to distorted findings about marketing…
- SessionA Session is a group of user interactions with your website within a given timeframe. It can include multiple page views, events, and transactions.
- ShopifyShopify is an ecommerce platform for creating online stores and selling products. Attribution modeling shows which marketing channels drive traffic…
- Shopify Pixel Optimized ModeShopify's January 2026 App Pixel default that throttles events sent to ad platforms when attribution signals are missing; a common cause of sudden…
- Simpson's ParadoxSimpson's Paradox shows a trend in data that reverses when groups combine. It proves association does not equal causation.
- SitemapA Sitemap is a file that provides search engines with information about a site's pages and their relationships. A well-structured sitemap directly…
- Social ProofSocial Proof is the psychological tendency for people to adopt the actions of others. Marketers use it to increase conversions by showing product…
- Split TestingSplit Testing is a method of running controlled, randomized experiments. It tests website changes to improve conversion rates.
- Spurious CorrelationSpurious Correlation is a statistical relationship between variables that are not causally linked. It occurs due to coincidence or an unobserved…
- Statistical SignificanceStatistical Significance measures the probability that observed results are not due to random chance. It confirms the reliability of test outcomes.
- Structural Causal Model (SCM)A structural causal model describes a system as a set of equations, one per variable, each giving the variable's value from its direct causes and…
- Structural Equation ModelingStructural Equation Modeling is a statistical method analyzing complex relationships between multiple variables. It tests and estimates causal…
- Subscription ModelSubscription Model is a business model where customers pay a recurring price for product or service access. It generates consistent revenue streams.
- Supply-Side Platform (SSP)A Supply-Side Platform (SSP) is a software platform publishers use to sell advertising automatically. SSPs provide data that helps publishers…
- Survivorship BiasSurvivorship bias is the logical error of focusing on successful outcomes while ignoring failures. This leads to false conclusions by overlooking…
- Synthetic Control MethodThe Synthetic Control Method estimates the causal effect of an intervention in a single case study. It constructs a 'synthetic' control unit from a…
T
- Tag Management System (TMS)A Tag Management System (TMS) is a software solution that manages and deploys marketing tags on websites or mobile apps. A TMS simplifies tag…
- TaggingTagging labels or mentions another user, page, or location in a social media post. It creates links between entities, which helps analyze influence…
- TestimonialTestimonial is a statement from a satisfied customer that endorses a product or service, used as social proof in marketing.
- Third Party DataThird Party Data is information collected by an entity without a direct relationship with the user, often purchased from data aggregators.
- Third-Party CookieThird-Party Cookie is a cookie set by a domain other than the one a user currently visits. These cookies track users across sites for advertising.
- TikTok AdsTikTok Ads are advertisements on the TikTok platform. They allow brands to reach younger audiences through short-form video content.
- Time Decay AttributionTime Decay Attribution is a multi-touch attribution model. It assigns increasing credit to marketing touchpoints closer to a conversion.
- Time Series AnalysisTime Series Analysis analyzes data points collected over consistent intervals of time. It is used for forecasting, trend analysis, and anomaly…
- TouchpointTouchpoint is any interaction a customer has with a brand throughout their journey. In marketing attribution, each touchpoint is a data signal to…
- Traffic SourceTraffic Source is the origin through which users find a site. Common sources include organic search, paid search, direct traffic, and referrals.
- Treatment EffectTreatment Effect is the causal impact of an intervention on an outcome. In marketing, this means the change in a metric like conversion rate directly…
- Treatment GroupTreatment Group is the set of users exposed to a specific marketing intervention. Comparing this group to a control group shows the intervention's…
- Trust SignalsTrust Signals are website elements that build visitor confidence. Examples include security badges, customer testimonials, and clear contact…
U
- U Shaped AttributionU-Shaped Attribution is a multi-touch model that assigns 40% of conversion credit to both the first and last touchpoints.
- Unique Selling PropositionUnique Selling Proposition is the distinct reason a product or service is superior to competitors. It defines what makes an offering stand out.
- Uplift ModelingUplift modeling is a predictive technique that estimates how much a marketing action changes an individual customer's behavior, such as the chance of…
- UpsellingUpselling is a sales technique that encourages customers to purchase more expensive items or upgrades. Causal inference measures its impact on…
- Urgency TacticsUrgency Tactics are marketing strategies that create a sense of immediate need to encourage purchases. Examples include limited-time offers and low…
- Usability TestingUsability Testing evaluates a product by observing real users interacting with it. It provides direct feedback on how people use a system.
- User Experience (UX)User Experience (UX) describes a person's emotions and attitudes when using a product, system, or service. It covers all aspects of human-computer…
- User FlowUser Flow is the path a user takes on a website or app to complete a task. It directly impacts user experience and conversion rates.
- User ResearchUser Research identifies user behaviors, needs, and motivations through observation and feedback. It informs product design to ensure usability and…
- User-Generated ContentUser-Generated Content (UGC) is any content, such as images or text, created and posted by users on online platforms. It provides authentic brand…
- UTM ParametersUTM Parameters are URL tags marketers use to track campaign effectiveness across traffic sources. They provide data for accurate campaign tracking…
V
- Value PropositionValue Proposition is a promise of value delivered to a customer. It defines how a product or service solves a customer's problem or improves their…
- Vanity MetricVanity Metric is a data point that appears impressive but does not measure actual business success. It lacks a clear causal link to business…
- Vanity MetricsVanity Metrics are measurements that look good but do not provide insight into business performance or aid decision-making. They do not reflect true…
- Video AttributionVideo Attribution assigns credit to video ads and content that influence a customer's purchasing journey. It quantifies the impact of video marketing…
- Video MarketingVideo Marketing uses video content to promote products or services, increase engagement, and reach audiences on digital and social channels.
- View Through ConversionView Through Conversion is a conversion occurring after a user sees an ad but does not click it. This model measures the impact of visual ad…
- ViewabilityViewability measures whether an ad had the opportunity to be seen by a user. An ad not seen cannot cause an effect on user behavior.
- Voice CommerceVoice Commerce uses voice commands to search for and purchase products online. Understanding its causal drivers shows brands how to capitalize on…
W
- W Shaped AttributionW-Shaped Attribution is a multi-touch model that assigns significant credit to the first interaction, lead creation, and opportunity creation. It…
- Web AnalyticsWeb Analytics measures, collects, analyzes, and reports website data to understand and improve user behavior. It provides insights into traffic…
- Welcome EmailA Welcome Email is an automated email sent to new subscribers or customers. It introduces them to a brand and sets expectations for future…
- Win Back CampaignA Win-Back Campaign re-engages customers who have not purchased recently. It often offers incentives to encourage their return.
- WooCommerceWooCommerce is an open-source e-commerce plugin for WordPress. It enables businesses to sell products and services online.
- Word of MouthWord of Mouth is the passing of information from person to person through oral communication. It is one of the most trusted forms of marketing.
Z
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