Analytics glossary
31 analytics terms, each defined in plain language with what the number hides once real ad spend runs through it. Definitions are written for ecommerce operators, not statisticians.
Analytics terms
- Anomaly DetectionAnomaly Detection identifies rare events or observations that differ significantly from the majority of data. It reveals unexpected changes that…
- Artificial IntelligenceArtificial Intelligence (AI) is intelligence demonstrated by machines. It automates tasks, personalizes experiences, and powers predictive analytics.
- Big DataBig Data refers to data sets too large or complex for traditional processing. Analyzing big data provides accurate and granular insights for…
- Contextual TargetingContextual Targeting places advertisements on websites or media based on the content being viewed, offering a privacy-friendly alternative to…
- 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…
- Counterfactual ThinkingCounterfactual Thinking involves creating alternative scenarios to past events, contrary to what actually happened.
- 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…
- DashboardsDashboards are graphical user interfaces that provide at-a-glance views of key performance indicators (KPIs). They monitor campaign performance and…
- 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…
- 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…
- ExperimentationExperimentation in marketing conducts controlled tests to determine the causal impact of specific actions. This includes A/B testing and other…
- 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-Touch AttributionFirst-Touch Attribution gives 100% of conversion credit to the first marketing touchpoint a customer interacted with. This model identifies channels…
- Google AnalyticsGoogle Analytics is a web analytics service that tracks and reports website traffic.
- 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.
- Identity ResolutionIdentity Resolution connects and matches customer data from various sources. It creates a single, unified view of each customer.
- 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…
- Lookalike ModelingLookalike Modeling finds new customers similar to a company's existing customers. It analyzes a seed audience's characteristics to identify other…
- Machine LearningMachine Learning involves computer algorithms that improve automatically through experience and data. It applies to tasks like customer segmentation…
- MetricsMetrics are quantifiable measures that track and assess business process status. They evaluate campaign performance and inform attribution analysis.
- Pixel TrackingPixel Tracking uses a small, invisible image on a webpage or email to monitor user behavior. It tracks conversions and builds audiences for…
- Return on Investment (ROI)Return on Investment (ROI) is a ratio between net income and investment. It evaluates the efficiency of an investment.
- 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…
- SegmentationSegmentation divides a broad market into sub-groups based on shared characteristics. This allows for more targeted marketing campaigns.
- SessionA Session is a group of user interactions with your website within a given timeframe. It can include multiple page views, events, and transactions.
- 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…
- 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.
- Time Series AnalysisTime Series Analysis analyzes data points collected over consistent intervals of time. It is used for forecasting, trend analysis, and anomaly…
- Traffic SourceTraffic Source is the origin through which users find a site. Common sources include organic search, paid search, direct traffic, and referrals.
- 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…
- UTM ParametersUTM Parameters are URL tags marketers use to track campaign effectiveness across traffic sources. They provide data for accurate campaign tracking…
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