10 terms
Analytics & Reporting
Measuring what matters and ignoring what doesn't.
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Web Analytics
Web analytics is the collection, measurement, and analysis of data about how people find and use your website.
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KPI (Key Performance Indicator)
A KPI is a specific, measurable metric that tells you whether you're making progress toward a business goal.
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Dashboard
A marketing dashboard is a visual display that pulls your most important metrics into a single view — traffic, lead...
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Attribution Model
An attribution model is the framework that determines which marketing touchpoint gets credit for a conversion.
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Session vs. Pageview
A session is one visit to your website — everything a single user does from arriving to leaving counts as one sessi...
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Conversion
A conversion is any action a visitor takes on your website that you've defined as valuable — a form submission, a p...
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Goal Tracking
Goal tracking is the process of setting up specific conversions in your analytics platform so you can measure how oft...
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Heatmap
A heatmap is a visual representation of where visitors click, scroll, and spend time on a web page.
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UTM Parameters
UTM parameters are short tags you add to the end of a URL that tell your analytics platform exactly where a visitor c...
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Data-Driven Decision Making
Data-driven decision making is the practice of using real performance data — from your analytics, your ad platforms...