Analytics and attribution glossary

Plain definitions of web analytics and marketing attribution terms, with worked examples.

• Ad blocker

  Ad blockers can stop analytics scripts as well as ads, which leaves gaps in your data. Learn how to estimate the loss, with a worked example using real numbers.

• Attribution window (lookback window)

  An attribution window sets how far back before a sale a visit can earn credit. See how a lookback window changes results, with a worked numeric example.

• Bot traffic

  Bot traffic is visits from automated programs such as crawlers and uptime checkers. Learn how bots skew your reports, with a worked example using real numbers.

• Bounce rate

  Bounce rate is the share of sessions with only one pageview. Learn how to calculate it, what makes it misleading, and see a worked example with real numbers.

• Click ID

  A click ID is a unique value an ad platform adds to a link, such as gclid. Learn how click IDs identify paid traffic, with a worked example using real numbers.

• Conversion rate

  Conversion rate is the share of visitors who complete a goal. Learn how to calculate it, what skews it, and see a worked example using realistic numbers.

• Customer acquisition cost

  Customer acquisition cost is what you spend to win one new buyer. Learn how to calculate CAC, what to include, and see a worked example with real numbers.

• Customer journey

  A customer journey is the sequence of touches from first contact to purchase and beyond. Learn how to read one, with a worked example using real numbers.

• Dark social

  Dark social is sharing that analytics can't see, such as links in private messages. Learn how it shows up in your reports and how to estimate its real effect.

• Data-driven attribution

  Data-driven attribution uses statistics to estimate each channel's credit. Learn how it differs from rule-based models and what data volume it needs to work.

• Direct traffic

  Direct traffic is visits with no referrer or campaign tags. Learn why it's often inflated, what it really contains, and see a worked example with real numbers.

• First-party cookie

  A first-party cookie is set by the site you're visiting and read only on that site. Learn how it differs from third-party cookies, with a worked example.

• First-touch attribution

  First-touch attribution gives all credit for a sale to the first tracked visit. Learn when it helps, where it misleads, and see a worked numeric example.

• Funnel

  A funnel tracks how many people complete each step toward a goal. Learn how to read drop-off between steps, with a worked example using realistic numbers.

• Last-touch attribution

  Last-touch attribution gives all credit to the final visit before a sale. See how it works, what it overvalues, and a worked example with real numbers.

• Linear attribution

  Linear attribution splits credit for a sale equally across every visit. Learn when equal credit helps, when it misleads, and see a worked numeric example.

• Marketing attribution

  Marketing attribution assigns revenue to the channels and campaigns that helped earn it. Learn how it works, with a worked example using real numbers.

• MRR (monthly recurring revenue)

  MRR is the predictable subscription revenue you earn each month. Learn how to calculate it, what to leave out, and see a worked example using real numbers.

• Multi-touch attribution

  Multi-touch attribution splits credit for a sale across several visits instead of one. Compare the common models, with a worked example using real numbers.

• Pageview

  A pageview is recorded each time a page loads or a single-page app changes route. Learn how pageviews are counted and see a worked example with real numbers.

• Reconciliation

  Reconciliation checks that attributed revenue equals what your payment provider recorded. Learn why it matters, with a worked example using real numbers.

• Referrer

  A referrer is the page a visitor came from just before reaching your site. Learn how it sets traffic channels and when it goes missing, with a worked example.

• Self-reported attribution

  Self-reported attribution asks buyers how they found you, then compares it with tracking. Learn how it fills gaps, with a worked example using real numbers.

• Server-side tracking

  Server-side tracking records events from your server instead of the browser. Learn the tradeoffs against client-side tracking, with a worked numeric example.

• Session

  A session is one continuous visit to your site, usually ending after 30 idle minutes. Learn how sessions are counted, with a worked numeric example.

• Touchpoint

  A touchpoint is any interaction a person has with your marketing before buying. Learn how touchpoints are counted, with a worked example using real numbers.

• U-shaped attribution

  U-shaped attribution gives 40% to the first and last visits and splits 20% across the middle. See how the math works with a worked numeric example.

• Unattributed revenue

  Unattributed revenue is money with no matching visit to credit. Learn why it happens, how to reduce it, and see a worked example with a realistic breakdown.

• Unique visitor

  A unique visitor is one browser counted once in a period, however often it returns. Learn why it isn't the same as a person, with a worked numeric example.

• UTM parameters

  UTM parameters are tags added to a URL that tell analytics where a click came from. Learn the five tags and naming rules, with a worked numeric example.