Analytics & Reporting terms

Measuring what matters and ignoring what doesn't.

Attribution Model — Definition

An attribution model is the framework that determines which marketing touchpoint gets credit for a conversion. If someone first found you t…

A conversion is any action a visitor takes on your website that you've defined as valuable — a form submission, a phone call, a purchase, a…

A marketing dashboard is a visual display that pulls your most important metrics into a single view — traffic, leads, conversions, ad spend…

Data-driven decision making is the practice of using real performance data — from your analytics, your ad platforms, your CRM, and your sal…

Goal tracking is the process of setting up specific conversions in your analytics platform so you can measure how often visitors complete t…

A heatmap is a visual representation of where visitors click, scroll, and spend time on a web page. Hot colors (red, orange) show high acti…

A KPI is a specific, measurable metric that tells you whether you're making progress toward a business goal. Not all metrics are KPIs — a K…

A session is one visit to your website — everything a single user does from arriving to leaving counts as one session, regardless of how ma…

UTM parameters are short tags you add to the end of a URL that tell your analytics platform exactly where a visitor came from. They identif…

Web analytics is the collection, measurement, and analysis of data about how people find and use your website. Tools like Google Analytics …