Analytics & Metrics Glossary

Term	Definition
Analytics	The systematic analysis of data or statistics to discover meaningful patterns, often used to inform business decisions in marketing.
Metrics	Quantifiable measures used to track and assess the status of specific business processes, such as performance indicators in campaigns.
KPI (Key Performance Indicator)	A measurable value that demonstrates how effectively a company is achieving key business objectives.
ROI (Return on Investment)	A performance measure used to evaluate the efficiency or profitability of an investment, calculated as (gain - cost) / cost.
Bounce Rate	The percentage of visitors who navigate away from a site after viewing only one page, indicating potential issues with relevance or user experience.
Conversion Rate	The percentage of users who take a desired action, such as making a purchase or filling out a form, out of the total number of visitors.
CTR (Click-Through Rate)	The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
Impressions	The number of times content is displayed, regardless of whether it was clicked or not.
Reach	The total number of unique users who have seen a piece of content or ad.
Engagement Rate	A metric that measures the level of interaction (likes, shares, comments) with content relative to reach or impressions.
CAC (Customer Acquisition Cost)	The cost associated with convincing a customer to buy a product/service, calculated by dividing total acquisition costs by number of new customers.
LTV (Lifetime Value)	The predicted net profit attributed to the entire future relationship with a customer.
Churn Rate	The percentage of customers who stop using a product or service during a given time period.
AOV (Average Order Value)	The average amount spent each time a customer places an order on a website or app.
Traffic Sources	The origins from which visitors arrive at a website, such as organic search, direct, referral, or paid.
Organic Traffic	Visitors who reach a site through unpaid search engine results.
Paid Traffic	Visitors directed to a site through paid advertisements, like PPC campaigns.
Session Duration	The average length of time a user spends on a website during a single session.
Pages per Session	The average number of pages viewed during a single session on a website.
Unique Visitors	The number of distinct individuals who visit a site within a specified time frame.
Returning Visitors	Users who have visited a website before and return for another session.
Heatmap	A visual representation of data showing where users click, scroll, or hover on a webpage.
A/B Testing	A method of comparing two versions of a webpage or app to determine which performs better.
Multivariate Testing	Testing multiple variables simultaneously to see which combination produces the best results.
Cohort Analysis	Grouping users based on shared characteristics to analyze their behavior over time.
Funnel Analysis	Examining the steps users take toward a conversion to identify drop-off points.
Attribution Model	A rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
First-Touch Attribution	An attribution model that gives all credit for a conversion to the first interaction a user had with a brand.
Last-Touch Attribution	An attribution model that assigns all credit to the last touchpoint before conversion.
Multi-Touch Attribution	An approach that distributes credit across multiple touchpoints in the customer journey.
Data Visualization	The graphical representation of information and data using charts, graphs, and maps.
Dashboard	A user interface that organizes and presents data in a way that's easy to read and interpret.
Benchmarking	Comparing business processes and performance metrics to industry bests or best practices.
Segmentation	Dividing a broad consumer or business market into sub-groups based on shared characteristics.
Predictive Analytics	Using data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.
Descriptive Analytics	Analyzing historical data to understand what has happened in the past.
Diagnostic Analytics	Examining data to determine why something happened, often using techniques like drill-down or data mining.
Prescriptive Analytics	Using optimization and simulation to recommend actions that can improve future outcomes.
Big Data	Extremely large data sets that may be analyzed computationally to reveal patterns and trends.
Data Mining	The process of discovering patterns and knowledge from large amounts of data.
SQL (Structured Query Language)	A programming language used to manage and manipulate relational databases.
API (Application Programming Interface)	A set of rules that allows different software applications to communicate with each other.
Google Analytics	A web analytics service that tracks and reports website traffic and user behavior.
Web Analytics	The measurement, collection, analysis, and reporting of web data to understand and optimize web usage.
Mobile Analytics	Tracking user interactions within mobile apps to improve performance and user experience.
Social Media Analytics	Analyzing data from social networks to make business decisions.
Open Rate	In email marketing, the percentage of recipients who open an email.
Click Rate	The percentage of email recipients who click on links within an email.
Conversion Tracking	Monitoring actions users take after interacting with ads or content to measure effectiveness.
Pixel Tracking	Using a small, invisible image to track user behavior, such as email opens or page views.
UTM Parameters	Tags added to URLs to track the source, medium, and campaign of website traffic in analytics tools.
Goal Tracking	Setting up specific objectives in analytics tools to measure when users complete desired actions.
Event Tracking	Monitoring specific user interactions on a website, like button clicks or video plays.
E-commerce Tracking	Analytics setup to monitor product performance, transactions, and revenue on online stores.
Cost Per Lead (CPL)	The cost of generating a new lead through marketing efforts.

Analytics & Metrics Glossary

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