Analytics & Measurement
Analytics and measurement turn website activity into structured data that can help teams understand behaviour, evaluate outcomes, and make better decisions.
Terms
Analytics & Measurement
Analytics and measurement are the systems and practices used to collect, organize, interpret, and evaluate data about how a website is being used.
Attribution
Attribution is the process of assigning credit for an outcome to one or more interactions that occurred before it.
Benchmark
A benchmark is a reference point used to compare a measurement against historical, target, peer, or other relevant performance.
Conversion
A conversion is the completion of an action that an organization has defined as a meaningful or valuable outcome.
Data Layer
A data layer is a structured collection of website or application information made available to analytics, tag-management, and other systems.
Dimension
A dimension is a descriptive attribute used to organize, group, or segment quantitative analytics data.
Engaged Session
An engaged session is a Google Analytics classification for a session that meets the platform's defined engagement criteria.
Event
An event is a recorded interaction or occurrence used to measure behaviour within a website, application, or analytics system.
First-Party Data
First-party data is information an organization collects directly through its own interactions and relationships with users, customers, members, or audiences.
Funnel
A funnel is a sequence of defined steps used to analyze how users progress toward an outcome and where they leave the process.
Key Performance Indicator (KPI)
A key performance indicator is a metric selected to represent progress toward an important organizational or business objective.
Measurement Plan
A measurement plan documents what needs to be understood, which signals will represent it, and how those signals will be collected and interpreted.
Metric
A metric is a quantitative measurement used to represent an amount, rate, duration, size, or other numerical value.
Session
A session is a group of interactions that an analytics platform associates with one period of activity on a website or application.
Traffic Source
A traffic source describes the channel, platform, website, campaign, or other origin associated with a website visit.
User
A user is an analytics-system representation of a person or device and should not automatically be interpreted as an exact count of individual people.
UTM Parameter
A UTM parameter is information added to a URL to identify the campaign, source, medium, or other marketing context associated with a visit.