A person who interacts with a website, application, platform, or digital product. A basic analytics and experience-design concept used to understand individual behavior over time. See also: Session, Pageview, User
A structured summary of marketing activity, performance, insights, and recommended next steps. A communication tool that turns data into a clear view of progress and decisions. See also: Dashboard, KPI,
A recorded instance of a webpage being loaded or viewed. A traffic metric that counts repeated views and does not represent unique people. See also: Session, User, Impression
The total income generated from sales before expenses are deducted. A primary business outcome that marketing may influence through acquisition, conversion, and retention. See also: Return on Investment, Lifetime Value,
A comparison between a metric in one period and the same period in the previous year. A useful way to evaluate growth while reducing the effect of seasonality. See also:
The return or output generated from a marketing investment, audience, channel, or campaign. A broad efficiency concept used to compare resources invested with results produced. See also: Return on Investment,
Return on investment; a measure comparing the financial benefit of an activity with the cost required to produce it. A broad measure of whether a marketing investment created enough value
A group of user interactions with a website or application during a defined period of activity. A basic analytics unit used to understand visits and behavior across multiple pages or
A tracking value added to a URL to identify the source, medium, campaign, or other details associated with a visit. A simple method for organizing campaign traffic in analytics reports.
A measurement that may appear impressive but provides limited insight into meaningful business performance or decisions. A metric that looks positive without clearly connecting to an objective or outcome. See
