The collection, measurement, and interpretation of data used to understand marketing performance and audience behavior. The foundation for making informed decisions and identifying opportunities for improvement.
The process of assigning credit to the marketing interactions that contributed to a conversion or sale. A method for understanding which channels and touchpoints influence business results.
A rule or framework used to distribute conversion credit across the touchpoints in a customer’s journey. Different models can produce very different views of which marketing efforts appear most valuable.
A reference point used to compare performance against a previous period, industry average, competitor, or defined standard. A useful baseline for judging whether results are strong, weak, or improving.
A metric that describes visits in which a user leaves without completing another meaningful interaction on the page or website. Its exact meaning depends on the analytics platform and how
