Glossary Analytics Plain-language definitions of analytics terms that come up in reporting and strategy conversations — dimensions, metrics, attribution, funnels, and more. For marketers and stakeholders who need to make sense of the numbers. » Analytics Plain-language definitions of analytics terms that come up in reporting and strategy conversations — dimensions, metrics, attribution, funnels, and more. For marketers and stakeholders who need to make sense of the numbers. All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Filter All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z B Bounce Rate / Analytics Bounce rate measures visitors who leave a webpage without interaction. A high rate can indicate irrelevant content, but is normal for some page types. C Clicks / Analytics Clicks track user interactions with ads, links, or listings. This metric is fundamental for campaign performance and calculating related metrics like CTR and CPC. Click Through Rate / Analytics Click-through rate measures the percentage of users who click on a link after seeing it. It's calculated by dividing clicks by impressions and multiplying by 100. Click Share / Analytics Click share measures the percentage of available ad clicks your ads received. A low share might indicate ads aren't appearing often enough or are less appealing. Channel / Analytics Channel in Google Analytics groups traffic sources to understand user arrivals. Default channels include Organic Search, Direct, Social, Referral, Email, and Paid Search, categorizing visits for analysis. E Exit Page / Analytics Exit page is the last page a user views before leaving a website session. It shows where visitors drop off and helps identify potential issues with content or user experience. Event Tracking / Analytics Event tracking measures specific user interactions beyond standard metrics. It helps businesses understand user engagement by tracking actions like clicks and submissions for optimization. Event / Analytics Events track specific user interactions on a website, like button clicks or form submissions. They provide data for understanding engagement and optimizing digital experiences. Engagement Metrics / Analytics Engagement metrics measure user interactions with digital content such as websites or social media. They help marketers understand audience interest and optimize campaigns for better results. Engagement Rate / Analytics Engagement rate measures audience interaction with content as a percentage. It's calculated by dividing engagements (likes, comments) by reach or impressions, indicating content relevance and campaign performance. F Frequency / Analytics Frequency is a display advertising metric measuring the average number of times a user sees a specific ad. It helps balance brand messaging without causing ad fatigue, improving recall without excessive repetition. G Google Tag Manager / Analytics Google Tag Manager simplifies tag management on websites, allowing marketers to deploy tracking codes without editing source code. It centralizes tags like Analytics and Pixel for easy control. Google Analytics / Analytics Google Business Profile is a free tool for businesses to manage their online presence on Google, including Search and Maps. It allows businesses to list information, engage with customers, and track their local search performance. Google Analytics 4 / Analytics Google Analytics 4 (GA4) is the latest version of Google’s analytics platform. It uses event-driven tracking for deeper insights and better privacy compliance across websites and apps. H Hits / Analytics Hits are website interactions sending data to tracking platforms like Google Analytics. Each hit signifies a user action such as page views or events, helping understand activity. I Impressions / Analytics Impressions count the number of times an ad or content is displayed to a user. They measure reach and visibility in digital advertising, regardless of clicks. Impression Share / Advertising Impression share measures your ad's visibility by comparing its impressions to the total eligible. A low share may indicate targeting or budget issues, suggesting areas for improvement. M Medium / Analytics Medium in Google Analytics categorizes traffic sources to a website, grouping visits into buckets like organic, direct, and referral. This helps understand how visitors arrive. O Open Rate / Analytics Open rate measures the percentage of email recipients who opened a specific email. It helps gauge the effectiveness of subject lines and targeting, though accuracy can be limited. P Page Views / Analytics Page views counts each instance a webpage is loaded or reloaded. It shows traffic volume but doesn't directly indicate engagement quality. R Referral / Analytics Referral in Google Analytics tracks website traffic from other sites via clickable links. This helps understand external sources driving visitors and their engagement. S Source / Analytics Software as a Service (SaaS) is a cloud-based delivery model where applications are hosted by a provider and accessed over the internet. Users subscribe to access it through a web browser instead of installing software on devices. Site Catalyst Attribute Import Naming Tool / Analytics Site Catalyst Attribute Import Naming Tool (SAINT) enriches reporting data with custom metadata. It classifies tracking variables with meaningful labels for performance analysis across various dimensions. Site Catalyst / Analytics Site Catalyst, now Adobe Analytics, is a tool for collecting and analyzing data from digital marketing channels. It provides detailed insights into user behavior, traffic, and campaign performance. Sessions / Analytics Sessions track user interactions on a website within a timeframe, starting on arrival and ending after 30 minutes of inactivity. A single user can generate multiple sessions, encompassing various actions like page views and transactions. Session Duration / Analytics Session duration measures the time a user spends on a website during a single visit. It helps evaluate user engagement and content effectiveness, with longer durations often indicating valuable content. T Tracking Code / Analytics Tracking code monitors website user interactions and behaviors, collecting data for analytics platforms. It helps evaluate performance and measure campaign success by sending information to tools like Google Analytics. U UTM Parameters / Analytics UTM parameters are short codes added to URLs to track campaign performance and traffic sources. They help analyze how visitors arrive and engage with content. utm_id / Analytics utm_id is a unique campaign identifier linking to predefined metadata in analytics platforms. It helps track specific marketing efforts beyond standard UTM parameters. Users / Analytics Users are individual website visitors tracked by analytics tools like Google Analytics. This metric measures audience size and behavior through interactions like page views and clicks. Unique Visitor / Analytics Unique visitors count individual website users in a timeframe, regardless of return visits, using identifiers like cookies. This metric helps understand audience size and evaluate marketing reach.