Analytics & Data Analysis
Key Analytics & Data Analysis Concepts
Browse our comprehensive dictionary of analytics & data analysis terms. Click on any term to get a deep dive into its meaning and practical application.
Google Analytics 4 (GA4)
Google Analytics 4 is Google's event-based analytics platform that replaced Universal Analytics in 2023. Unlike its predecessor's session-based model, GA4 track...
Attribution Modeling
Attribution modeling is the methodology used to assign credit to different marketing touchpoints that contribute to a conversion. Common models include last-cli...
A/B Testing
A/B testing (split testing) is a method of comparing two versions of a webpage, email, or ad to determine which performs better against a specific metric (e.g.,...
Event Tracking
Event tracking is the process of capturing user interactions on websites and apps that don't involve page loads, such as button clicks, video plays, form submis...
Cohort Analysis
Cohort analysis groups users who share a common characteristic or behavior within a specific time frame to track their performance over time. Common cohorts inc...
Data Visualization
Data visualization is the graphical representation of data and analytics insights using charts, graphs, dashboards, and infographics to make complex information...
Session Recording
Session recording captures and replays user interactions on websites or apps, showing mouse movements, clicks, scrolls, and form interactions. This qualitative ...
Data Layer
A data layer is a JavaScript object that acts as a centralized repository for storing and managing website interaction data before sending it to analytics tools...
Dashboard
A dashboard is a visual interface that displays key performance indicators (KPIs), metrics, and data insights in an organized, easy-to-understand format. Market...
Reporting
Reporting is the process of collecting, analyzing, and presenting data insights to stakeholders in a clear, actionable format. Marketing reports track campaign ...
Data Analysis
Data analysis is the systematic process of inspecting, cleaning, transforming, and interpreting data to extract meaningful insights and inform business decision...
Business Intelligence
Business intelligence (BI) refers to technologies, applications, and practices for collecting, integrating, analyzing, and presenting business information. In m...
Data Warehousing
Data warehousing is the process of collecting, storing, and managing large volumes of structured and semi-structured data from multiple sources for analytical p...
Predictive Analytics
Predictive analytics uses statistical algorithms, machine learning, and historical data to forecast future outcomes and trends. In marketing, it predicts custom...
Machine Learning
Machine learning is a subset of artificial intelligence that enables systems to automatically learn and improve from experience without explicit programming. In...
Customer Behavior
Customer behavior refers to the actions and decisions customers make throughout their journey with a brand, from initial awareness to post-purchase interactions...
Customer Segmentation
Customer segmentation is the process of dividing a customer base into distinct groups with similar characteristics, behaviors, or needs. Effective segmentation ...
Conversion Funnel
A conversion funnel is a visual representation of the customer journey from initial awareness to final conversion. It typically includes stages like Awareness, ...
Data Integration
Data integration is the practice of combining data from multiple marketing and product systems into a unified structure for analysis and decision-making. Typica...
ETL Process
ETL stands for Extract, Transform, Load, a workflow used to move data from source systems into a destination model suitable for reporting and analysis. Extracti...
Statistical Significance
Statistical significance indicates whether an observed test result is likely due to a real effect rather than random variation. In marketing experiments, this h...
Tag Management
Tag management is the centralized control of tracking scripts, pixels, and event tags used across websites and apps. Instead of hardcoding every tracker into pr...
Frequently Asked Questions
What is the difference between GA4 and Universal Analytics?
GA4 is event-based rather than session-based. It focuses on tracking the entire user journey across platforms and uses machine learning to fill in data gaps, making it more privacy-compliant and future-proof.
How do I track conversions accurately?
Ensure you have defined clear 'Conversion Events' in your analytics tool and that your tracking tags (like Google Tag Manager) are firing correctly on all key interaction points, such as form submissions or purchases.
What is data attribution modeling?
Attribution modeling is a framework for determining which touchpoints in a customer's journey receive credit for a conversion. It helps you understand the value of 'top-of-funnel' activities that might not get the final click.
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