Active User
Active User is a user who has engaged with a site or app during a selected reporting period. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Interactive Theory Glossary
Analytics and Measurement Definitions
Browse Analytics and Measurement definitions from Interactive Theory.
24 definitions
A
Attribution
Attribution is the process of assigning credit to marketing interactions that contribute to conversions. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work...
B
Bounce Rate
Bounce Rate is in GA4, the percentage of sessions that were not engaged sessions. A common calculation is: Bounces ÷ emails sent, or in GA4: non-engaged sessions ÷ total sessions. In analytics and measurement,...
C
Campaign
Campaign is the top-level advertising structure where objective, budget, targeting, bidding, and settings are usually defined. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
Container
Container is the GTM workspace that holds tags, triggers, variables, and configuration for a website or app. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to...
Conversion
Conversion is a valuable action completed by a user, especially in advertising and measurement contexts. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about...
Cross-Domain Tracking
Cross-Domain Tracking is analytics configuration that preserves user and session identity across related domains. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work...
D
Dashboard
Dashboard is a visual reporting view that organizes important metrics, charts, and trends for decision-making. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about...
Data Layer
Data Layer is a structured object used by tag management systems to pass event and variable data to tags. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise...
Data Stream
Data Stream is a GA4 data source that collects data from a website, app, or other digital property. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Data-Driven Attribution
Data-Driven Attribution is an attribution model that uses observed conversion paths and data to distribute credit across touchpoints. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Debug Mode
Debug Mode is a testing mode used to verify analytics and tag behavior before or during implementation. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to...
Default Channel Group
Default Channel Group is Google Analytics’ rule-based grouping of traffic into channels such as Organic Search, Paid Search, Email, Direct, and Referral. In analytics and measurement, this term gives marketers, designers, developers, and business...
E
Engaged Session
Engaged Session is a GA4 session that meets engagement criteria such as lasting long enough, including key events, or viewing multiple pages. In analytics and measurement, this term gives marketers, designers, developers, and business...
Engagement Rate
Engagement Rate is the percentage of sessions that qualify as engaged sessions. A common calculation is: Engaged sessions ÷ total sessions in GA4, or engagements ÷ reach/impressions on social platforms. In analytics and measurement,...
Event
Event is a recorded user interaction or system action in analytics, such as a page view, click, form submit, or purchase. In analytics and measurement, this term gives marketers, designers, developers, and business owners...
Event Parameter
Event Parameter is additional information attached to an analytics event to describe context or value. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about...
Exit Page
Exit Page is the last page a user viewed before leaving the site during a session. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
F
First-Touch Attribution
First-Touch Attribution is an attribution model that gives conversion credit to the first recorded marketing touchpoint. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
Funnel Exploration
Funnel Exploration is a GA4 analysis technique for visualizing how users move through defined steps toward a goal. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
G
GA4
GA4 is Google Analytics 4, Google’s event-based analytics platform for websites and apps. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work that...
Google Analytics
Google Analytics is Google’s web and app analytics platform used to measure traffic, events, audiences, engagement, and outcomes. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Google Search Console
Google Search Console is Google’s free platform for monitoring search visibility, indexing, performance, and technical issues. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
Google Tag Manager
Google Tag Manager is Google’s tag management system for deploying and managing tracking tags without editing site code every time. In analytics and measurement, this term gives marketers, designers, developers, and business owners a...