GTM
GTM is Google Tag Manager, a tag management platform that uses containers, tags, triggers, variables, and the data layer. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise...
Interactive Theory Glossary
Analytics and Measurement Definitions
Browse Analytics and Measurement definitions from Interactive Theory.
24 definitions
G
K
Key Event
Key Event is a GA4 event marked as especially important to the business, such as a lead, purchase, or signup. In analytics and measurement, this term gives marketers, designers, developers, and business owners a...
L
Landing Page
Landing Page is a focused page built for a specific traffic source, campaign, offer, keyword, or conversion goal. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Last-Touch Attribution
Last-Touch Attribution is an attribution model that gives conversion credit to the final touchpoint before conversion. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
Looker Studio
Looker Studio is Google’s reporting and dashboard platform for visualizing data from analytics, ads, spreadsheets, and other sources. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
M
Measurement ID
Measurement ID is the GA4 identifier used to connect a website or app data stream to a Google Analytics property. In analytics and measurement, this term gives marketers, designers, developers, and business owners a...
Medium
Medium is the general channel type used to describe how traffic arrived, such as organic, cpc, email, referral, or social. In analytics and measurement, this term gives marketers, designers, developers, and business owners a...
Multi-Touch Attribution
Multi-Touch Attribution is attribution that distributes credit across more than one marketing touchpoint. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work that...
N
New User
New User is a user who is being recorded for the first time in a selected analytics property or reporting period. In analytics and measurement, this term gives marketers, designers, developers, and business owners...
P
Page Path
Page Path is the portion of a URL after the domain, used in analytics to identify pages. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to...
Page Title
Page Title is the title of a page recorded in analytics and often drawn from the HTML title element. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise...
Path Exploration
Path Exploration is a GA4 analysis technique for seeing common sequences of events or pages before or after a user action. In analytics and measurement, this term gives marketers, designers, developers, and business owners...
Preview Mode
Preview Mode is Google Tag Manager’s testing mode for viewing which tags fire and why. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about...
R
Report
Report is a structured presentation of data, insights, and performance information. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work that affects visibility,...
Returning User
Returning User is a user who has visited or interacted before and comes back during a later session. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
S
Session
Session is a group of user interactions with a website or app during a defined period of activity. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
Source
Source is the origin of traffic, such as Google, Bing, Facebook, a newsletter, or a referring website. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to...
T
Tag
Tag is a snippet or configuration that sends data to a platform such as GA4, Google Ads, Microsoft Ads, or Reddit Ads. In analytics and measurement, this term gives marketers, designers, developers, and business...
Trigger
Trigger is a rule that determines when a tag should fire. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk about work that affects visibility,...
U
User
User is an individual visitor or app user represented in analytics based on identifiers and measurement rules. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to...
UTM Campaign
UTM Campaign is the UTM value that identifies the campaign name or promotion associated with traffic. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way to talk...
UTM Content
UTM Content is the UTM value used to distinguish creative, link placement, button, or variation within a campaign. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...
UTM Medium
UTM Medium is the UTM value that identifies the traffic type or channel, such as cpc, email, paid_social, or referral. In analytics and measurement, this term gives marketers, designers, developers, and business owners a...
UTM Parameter
UTM Parameter is a tracking parameter added to URLs to identify campaign source, medium, name, term, or content. In analytics and measurement, this term gives marketers, designers, developers, and business owners a precise way...