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GA4 is Google’s event-driven analytics platform for websites and apps. Instead of sessions with pageview-centric hits, everything is an event […]

A data layer is a vendor-neutral object between your app and analytics stack. It standardizes events and attributes into a

A Tag Manager is a control plane for website/app tracking. In web analytics, this term most often refers to Google

Measurement ID is a unique identifier that routes events to the correct analytics dataset (property/stream). It’s the address label on

A Tracking ID is a unique identifier used in analytics and ad platforms to route hits (events, pageviews, conversions) to

UTM (Urchin Tracking Module) parameters are short tags you append to a URL so analytics tools can attribute traffic and

In web analytics, a hit is the most atomic unit of activity: a single HTTP request to a server or

A tag is a small piece of client-side code (or a server call) that sends tracking data from your site

A trigger is a rule that decides when a tag should fire. In web analytics and tag management, triggers listen

An outbound click is a user click on your site that sends them to a different domain. Think of it

Form submission is a completed send of a web form—contact, signup, checkout, demo request—where the payload is delivered and acknowledged

A Click Event is a tracked user interaction when someone presses a clickable element on a page—links, buttons, icons, banners,

A scroll event is an event fired by the browser (and captured by your tracking) whenever a user moves the

A custom event is a tracked interaction you define yourself—beyond a default Pageview, Session, or User—to capture behavior that actually

Cost Per Acquisition (CPA) is the price you pay to get one conversion—a completed action you care about. In web

Click-Through Rate (CTR) is the percentage of people who clicked a link after seeing it. In plain terms: out of

Multi-Touch Attribution (MTA) is a method for assigning conversion credit across all marketing touchpoints in a user’s path, not just

Linear attribution is a multi-touch attribution model that splits conversion credit equally across all touchpoints in a user’s journey. If

Last-touch attribution is an attribution model that gives 100% of the conversion credit to the final interaction before a user

First Touch (aka first-touch attribution) is an attribution model that gives 100% of the conversion credit to the very first

An attribution model is a rule set (or algorithm) that splits conversion credit across the user journey. In practice, it