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Glossary

Analytics Glossary

Clear definitions for the terms you encounter in web analytics, product analytics, and revenue tracking.

B

Bot Traffic
Bot traffic is any website visit generated by an automated program rather than a human user, including search engine crawlers, AI training bots, scrapers, uptime monitors, and malicious bots.
Bounce Rate
Bounce rate is the percentage of visitors who land on a page and leave the site without viewing any other page or triggering any tracked interaction.

C

Conversion Rate
Conversion rate is the percentage of visitors who complete a specific desired action — such as signing up, purchasing, or subscribing — out of the total number of visitors.

F

Funnel Analysis
Funnel analysis is the process of tracking how users move through a defined sequence of steps — such as landing page to signup to purchase — and measuring the drop-off rate at each stage.

H

Heatmap
A heatmap is a visual representation of data where colors indicate the intensity of user interactions — clicks, scrolls, or cursor movement — on a web page.

P

Pageview
A pageview is a single instance of a web page being loaded or reloaded in a browser. Each time the page is rendered, it counts as one pageview, regardless of whether the same visitor has seen it before.

R

Revenue Attribution
Revenue attribution is the process of identifying which marketing channels and touchpoints contributed to a customer's purchase, so you can measure the actual return on each channel.

S

Session Replay
Session replay is a recording and playback of a real visitor's interaction with a website, capturing clicks, scrolls, mouse movements, and page transitions.

U

UTM Tracking
UTM tracking uses special parameters appended to URLs — such as utm_source, utm_medium, and utm_campaign — to tell analytics tools exactly where a visitor came from and which campaign sent them.

W

Web Analytics
Web analytics is the collection, measurement, and analysis of website data to understand visitor behavior, optimize user experience, and improve business outcomes.

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