Analytics & Tracking
Tracking and measurement terminology covering server-side tracking, attribution models, data privacy, and analytics implementation.
The metrics that decide whether your brand scales.
Post-iOS 14, attribution is fundamentally broken. Pixels miss conversions, platforms double-count, and the dashboards your team relies on can disagree by 40%+ on the same week’s performance. The terms here are how operators reason about that uncertainty rather than pretending it does not exist.
Server-side tracking, the Conversions API, attribution windows, view-through vs click-through, MMM vs MTA — every one of these terms exists because platform-reported numbers stopped being trustworthy in isolation. Modern measurement is about triangulating across sources, not picking the one source that looks best.
If you're choosing an analytics stack (GA4, Triple Whale, Northbeam, Polar) or trying to understand why your dashboards disagree, this is the vocabulary.
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Showing 18 of 18 terms in Analytics & Tracking
Sessions
A group of user interactions with a website within a given timeframe.
Engaged Session
In GA4, a session lasting 10+ seconds, having a conversion, or 2+ page views.
Engagement Rate
The percentage of sessions that were engaged.
Bounce Rate (GA4)
The percentage of sessions that were NOT engaged—the inverse of engagement rate.
iOS 14.5 / ATT
Apple's privacy framework requiring apps to request permission before tracking users.
First-Party Data
Customer data collected directly through owned channels like purchases and email subscriptions.
Zero-Party Data
Data intentionally and proactively shared by customers, such as preferences and intentions.
Server-Side Tracking
A tracking method where data is collected on your server rather than the user's browser.
GA4
Google Analytics 4 - Google's current analytics platform using event-based tracking.
Data Layer
A JavaScript object that stores and passes information between a website and tag management.
Google Tag Manager
GTMA tag management system for deploying tracking codes without modifying website code.
UTM Parameters
Tracking tags added to URLs to identify traffic sources in analytics.
Cohort Analysis
Analyzing groups of customers who share a common characteristic to understand behavior patterns.
Funnel Analysis
Tracking user progression through conversion steps to identify drop-off points.
Heatmaps
Visual representations showing where users click, scroll, and focus attention on web pages.
Session Recordings
Video playback of individual user sessions showing mouse movement and interactions.
Triple Whale
A Shopify-focused analytics platform providing attribution and real-time dashboards.
Post-Purchase Survey
A survey presented after checkout asking customers how they heard about the brand.
Related glossary categories
Explore related glossary categories.