Understanding analytics terminology is crucial for making informed decisions. Our glossary simplifies
key terms and metrics, offering clarity and empowering everyone—from beginners to experts—to
confidently navigate the world of analytics.
Sign up for Usermaven to get in-depth website and product insights, understand user behavior, and optimize your marketing and product strategies for success.
A
Comparing two versions of something (website, app element, etc.) to see which performs better with users.
Your central hub in Usermaven, where you manage workspaces, team members, and access various features.
Sources (e.g., search engines, social media) or mediums (e.g., paid ads, organic traffic) through which users discover your platform.
Individuals who engage with your website or app, including both new and returning users.
The extent to which users utilize a specific feature within your platform. High adoption indicates successful integration into their workflows.
A metric that measures the success of a product or service by gauging its user acceptance over time.
A collaborative marketing initiative where users earn rewards for referring others to your platform.
The process of collecting, organizing, and analyzing data to gain valuable insights into your business performance, user behavior, and more.
Documents or presentations that summarize and visualize data collected from the website or app analytics tools. These reports provide insights into user behavior, traffic sources, conversion rates, and other key metrics.
Examining data to uncover patterns, trends, and meaningful insights that inform decision-making.
Access credentials (such as API keys, tokens, or passwords) used to authenticate and authorize access to an application programming interface (API).
A unique identifier that allows secure integration of Usermaven with other platforms or applications.
Assigning credit for user interactions and conversions (e.g., purchases, signups) to various touchpoints (e.g., marketing channels, website elements) within their journey
The group of individuals or users who are targeted by a particular marketing campaign, content strategy, or product offering.
A marketing strategy that divides your audience into smaller, more targeted groups based on shared characteristics or behaviors. This allows for more personalized messaging and connections.
Automatically tracks user actions on the front end of your website or app, such as clicks, form submissions, or video plays.
The average value of each order placed within a defined period, calculated by dividing the total revenue by the number of orders.
B
The method of collecting, measuring, and analyzing data related to user behavior on your website or app. This can include browsing patterns, purchase habits, product usage, and more.
When a user leaves a web page without further interaction, such as clicking on another page or taking an action.
The percentage of single-page sessions (users who view only one page) compared to the total number of sessions on your website. Bounce Rate=(Single-Page Sessions/Total Sessions)×100
A software application used to access and navigate the internet, allowing users to view web pages, interact with online content, and access various digital services and resources.
Sending multiple events (user interactions) to Usermaven in a single request, improving efficiency and performance.
C
A direct message or button that encourages users to take a specific desired action, such as making a purchase, signing up for a newsletter, or downloading a file.
Captures information about visits without storing user-identifiable data (privacy-focused).
The process of monitoring and analyzing the performance of marketing campaigns to understand their effectiveness and identify areas for improvement.
A feature within your Usermaven account that allows you to securely update your password.
The process of identifying and categorizing different marketing channels through which users interact with a brand or product, helps to track and analyze the effectiveness of each channel in driving conversions and engagement.
Users who cease engaging with your platform within a given timeframe, often indicating lost interest or dissatisfaction.
The percentage of users who cancel their subscriptions or stop using your platform within a specific period, usually expressed as a monthly or annual rate.
The ratio of users who click on a link or call to action (CTA) compared to the total number of times the link or CTA was displayed (impressions).
Data collected directly from the user's device, which can be impacted by ad blockers.
A technique used to analyze user retention by grouping users based on a shared characteristic, such as their signup date. This allows you to track how different groups of users behave over time.
Usermaven provides analytics tracking solutions specifically designed for businesses and organizational use.
The process of analyzing and contrasting various performance indicators or measurements over time, between different segments, or against benchmarks to assess trends, identify patterns, and make informed decisions.
Compare metrics, time periods, or segments to understand trends and patterns.
In the digital realm, user agreement for the storage and processing of their personal data by a platform or service.
Provides insights into visitors, users, and companies interacting with your platform.
Utilizing user data to tailor the content displayed on your website or app to their individual needs, interests, and past behaviors.
Enables you to measure the performance of various content elements on your website or app, such as blog articles, landing pages, pop-up banners, etc. This can help you understand what content resonates best with your audience.
The process of identifying the specific channels or touchpoints that influenced a user's decision to complete a desired conversion.
Specific actions or objectives that businesses want users to complete on their website or platform, such as making a purchase, signing up for a newsletter, filling out a contact form, or downloading a whitepaper.
The percentage of users who complete a desired action (conversion) out of the total number of users who were exposed to that opportunity. Conversion Goals: Specific actions you want visitors to take, like making a purchase.
User actions that align with your defined goals, such as completing a purchase, submitting a form, or signing up for a free trial. Monitoring conversions provides insights into the success of your website or app in driving desired user behavior.
Text files storing data on users' devices to identify them across website visits.
Tailor-made approach to monitor user engagement for personalized analysis.
A software system that collects, unifies and manages customer data from various sources to create a single, comprehensive view of each customer, enabling personalized marketing and improved customer experiences.
A customer's overall perception of interactions with a brand.
D
Temporary access granted to Usermaven support to investigate and resolve an issue.
An individual who interacts with your platform on a specific day.
Deceptive website/app practices that trick users into unintended actions.
A visual interface displaying key metrics and reports in a user-friendly view.
Removing personal details from data to protect individual privacy.
Explicit permission or agreement given by an individual or user for their personal data to be collected, processed, and used by a company or organization, typically obtained through consent forms, privacy policies, or terms of service.
The entity responsible for determining how personal data is handled.
Differences or inconsistencies found between data sets or reports, may occur due to errors in data collection, processing, or integration, affecting the accuracy and reliability of analytics insights.
The process of extracting and transferring data from a system, database, or application to an external destination or format for storage, analysis, or sharing purposes.
How recent and up-to-date the information in a dataset is.
The process of transferring or bringing external data into a system, database, or application for storage, analysis, or further processing.
The technical foundation that collects and organizes website or app data.
Platform for managing audience data from various sources.
The right of individuals to control their personal data and its use.
Unauthorized access or disclosure of personal data.
A legal contract outlining how personal data is processed.
Government body overseeing data privacy regulations.
The period for which data is stored.
Using a subset of data to represent the whole dataset.
A continuous flow of data that is generated, collected, and transmitted from various sources such as sensors, applications, or devices to a destination where it can be processed, analyzed, or stored for further use.
The individual whose personal data is being processed.
A request by an individual to access their personal data.
Predefined limits triggering specific actions based on data values.
Assigning conversion credit based on data-backed insights.
A graphical user interface (GUI) element or widget that allows users to select dates from a calendar or input field, commonly used in forms, applications, and websites for selecting dates, scheduling events, or setting time-sensitive parameters.
The process of identifying, analyzing, and fixing errors or issues in software code or systems to ensure proper functionality and performance.
Permanently remove a workspace from your account.
Platform for advertisers to buy ad space across various platforms.
Allows for deep dives into specific data points, reports, or user segments.
Unique identification of a device based on its characteristics.
A category used to organize and analyze data (e.g., date, channel).
Visitors come directly to a website by typing the URL or using bookmarks.
Website or app sessions where users access it directly (typing URL or bookmarks).
The point where a user abandons the process or website without completing the intended action.
Measures the percentage of users who abandon the user journey at specific points.
Creates identical funnels for streamlined analytics.
E
Analyzing customer behavior and website performance data from your online store to optimize sales and improve the overall customer experience.
Presenting e-commerce analytics data in a clear and concise format, facilitating informed decision-making.
Utilizing various technologies to collect data about user interactions within your online store.
The level and nature of user interaction with your website or app, reflecting their interest and involvement.
The specific web pages through which users first access your website or app.
The percentage of overall website visitors who start their visit on a particular page.
An EU regulation governing online privacy, including requirements for obtaining user consent for cookies and website tracking.
A proposed agreement between the EU and US aiming to ensure adequate data protection for EU citizens' data transferred to the US.
A web analytics approach that focuses on tracking specific user actions like clicks, form submissions, and video plays on a website.
Specific actions taken by users on your website or app, such as clicks, downloads, or form submissions, providing valuable insights into user behavior.
The total number of events recorded within a specified timeframe, offering an overview of user interaction activity.
The process of filtering out specific types of traffic or visits from analytics reports or data analysis, typically to focus on relevant and meaningful user interactions and exclude noise or irrelevant data points.
A temporary window that appears when a user exhibits behavior indicating they are about to leave your website, aiming to recapture their attention and potentially convert them.
number of entries on a particular page divided by the total number of views that page received (in percentage)
number of exits on a particular page divided by the total number of views that page received (in percentage)
F
A key metric that indicates the extent to which users utilize a specific feature within your platform.
The frequency and extent to which users interact with specific features or functionalities of a product or service, measured to understand user behavior and satisfaction.
Tools or settings that allow users to narrow down data or content by specifying criteria, helping to focus on relevant information and exclude unnecessary details.
The timestamp representing the first instance a user interacts with your website or app.
Identifies a user's initial interaction with your platform, providing insights into the elements that first capture their attention.
The initial page users see upon entering your website or app.
A cookie set by the website or app you are currently visiting, used to store information specific to that website or app.
Data collected directly from users through your website or app, giving you ownership and control over the information.
The process of collecting data about user behavior on your own website or app, using first-party cookies or other tracking methods.
Examining and evaluating the various steps within a user journey, often focusing on conversion rates and user behavior at each stage.
A detailed analysis of each step within a user journey, providing insights into factors like location, device used, and first touchpoint.
Comparing the performance of different funnels over different time periods allows you to identify improvement areas and optimize your conversion strategies.
A sequential roadmap that guides users or visitors from their initial interaction to completing a desired action, such as making a purchase.
G
General Data Protection Regulation, an EU regulation governing personal data protection and privacy.
Your control panel for configuring and customizing your Usermaven analytics environment.
A plan outlining how you will introduce and establish your product or service in the marketplace.
Monitoring and measuring specific actions taken by users on your platform, such as purchases or sign-ups.
A free Google tool offering valuable insights into your website's search engine visibility and performance.
I
Allows you to connect Usermaven with your CRM or marketing automation platform to enrich user data with additional details and personalize the user experience.
A web page section displaying content from another website.
The number of times a specific piece of content (e.g., ad, page) is displayed, regardless of user interaction.
Attracting and engaging potential customers through valuable content and online experiences.
Connecting Usermaven with other third-party tools and platforms, enabling data consolidation and a more comprehensive view of your analytics.
The point of interaction between a user and a computer system or software application, encompassing visual elements (such as menus, buttons, and screens) and functional aspects (like input controls and navigation), designed to facilitate user interaction and task completion.
K
L
The specific webpage users arrive at after clicking on a link from an ad, email, or other source, often designed for a specific conversion goal.
The timestamp indicates a user's most recent interaction with your website or app
The final page a user viewed before exiting your website or app.
A potential customer who has shown some interest in your product or service.
The process of attracting and identifying potential customers.
A valuable piece of content, such as an ebook or webinar, offered in exchange for user contact information.
The process of building relationships and fostering interest with potential customers through personalized communication and information.
The sequential stages or phases that a product, service, or process undergoes from inception or introduction through development, maturity, and potentially decline or termination.
Geographical areas or places where users are located or accessing a service, platform, or content.
M
Using software to automate repetitive marketing tasks, such as sending emails or nurturing leads.
A coordinated set of activities aimed at achieving a specific marketing goal.
A visual representation of the customer journey, from initial awareness to conversion.
A lead who has shown enough interest in your product or service to be considered a viable sales prospect.
An artificial intelligence tool developed by Usermaven to analyze user behavior, provide insights and optimize marketing strategies through data-driven decisions and automation.
Broad categories defining the source of user visits, such as organic search or referral traffic.
A website that aggregates content from other websites.
A measurable value that helps you track and analyze your progress towards a goal.
The practice of collecting and analyzing data about user behavior on mobile devices.
A distinct component within a feature, serving a specific function.
Users who interact with your app over a 30-day period.
A subset of users exhibiting high levels of interaction within your digital platform.
Assigning credit for conversions across multiple touchpoints a user encounters throughout their journey.
Utilizing various channels (e.g., email, social media, paid advertising) to reach your audience.
N
A user who interacts with your website or app for the first time.
A user who visits a website, application, or platform for the first time within a specified period, typically tracked using cookies or other tracking mechanisms.
Data that cannot be used to identify a specific individual.
Comments, remarks, or annotations added to documents, files, or digital content to provide additional context, instructions, or insights.
O
Software installed and managed on your own servers, not on a cloud platform.
he process of introducing new users to your platform and its features.
The software that manages the basic operations of a computer or mobile device (e.g., Windows, macOS, Android).
Consent given by an individual to receive marketing communications or have their data collected.
The ability of an individual to choose not to receive marketing communications or have their data collected.
Marketing initiatives that attract users naturally through non-paid channels, like SEO or content marketing.
Visitors who come to your website from search engines, without paid advertising.
An intergovernmental organization focused on promoting economic and social progress.
P
The unique web address (Uniform Resource Locator) of a specific page.
The total number of times a web page is loaded or viewed by users, used as a metric to measure the popularity and engagement of a web page.
Utilizing paid advertising channels to reach your target audience.
Analysis of user navigation routes within a system or application to understand common user journeys and optimize user experience.
Information that can be used to identify a specific individual.
High-priority actions or events you want to monitor closely (e.g., signups, purchases).
Replaces the tracking pixel URL with a custom domain, potentially preventing ad-blockers from filtering data.
The central hub for managing your Usermaven subscription plan and features.
Assigns 40% of conversion credit to the first and last touchpoints, and 20% to interactions in between.
Highly active users who significantly influence and engage within your digital space.
Laws governing the collection, use, and disclosure of personal data.
A framework established between the US and EU to ensure data protection for EU citizens' data transferred to the US.
A cloud computing environment dedicated to a single organization, offering increased security and control.
The practice of collecting and analyzing data to understand user behavior and optimize your product.
Measures user involvement and activity within your platform, providing insights into their satisfaction.
Specific functionalities offered by your product.
The section in Usermaven offering detailed analytics on user interactions, preferences, and behaviors.
The process of planning, developing, launching, and managing a product.
A visual representation of future product development plans and priorities.
The overall plan for creating and bringing your product to market.
R
Examining unprocessed data to extract meaningful insights.
Analyzing user behavior within React Native mobile apps.
Sending users to a different web page than the one they initially requested.
The source (website or campaign) that directed a user to your platform.
Sources that direct users to your platform, helping you track user traffic origins.
Allows grouping multiple events into a single step based on specific patterns.
Geographical areas or divisions that categorize locations based on shared characteristics such as political boundaries, cultural factors, or administrative regions.
Identifying deviations in user engagement compared to a specific time period.
Targeting users with ads based on their previous interactions with your platform.
Measuring how well your platform keeps users engaged over time.
Strategies to encourage users to return and continue using your platform.
A metric measuring the profitability of an investment.
Users who have previously visited your website or app.
The average revenue generated per website visitor.
Withdrawing consent for granting data access to your Usermaven account.
S
The percentage of visitors who complete a desired action, like making a purchase.
The stages a user progresses through before making a purchase.
A potential sale identified by the sales team.
A lead considered a good fit for your product or service by the sales team.
Customized and saved configurations of data or reports that users can quickly access and reference within an analytics or data management platform.
The physical dimensions of a display screen, typically measured diagonally from one corner to the opposite corner.
Optimizing your website to rank higher in search engine results.
The page displayed by a search engine containing search results.
Grouping users based on shared characteristics or behaviors for targeted analysis.
Distinct groups of users or customers who share similar characteristics or behaviors, used for targeting and personalizing marketing efforts.
Personal data requiring additional security measures due to its privacy implications.
Implementing tracking code on your server for enhanced data security and privacy.
Data processed on your server for enhanced security and privacy.
Implementing server-side tracking while maintaining ownership of the collected data.
Analyzing user interactions within a single session, encompassing all actions from start to end or user inactivity.
Individual visits to your website, starting with the first-page view and ending with inactivity exceeding 30 minutes.
Customizing the display of columns in your analytics reports for focused analysis.
The process of logging into an existing account on a service, platform, or application by providing previously registered credentials such as username, email address, and password.
The process by which a user creates an account or registers for a service, platform, or application by providing necessary information such as username, email address, password, and any additional required details.
Data points or indicators used to understand user behavior, preferences, and interactions with products or services.
The channel or platform users came from to reach your website or app (e.g., search engine, social media).
T
A tool for managing and deploying tracking tags across your website or app.
Labels or markers added to digital content, such as web pages, images, or documents, to categorize and organize them based on specific attributes or characteristics.
A cookie set by a different website than the one you are currently visiting.
Tracking user behavior across different websites using third-party cookies or other methods.
The average time users spend on a specific page.
The primary sources or mediums through which users access or interact with a website or application, typically categorized by channels such as direct traffic, organic search, social media, referral links, and paid advertising.
The most visited pages on your website, ranked by unique visitors.
Any user interaction with your platform, including visits, clicks, or downloads.
A piece of code added to a website or application to collect and send data about user interactions, behaviors, and activities to analytics or tracking tools.
A detailed analysis that identifies and evaluates the sources and channels through which users are acquired or brought to a website or application.
Analyzing website or app traffic data to understand user behavior and website performance.
A period during which users can evaluate a product, service, or software application before making a purchase decision.
Conditions that determine when tracking tags are activated or fired.
U
An individual who interacts with your website or app.
The level of user interaction and involvement with your platform.
A unique identifier assigned to each user within your platform.
The series of experiences and interactions that a user goes through when engaging with a product or service, from initial awareness to ongoing use and advocacy.
A fictional representation of your ideal user based on research and data.
Grouping users based on shared characteristics or behaviors for specific analysis.
Measures how frequently users engage with your product. Stickiness is typically calculated as the ratio of DAUs to MAUs.
Concise descriptions of user needs and desired functionalities.
Information about the user's device, browser, and operating system.
URLs that contain UTM parameters (Urchin Tracking Module), which are tags added to the end of a URL to track and analyze the effectiveness of marketing campaigns. UTM parameters can provide information about the source, medium, campaign name, and other details of the traffic coming to a website.
The channel (e.g., email, social media) associated with a UTM-tagged link. Visitors: Individual users who visit your website or app.
Analyzing traffic from links tagged with UTM parameters to understand the effectiveness of marketing campaigns.
V
The average time users spend on your website or app in a single session, calculated by dividing the total session duration by the total number of sessions.
Individuals who access and interact with a website, application, or digital platform, typically referred to in analytics and marketing contexts to measure traffic, engagement, and user behavior.
W
The measurement, collection, analysis, and reporting of web data to understand and optimize web usage, track user behavior, and improve the effectiveness of a website.
Users who interact with your platform within a seven-day period (e.g., users active between January 1st and 7th).
A digital environment or area within a software application where users can organize, manage, and collaborate on tasks, projects, or content related to their work or activities.
