Topic
Analytics
Measurement, reporting, and reading a number without fooling yourself.
Analytics turns events into a number you can act on, and notices when that number is wrong. This topic covers measurement definitions, reporting habits, and the common ways a sound-looking metric misleads: changing denominators, mixed time windows, and sessions counted differently across tools. The pieces show how to check a figure before you trust it.
Glossary
- Assisted conversion
- Attribution model
- Attribution window
- Conversion rate
- Conversion
- Customer lifetime value
- Deduplication
- Holdout test
- Impression
- Incrementality
- Last-click attribution
- Marketing mix modelling
- Match rate
- Modeled conversions
- Session
- Signal loss
- Statistical significance
- UTM parameters
- View-through conversion