Analytics Glossary

Here you can find important tech terms and definitions, explained in a simple and clear way.

Tag Manager

A Tag Manager (e.g., Google Tag Manager) is a tool that allows marketers to deploy and manage snippets of tracking code (tags) on a website without modifying the site's codebase.

Query Parameter

Query Parameters appear after a question mark (?) in a URL (e.g., www.site.com/products?color=blue&sort=price). They are used to change the content displayed on the page without changing the underlying page structure.

Quantitative Research

Quantitative Research answers "how many," "how much," and "how often." It involves collecting data that can be measured and analyzed statistically. Key methods in web design include: analytics, A/B testing, and heatmaps.

KPI (Key Performance Indicator)

A KPI is a critical metric used to track progress toward a strategic goal. For a SaaS or B2B marketing website, KPIs often focus on conversions and engagement, rather than just traffic. Examples include: conversion rate, lead generation, bounce rate, and page speed.

Heatmap

In web analytics, a Heatmap uses a spectrum of warm (red/hot) to cool (blue/cold) colors overlayed on a webpage to show where users focus their attention. Common types include: click maps, scroll maps, and move maps.

Google Analytics

Google Analytics is a free web analytics service that tracks and reports website traffic, user behavior, and conversion data.

Eye Tracking

Eye Tracking is a research method that uses specialized hardware or software to record where a user looks on a screen, revealing their visual behavior and attention patterns.

Engagement Rate

Engagement Rate is a key KPI (Key Performance Indicator) that helps determine the quality and relevance of website traffic. Unlike Conversion Rate (which tracks a specific outcome), engagement tracks user interest.

Conversion Rate

Conversion Rate is a fundamental KPI (Key Performance Indicator) that measures a website's effectiveness. The 'conversion' action varies by business goal; for a SaaS company, this often means submitting a Lead Form, starting a free trial, or booking a demo.

Bounce Rate

Bounce Rate is a key metric in Google Analytics that reflects the effectiveness of a page at engaging the user. A high bounce rate often indicates one of two things: poor landing experience and poor UX design.

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