Glossary
Success isn’t tied to a single metric. Learn every terms that matter to your business growth: Definitions, examples, and practical tips to apply.
A
A/B Split Testing
A/B split testing is a marketing method that compares two versions of a campaign, webpage, or ad.
Attribution Conversion Path Analysis
Attribution conversion path analysis is a data-driven method for evaluating the series of touchpoints or interactions a customer engages with.
Attribution Credit
Attribution credit refers to the value assigned to each touchpoint or interaction a customer has with your brand during their journey to conversion
Attribution Modeling
Attribution modeling is the process of assigning credit to touchpoints before completing a sale or conversion.
Attribution Rate
Attribution rate refers to the percentage of credit assigned to a specific marketing touchpoint or channel for driving a desired action.
Attribution Reporting
Attribution reporting is the process of analyzing and visualizing how credit for conversions is distributed across the various touchpoints in a customer’s journey.
Attribution Software
Attribution software is a powerful tool that can help businesses track, analyze, and assign credit to different marketing touchpoints along the customer journey.
Attribution Time Lag
Attribution time lag refers to the delay between when a customer first interacts with your brand and when they ultimately convert
Attribution Vendor
An attribution vendor is a third-party platform or service that helps businesses track, analyze, and assign credit to the various marketing touchpoints.
Attribution Window
An attribution window is the time duration in which a marketing channel or touchpoint can claim credit for influencing a conversion
C
Click Fraud
Click fraud is a fraudulent practice where fake or invalid clicks are intentionally generated on digital ads, typically in PPC or CPC campaigns.
Click Redirection
Click redirection is the process of sending a user to a different webpage than the one they initially clicked on.
Controlled Experiment
A controlled experiment involves comparing two or more groups that are identical in every way except for one factor. This is the variable we manipulate to see it's effect.
I
Incremental Sales Lift
Incremental sales lift shows the extra revenue from a marketing activity, isolating its direct impact on sales.
Incrementality Measurement
Incrementality measures the impact of marketing efforts, distinguishing between natural outcomes and those driven by campaigns.
M
Marketing Experimentation
Marketing experimentation tests and analyzes different strategies to identify what works best for achieving business goals.
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