Data Analytics Glossary

An A/B test is a method used to compare two versions of a webpage, email, or ad to see which...

The AARRR framework, also known as "Pirate Metrics," is a model used to measure and improve the customer journey. It...

Average basket refers to the average value of a customer's shopping cart or order. It is calculated by dividing the...

Bounce rate is the percentage of visitors who leave a website after viewing only one page, without interacting further. It...

Customer Acquisition Cost (CAC) is the total cost a business spends to acquire a new customer. This includes marketing expenses,...

Churn refers to the rate at which customers stop using a service or product over a given period. It is...

Cluster analysis is a method used to group data points that are similar to each other into clusters. It helps...

A "cluster of data" refers to a group of related data points or pieces of information that are grouped together...

Cohorts refer to groups of users or customers who share common characteristics or experiences within a specific time frame. These...

Conversion occurs when a user completes a desired action on a website, such as making a purchase, signing up for...

Conversion rate is the percentage of users who complete a desired action out of the total number of visitors.

Data refers to information collected, stored, and used for analysis, decision-making, or other purposes. It can include numbers, text, images,...

Data Build Tool (dbt) is an open-source tool that helps data teams transform and organize raw data in a data...

A data layer is a collection of information about a website or app that helps track user behavior and other...

Data transformation is the process of converting data from one format or structure to another to make it more usable...

Data visualization is the graphical representation of information and data using charts, graphs, and other visual elements.

A database is an organized collection of information stored electronically, allowing users to easily retrieve, manage, and update data.

A dataset is a structured collection of related data, often presented in a table format, making it easy to analyze...

ETL stands for Extract, Transform, Load. It is a process used to gather data from various sources (Extract), modify it...

Facebook Prophet is an open-source forecasting library created by Meta (formerly Facebook) that helps users predict trends in time-series data....

Fivetran is a cloud-based data integration platform that helps businesses automatically transfer data from multiple sources into a centralized data...

Google Tag Manager (GTM) is a free tool that allows users to manage and deploy marketing tags on their websites...

A Key Performance Indicator (KPI) is a measurable value that indicates how effectively a person, team, or organization is achieving...

Looker Studio (formerly Google Data Studio) is a free tool by Google for creating interactive dashboards and visualizing data from...

Lifetime Value (LTV) is the total revenue a business expects to earn from a customer during their entire relationship.

Margin is the difference between a product or service's selling price and its production cost, expressed as a percentage or...

A marketing funnel is a visual representation of the customer journey, from awareness to conversion.

Power BI is a business intelligence and data visualization tool developed by Microsoft that allows users to analyze data and...

Predictive analytics uses statistical models, machine learning, and data analysis to forecast future outcomes based on historical data. It helps...

Retention refers to a company’s ability to keep its customers, users, or subscribers engaged and continuing to use its products...

A tagging plan is a document that outlines how tracking codes (tags) will be implemented on a website or app...