Marketing Analytics Lexicon: Essential Terms for 2024

In marketing analytics, scrutinizing your marketing strategies yields valuable insights for enhancing their efficacy. This glossary of 2024 data analytics terms serves as a compendium, offering definitions for indispensable terms and phrases encountered during campaign analysis.

If you’re stepping into marketing analytics for the first time, we’ve got your back. Navigating through the plethora of new acronyms and terminologies can be daunting. That’s why we’ve curated this ultimate glossary of data analytics terms for 2024, featuring over 60 definitions specific to marketing analytics.

This glossary is a comprehensive compilation of standard marketing analytics terms and definitions, providing a clearer understanding of the phrases and acronyms encountered in the field.

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Let's explore some standard marketing analytics terms:



The process of attracting new customers, transactions, and purchases for your business.

Ad Rank:

Google uses this metric to determine the position of your pay-per-click (PPC) ad in search results.


Analyzing data from your website and marketing strategies provides insights into the effectiveness of your marketing efforts and areas for improvement.

Analytics platform:

A tool that furnishes you with data necessary to gain insights into your campaigns, such as Google Analytics.


A method to ascertain which channels, strategies, and marketing messages impacted a user’s decision to convert.


Bounce rate:

The percentage of users who visit your website and leave without engaging with any content or navigating to another page.


Channel grouping:

Google Analytics has a feature that allows you to categorize marketing activities and view and compare metrics by channels, traffic sources, campaigns, and more.

Click-through rate (CTR):

An email marketing metric indicating the number of clicks your emails receive relative to the number of opens.

Click to open rate (CTOR):

An email marketing metric indicating the number of clicks your emails receive relative to the number of opens.

Conversion rate:

The percentage of website visitors who complete a desired action (e.g., making a purchase or signing up for emails) out of the total number of visitors.

Conversion rate optimization (CRO):

Enhancing your website to encourage users to perform desired actions, such as making purchases or signing up for newsletters.

Cost per acquisition (CPA):

The average cost incurred by your business for a user to convert after viewing your advertisement.

Cost per click (CPC):

The average amount your business pays each time a user clicks on your advertisement, typically associated with pay-per-click (PPC) ad campaigns.

Cost per lead (CPL):

The expenditure your business makes to generate a new lead.


Data management platform:

Software facilitates collecting and managing data from various sources.

Direct traffic:

Direct traffic comprises users who arrive at your website by directly typing your URL into the browser’s address bar.

Dwell time:

Dwell time denotes a user’s duration on a webpage before returning to the search engine results pages (SERPs). Generally, longer dwell times indicate higher engagement.


Ecommerce conversion rate:

The ecommerce conversion rate represents the percentage of online sales generated on your website relative to the total number of visitors.

Engagement rate:

Your engagement rate illustrates the duration users spend on your website, considering both the time spent on the site and the pages visited.


Entrances, a metric in Google Analytics, quantify the instances when a new session commences on your website.


Events enable measuring a user’s activities on your website, encompassing page visits, clicks, and interactions, and are trackable within Google Analytics.

Exit rate:

The exit rate signifies the percentage of users who depart your website after viewing several pages.



Filters, a feature within Google Analytics, allow customization of the data displayed in your reports.


A funnel delineates the user journey from the initial visit to your website to eventual conversion into a customer.


Google Analytics:

Google Analytics is a widely used web analytics platform that facilitates the viewing, tracking, and analyzing of crucial data and metrics about your website and audience.

Google Data Studio:

Google Data Studio integrates with Google Analytics to aid in transforming data into customizable and informative reports.

Google Search Console:

Google Search Console empowers you to monitor and assess your website’s performance in Google search results.



In data analytics, a hit is a term used in Google Analytics to denote user interactions such as page views, transactions, and events.



Impression represents the total number of times your content or marketing messages are displayed, irrespective of user clicks.


Key performance indicator (KPI):

A key performance indicator (KPI) is a vital marketing analytics term. It represents metrics that gauge the effectiveness of a marketing strategy in achieving business objectives.


Last click:

Last click attribution attributes 100% of the credit for a conversion to the last interaction the user engaged with before converting.


A lead signifies a user interested in your business, products, or services. This interest is often demonstrated by contacting you, downloading guides, or subscribing to emails.

Lifecycle stage:

The lifecycle stage indicates where users reside within your sales funnel and their likelihood of conversion.



Measures are numerical values utilized to assess and monitor the effectiveness of your marketing campaigns.


New visitors:

New visitors denote individuals who access your website for the first time.


Objectives and Key Results (OKRs):

OKRs represent objectives and key results, aiding in setting clear goals with measurable outcomes to track progress toward achieving them.

Open rate:

Open rate denotes the percentage of users who received and opened your emails.


Optimization entails modifying and enhancing your digital marketing strategies to enhance their performance.

Organic traffic:

Organic traffic refers to users who arrive at your website after clicking on its listings in search engine results without paid promotion.


Page view:

A term within Google Analytics indicating when a page is accessed or reloaded.


Qualified leads:

Qualified leads have expressed interest in your business and will likely convert into customers.

Quality Score:

Quality Score is a diagnostic tool employed by Google Ads to evaluate the quality and relevance of your PPC ads on a scale of one to ten.



A referral occurs when a visitor arrives at your website by clicking a link on another website.

Return on ad spend (ROAS):

ROAS quantifies your digital advertising campaigns’ performance and financial return.

Return on investment (ROI):

ROI measures the effectiveness of your marketing strategies by assessing the revenue generated relative to the investment made.

Returning visitors:

Returning visitors are users who have previously visited your website using the same device.


Revenue signifies the total income your business generates before deductions.


Search ranking:

Search ranking denotes the position of your website in search engine results pages (SERPs).


Segmentation involves categorizing potential customers based on their preferences, needs, interests, and demographics to tailor marketing messages accordingly.


A session encompasses any instance when a user accesses your website from an external domain. In Google Analytics, a session terminates when visitors navigate away, close their browser, or remain inactive for 30 minutes or more.



Traffic refers to the users who visit your website.

Traffic source:

Traffic source indicates where your website visitors originate, such as PPC ads, social media, or search engines.

Time on page:

Time on page is a Google Analytics metric representing the average duration users spend on a specific page.

Time on site:

Time on site is a Google Analytics metric indicating the average duration users spend on your website across all visits.


Unsubscribe rate:

The unsubscribe rate is an email marketing metric representing the percentage of users who opt out of receiving further emails.


URL denotes the web address of a website or webpage.


Visitor flow:

Visitor flow, a Google Analytics feature, enables visualization of users’ paths while navigating your website.


Visitors are individuals who access and browse your website.