Glossary

Visit. One arrival at your site or app, with its referring URL and destination URL. Visits are the touchpoints that receive credit. See Visits & Visitors.

Visitor. The person behind one or more visits, stitched together by the identifiers your tracking sends (anonymous id, user id, email).

Touchpoint. A visit that precedes a conversion and is therefore in line for credit. Visits, touches and touchpoints mean the same thing in these docs.

Conversion event. The event you are measuring, such as Order Paid or Signed Up, chosen in the control bar. Revenue is read from the events in the revenue group, which may be a different set.

Revenue group. Which events count as revenue in the Revenue column: All Revenue, the conversion event alone, or a custom group of events.

Filter. The smallest unit on the dashboard: a rule on URL parameters, referring domain or path that claims visits. A filter is a traffic source. See Channels, filters & groups.

Channel. A set of filters shown as one row, usually one ad platform or one marketing activity. Ad integrations create their channels and filters for you.

Group. A set of channels summed into one row, with no double counting.

Attribution model. The rule that splits a conversion's credit among its touchpoints: linear, first touch, last touch, time decay or position based. See Attribution models.

Attribution type. Which end of the journey the date range anchors on. Lookback Window selects conversions in the range and looks back a number of days for touchpoints. Marketer Spend View selects touchpoints in the range and looks forward to the conversions they produced. See Dashboard report reference.

Lookback window. The number of days a Lookback Window view looks back from each conversion, 1 to 365.

Look-forward Scope. How far a Marketer Spend View reaches: Date range, until the customer's next visit after the range, or Lifetime, for every later conversion with credit shared across the whole journey.

Traffic options. The view setting that decides whether direct visits receive credit: include all traffic, exclude direct, include direct until a cutoff event, or exclude all traffic after a cutoff event. See Traffic options.

Cutoff event. The conversion event after which the traffic options stop giving credit to later visits, typically a signup or first purchase.

Saved view. A named set of all the settings above, read by the dashboard, the reports and the MCP tools. See Saved views.

Default traffic sources. The filters every dashboard has: Direct, Organic, Social, Unsegmented, Unknown Source, plus the All Traffic and Raw Traffic rows. See Default traffic sources.

All Traffic. The first dashboard row: the sum of every attributed source after modeling.

Raw Traffic. The last dashboard row: every visit, conversion and revenue dated in the range before any modeling, for auditing against your own tools.

Unknown Source. Conversions with no preceding visit to credit, for example server-side events for people who never visited with tracking installed.

Unsegmented. Visits no filter claims yet; the Dashboard Builder turns them into filters.

Company-based attribution. Crediting the company rather than the individual, so several people from one account share one journey. See Company-based attribution.