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Glossary

J

X

Y

A

A/B testing

Analytics dashboard

App analytics

Application programing interface (API)

Analytics suite

Affiliate marketing

App Tracking Transparency (ATT)

Audience segmentation

Average order value (AOV)

Adobe Analytics

AI and privacy

Anonymized data

Attribution modeling

Average engagement time

Acquisition reports

Audience reports

B

Bounce rate

Behavioral targeting

Business associate agreement (BAA)

Behavioral data

Bring Your Own Key (BYOK)

C

Campaign tracking

Cloud hosting

Consent manager

Content tracking

Cookie syncing

Cost per action (CPA) / effective cost per action (eCPA)

Cost per click (CPC) / effective cost per click (eCPC)

Custom reports

Customer data platform (CDP)

Customer journey

Call to action (CTA)

Content personalization

Conversion rate

Conversion rate optimization (CRO)

Cross-channel tracking

Customer lifecycle

Customer lifecycle management (CLM)

Conversion attribution

Custom variables

Custom dimensions

Calculated metrics

Custom channel grouping

Customizable dashboards

Contextual targeting

California Privacy Rights Act (CPRA)

Click-through rate (CTR)

Customer lifetime value (CLV)

CPRA cookie banner

Cart abandonment rate

Customer acquisition cost (CAC)

Cost per lead (CPL)

Customer retention rate

Cost per acquisition (CPA)

Customer relationship management (CRM) platforms

Cross-selling

Content analytics

Cookieless marketing

Client-side tagging

Click analytics

Customer data analytics

Cookieless advertising

D

Data controller

Data privacy

Data processing agreement

Data processor

Data protection officer

Data subject

Device fingerprint tracking

Double opt-in

Dynamic content

Data anonymization

Data pseudonymization

Data management platform (DMP)

Data freshness

Data sampling

Data thresholds

Data subject access request

Data protection authority (DPA)

Data protection impact assessment (DPIA)

Data retention

Direct traffic

Data clean room

Demand-side platform (DSP)

The Digital Services Act (DSA)

The Digital Markets Act (DMA)

Dark patterns

Data-driven attribution

Data privacy breach

Data activation

Dedicated database

Data integration tools

Digital analytics

De-identified data

E

ePrivacy Regulation

Exit intent pop-up

Enhanced Tracking Protection

Electronic protected health information (ePHI)

Event-based web analytics

The European Data Protection Board

Ecommerce analytics

Ecommerce tracking

Ecommerce reporting

EU-US data privacy framework

Event analytics

Event tracking

Email analytics

Enterprise analytics

F

First-party cookie

First-party data

First-party tracking

Funnel analysis

Facebook Inc. v. Duguid

G

Goal tracking

Google Consent Mode

GDPR vs HIPAA

Google v. CNIL

Goal conversion rate

Google Click Identifier (GCLID)

H

Hypertargeting

The Health Insurance Portability and Accountability Act (HIPAA)

HIPAA certification

I

Impressions

Intelligent Tracking Prevention (ITP)

Inbound marketing

K

Key performance indicator (KPI)

L

Landing page

Lead acquisition (lead generation)

Lead magnet

Lead nurturing

Looker Studio (former Data Studio)

Log analytics

M

Marketing funnel

Mobile analytics

Marketing qualified lead

Marketing automation

Marketing campaign

Multichannel

Multi-channel attribution

Modern data stack

Marketing performance analytics

Marketing performance metrics

Marketing analytics platform

Marketing analytics dashboard

N

Non-personally identifiable information (Non-PII)

Nested table report

O

On-premise / self-hosted

Organization for Economic Cooperation and Development (OECD)

Organic traffic

P

Privacy by design

Private cloud

Product analytics

Personal data

Progressive web applications (PWA)

Protected Health Information (PHI)

Personally identifiable information (PII)

Privacy Shield

Personal Information Protection and Electronic Documents Act (PIPEDA)

Paid marketing activities

Predictive metrics

Privacy laws in the United States

Pseudonymous data

Privacy-enhancing technologies (PETs)

R

Retargeting / remarketing

Return on investment (ROI)

Retention marketing

Referral / referrer

Redirection

Raw data analysis

React Native analytics

Revenue per visitor (RPV)

Returning visitors

Return on ad spend (ROAS)

Real-time reporting

Real-time data

Real-time data analytics

Raw data vs. processed data

S

Search engine optimization (SEO)

Sales opportunity

Single customer view (SCV)

Segmentation

Sensitive data

Server-side tracking vs. client-side tracking

Software development kit (SDK)

Server-side tracking with a first party collector

Single page application (SPA)

Server-side tagging

Search engine results page (SERP)

Sales-qualified lead (SQL)

Strictly necessary cookies

Sales conversion rate

Sales funnel

Single digital gateway (SDG)

Second-party data

Session analytics

Server-side analytics

T

Tag management / tag manager

Third-party cookie

Third-party tracking

Transactional data

The German Telecommunications and Telemedia Data Protection Act (TTDSG/TDDDG)

Traffic analytics

Time spent on page

Third-party data

U

User engagement

User experience (UX)

User identifier (user ID)

Unique visitor

User acquisition (UA)

V

Virtual page view

W

Web analytics

Z

Zero cookie load

Zero-party data

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