Glossary

Pageview. One page load recorded by the snippet, with the page URL, the referrer and the time. Pageviews are the permanent record visits are built from.

Visit. A stay on your site: the pageview that opened it, carrying the referrer or tracking parameter that says where the visitor came from, plus the pageviews and events that follow until a new visit starts. Each visit is sorted into a channel, which is what makes it a touchpoint. See Visits & Visitors.

Visitor. The person behind one or more visits, recognised across them by the anonymous id the snippet sets and by the user id or email your site sends with identify.

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. See Conversions and revenue. 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. See Conversions and revenue.

Filter. The building block of the dashboard: a rule that claims visits by where they came from, a URL parameter, a referrer, a search engine, an event or a path. Every visit lands in exactly one filter, and when several match, the one higher on the dashboard wins. See Channels, filters & groups.

Channel. A top-level category of traffic on the dashboard: a set of filters shown as one row, such as Organic or Google Ads, or a single filter that stands on its own, such as Direct Traffic. Ad integrations create their channels for you.

Group. A row that adds up chosen filters and channels, such as all paid channels, without claiming visits or taking anything from its members.

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 Attribution types.

Lookback window. The number of days a Lookback Window view looks back from each conversion for the visits that earn it: 30 or 90 days, or a custom length from 1 to 365. See Attribution types.

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. See Attribution types.

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, chosen per view, after which the traffic options stop giving credit to a visitor's later visits: typically the sign-up, lead or first purchase. See Traffic options.

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

Default channels. The channels every dashboard starts with, such as Organic, Social, Direct Traffic, Unsegmented Traffic and Unknown Source, plus the All Traffic and Raw Traffic rows. See Default channels.

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

Raw Traffic. Every visit, conversion and revenue dated in the range before any modeling, shown as the last row when you click Show Raw data. Used to check that the data arriving matches 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. Some is normal; a large share points to an installation issue.

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

Dashboard Builder. The tool with two tabs: Manage Traffic shows the parameters, referrers and pages behind any source and creates filters from them; Manage Channels moves or deletes channels and filters in bulk. See Dashboard Builder.

Direct Traffic. Visits that arrive with no referrer and no tracking parameters, such as typed URLs, bookmarks and links from mobile apps. Whether they receive credit is set by the traffic options.

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