Analytics terms, defined.
Clear, precise definitions of the concepts that matter for modern web analytics. No jargon, no fluff.
Technology
Cookieless Analytics
Web analytics that captures visitor data without using browser cookies, enabling 100% traffic measurement regardless of consent status or browser restrictions.
First-Party Data Collection
Collecting analytics data through your own domain infrastructure rather than third-party servers. First-party requests are invisible to ad blockers and not subject to third-party cookie restrictions.
Server-Side Tracking
Data collection method where events are processed on the server rather than in the browser. Avoids client-side blocking by ad blockers and browser privacy features.
Data Quality
Data Sampling
A technique where analytics tools analyze a subset of data and extrapolate results. GA4 applies sampling when traffic exceeds certain thresholds, introducing estimation error.
Data Loss in Analytics
The gap between actual website traffic and what analytics tools report. Caused by consent rejection, ad blockers, browser restrictions, and data sampling. Typically 70-87% in the EU.
Privacy
Consent Management Platform (CMP)
Software that displays cookie consent banners and manages user preferences. Required under GDPR for websites using cookies or collecting personal data. Typical EU rejection rates: 35%.
Intelligent Tracking Prevention (ITP)
Apple Safari's privacy feature that limits cookie lifespan and blocks cross-site tracking. ITP reduces first-party cookie life to 7 days (or 24 hours for some) and blocks all third-party cookies.
GDPR Analytics Compliance
Meeting GDPR requirements for web analytics: lawful basis for processing, data minimization, purpose limitation, and — if using cookies — valid consent collection before tracking.
Attribution
Multi-Touch Attribution
An analytics model that distributes conversion credit across multiple touchpoints in a customer journey, rather than giving all credit to the first or last interaction.
Revenue Attribution
The process of connecting revenue events (purchases, subscriptions) to the marketing channels and campaigns that influenced them. Requires complete visitor journey data for accuracy.