Digital analytics and customer experience glossary

A/B testing is a method of comparing two versions of a web page or app to determine which one performs better in terms of user engagement and conversion rates.

The percentage of users who begin a process, such as filling out a form or making a purchase, but do not complete it, often indicating user frustration or inefficiencies in the user experience.

The degree to which a website or app can be used by people with disabilities.

Acquisition cost, also known as Customer Acquisition Cost (CAC), represents the cost of acquiring a new customer.

The process of determining where users come from before they download and install a mobile app, often used to track the effectiveness of marketing campaigns.

The percentage of times a mobile app crashes or fails to load on a user's device.

Instances where a mobile app unexpectedly shuts down or stops functioning properly.

The level of interaction and activity that users have within a mobile app.

The process of attributing app installations or downloads to specific marketing campaigns or channels to measure the effectiveness of user acquisition efforts.

The practice of analyzing and improving the performance, speed, and overall quality of a mobile app to enhance user experience, reduce crashes, and increase user satisfaction.

The percentage of users who continue to use a mobile app over a given time period.

A group of users who started using a mobile app during a specific period and are tracked to understand their retention patterns.

The duration of time that a user spends in a mobile app during a single session.

The process of recording and reviewing a user's interactions within a mobile app.

The amount of time it takes for a mobile app to load and become functional on a user's device.

The percentage of users who download a mobile app after visiting its app store page.

The process of optimizing mobile app metadata, keywords, and visual assets to improve app visibility and drive organic downloads and user engagement.

User-generated ratings and reviews of a mobile app on app store platforms.

The number of times a mobile app is launched and the amount of time users spend within it.

Application Performance Monitoring (APM) is a comprehensive approach to monitoring and managing the performance of software applications. It involves the use of specialized tools and techniques to collect data on various aspects of an application's performance, such as response times, resource utilization, error rates, and user satisfaction.

A set of rules or methodology used to assign credit or value to specific marketing channels or touchpoints that contributed to a conversion or sale.

The average amount spent by customers in a single transaction, calculated by dividing total revenue by the number of transactions.

The average amount of revenue generated by a single user over a given time period.

The average length of time users spend engaged with a website or app during a single session, indicating the level of user interest and engagement.

Behavioral analytics is a powerful tool that delves deep into understanding how people interact with websites, apps, and digital platforms. It goes beyond traditional analytics by focusing on user actions, habits, and patterns, providing valuable insights into user behavior.

The percentage of users who leave a website or app after viewing only one page, often indicating a lack of engagement or relevancy.

The process of storing static resources (e.g. images, CSS files) on a user's browser so that they don't have to be reloaded for subsequent page views.

The process of measuring the effectiveness of digital marketing campaigns through metrics such as click-through rates and conversions.

The percentage of users who stop using a product or service over a given time period.

A click map is a visual representation of user clicks on a webpage, showing the distribution and frequency of clicks on various elements or links.

The measurement and analysis of user clicks on specific elements or links within a website or app.

The percentage of users who click on a specific link or element compared to the total number of users who see it.

The analysis of user click behavior on a website or app to understand user paths and preferences.

A process where customer feedback is collected, analyzed, and followed up with the customer to address their concerns or issues. It helps demonstrate commitment to improving the customer experience.

A group of users who share a common characteristic (e.g. sign-up date) and are tracked over time.

The examination of specific groups or segments of users to understand their behaviors, preferences, and patterns over time.

The process of reducing the size of files or data in order to improve page load times.

Consumer Duty refers to the ethical and legal responsibility of individuals to make informed choices, protect their rights, and act responsibly when purchasing goods or services.

The process of assigning credit or value to specific marketing channels, campaigns, or touchpoints that contributed to a conversion or sale, taking into account the user journey.

The sequence of steps or stages a user takes from initial engagement to completing a desired action, such as making a purchase or filling out a form.

The process of analyzing the steps or stages in a conversion funnel to identify areas for improvement and increase conversion rates.

The practice of optimizing the steps or stages in a conversion funnel to improve the overall conversion rate and user experience.

The percentage of users who complete a desired action, such as making a purchase or signing up, out of the total number of users who visit a website or app.

Conversion rate optimization (CRO) refers to the process of improving the percentage of website visitors who take a desired action, such as making a purchase or filling out a form.

The cost associated with attracting and acquiring new customers, calculated as the total marketing and sales expenses divided by the number of new customers acquired during a specific period.

Customers who actively promote and recommend a brand or product to others, often through word-of-mouth or social media. Fostering customer advocacy helps drive loyalty and increase brand awareness.

The use of data and statistical techniques to analyze customer behavior, preferences, and patterns. Customer analytics provides actionable insights for decision-making and personalized experiences.

A business strategy that prioritizes the needs and preferences of customers, ensuring that all decisions are made with their satisfaction in mind. It involves a deep understanding of customer pain points and aligning all aspects of the business accordingly.

The rate at which customers discontinue their relationship with a brand or stop using its products or services. Monitoring and reducing churn is crucial for maintaining a healthy customer base.

A software platform that centralizes and integrates customer data from various sources, enabling personalized and data-driven marketing and customer experience initiatives.

Exceeding customer expectations and creating moments of surprise and happiness. It goes beyond satisfaction and aims to create loyal and enthusiastic customers.

A metric that measures the ease of a customer's experience while interacting with a company's products, services, or support. It helps identify areas that may require improvement to reduce customer effort.

The ability to understand and relate to the emotions, needs, and challenges customers face. Having empathy allows organizations to create more meaningful and customer-centric experiences.

The level of interaction and involvement that customers have with a brand or product. Effective customer engagement strategies build stronger relationships and foster loyalty.

Customer experience (CX) refers to the overall impression and perception that customers have of a brand based on their interactions across various touchpoints. It encompasses aspects like usability, satisfaction, and emotional connection.

The practice of collecting and analyzing data to understand the customer journey, improve satisfaction, and identify areas for improvement in the customer experience.

The practice of designing, monitoring, and improving the end-to-end experience that customers have with a brand or product. It involves gathering and acting upon customer feedback and data.

Opinions, suggestions, and criticisms provided by customers about a product, service, or experience. It can be collected through surveys, interviews, feedback forms, or social media.

Deep understanding and knowledge of customers' preferences, behaviors, and needs. Insights are derived from analyzing customer data and feedback to inform business decisions.

The collection and analysis of customer information to gain actionable insights into their behaviors, preferences, and needs. Customer intelligence informs strategic business decisions.

The end-to-end experience that a customer has with a brand, from initial awareness through purchase and ongoing interactions. Mapping the customer journey helps identify pain points and opportunities for improvement.

Customer Journey Analytics is the process of tracking and analyzing every touchpoint and interaction a customer has with a company across various channels, helping businesses understand and improve the overall customer experience.

The visual representation of the steps, touchpoints, and emotions that customers experience when interacting with a brand or product. Journey mapping helps identify pain points and opportunities for improvement.

The process of enhancing and streamlining the customer journey to improve satisfaction and drive desired outcomes. Optimization involves identifying and addressing pain points and frictions.

The predicted financial value that a customer will bring to a company over the course of their relationship. CLTV helps prioritize customer segments and allocate resources accordingly.

A structured program designed to reward and incentivize customers for their repeat business and loyalty. Loyalty programs help retain customers and encourage brand advocacy.

A fictional representation of an ideal customer segment based on research and data. Customer personas help organizations understand their target audience, their needs, and tailor experiences accordingly.

The ability of a company to retain and keep existing customers over a period of time. It is an important metric for sustaining long-term business growth and profitability.

The percentage of customers who continue to do business with a company over a specific period, indicating the level of customer loyalty and satisfaction.

Proactive measures and initiatives aimed at keeping existing customers and ensuring their long-term loyalty. Retention strategies include personalized communication, loyalty programs, and exceptional customer experiences.

A metric that measures how satisfied customers are with a specific product, service, or interaction. It is often assessed through surveys or ratings, and typically expressed on a scale from 1 to 5 or 1 to 10.

A survey designed to measure customer satisfaction and gather feedback on specific aspects of a product, service, or interaction. It helps identify areas for improvement and measure satisfaction levels over time.

The act of dividing a customer base into distinct groups based on similar characteristics or behaviors for targeted marketing and personalization efforts.

The emotions and attitudes expressed by customers towards a brand, product, or experience. Sentiment analysis helps understand customer perceptions and reactions.

The process of ensuring that customers achieve their desired outcomes and derive value from a product or service. Customer success teams work closely with customers to drive adoption and resolve issues.

A questionnaire or feedback form administered to customers to collect their opinions, feedback, and preferences. Surveys help gather quantitative and qualitative data for analysis.

The various interactions and points of contact that customers have with a brand, including websites, mobile apps, social media, and customer support. Managing touchpoints effectively helps shape the overall customer experience.

The use of charts, graphs, and other visual aids to display and interpret data in a more accessible and understandable manner.

The practice of making decisions based on data analysis, insights, and evidence, rather than solely relying on intuition or subjective opinions.

DAU stands for Daily Active Users, which refers to the number of unique users who engage with a digital product or platform within a 24-hour time period, often used as a key metric to assess user engagement and product performance.

Digital Experience Monitoring (DEM) is a proactive approach to assessing and optimizing the overall digital experience of users by monitoring various performance metrics, such as website speed, functionality, and accessibility, to ensure a seamless and satisfying online interaction.

A problem-solving approach that puts the needs and experiences of users at the center of the design process.

The measurement, collection, analysis, and reporting of data from digital platforms to understand user behavior and optimize digital strategies.

The process of assigning credit or value to specific marketing channels, touchpoints, or campaigns that contributed to a conversion or sale in a digital environment.

Digital Customer Journey Mapping involves the process of visually representing and analyzing the various stages and touchpoints of a customer's interaction with a digital product or service, helping businesses gain insights into user behavior, preferences, and pain points to enhance the overall customer experience.

The overall experience users have when interacting with a digital platform or product, including the design, performance, and functionality.

The process of gathering and analyzing data from digital channels to gain insights and make data-driven decisions to improve the digital experience.

A digital record of a user's online interactions and activities across various web and mobile platforms.

Digital Marketing Analytics refers to the systematic collection and analysis of data related to digital marketing campaigns, including website traffic, social media engagement, email open rates, and conversion rates, enabling marketers to measure the effectiveness of their online strategies and make data-driven decisions to improve marketing performance.

The percentage of users who leave a website or app at specific stages or steps within a process, often indicating points of confusion, frustration, or lack of interest.

The measure of how actively users engage with a website or app, typically calculated as a percentage of total users.

The percentage of requests to a website or service that result in an error or failure.

The monitoring and tracking of errors, bugs, or issues that occur within a website, app, or system, helping to identify and resolve technical or usability problems.

An action or interaction that a user performs on a website or app (e.g. clicking a button, entering text in a form field, etc.).

The practice of tracking and recording specific user actions or events within a website or app, such as button clicks or form submissions, to analyze user behavior and engagement.

The percentage of website visitors who leave a website or app from a specific page or interaction point, often used to identify areas of concern or places where users commonly exit the funnel.

The rate at which users or customers start using and adopting new features or functionalities within a product or app, indicating the success and value of product development efforts.

The frequency and intensity with which users engage with specific features of a product or service.

The point in time when the first piece of content on a webpage is visible to the user, used as a performance metric for measuring loading speed.

The act of users starting to fill out a form but not completing it.

The analysis of user interactions, behavior, and completion rates within web forms.

A series of steps that a user goes through in order to complete a desired action (e.g. making a purchase).

The rate at which users abandon a conversion funnel at various stages before completing the desired action.

The process of analyzing the steps or stages in a conversion funnel to understand the user journey, identify areas of drop-off or friction, and optimize the funnel for better conversions.

Instances where users abandon or exit a specific step or stage of a conversion funnel.

The loss or drop-off of users at various stages of a conversion funnel, indicating points of friction, confusion, or inefficiencies in the user experience.

The practice of analyzing and improving the steps or stages of a conversion funnel to increase conversion rates, enhance user experience, and maximize overall business performance.

A graphical representation of how users progress through a multi-step process, such as a sales funnel, highlighting drop-off points and conversion rates at each stage.

The percentage of users who complete a specific goal or action within a website or app, such as signing up for a newsletter or making a purchase.

A visual representation of user interactions on a webpage, showing areas of high and low engagement through the use of color-coding.

The visual representation of user interaction on a website or app, highlighting areas of high and low engagement through color-coding.

The actions, interactions, and behaviors of users within a mobile app, such as screens visited, features used, and time spent, providing insights into user engagement and preferences.

The analysis of user behavior and interaction within a specific webpage, typically presented through visual overlays or click-tracking tools.

The measurement and analysis of user interactions and engagements within a digital platform, helping to understand user intent, preferences, and areas of improvement.

Metrics that are used to gauge the performance of a website or app (e.g. conversion rate, click-through rate, etc.).

A standalone web page designed with a specific goal in mind, typically used in digital marketing campaigns to drive conversions and capture user information.

Landing Page Optimization is the practice of fine-tuning and improving specific web pages, often referred to as landing pages, to maximize their effectiveness in achieving a particular goal, such as increasing conversions, capturing leads, or driving sales, typically through A/B testing and data-driven enhancements.

The predicted total value a customer will bring to a business over the course of their lifetime as a customer, taking into account their purchasing behavior and loyalty.

The total time it takes for a webpage to become fully rendered and functional in a user's browser.

Marketing Analytics is the process of gathering, analyzing, and interpreting data related to marketing efforts and customer interactions to gain insights into the effectiveness of marketing strategies, optimize campaigns, and make informed decisions to improve overall marketing performance and return on investment.

MAU, or Monthly Active Users, is a metric used to measure the number of unique users who engage with a digital product, platform, or application within a specific calendar month, providing valuable insights into user retention and overall user engagement.

The measurement and analysis of user behavior within a mobile app, including usage patterns, engagement, and conversions, to optimize app performance and enhance user experience.

The process of identifying and tracking the source or channel that led a user to download and install a mobile app.

Mobile Conversion Rate is a key performance indicator in digital marketing and e-commerce that quantifies the percentage of mobile website or app visitors who take a desired action, such as making a purchase, signing up, or filling out a form, providing insights into the effectiveness of mobile user experiences and marketing strategies.

The analysis and tracking of user behavior and interactions across multiple digital channels, such as websites, mobile apps, social media platforms, and email marketing campaigns.

The process of assigning credit or value to specific marketing channels that contributed to a conversion or sale, taking into account multiple touchpoints.

The path or journey users take across multiple channels or touchpoints before completing a conversion, taking into account various marketing and engagement channels.

A metric that quantifies customer loyalty and likelihood to recommend a brand or product to others. Customers are classified as promoters, passives, or detractors based on their response to the NPS survey.

Website visitors who arrive at a site through non-paid channels, such as search engine results, referral links, or direct entry of the website URL.

The measurement and understanding of how far users scroll down a webpage before leaving or engaging with specific elements.

The amount of time it takes for the content on a webpage to load in a user's browser.

The total number of times a webpage has been viewed by users, including multiple views by the same user.

The measurement and analysis of the performance and speed of a website, application, or system to identify areas for improvement and optimize user experience.

The use of statistical models and algorithms to predict future user behavior or outcomes based on past data.

The process by which users begin to use and rely on a product or service.

The practice of measuring and analyzing user behavior and interactions within a product or service to understand how customers use it and to make data-driven decisions for product improvement.

Product Metrics are specific key performance indicators (KPIs) used to evaluate and measure the success and performance of a product or service, typically including metrics related to user engagement, retention, satisfaction, revenue, and other relevant aspects to guide product development and improvements.

Product Research is the systematic process of gathering, analyzing, and interpreting data and insights related to a product or service's target audience, market trends, competition, and user needs, with the aim of informing product development decisions and ensuring that the product meets customer expectations and market demands.

A Product Roadmap is a visual and strategic document that outlines the high-level goals, features, and development milestones for a product over a specific timeframe, helping to communicate the product's vision, prioritize tasks, and align the efforts of the development team and stakeholders.

Product Strategy is a comprehensive plan that defines the long-term goals and vision for a product, outlining how it will address customer needs, compete in the market, and achieve sustainable growth, often involving market analysis, customer research, and decision-making on product development, marketing, and resource allocation.

The series of stages or steps that users go through when making a purchase, including awareness, consideration, and decision-making, often represented as a funnel-shaped diagram.

Non-numerical data, typically gathered through methods such as interviews, surveys, or observational research, used to gain insights into user behavior and preferences.

Numerical data collected through systematic methods, such as website analytics or transaction records, used for statistical analysis and trend identification.

Rage Click is a term in web analytics that describes an extreme user interaction on a website, where a visitor repeatedly and rapidly clicks on a particular element or area out of frustration or confusion, often indicating a usability issue or problem that needs attention and improvement.

The actual experience and interactions of real users with a website, app, or system, used to understand user behavior, preferences, and pain points for optimization.

The process of tracking performance metrics from real user interactions with a website or app.

The ability to monitor and analyze data and user behavior as it occurs in real-time, allowing for immediate insights, action, and optimization.

The amount of time it takes for a webpage to be rendered and displayed in a user's browser.

Resources (e.g. CSS files, JavaScript files) that prevent a webpage from rendering until they have been loaded and processed.

Retention Rate refers to the percentage of customers who continue to use a product or service over a specific period, indicating the level of user satisfaction and loyalty.

The amount of a webpage that a user scrolls through, typically measured as a percentage of the total page length, used to understand user engagement and content consumption.

A visual representation of how far users scroll down a webpage or app before losing interest or abandoning the page, helping to identify user engagement and content performance.

The process of dividing a user or customer base into distinct groups for targeted messaging and marketing efforts.

The amount of time it takes for a server to respond to a request from a user's browser.

A period of time during which a user interacts with a website or app, typically starting when a user first engages and ending when they leave or become inactive.

The process of recording and replaying a user's interaction with a website or app, often used for debugging or user experience analysis.

A software tool that records and provides insights into how users interact with a website or app.

Shopping Cart Abandonment refers to the situation in e-commerce when a customer adds items to their online shopping cart but leaves the website or app without completing the purchase, leaving the items unpurchased, and often prompting businesses to investigate and address potential reasons for this behavior, such as high shipping costs or a complex checkout process, to improve conversion rates.

A Struggle Score is a metric used in user experience and application performance monitoring that quantifies the level of difficulty or frustration experienced by users while interacting with a digital product or website, typically based on factors like slow load times, errors, or other obstacles that hinder a smooth user experience, with the aim of identifying and addressing usability issues.

The system and process of managing tracking tags or codes on a website or app for better data management and accuracy.

Tagless Data Capture is a method used in analytics and data collection to gather information from digital assets (such as web pages or apps) without the use of traditional tracking tags or scripts, often relying on techniques like server-side tracking or data extraction from raw logs, enabling organizations to collect data discreetly and efficiently for analysis and insights while reducing the impact on page load times and user experience.

The amount of time a user spends on a specific webpage before navigating away or taking another action, often used as an indicator of engagement.

The amount of time it takes for a website or app user to complete a desired action, indicating the level of user engagement and interest.

The amount of time it takes for the first byte of data to be received from a server in response to a user's request.

The amount of time it takes for a user to perform their first action or interact with a website or app after arriving on a page, indicating the level of user engagement and interest.

The process of improving the user interface (UI) and user experience (UX) design of a website or app to enhance usability, engagement, and overall satisfaction.

The number of individual users who visit a website or app over a specific period, excluding repeat visits from the same user.

The amount of time that a website or service is operational and available for use.

The ease with which a website or app can be used by its target audience.

The measurement and analysis of user actions, interactions, and behavior within a digital platform or environment to understand user preferences, needs, and decision-making patterns.

The level of interaction, interest, and involvement users have with a website, app, or product, often measured through metrics such as time spent, repeat visits, and actions taken.

The overall experience that a user has when interacting with a website or app.

User Experience Research is a systematic and investigative process of studying and understanding how individuals interact with a product, service, or system to assess and improve the overall user experience, typically involving methods such as user testing, surveys, interviews, and data analysis to gather insights that inform design and development decisions.

Input and opinions provided by users about a product or service, often gathered through surveys, interviews, or feedback channels.

The path or sequence of pages or screens that users follow within a website or app, typically used to understand user behavior and identify areas for improvement.

The examination and understanding of the paths that users take through a website or app and their interactions with various elements.

The examination and identification of actions or elements within a website or app that lead to user frustration or confusion.

The visual and interactive elements of a website or app that users interact with (e.g. buttons, menus, forms, etc.).

The path that a user takes through a website or app in order to complete a desired action (e.g. making a purchase).

The visual representation of the steps, touchpoints, and emotions that users experience when interacting with a website or app.

The process of introducing and guiding new users through the features and functionalities of a product or service, often through tutorials, walkthroughs, or tooltips, to help them understand and get the most out of the product.

The examination and analysis of the paths or navigation users take within a website or app, providing insights into user behavior, preferences, and common user journeys.

A fictional representation of a specific user type or audience segment developed based on research and data, used to guide design and marketing decisions.

The process of gathering insights into user needs, behaviors, and pain points in order to inform the design of a website or app.

The ability to keep users engaged and using a product or service over an extended period, often measured through metrics such as frequency of use and return visits.

The examination of user behaviors and trends over time to understand patterns of retention and churn.

The level of contentment, happiness, or fulfillment experienced by users when interacting with a website, app, or product, often measured through surveys or satisfaction ratings.

The process of dividing a user base into distinct groups based on common characteristics or behaviors, allowing for targeted marketing efforts and personalized user experiences.

A design and development philosophy that prioritizes the needs and experiences of users over technical or business considerations.

Insights and feedback gathered directly from customers about their experiences, needs, and expectations, typically gathered through surveys, reviews, and other forms of direct communication.

Voice of the Customer Analytics (VoC Analytics) is a methodology that involves collecting, analyzing, and interpreting feedback, comments, and opinions provided directly by customers through various channels like surveys, reviews, social media, and customer support interactions, with the goal of gaining valuable insights into customer preferences, sentiments, and needs to inform product development, marketing strategies, and overall business decision-making.

Website Analysis is the process of examining and evaluating various aspects of a website to assess its performance, effectiveness, and user experience, often involving the examination of metrics such as traffic, user behavior, conversion rates, and technical performance to identify areas for improvement and optimization.

The measurement and analysis of website traffic and user behavior to improve the website design and performance.

Website Performance refers to how well a website functions and operates, encompassing factors such as speed, responsiveness, and reliability. It involves measuring and optimizing various aspects of a website's technical and user experience to ensure it loads quickly, works smoothly, and provides a satisfactory interaction for visitors. Website performance is crucial for user satisfaction and search engine ranking.