Analytics

Attribution window

How long after an ad click or view a conversion is credited to that ad.

Standard Meta: 7-day click + 1-day view. Google: 30-day click default. Shorter windows are conservative; longer windows attribute more conversions but include people who would have bought anyway.

More in Analytics

CAC

Customer Acquisition Cost. Total marketing + sales spend divided by new customers in a period.

LTV

Lifetime Value. Total revenue a customer is expected to generate before they churn.

First-party data

Customer data you collect directly (email, purchase history, on-site behavior).

Server-side tracking

Sending conversion data to ad platforms from your server instead of the browser.

UTM parameters

URL query strings that pass campaign source data to your analytics.

GA4

Google Analytics 4. Event-based analytics platform that replaced Universal Analytics in 2023.

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