Analytics

First-party data

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

The most valuable data in the post-cookie world. Build by capturing emails, requiring account creation, post-purchase surveys, and on-site behavioral tracking. Power lookalikes, segmentation, and personalization.

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.

Attribution window

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

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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