Analytics

UTM parameters

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

utm_source, utm_medium, utm_campaign, utm_content, utm_term. Required for accurate analytics segmentation. Use a UTM builder, store in a Google Sheet, never edit URLs by hand. Persist UTMs as first-party cookies for multi-touch attribution.

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.

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.

GA4

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

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