Every term behind your numbers
Each term defined in general first, then shown where it appears in MIRA FIVE.
A
- A/B test
- An A/B test shows two versions of a page or feature to randomly split groups of people and compares how often each group reaches a goal.
- Action
- An action is a named definition of the events that matter, such as Added to cart or Started checkout, used the same way in every report.
- AI assistant traffic
- AI assistant traffic is visits that arrive when a person clicks a link in an answer from ChatGPT, Perplexity, Claude, Gemini or Copilot.
- API key
- An API key is a secret credential that lets a program read data from a service on your behalf, within the rights the key was given.
B
- Bounce rate
- Bounce rate is the share of visits that began on a page and saw no other page before the visitor left.
- Buyer
- A buyer is a person who bought in the period you are looking at, counted once however many orders they placed.
- Buying intent
- Buying intent is the sign that a person is close to a purchase, read from what they do: viewing pricing, adding to cart, starting checkout.
C
- Channel
- A channel is the kind of route that brought a visitor, such as paid search, email or organic social, grouping many referrers into a few.
- Click ID
- A click ID is a unique code an ad platform adds to a link when someone clicks an ad, such as gclid for Google Ads or fbclid for Meta.
- Consentless analytics
- Consentless analytics counts visits without writing anything to the visitor's device and without an identifier that follows them.
- Conversion
- A conversion is a person reaching an outcome you count, such as buying, signing up or booking a call.
- Conversion rate
- Conversion rate is the share of people, or of visits, that reached a goal: conversions divided by the people or visits you started with.
- Customer journey
- A customer journey is the sequence of visits and touchpoints a person goes through, from first contact with a business to buying and beyond.
D
- Dashboard
- A dashboard is a page of charts and numbers arranged to be read together, so one look answers the questions a team asks every week.
E
- Event
- An event is one thing that happened on a website or in an app, recorded with a name and a time: a pageview, a sign-up, a purchase.
- Event allowance
- An event allowance is the number of events an analytics plan includes each month before a limit or an extra charge applies.
F
- Feature flag
- A feature flag is a switch your code reads while it runs, so a feature can be turned on or off, or given a new value, without a deploy.
- First-party collection
- First-party collection means a website gathers data about its own visitors for its own use, rather than a third party collecting across many sites.
- First-touch attribution
- First-touch attribution credits a sale to the channel that brought the person the first time.
- Funnel
- A funnel is an ordered set of steps towards a goal, counted so you can see how many people reach each step and where they drop out.
G
- Goal
- A goal is an outcome you decide to count, such as a purchase, a sign-up or a booked demo, so reports can show who reached it.
I
- Identity stitching
- Identity stitching links the visits a person made before signing in, and on other devices, to one profile once they identify themselves.
- Ingest key
- An ingest key is the key a tracking script or a server uses to send events into one analytics project, with no right to read data back.
- Insight
- An insight is a saved chart or number, such as a trend, a breakdown or a funnel, that runs again on fresh data each time you open it.
J
- Journey map
- A journey map is a diagram of how people move through a site, drawn as flows from where they came from to where they ended up.
L
- Landing page
- A landing page is the first page someone sees on a visit, the page they entered on, whether or not it was built for a campaign.
- Last-touch attribution
- Last-touch attribution credits a sale to the channel of the person's last visit before, or at, the purchase.
- Lifecycle stage
- A lifecycle stage says how far a person has come with your business, such as first-time visitor, returning visitor, signed-in user or customer.
M
- Model Context Protocol (MCP)
- The Model Context Protocol (MCP) is an open standard that lets AI assistants such as Claude read data and use tools in other software.
P
- Person
- A person is the human behind a set of visits and events, recognised across visits so their history reads as one story.
R
- ROAS
- ROAS, return on ad spend, is the revenue a campaign brought divided by what it cost: €4 back for every €1 spent is a ROAS of 4.
S
T
- Touchpoint
- A touchpoint is any moment a person meets your business: an ad, a search result, a newsletter, a shared link, a visit.
U
- UTM parameters
- UTM parameters are tags added to a link, such as utm_source and utm_campaign, that tell analytics where a visit came from.
V
- Visit
- A visit is one arrival on a website: the pages and events from the moment someone lands until they leave or go quiet.
W
- With consent
- With consent means a visitor has agreed to be recognised, so their visits can be joined into one person with a history across days.