# Every term behind your numbers

> Plain definitions of web analytics and marketing attribution terms, from bounce rate and first touch to ROAS, each shown where it appears in MIRA FIVE.

URL: https://mirafive.io/glossary

Each term defined in general first, then shown where it appears in MIRA FIVE.

## A

[A/B test](https://mirafive.io/glossary/ab-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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/bounce-rate)

Bounce rate is the share of visits that began on a page and saw no other page before the visitor left.

[Buyer](https://mirafive.io/glossary/buyer)

A buyer is a person who bought in the period you are looking at, counted once however many orders they placed.

[Buying intent](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/consentless)

Consentless analytics counts visits without writing anything to the visitor's device and without an identifier that follows them.

[Conversion](https://mirafive.io/glossary/conversion)

A conversion is a person reaching an outcome you count, such as buying, signing up or booking a call.

[Conversion rate](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/first-party)

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](https://mirafive.io/glossary/first-touch)

First-touch attribution credits a sale to the channel that brought the person the first time.

[Funnel](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/last-touch)

Last-touch attribution credits a sale to the channel of the person's last visit before, or at, the purchase.

[Lifecycle stage](https://mirafive.io/glossary/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)](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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

[Segment](https://mirafive.io/glossary/segment)

A segment is a named group of people, defined by rules such as where they came from or what they did, or by a list, used to filter reports.

[Source](https://mirafive.io/glossary/source)

A source is where data enters an analytics project: a website running a script, a server sending events, or a connected account.

## T

[Touchpoint](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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](https://mirafive.io/glossary/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.

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