What is AOV (Average Order Value)? AOV (Average Order Value) is an ecommerce metric that shows how much revenue, on average, you earn per completed order. It helps answer: Are customers buying more per checkout over time? AOV is fundamental for pricing, bundling, and channel optimization across tools like GA4, Matomo, Plausible, and Simple Analytics. […]
What is a Session? A session is a time-bounded container of user activity on your site or app. It groups events like Pageview, Screen View, and custom Event interactions into a single visit for analysis. Most analytics tools use an inactivity timeout (commonly 30 minutes) to decide when one session ends and the next begins.
What is a cohort? In web analytics, a cohort is a group of users who share a defining characteristic during a specific time window—most often the acquisition date (e.g., users who had their First Visit in July) or a first key Event such as signup or first purchase. Cohorts let you track how behavior changes
What is Conversion? A conversion is any desired action a user completes—purchase, signup, demo request, or other defined outcome. It’s the moment your analytics system counts success against an objective. Conversions can be counted on the event, session, or user level depending on your tool’s settings and reporting model. Related concepts: Event, Session, Pageview. Types
What is LTV? LTV (Customer Lifetime Value) estimates the net revenue a user will generate over the entire relationship with your product or site. Analysts use it to judge if acquisition costs (e.g., CPA, CPC, CPL) are sustainable and to prioritize retention work. In web analytics, LTV connects marketing inputs—Campaign, UTM, traffic Source/Referral—to business outcomes,
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What is Correlation? Correlation measures the strength and direction of a relationship between two variables. The most common statistic is the Pearson correlation coefficient r, which ranges from −1 (perfect negative) through 0 (no linear relationship) to +1 (perfect positive). In web analytics, you might check whether Engagement Time moves in tandem with Conversion Rate,
What is a cookie banner? A cookie banner is the on-site UI that asks visitors for consent to set non-essential cookies. It exists to meet consent standards under the GDPR and ePrivacy rules: consent must be freely given, specific, informed, and unambiguous. In practice, that means no pre-ticked boxes, no “nudging” users to accept, and
What is Campaign?In web analytics, a campaign is a coordinated set of marketing activities grouped under one objective, audience, and naming convention. In reports it’s a dimension that helps attribute traffic, behavior, and outcomes (e.g., a summer sale or a product launch) to the right marketing effort. Campaign performance ultimately rolls up to outcomes like
What is Referrer? A referrer (often seen as the HTTP Referer header) is the URL of the page a visitor came from before landing on your site. Analytics tools use it to determine where traffic originated—e.g., another website, search engine, or social network—and to classify visits as Referral or Direct. Knowing the referrer improves reporting,
What is Custom Events?Custom events are analyst-defined Event hits that track interactions beyond defaults like Pageview or Screen View. They describe business-specific behaviors—e.g., pricing_cta_click, video_start, signup_submit—and can be flagged as a Conversion or used as a Micro-Conversion. How Custom Events work All modern analytics tools (GA4, Plausible, Matomo, Simple Analytics, etc.) accept an event_name plus
