What is Last Touch?Last-touch attribution is an Attribution Model where 100% of a Conversion is credited to the final interaction before the conversion event. In other words, whichever channel/campaign/session touched the user last gets all the credit. It’s simple, deterministic, and popular across tools from GA4 to privacy-first platforms like Plausible, Matomo, and Simple Analytics. […]
What is Affiliate? In web analytics, affiliate refers to a partner (publisher, influencer, coupon site, comparison engine) who promotes your offer and earns a commission for a resulting Conversion. Practically, “affiliate” is a traffic and revenue relationship that you track alongside other Campaign sources. How affiliate tracking works This flow is similar whether you use
What is Source?In web analytics, Source is the label for where a visitor came from—typically a domain or system that initiated a visit or Session (e.g., google, bing, facebook.com, newsletter). It’s most often paired with “medium” (e.g., google / organic, newsletter / email) to describe both origin and transport. Source powers acquisition reporting, Attribution, and
What is Power BI? Power BI is Microsoft’s business intelligence platform for modeling, analyzing, and visualizing data. In web analytics, teams use it to combine behavioral metrics like Pageview, Session, and Event or Custom Events with marketing and revenue data to answer real business questions. Unlike tool-specific reports (GA4, Plausible, Matomo, Simple Analytics), Power BI
What is First Touch?First Touch (aka first-click attribution) is an Attribution Model that assigns 100% of the credit for a Conversion to the first recorded interaction in the customer journey—e.g., the first Campaign click, initial Referrer, or tagged visit via UTM parameters. It’s used to evaluate how well acquisition channels initiate demand at the top
What is a cookie? A cookie is a small key–value store the browser keeps for a domain. Servers set it via the Set-Cookie header; the browser sends it back on matching requests. In analytics, cookies help distinguish users and stitch hits into a Session, attribute traffic (e.g., Referrer and UTM), and persist identifiers such as
What is an App Event? An app event is a tracked user action inside a mobile app or SPA (single-page app). It’s the atomic unit of behavioral data: each event has a name and optional parameters (key–value pairs). In event-based analytics, everything—install, screen view, purchase, even errors—is an event. How do app events work? SDKs
How does A/B testing work? Define the hypothesis and the Overall Evaluation Criterion (OEC), e.g., checkout Conversion or ROI. Instrument events and goals (see Event and Goal), and tag traffic consistently with UTM parameters. Randomize users into A and B and hold all else equal. Size the sample (power & alpha), run the test, then
What is Real-Time Data? Real-time data is analytics information that updates within seconds (or a few minutes) of user activity. It shows what’s happening right now—active visitors, current pages, events, and traffic sources—so teams can monitor campaigns, debug tracking, and catch issues before they snowball. Most modern tools (GA4, as well as Plausible, Matomo, and
