// glossary
Analytics & Tracking Glossary: 10 Terms & Jargon Explained
Plain-English definitions of the 10 Analytics & Tracking terms marketers and business owners run into most.
What Is Attribution Model?The rule that decides how credit for a conversion is split across the clicks and visits that led to it.What Is Data-Driven Attribution?An attribution model that uses your account's own data to assign credit across touchpoints.What Is Event?Any tracked interaction in GA4, such as a page view, click, form submit or purchase.What Is First-Party Data?Data you collect directly from your customers, such as emails, purchases and site behaviour.What Is Google Analytics 4 (GA4)?Google's event-based analytics platform that replaced Universal Analytics in July 2023.What Is Google Tag Manager (GTM)?A free tool for adding and managing tracking tags without editing site code each time.What Is Key Event (Conversion)?A GA4 event you mark as important to the business; Google Ads imports these as conversions.What Is Looker Studio?Google's free dashboard tool for turning GA4, Ads and Search Console data into reports.What Is Server-Side Tagging?Sending tracking data through your own server container instead of directly from the browser.What Is UTM Parameters?Tags added to a URL (utm_source, utm_medium, utm_campaign) so analytics knows where a visit came from.