Click edit button to change this text.Whether you are a seasoned marketeer or a total newbie, it’s always best to ensure we’re speaking the same language before embarking on a project together. Here’s our handy glossary of terms to help you know your cookies from your conversions.

Actionable Insights

The golden nuggets of information we can glean from analysing your data. These are the insights we can act upon – helping drive your business forward.  Actionable Insights are the best things to find when sifting through a data river – here’s hoping for a gold rush!

Assisted Conversions

This may sound like something straight out of Sky Sports, but it’s actually where a marketing channel has played a role in sealing a deal, but it wasn’t the last star player. Other marketing channels have finished secure the conversion, this is why it is only deemed ‘assisted’.


This is essentially understanding and identifying which user interactions, or combination of interactions, lead to a specific outcome (usually a conversion). Once you have identified these interactions you can assign a value to each one, making it easier for you to see what’s working and what isn’t.


This is where you add a Google Click Identifier (GCLID) to the URL of a Google Ads campaign to automatically track your ad performance using Google Analytics. Google Analytics can then use that information to tell you which AdWord keywords and campaigns brought a visitor to your sites and more information too. Once setup it’s all automatic, so you don’t have to lift a finger!

Bounce Rate

Bounce rate this the percentage of visits to a website where only one page is viewed before the user leaves the site. Bounce rate should always be looked at in conjunction with other metrics, such as the type of page it is, time on page and scroll tracking to get a more accurate picture of whether that page is doing its job. For example someone landing on a blog article and spending 5 minutes reading it to the bottom of the page before leaving has still engaged with that piece of content.

Conversion Optimisation

If actionable insights are the golden nuggets, conversion optimisation is the big pay cheque – what we’re all aiming for. Optimising your conversion rate essentially means increasing the ratio of visits or visitors to your website or app that results in a tangible action ie. – a sale, booking or enquiry.

Event Tracking

Event tracking can be set up so if people interact with your page, such as watch a video, and then leave without going to another page it doesn’t count towards the bounce rate. They came to your party, had a little boogie, but had to get the last train home – no offence taken!

Data Discrepancies

Discrepancies are usually associated with the expenses of naughty MPs – but data can play up too! Different tools collect and record information differently, so sometimes there is a difference between two or more data sources, even though it’s expected they should be identical. We can help you identify and explore these discrepancies further.

Data Overload

Sometimes you can have too much of a good thing. We love data over at Per4mance Insight, but on some occasions there is too much data being collected and it is difficult to analyse and gain actionable insights from. In these cases you may need to cleanse your data and create a measurement strategy to determine what data is relevant to your decision making before taking any further action.

Funnel Behaviour

This is simply how people move through specific steps towards a desired behaviour. You are keeping your beady eye out for distractions, reactions and other behaviours as a user makes their way through your site before making a purchase.

Google Analytics

Google offers so much more than just a search engine! Google Analytics is a great tool that helps you understand how visitors to your site are behaving as they make their way through the funnel and which parts of your marketing campaign got them there. Google Analytics is very much part of your team, how you’ve set it up is its job description. It does all the donkey work, collecting the information, sorting and presenting it so you can then act.

Google Tag Manager

Another great free offering from the Google family. Google Tag Manager enables you to easily deploy and manage multiple types of tracking tags across your website or app. You can take tagging into your own hands, steering tracking however you desire, quickly and easily, without having to pin down your developers.

Page Value

Placing a value on your website pages is all about getting an idea of which pages contribute more to conversions. The average value of a page is worked out by looking at how many times that page is visited on route to a financial exchange. If the page isn’t involved in anyway in the transaction its value is a big fat zero.

Root Domains

This is the king of your domain – the top of the internet hierarchy! This overarching domain contains all the subdomains and folders associated with your website eg. When you are analysing data for your whole site, sticking with the root domain is probably the easiest way to access the most data although in some cases having Views by subdomains can prove useful.


Also quite sweetly known as ‘child domains’ – these are the domains that belong to the root domain. Subdomains can be used as an easy way to create web addresses for specific content within a website that are easier to remember and navigate to. As an example, you could get to a picture gallery of a site through rather than

Total Events

This is basically the total number of times an interaction has happened on your site. For example, if 200 different people clicked “Play” on your video file a total of 250 times, the total events for this would be 250. This is useful information for when you are analysing how users interact with your site.

Tracking Cookies

At Per4mance Insight we usually prefer chocolate chip – but these guys are pretty great too! Tracking cookies are tiny bits of information that are stored on your computer, at a browser level, every time you visit a website. This information is site specific, so browsers like Chrome and Edge essentially have their own cookie jar – and they aren’t up for sharing!

Tracking Implementations

Tracking Implementations, or a tracking plan, looks at how code has been set up on a website or app to record specific behaviours. It’s easy to get carried away with this, as you can record basically anything! Make sure that you’re going to track only things that are consistent with your goals and KPIs.

Unique Events

We’re not talking about a Solar Eclipse or England winning the World Cup! Unique Events is the metric used to measure the number of events with distinct Event attributes (Event Category, Action, Label) that occurs in a session. Looking at the difference between Total and Unique Events for specific behaviours can provide useful insights into potential problem areas. For example if there is a big difference between the two for clicks on a Pay Now button that would indicate people are having to click it multiple times in a session to continue to the next step, whereas you would expect the numbers to be very similar.

How We Can Help You