Analytics

Assisted conversions

Path contribution

Conversions in which a channel appeared somewhere in the path but was not the final touchpoint before conversion.

Attribution

Attribution modelling

Assigning credit for a conversion across the touchpoints that preceded it, using rules such as last click, first click, or data-driven models.

Average position

Search Console's mean of the highest position a site achieved for each impression of a query, averaged across those impressions.

Bing Webmaster Tools

BWT

Microsoft's free webmaster platform for Bing, offering search performance data, index explorer, site scan, IndexNow submission and URL inspection.

Brand search

Branded queries

Searches containing a company or product name, which behave differently from non-brand queries and should always be reported separately.

Causal impact analysis

Interrupted time series · CausalImpact

A statistical method that estimates the effect of an intervention by forecasting what would have happened without it, using control series as a counterfactual.

Click-through rate

CTR

Clicks divided by impressions, expressed as a percentage; in search it measures how compelling a result is at the position and in the SERP context it occupies.

Consent management and Consent Mode

CMP · Consent Mode v2

Systems for capturing and honouring users' tracking permissions, and Google's mechanism for adjusting tag behaviour and modelling gaps when consent is withheld.

Conversion rate

CVR

The proportion of sessions or users that complete a defined goal, such as a purchase, lead form submission or sign-up.

Data sampling and thresholding

Sampling

Analytics platforms estimating results from a subset of data, or suppressing small values for privacy, both of which distort reporting if unnoticed.

Engagement rate

Engaged sessions

The share of sessions that lasted over ten seconds, had a conversion event, or included at least two pageviews — GA4's replacement for bounce rate.

Generative AI performance report

Search Console AI report

Search Console views introduced in 2026 showing impressions and clicks for a site's links inside Google's generative AI features on Search and Discover.

Google Analytics 4

GA4

Google's event-based analytics platform, which replaced Universal Analytics in July 2023 and models sessions and users from event streams.

Google Search Console

GSC · Webmaster Tools

Google's free property-level reporting and diagnostics service covering search performance, indexing status, enhancements, manual actions and security issues.

Impressions

In Search Console, the number of times a site's links appeared in results for a query, counted when the link is scrolled or expanded into view.

Incrementality testing

Lift testing

Measuring the additional outcomes caused by an activity, by comparing a treated group against an untreated control, rather than inferring causation from attribution.

Rank tracking

Position tracking · Rank monitoring

Regularly querying search engines from defined locations and devices to record where specific URLs rank for a keyword set.

Seasonality

Seasonal demand

Predictable variation in search demand across the year, week or day, which must be controlled for before attributing changes to SEO work.

SEO split testing

SEO A/B testing

Testing SEO changes by applying them to a random subset of similar pages and comparing outcomes against a held-back control group.

Server-side tracking

Server-side tagging

Collecting analytics and marketing data through a server endpoint you control instead of sending it directly from the browser to vendors.

Sessions

Visits

A group of user interactions within a time frame; in GA4 a session begins with a session_start event and ends after 30 minutes of inactivity by default.

Share of search

A brand's share of total branded search volume within its category, used as a leading indicator of market share and brand demand.

Share of voice

SOV · Visibility share

The proportion of available search visibility a site captures across a defined keyword set, weighting positions by expected click-through and query volume.

UTM parameters

Campaign tagging

Query string parameters (utm_source, utm_medium, utm_campaign and others) appended to URLs so analytics can attribute traffic to a campaign.