Understand data and measurement
Before the chart, define what a row represents and how a metric is calculated. Keep period, unit and rules for unknown values. Comparison quality depends on these definitions as much as on the tool used.
42 concepts to explore with their definitions and practical advice.
Search the full glossary
A reading path
1. Describe data
Identify each entry and its fields. Exports should retain relationships and units needed for correct reuse.
2. Define an observation
Specify the observed action or population. A triggered event proves receipt or payment only when the corresponding journey is actually verified.
3. Compare methodically
Separate field measurement, laboratory measurement and hypotheses. Groups, periods and devices should be comparable for a difference to be meaningful.
Useful distinctions
Null value / Unit of measurement
A missing value is not a measurement equal to zero. A unit explains how to read a present value. Define both rules before calculations and data imports.
Attribution / Conversion rate
Attribution seeks to distribute credit for an outcome among touchpoints. Conversion rate relates action count to a defined population. These metrics answer different questions.
Use the vocabulary to make a decision
Situation
Two dashboards give different rates for the same enquiries.
Before deciding
Compare period, filters, action definition and denominator. Calculation differences can explain the gap without incorrect data.
A concrete check
Manually recalculate a small subset and record the chosen rule.
All concepts in this topic
Links open the full definition on its alphabet page. Acronyms and synonyms remain searchable from the main glossary.
- Attribution
- Bounce rate
- Byte order mark
- Click-through rate
- Consent Mode
- Conversion rate
- Data export
- Data table
- Database
- Differential privacy
- Digital analytics
- Digital product passport
- Dwell time
- Engagement rate
- Event tracking
- Field data
- First-party data
- GA4
- Google Analytics
- Heatmap
- Impression
- KPI
- Log analysis
- MySQL
- Null value
- PostgreSQL
- Real User Monitoring
- Referral traffic
- Relational database
- Scroll depth
- Session replay
- SQL
- Synthetic data
- Synthetic monitoring
- Tag Manager
- Time on page
- Tracking
- Traffic
- Unique visitor
- Unit of measurement
- UTM parameter
- Zero-party data
Frequently asked questions
Can unknown data become zero?
Only when a justified rule actually gives it that meaning. Otherwise retain explicit absence to avoid distorting totals, averages or filters.
Are more metrics always needed?
Add a metric if it informs a decision. Keep its definition and owner; a wider dashboard cannot compensate for poorly understood data.
Primary reference documents
These documents explain the technical concepts. The reading paths and decision examples are editorial methods to adapt to your project.