Glossary

Revenue analytics glossary

Useful analytics starts with a shared definition. These guides explain the metric, show an example and describe how AnalyticFast implements it. Keep the model, denominator, date range and currency attached to any number you share.

Attribution and acquisition

• Revenue attribution — Revenue attribution assigns credit for a verified payment to an observed acquisition touch. It needs two separate decisions: which visitor made the payment, and which of that visitor’s visits receives credit.
• First-touch attribution — First-touch attribution credits the earliest observed visit associated with the paying visitor. It answers where a recorded journey began, within the history and identity context your analytics actually retained.
• Last-touch attribution — Last-touch attribution usually assigns credit to the most recent interaction before conversion. AnalyticFast’s default is specifically last non-direct touch: a direct return does not displace an earlier known acquisition source.
• UTM parameters — UTM parameters are query-string labels on a destination URL that describe a campaign. They provide explicit acquisition context when a referrer alone cannot distinguish a particular newsletter, post or ad.

Engagement and revenue metrics

• Bounce rate — In AnalyticFast, a bounce is a session with at most one pageview and no recorded goals. Bounce rate is the number of those sessions divided by all sessions in the selected scope.
• Conversion rate — Conversion rate is the share of an eligible population that completes a defined outcome. Its meaning depends on both the outcome and denominator. A paid-customer rate and a signup-goal rate are different metrics.
• Assisted revenue — Assisted revenue shows payments on a linked site when the same observed visitor previously visited the assisting site. It makes a content or discovery site’s contribution visible without moving the sale away from the site that collected it.
• Revenue per visitor — Revenue per visitor (RPV) divides revenue by unique measured visitors in the selected scope. AnalyticFast’s revenue views use net recorded revenue after refunds, with currencies kept separate.

Definitions can differ between products. For example, a session with one pageview and no goals is a bounce here; another tool may use engagement time. Check the formula before comparing dashboards.

Install AnalyticFast and connect verified revenue to use these definitions with your own data.