Resources / Glossary

The warehouse-native analytics glossary .

The terms that come up when you move analytics into your own warehouse, defined in plain language.

Collection

How data gets in.

Click ID A parameter an ad platform adds to the landing page URL to tie a visit to one ad click, such as gclid or fbclid.
Client ID An identifier for one browser on one device, usually stored in a first-party cookie.
Consent Mode Google's mechanism for passing a visitor's consent choices to tags, using signals such as analytics_storage.
Duplicating vs. Redirecting GA4 Requests Two ways to send GA4 tracking data to a second destination without re-tagging your website.
Event One recorded action on a website, such as a page_view, scroll or purchase.
First-Party Data Data an organization collects directly from its own visitors and customers, on its own properties.
First-Party Tracking Collection where the tracking endpoint belongs to you, or to a processor you chose, rather than to an ad platform.
Hit A single request sent to a tracking server, such as one call from gtag when a page loads.
IP Address The network address a hit came from, used for geolocation, filtering and fraud checks, and personal data under GDPR.
Server-Side Tracking Sending tracking data from a server you control instead of directly from the browser to a vendor.
Tracking Protocol The request format a tracker uses to send hits, such as the GA4 protocol or the Matomo protocol.
User ID Your own identifier for a logged-in user, set in the tracking call to connect activity across devices.
UTM Parameters Campaign tags you add to links yourself: utm_source, utm_medium, utm_campaign, utm_term and utm_content.
Web Tracker The JavaScript library on your pages that builds and sends tracking hits, such as gtag.

Sessions

How events become visits.

Storage

Where the data lives.

Compliance

Who can touch the data.

AI

How machines read your data.

See d8a.tech on your own stack.

Talk to us about your architecture, terms, a partnership or sponsored development. Or start with free Cloud and evaluate it yourself.

Talk to us Start with free Cloud