Marketing Analytics Glossary

A controlled experiment comparing two versions of a marketing asset (webpage, email, ad) to determine which performs better based on a specific metric.

The total cost of acquiring a new customer, including marketing spend, sales costs, and overhead. Also known as Customer Acquisition Cost (CAC).

Average revenue per daily active user from advertising. Calculated as daily ad revenue divided by DAU, commonly used in gaming to measure ad monetisation efficiency.

Effective cost per mille for advertising. Revenue generated per 1,000 ad impressions, calculated as (ad revenue / impressions) × 1000. Key metric for ad monetisation in gaming.

The percentage of ad requests that are successfully filled with ads. Calculated as (ad impressions / ad requests) × 100%. A fill rate of 90%+ is considered good in gaming.

A single instance of an advertisement being displayed to a user, regardless of whether they interact with it.

The total amount of money invested in advertising campaigns across all channels over a specific time period.

A modeling technique that accounts for the carryover effect of advertising, where the impact of an ad persists beyond the initial exposure period.

Performance-based marketing where businesses reward affiliates for each customer brought by the affiliate's marketing efforts.

Data-driven attribution model that uses machine learning to determine credit distribution based on actual conversion patterns. Also called Data-Driven Attribution.

The average amount deposited per transaction. Calculated as total deposit value divided by number of deposits. Used to understand player spending patterns and optimise payment limits.

The average dollar amount spent each time a customer places an order, calculated as total revenue divided by number of orders.

Daily revenue divided by daily active users. Provides a daily snapshot of monetisation effectiveness, commonly used in mobile gaming. Typical range: $0.10-$1.00+.

Total revenue divided by the number of paying users only (excluding non-payers). Shows the average value of monetised players in gaming.

The average revenue generated per user or customer over a specific time period, commonly used in subscription businesses and gaming. In gaming, calculated as total revenue divided by total active users.

Processing data in scheduled batches rather than real-time, common in legacy systems but increasingly replaced by streaming architectures.

Attribution approach using Bayesian statistical methods to incorporate prior knowledge and quantify uncertainty in channel credit assignment.

Dividing customers into groups based on their behaviors, such as purchase history, product usage, engagement patterns, or browsing activity.

Using blockchain technology to create transparent, tamper-proof records of customer journeys and marketing touchpoints.

The percentage of players who exploit bonus offers without genuine intent to play. Calculated as (suspected bonus abusers / total bonus claimants) × 100%. Should be monitored to protect margins.

The percentage of website visitors who leave after viewing only one page without taking any action or navigating to other pages.

The extent to which consumers are familiar with and can recognise a brand, often measured through surveys, search volume, or social mentions.

The increase in brand awareness, perception, or purchase intent resulting from a marketing campaign, typically measured through surveys.

Metric measuring how easy it was for customers to complete a task or resolve an issue. Lower effort correlates with higher loyalty.

The percentage of customers who stop using a product or service during a given time period, calculated as customers lost divided by total customers.

Probability that a customer will stop using a service, typically calculated using predictive models based on behavior patterns and engagement metrics.

The percentage of people who click on a link, ad, or call-to-action after seeing it, calculated as clicks divided by impressions.

Analyzing the behavior of groups of users who share a common characteristic or experience within a defined time period.

Modular analytics architecture using best-of-breed tools connected through APIs rather than monolithic all-in-one platforms.

Advertising targeting based on content context and page environment rather than user behavior tracking or personal data.

Baseline group in an experiment that doesn't receive the treatment or change, used to measure the impact of variations.

The journey customers take from initial awareness to final conversion, visualised as a funnel showing drop-off at each stage.

The percentage of users who complete a desired action (purchase, signup, download) out of total visitors or interactions.

The average cost to acquire one customer or conversion, calculated as total campaign cost divided by number of conversions.

The amount an advertiser pays each time someone clicks on their ad in pay-per-click advertising campaigns.

The cost to acquire one first-time depositor through paid advertising or affiliate marketing. Calculated as total acquisition spend divided by number of FTDs. Typical range: $60-$250, varies by vertical (sports betting, casino, poker) and region.

The average marketing cost to acquire one depositing player. Calculated as total marketing spend divided by number of first-time depositors. Key metric for evaluating Gaming UA efficiency.

The cost per thousand impressions in advertising, commonly used for display and video ads. Also called Cost Per Thousand.

Systematic process of increasing the percentage of website visitors who complete desired actions through testing, analysis, and iterative improvements.

The ability to track and connect user behavior across multiple devices (desktop, mobile, tablet) to understand the complete customer journey.

Metric measuring customer satisfaction with specific interactions or transactions, typically on a 1-5 or 1-7 scale. Asked immediately after key touchpoints.

Software that aggregates and organises customer data from multiple sources into a unified customer database accessible to other systems.

The complete sequence of interactions and touchpoints a customer has with a brand from initial awareness through purchase and beyond.

Visual representation of the complete customer experience over time, showing stages, touchpoints, emotions, and pain points.

The predicted total revenue a business can expect from a single customer account throughout their entire relationship.

The number of unique players who place at least one bet or spin on a given day. A key engagement metric in Gaming that provides a snapshot of day-to-day player activity and site health.

Secure environment where multiple parties can collaborate on data analysis without exposing raw customer data to each other.

Technology platform that collects, organises, and activates large sets of data from various sources for advertising targeting.

Attribution model that uses machine learning algorithms to analyse conversion paths and assign credit based on actual contribution to conversions.

The percentage of players who return to place a bet or spin the day after their first deposit. Calculated as (players returning D1 / new FTDs) × 100%. A D1 retention of 35%+ is considered good in Gaming.

The percentage of players still active 30 days after their first deposit. Calculated as (players returning D30 / new FTDs) × 100%. A D30 retention of 15%+ is considered good in Gaming.

The percentage of players still active 7 days after their first deposit. Calculated as (players returning D7 / new FTDs) × 100%. A D7 retention of 25%+ is considered good in Gaming.

The percentage of registered players who make at least one deposit. Calculated as (depositing players / total registrations) × 100%. Typical range: 25-45% depending on vertical and market.

Mathematical technique for sharing aggregate data insights whilst protecting individual privacy by adding controlled noise to datasets.

The principle that as marketing spend increases, the incremental return on each additional dollar spent decreases.

Website visitors who arrive by typing the URL directly, using bookmarks, or from untracked sources (often includes dark social).

Statistical modeling technique used in Marketing Mix Modeling to quantify relationships between marketing activities and business outcomes.

Revenue generated per 1,000 ad impressions. Calculated as (total ad revenue / total impressions) × 1000. Used to evaluate traffic value and determine CPM rates in gaming monetisation.

Customer's feelings and emotions at each stage of their journey, ranging from frustration to delight, tracked in journey mapping.

The percentage of audience that interacts with content through likes, comments, shares, clicks, or other engagement actions.

Monitoring specific user interactions on a website or app, such as button clicks, video plays, downloads, or form submissions.

System design pattern where actions are triggered by events (user actions, system changes) rather than scheduled processes.

Technique for enabling or disabling features dynamically without deploying new code, enabling gradual rollouts and A/B testing.

Machine learning approach that trains models on decentralised data without moving data to central servers, preserving privacy.

The percentage of ad requests that are successfully filled with ads. Calculated as (ad impressions / ad requests) × 100%. A fill rate of 90%+ is considered good in gaming ad monetisation.

The first deposit made by a player after registration in Gaming. This is the critical conversion metric for online gambling operators, marking the transition from registered user to paying customer.

Data collected directly from your customers through your own channels (website, app, CRM, surveys) that you own and control.

Attribution model that assigns 100% of conversion credit to the first marketing touchpoint in the customer journey.

The portion of ad clicks or impressions deemed fraudulent or invalid, often from click bots or fraudulent traffic. Calculated as (fraudulent activity / total activity) × 100%. Should be kept below 5%.

In RFM analysis, the number of times a customer has made a purchase. In advertising, the average number of times a user sees an ad.

Obstacle or difficulty in the customer experience that creates frustration, confusion, or abandonment. Identified through CX analytics.

Analyzing the steps users take toward a conversion goal to identify where drop-off occurs and optimise the conversion path.

Google's latest analytics platform using event-based tracking and machine learning for cross-platform measurement and predictive insights.

Total amount wagered by players minus total winnings paid out. GGR represents the operator's revenue before deducting operating expenses. Formula: GGR = Total Bets - Total Wins.

The positive spillover impact of marketing in one channel on performance in other channels, often underestimated by last-touch attribution.

Visual representation of user interactions on web pages showing where users click, scroll, and focus attention using colour intensity.

Experimental method where marketing activity is withheld from a control group to measure the incremental impact of that activity.

Revenue generated from purchases made within a mobile game or app, including consumable items, virtual currency, expansion packs, and other digital goods.

The percentage of players who make at least one in-app purchase. Calculated as (paying users / total users) × 100%. Typical range: 2-5%, varies by game genre.

The process of matching customer identifiers across devices and channels to create a unified view of each individual customer.

Lifetime revenue from in-app purchases divided by total downloads. Measures the revenue potential of each acquired user. Varies significantly by game genre and monetisation strategy.

The percentage of total available impressions that your ads received, indicating how much of the potential audience you're reaching.

The additional business outcome (sales, conversions) directly caused by a marketing activity, measured by comparing to a control group.

Experimental approach to measure the causal impact of marketing by comparing outcomes between exposed and control groups.

Analysis of complete customer journeys across multiple touchpoints and channels to understand behavior patterns and optimise experiences.

Measures organic user growth from referrals in gaming. Calculated as (invites sent per user) / (conversion rate per invite). A K-factor >1.0 indicates viral growth where each user brings more than one new user.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

The delayed response to marketing activity, where the impact on sales or conversions occurs days, weeks, or months after exposure.

A standalone web page created specifically for a marketing campaign where visitors arrive after clicking an ad or link.

Attribution model that assigns 100% of conversion credit to the final marketing touchpoint before conversion.

A potential customer who has shown interest in your product or service by providing contact information or engaging with your brand.

The process of attracting and converting prospects into someone who has indicated interest in your company's product or service.

Attribution model that distributes conversion credit equally across all touchpoints in the customer journey.

A targeting strategy that finds new potential customers who share characteristics with your existing high-value customers.

Statistical analysis technique that uses historical data to quantify the impact of marketing activities on sales while controlling for external factors.

A lead that has been deemed more likely to become a customer based on engagement with marketing content and defined criteria.

Probabilistic attribution model that calculates each channel's contribution by measuring the change in conversion probability when that channel is removed.

The combination of marketing channels and tactics used in a campaign or overall marketing strategy.

Critical interaction that significantly shapes customer perception and decision-making, often determining satisfaction and loyalty.

In RFM analysis, the total amount of money a customer has spent with your business over a defined time period.

The number of unique users who engage with a game or app within a 30-day period. Used to measure overall user base size and long-term engagement in gaming.

The percentage of players who stop playing a game in a given month. Calculated as (users lost / total users at start) × 100%. Lower churn indicates better retention.

Attribution approach that distributes conversion credit across multiple touchpoints in the customer journey using defined rules or algorithms.

Statistical issue in regression models where independent variables are highly correlated, making it difficult to isolate individual effects.

Testing multiple variables simultaneously to determine which combination produces the best results. More complex than A/B testing.

Gross Gaming Revenue minus bonuses, promotions, and other player incentives. NGR represents the actual revenue retained by the operator after all player-facing costs. Formula: NGR = GGR - Bonuses - Promotions.

Customer loyalty metric measuring the likelihood of customers to recommend your product or service on a scale of 0-10.

Integrated approach providing consistent customer experience across all channels and touchpoints, both online and offline.

Website visitors who arrive through unpaid search engine results rather than paid advertisements.

A single instance of a user loading a web page, counted each time the page is loaded or reloaded.

Advertising on search engines where advertisers pay to display ads in search results for specific keywords. Also called Search Engine Marketing (SEM).

Specific problem or frustration that customers experience in their journey, identified through research, feedback, or analytics.

System that delivers customised experiences to users based on their behavior, preferences, demographics, or predictive models.

The predicted total Net Gaming Revenue from a player over their entire lifetime with the operator. Critical for determining sustainable customer acquisition costs in Gaming.

Attribution model assigning 40% credit to first touch, 40% to last touch, and 20% distributed among middle touchpoints. Also called U-Shaped.

Automated buying and selling of digital advertising space using algorithms and real-time bidding.

Google Ads metric rating the quality and relevance of keywords, ads, and landing pages, affecting ad rank and cost per click.

Computing using quantum mechanical phenomena to solve complex problems faster than classical computers. Early applications in marketing optimisation.

In RFM analysis, the time elapsed since a customer's most recent purchase or interaction with your brand.

Statistical method for examining relationships between variables, commonly used in Marketing Mix Modeling to quantify marketing impact.

The percentage of customers who continue using a product or service over a given time period, calculated as retained customers divided by total customers.

Revenue generated for every dollar spent on advertising, calculated as revenue from ads divided by ad spend.

The profitability of an investment, calculated as (gain from investment minus cost of investment) divided by cost of investment.

Customer segmentation method using three dimensions: Recency (how recently purchased), Frequency (how often purchased), and Monetary value (how much spent).

A lead that has been vetted by the sales team and deemed ready for direct sales follow-up based on intent and fit.

In analytics, analyzing a subset of data rather than the complete dataset, which can introduce inaccuracies in reporting.

The relationship between marketing spend and response showing diminishing returns as spend increases beyond a certain point.

The practice of optimizing website content and structure to rank higher in organic search engine results.

Dividing customers or prospects into distinct groups based on shared characteristics, behaviors, or needs for targeted marketing.

Tracking implementation where data collection occurs on servers rather than browsers, improving accuracy and privacy compliance.

A group of user interactions with a website that take place within a given time frame, typically ending after 30 minutes of inactivity.

The average duration of a single play session in a game. Longer session lengths typically indicate higher engagement. Measured in minutes or hours depending on game type.

Technology that records and replays user sessions on websites or apps, showing exactly how users interact with interfaces for CX analysis.

A brand's proportion of total advertising or conversation in a market compared to competitors, measured by spend, impressions, or mentions.

Attribution approach that assigns 100% of conversion credit to one touchpoint, either first-touch or last-touch.

Monitoring social media channels for mentions of your brand, competitors, products, or relevant keywords to gain insights.

Confidence level that test results are not due to random chance, typically requiring 95% confidence (p-value < 0.05) before declaring a winner.

Engagement metric calculated as DAU divided by MAU, showing what percentage of monthly users play daily. A sticky factor of 20%+ (0.20) indicates strong daily engagement in gaming.

Real-time data processing infrastructure that handles continuous data flows, enabling immediate insights and actions.

AI-generated data that preserves statistical properties of real customer data whilst eliminating privacy concerns and personal information.

Platform for managing marketing and analytics tags (code snippets) on websites without editing site code directly. Example: Google Tag Manager.

Tracking cookie set by a domain other than the one the user is visiting, used for cross-site tracking. Being phased out by browsers.

Data collected by entities that don't have a direct relationship with the user, typically aggregated from multiple sources and sold.

The amount of time a user spends viewing a specific web page before navigating away or closing the browser.

Attribution model that gives more credit to touchpoints closer in time to the conversion, using exponential decay.

Any interaction or point of contact between a customer and a brand throughout the customer journey.

A tiny, invisible image embedded in emails or web pages that tracks user behavior such as opens, clicks, or page visits.

The origin of website visitors, categorised as organic search, paid search, direct, referral, social, email, or other channels.

A distinct individual who visits a website at least once within a reporting period, counted only once regardless of multiple visits.

The process of gaining new users or customers through various marketing channels and tactics.

The complete path a user takes when interacting with a product, service, or website from initial contact through conversion and beyond.

Tags added to URLs to track the source, medium, campaign, and other details of traffic in analytics platforms.

Alternative version being tested against the control in an A/B test or experiment. Also called challenger or treatment.

A conversion that occurs after a user sees but doesn't click an ad, measured within a specific time window (typically 1-30 days).

The number of new users generated by each existing user through referrals or sharing, indicating viral growth potential.

Attribution model assigning 30% credit each to first touch, lead creation, and opportunity creation, with 10% to remaining touchpoints.

The number of times a player must wager their bonus amount before they can withdraw winnings. Example: A $100 bonus with 30x wagering requires $3,000 in total bets before withdrawal.

The measurement, collection, analysis, and reporting of web data to understand and optimise web usage and user behavior.

The percentage of website visitors who complete a desired goal (purchase, signup, download) out of total visitors.

The time between a player requesting a withdrawal and receiving their funds. A critical trust and satisfaction metric in Gaming. Industry best practice is under 24 hours for e-wallets.

Data that customers intentionally and proactively share with a brand, such as preferences, purchase intentions, or personal context.