Mobile attribution
Connecting an install, signup, or purchase to the campaign, source, or link that drove it.
Read definitionGlossary
Web & mobile analytics glossary
Plain-language definitions of the concepts behind mobile attribution, product analytics, engagement, crash and performance monitoring, and session replay — the building blocks of understanding a mobile user journey.
Session replay
A reconstruction of a user session from captured screens, touches, and events.
Read definitionCrash-free rate
The percentage of users or sessions that did not experience a crash in a period.
Read definitionDeep link
A link that opens a specific screen inside an app rather than a home screen.
Read definitionProduct analytics
Analyzing in-product behavior — events, funnels, cohorts, retention — to guide decisions.
Read definitionFunnel analysis
Measuring conversion and drop-off across the steps of a multi-step flow.
Read definitionRetention
The share of users who return to a product over time after first use.
Read definitionCohort analysis
Grouping users by a shared trait or start date to compare behavior over time.
Read definitionEvent tracking
Recording discrete user actions as structured events with properties.
Read definitionFeature flag
A runtime switch that turns functionality on or off without shipping a new build.
Read definitionA/B testing
Comparing two variants of an experience to see which performs better on a metric.
Read definitionExperimentation
The practice of shipping changes as controlled experiments to measure their impact.
Read definitionSession
A period of continuous user activity in an app, bounded by inactivity.
Read definitionSDK
A software development kit: libraries and tools for building on a platform.
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