analytics-dictionary / term / tracking & measurement

Web analytics

Web analytics is the collection and analysis of data about website traffic and behaviour.

Written by Reflective Data experts · updated Oct 5, 2026

It covers where visitors come from, what they do, and whether they convert. Tools like Google Analytics and Adobe Analytics are the best known.

Modern web analytics increasingly combines client-side tags, server-side collection and warehouse exports.

// how we can help

Need tracking you can trust? We implement and audit analytics across GA4, Adobe, Mixpanel and more. Analytics & tracking services → · Audits

Referral traffic is traffic that arrives from a link on another website rather than from a…

On-site polls are short surveys shown to visitors on your website to learn why they behave…

Firebase is Google app development platform, which includes analytics, crash reporting, remote config and more.

Leading indicators predict future results, while lagging indicators confirm results that have already happened.

A custom dimension is an extra attribute you register in your analytics tool so it can…

ITP is Safari technology that limits cross-site tracking and shortens the lifetime of some cookies.