analytics-dictionary / tool overview / tracking & measurement

Amplitude

Amplitude is a product analytics platform for understanding behaviour, retention and growth.

Written by Reflective Data experts · updated Oct 5, 2026

It offers event analytics, cohorts, journeys and experimentation features, with governance tools for taxonomies. It integrates with warehouses and customer data platforms.

It works best with a documented taxonomy and consistent identity across web, mobile and server.

Cohort analysis Product analytics User ID

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Customer data platform (CDP)

A customer data platform collects customer data from many sources into unified profiles that other tools…

scroll-depth.md

Scroll depth

Scroll depth measures how far down a page visitors scroll, often reported in percentages.

segment.md

Segment

Segment is a customer data platform that collects events once and sends them to many tools.

identity-resolution.md

Identity resolution

Identity resolution is matching records from different sources to the same person or household.

first-party-data.md

First-party data

First-party data is information you collect directly from your own customers and visitors.

firebase.md

Firebase

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

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