analytics-dictionary / term / tracking & measurement

View-through conversion

A view-through conversion is a conversion that happens after someone saw an ad but did not click it.

Written by Reflective Data experts · updated Oct 5, 2026

Platforms report them to credit display and video ads that influence behaviour without clicks. They are controversial because some of those users would have converted anyway.

Treat them as a signal to test, not as proven impact.

Attribution Impression Incrementality

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Form analytics

Form analytics measures how users interact with forms, including where they hesitate, correct entries or abandon.

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North Star metric

A North Star metric is the single measure that best captures the value your product delivers…

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CCPA / CPRA

The CCPA, expanded by the CPRA, is California privacy law giving residents rights over their personal…

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Cohort analysis

Cohort analysis groups users by a shared starting point, such as sign-up week, and tracks how…

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gtag.js

gtag.js is the Google tag, a JavaScript library that sends data to Google Analytics, Google Ads…

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Heap

Heap is a product analytics platform known for autocapturing user interactions.

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