analytics-dictionary / tool overview / tracking & measurement

Adobe Analytics

Adobe Analytics is an enterprise web analytics platform from Adobe, part of Adobe Experience Cloud.

Written by Reflective Data experts · updated Oct 5, 2026

It offers highly customisable reporting using variables such as eVars, props and events, and Analysis Workspace for ad hoc work. Newer implementations use the Adobe Experience Platform Web SDK and Customer Journey Analytics.

It is popular in large enterprises that need deep customisation and integration with other Adobe products. The flexibility makes a clear solution design document essential.

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Tracking pixel

A tracking pixel is a tiny, usually invisible image or script that records an interaction, such…

incrementality.md

Incrementality

Incrementality is the extra outcome caused by a marketing activity, compared with what would have happened…

micro-conversion.md

Micro conversion

A micro conversion is a smaller step that signals progress towards a main conversion, such as…

click-id.md

Click ID (gclid)

A click ID is a unique identifier added to a landing page URL by an ad…

cac.md

Customer acquisition cost (CAC)

Customer acquisition cost is the average spend needed to win a new customer.

meta-pixel.md

Meta Pixel

The Meta Pixel is a snippet that records visitor actions for Meta (Facebook and Instagram) advertising…

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