analytics-dictionary / term / tracking & measurement

Call to action (CTA)

A call to action is a prompt that tells visitors what to do next, such as a button saying "Book a demo".

Written by Reflective Data experts · updated Oct 5, 2026

Clear, specific calls to action are one of the simplest ways to lift conversion rates. They are also one of the most tested elements in A/B experiments: wording, colour, size and placement all matter.

Track clicks on important CTAs as events so you can measure how well each one performs.

A/B test Conversion rate Event

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Adobe Analytics

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

data-driven-attribution

Data-driven attribution

Data-driven attribution uses statistical models on real conversion paths to assign credit to each touchpoint.

channel-grouping

Channel grouping

Channel grouping organises traffic sources into marketing channels such as organic search, paid search, email and…

identity-resolution

Identity resolution

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

user-property

User property

A user property describes an attribute of a user that stays the same across events, such…

first-party-data

First-party data

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

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