analytics-dictionary / term / tracking & measurement

Data sampling

Data sampling is when a tool analyses only a subset of your data and extrapolates the results to estimate the whole.

Written by Reflective Data experts · updated Oct 5, 2026

Analytics platforms sometimes sample large queries to return results faster. Sampled numbers are estimates and can differ from unsampled ones, especially for small segments.

Exporting raw data to a warehouse such as BigQuery lets you query everything without sampling.

Data thresholding Google Analytics (GA4)Google BigQuery

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Funnel analysis

Funnel analysis measures how many users move through each step of a process, such as checkout,…

utm-code.md

UTM parameters

UTM parameters are tags added to a URL so analytics tools know which campaign, source and…

last-click-attribution.md

Last-click attribution

Last-click attribution gives 100 percent of the credit for a conversion to the final touchpoint before…

reporting-identity.md

Reporting identity

Reporting identity is the setting that decides how GA4 recognises users across sessions and devices in…

google-ads.md

Google Ads

Google Ads is Google online advertising platform, covering search, display, video and more.

web-analytics.md

Web analytics

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

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