analytics-dictionary / tool overview / tracking & measurement

Salesforce

Salesforce is a widely used customer relationship management platform.

Written by Reflective Data experts · updated Oct 5, 2026

It stores accounts, contacts, opportunities and activity. For analytics, teams replicate its objects into a warehouse to connect revenue with marketing and product data.

Complex custom objects and API limits make reliable extraction a task for well-built pipelines.

Customer lifetime value (LTV)Data pipeline Data warehouse

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Return on ad spend (ROAS)

Return on ad spend is the revenue generated for every unit of currency spent on advertising.

hotjar.md

Hotjar

Hotjar is a behaviour analytics tool offering heatmaps, session recordings and surveys.

product-analytics.md

Product analytics

Product analytics studies how people use a digital product, to improve features, onboarding and retention.

marketing-mix-modeling.md

Marketing mix modeling (MMM)

Marketing mix modeling uses statistics on aggregated data to estimate how each channel contributes to sales.

pendo.md

Pendo

Pendo is a product experience platform combining analytics with in-app guides and feedback.

retention-rate.md

Retention rate

Retention rate is the percentage of users who come back or stay active over a given…

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