UX/Behavior Analysis
Conversion Path ↗
A conversion path is the sequence of recorded touchpoints before a meaningful action. In GA4, use Attribution paths to inspect journeys and Attribution models for side-by-side model comparisons.
weballin DIGIWIKI
Digital marketing glossary
Clear explanations of SEO, AI search, content, advertising and analytics, with practical context.
323 terms
Advertising/Attribution
Attribution Model ↗
An attribution model is a rule or algorithm that assigns credit to touchpoints associated with a key event or conversion. Different models can assign different channel credit to the same underlying data.
Advertising/Attribution
Data-driven Attribution ↗
Data-driven attribution (DDA) uses observed paths and interactions to assign key-event or conversion credit to touchpoints. It should not be interpreted as a perfect measurement of causal contribution.
Advertising/Attribution
Last Click ↗
Last-click attribution assigns credit to the final eligible interaction under a defined rule. GA4 paid and organic last click excludes Direct unless the path consists entirely of direct visits.
Advertising/Attribution
Assisted Conversion ↗
Assisted conversion describes the role of touchpoints before the final interaction. Legacy Universal Analytics assisted-conversion metrics are not identical to current GA4 attribution reports.
Advertising/Attribution
View-through Conversion ↗
View-through conversions count conversions after an ad impression without interaction, under platform-specific rules. Google Ads excludes conversions by users who also interacted with other ads.
Advertising/Attribution
Conversion Window ↗
A conversion window sets how long after an ad interaction a conversion can be counted. Distinguish Google Ads click-through, engaged-view and view-through settings from GA4 key-event lookback settings.
Advertising/Attribution
Lookback Window ↗
A lookback window determines how far back touchpoints may receive credit for a key event. Its scope depends on the product and event type; 90 days is not a universal GA4 default.
content strategy
Content Strategy ↗
Content Strategy is a systematic plan to plan, produce, distribute, and manage content to simultaneously meet business goals and user needs. This includes what topics, in what format, for whom, through what channels, and how the performance will be measured.
content strategy
Content Brief ↗
A content brief is a planning document that defines the reader, question, scope, structure and references before writing begins.
content strategy
Content Calendar ↗
A content calendar is an operational plan for topics, owners, review and publication dates, and distribution channels.
content strategy
Topic Map ↗
A topic map is a map-like structure that organizes relationships between specific topics, sub-concepts, related questions, objects of comparison, and documents. It serves as a standard for content planning and internal link design, and visualizes which documents are needed and how to link them.
content strategy
Evergreen Content ↗
Evergreen content is content that covers topics that can be referenced for a long time compared to short-term news or events.
content strategy
Content Audit ↗
A content audit is the process of determining how existing pages serve your readers and business goals and deciding what to maintain, modify, consolidate, and organize.
content strategy
Content Refresh ↗
Content refresh is the process of checking for incorrect information, changed conditions, or insufficient explanations in existing documents and revising them to be useful to current readers.
content strategy
Content Consolidation ↗
Content consolidation is the process of combining multiple documents with similar topics or search intent into one more complete document.
content strategy
Content Repurposing ↗
Content repurposing is the practice of reorganizing existing material to suit audiences in different formats or channels.
content strategy
Information Architecture ↗
Information architecture refers to the design of how to categorize and order the content of a site and how to connect pages to one another.
content strategy
Category Page ↗
A category page is a page that groups documents of the same topic or type and helps users navigate related items.
content strategy
Tag Page ↗
A tag page is a page that displays documents across multiple categories grouped with specific keywords or attributes.
content strategy
Hub Page ↗
A hub page is a central page that gathers key documents on a specific topic or category and allows users to move to related items.
content strategy
Knowledge Base ↗
A knowledge base is an information repository that systematically collects concepts, procedures, and problem-solving materials that an organization or service uses repeatedly.
content strategy
URL Structure ↗
URL structure is the set of rules used to form site addresses with paths, slugs and parameters. It helps users interpret addresses and teams manage links and changes.
Search/Web Standards
Open Graph ↗
Open Graph is a protocol for providing metadata such as a page’s title, description, image and URL for sharing.