Glossary – Online Marketing & Analytics Terms

Analytics

(used with a singular verb) the analysis of data, typically large sets of business data, by the use of mathematics, statistics, and computer software: digital marketers with a strong knowledge of Web analytics; selecting the best analytics tools
(used with a plural verb) the patterns and other meaningful information gathered from the analysis of data: an abundance of actionable analytics to help you deliver a better customer experience.

Configuration

arrangement of the parts of something in a particular way

Data Layer

a spreadsheet of information you want to capture about the pages and activities that your users are viewing and performing; you collect all of the information in a data layer and send it along to Google Analytics through Google Tag Manager

Google Tag Manager

A Tag Management System (TMS) that uses a data layer to capture key data points about a website or app

Implementation

the specific decision, plan or agreement put into effect (SYN: execute, apply, put into effect, put into practice)

Tag Management System (TMS)

replaces hard-coded tags that are used for marketing, analytics, and testing on a website, with dynamic tags that are easier to implement and update
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