Forty-eight terms from PV to two-way translation. Each one gets a plain definition, the place in TapCub where you see it, and the terms it is usually read with.
Definitions, not marketing
Where tools disagree — unique visitors, bounce rate, sessions — we say which definition TapCub uses and why.
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Every entry points to the report, setting or help article where the term shows up, so you can go from word to screen.
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48 terms shown
A growth framework with five stages: Acquisition, Activation, Retention, Revenue and Referral. It turns "is the business growing" into five measurable questions and shows which stage leaks most. TapCub builds the five stages from your events once you map one event to each.
In TapCub: Growth analytics
A member role that opens the chat inbox and nothing else in the console. Agents reply to visitors, see visit context and ratings, but cannot read analytics, billing or settings. Use it for support staff and outsourced teams.
In TapCub: Live chat team settings
A bot operated by an AI company to collect training data or answer queries in real time, such as fetchers behind chat assistants and search answers. TapCub keeps them on a separate ledger from human traffic and compares what they fetched with what your robots.txt and llms.txt allowed.
In TapCub: Bot and crawler ledger
See alsoBot / crawlerWeb Vitals
Revenue divided by number of orders over a period. It tells you whether growth comes from more orders or bigger ones, and is the first thing to check when revenue moves while traffic does not. Requires an order event with a value.
In TapCub: Commerce metrics in growth analytics
See alsoGMVRepeat purchase rateLTV
Revenue over a period divided by the number of active users in that period. Subscription businesses watch it monthly; commerce teams compare it by cohort or channel. TapCub computes it from revenue events and the active-user definition you choose.
In TapCub: Growth analytics
The rule that decides which channel gets credit for a conversion. First-touch credits the channel that brought the person the first time; last-touch credits the one right before the conversion. The two answer different questions, so TapCub shows both side by side rather than picking one.
In TapCub: Marketing analytics
Recording clicks, form submits and page changes automatically, without writing tracking code for each one. TapCub's AI event inbox then proposes names for the patterns it finds, so the tracking plan is built from what users actually do.
In TapCub: AI event inbox
See alsoEvent / propertyTracking plan
The share of visits that end after a single page with no further interaction. A high bounce rate on a blog post can be fine; on a landing page it usually means the promise and the page disagree. TapCub counts a scroll or click as an interaction, so a long read is not a bounce.
In TapCub: Pages report
See alsoSessionTime on page / dwell timeEntry page / exit page
Automated traffic: search engine spiders, monitoring tools, scrapers, AI fetchers and abusive scripts. TapCub identifies them with five layers — user agent, headers, client signals, network ownership and request rate — and keeps them out of your human numbers by default.
In TapCub: Bot filtering
See alsoAI crawlerUnique visitor
Marketing and sales spend divided by the number of new customers it produced. Compare it with LTV to know whether a channel pays back. TapCub computes CAC per channel once you import spend and define a "became customer" event.
In TapCub: Channel ROI
See alsoLTVROI / ROASSource / channel
The share of users or customers who stop coming back, or cancel, in a period. It is the inverse of retention and the fastest way to see whether growth is real or a leaky bucket. TapCub shows churn alongside the retention grid and lets you segment who left.
In TapCub: Retention and lifecycle
A parameter an ad platform appends to a landing URL — gclid, fbclid, ttclid and others — that identifies the click. TapCub reads click IDs from 14 platforms so a visit is attributed to the campaign even when UTM tags are missing.
In TapCub: Ad platform attribution
See alsoUTM parametersAttribution (first-touch / last-touch)Source / channel
A group of users defined by when they did something — signed up in March, first bought in week 12. Comparing cohorts shows whether a change improved behaviour for new users rather than just shifting the average. Retention grids are cohorts read left to right.
In TapCub: Retention analysis
The place in the console where privacy is configured per site: cookieless or identification mode, consent requirements by region, IP truncation, retention, child mode and deletion requests. Presets lock a known-good configuration in one click.
In TapCub: Privacy and security
Conversions divided by the people or visits that could have converted. The denominator matters: per visit, per visitor and per session give different numbers for the same page. TapCub states the denominator on every conversion report.
In TapCub: Conversion reports
See alsoFunnelAverage order valueAttribution (first-touch / last-touch)
Measuring visits without storing anything on the visitor's device. TapCub derives a visitor identifier on the server from a daily-rotating salt, the site, the IP and the user agent, then discards the IP. No banner is needed for the script itself; the cost is that unique visitors are a within-day estimate.
In TapCub: How privacy works
Daily, weekly and monthly active users — the number of distinct people who did a qualifying action in that window. The DAU/MAU ratio is a stickiness measure: 0.5 means the average monthly user shows up every other day. TapCub lets you define "active" per product.
In TapCub: User analytics
See alsoRetention / day-1 retentionARPUidentify / identity resolution
The first and last page of a visit. Entry pages tell you what search engines and campaigns actually land people on; exit pages show where attention runs out. An exit page is not a problem by itself — the order confirmation is everyone's exit page.
In TapCub: Pages report
See alsoBounce rateSessionPath analysis
An event is something that happened — "added to cart"; a property is a detail attached to it — product, price, currency. Good tracking uses few events with rich properties rather than hundreds of near-duplicates. TapCub's tracking plan keeps names and properties consistent across platforms.
In TapCub: Events and properties
See alsoAutocaptureTracking planFunnel
How long a visitor waits between sending their first chat message and receiving the first human or AI reply. It is the metric visitors feel most. TapCub reports it per agent, per hour of day and with and without AI replies.
In TapCub: Chat reports
An ordered set of steps — view product, add to cart, start checkout, pay — with the number of people who reached each one. The drop between two steps is where to look. TapCub funnels can be built from any events, split by segment, and read within one data set so the steps are comparable.
In TapCub: Funnel analysis
The three privacy regimes most sites meet: the EU's General Data Protection Regulation, California's Consumer Privacy Act and China's Personal Information Protection Law. They differ in detail but share the ideas of lawful basis, notice, access, deletion and limits on transfers. The compliance centre maps settings to each.
In TapCub: Privacy and security
The total value of orders placed in a period, before refunds, discounts and fees. Marketplaces and shops report it as the top line; it is not revenue. TapCub sums the value property of your order events and shows refunds separately.
In TapCub: Commerce dashboard
Turning a value into a fixed-length string that cannot be reversed. TapCub hashes the visitor identifier with a salt that changes daily, so the same person cannot be followed across days, and hashes emails before they are used for matching, so the raw address is never needed.
In TapCub: Cookieless identity
A page overlay that shows where visitors click and how far they scroll, aggregated across many visits. It answers "do people see the button" faster than a funnel. TapCub heatmaps contain no typed text and no identifiers.
In TapCub: Heatmaps
See alsoPath analysisBounce rate
The call that tells TapCub "this visitor is user 4821", and the rules that merge the anonymous visits before sign-in with the identified ones after. Identity resolution is what makes retention and LTV per person possible — and it is opt-in, with consent handled in the compliance centre.
In TapCub: Identity and users
A pre-built set of metrics, dashboards, funnels and event names for one sector — e-commerce, SaaS, education and seven more. Installing one gives you the reports a sector actually uses before you write a tracking plan.
In TapCub: Industry templates
The articles and answers your AI assistant is allowed to use. When a visitor asks a question, TapCub finds the matching snippets, sends only those with the question to the model, and labels the reply as AI. Corrections from agents flow back into the base.
In TapCub: AI chat and knowledge base
See alsoFirst response timeTwo-way translationResolution rate
The revenue a customer brings over their whole relationship with you. Compared with CAC it tells you how much you can afford to spend to win one. TapCub computes LTV from revenue events per identified user, by cohort and by acquisition channel.
In TapCub: Growth analytics
A rule that watches a metric and notifies you when it crosses a threshold or deviates from its usual pattern — conversions down 30% against the same hour last week, for example. Alerts go to email, Slack, Telegram or a webhook.
In TapCub: Monitors and subscriptions
See alsoWeb VitalsConversion rate
One load of one page by one browser. A person reading five pages creates five pageviews. It is the oldest web metric and still the right one for content sites and ad inventory, as long as bots are filtered out first.
In TapCub: Pages report
See alsoUnique visitorSessionBounce rate
The sequences of pages or events people actually follow, drawn as a flow from a starting point. Where funnels test a path you expect, path analysis shows the ones you did not. Use it to find the detour before the drop.
In TapCub: Path analysis
A chat message the site opens itself when a rule matches — a visitor on the pricing page for 40 seconds, a second visit from a paid campaign, a cart above a value. Done well, it answers the question the visitor was about to leave with; TapCub rate-limits invites so it is not done badly.
In TapCub: Proactive chat
See alsoFirst response timeSegmentAttribution (first-touch / last-touch)
Who is on the site right now, which pages they are on and where they came from, updated every few seconds. It is the fastest check that a launch, a campaign or a fix is working — and in TapCub it is the same list the chat inbox uses to start a conversation.
In TapCub: Realtime report
See alsoProactive inviteSource / channel
The share of customers who bought more than once in a period. It is the commerce version of retention and the main lever on LTV when acquisition gets expensive. TapCub computes it per cohort and per first product bought.
In TapCub: Commerce dashboard
The share of conversations closed as solved without reopening, optionally within a time limit. Read it next to first response time: fast replies that do not solve anything inflate one and deflate the other. TapCub shows both per agent and for AI replies.
In TapCub: Chat reports
The share of a cohort that comes back after a given time. Day-1 retention is the share that returned the next day; day-7 and day-30 follow. The retention grid shows every cohort as a row so you can see whether newer cohorts hold on longer.
In TapCub: Retention analysis
See alsoCohortChurnDAU / WAU / MAU
Scoring customers on Recency, Frequency and Monetary value, then grouping them — champions, at risk, hibernating. It is the quickest useful segmentation for a shop and the basis for who to invite to chat or email first.
In TapCub: User segments
See alsoSegmentRepeat purchase rateLTV
Return on investment is profit divided by cost; return on ad spend is revenue divided by ad cost. ROAS of 3× means every dollar of ads brought three dollars of revenue — not profit. TapCub shows channel ROI against imported spend so Newsletter at 6.2× and TikTok at 0.8× sit on one chart.
In TapCub: Channel ROI
A saved group of users or visits defined by properties and behaviour — paid visitors from Germany who added to cart twice. Segments are reusable across funnels, retention, heatmaps and chat targeting, so one definition answers many questions.
In TapCub: Segments
See alsoCohortRFMProactive invite
A group of pageviews and events from one visitor with no gap longer than 30 minutes. Sessions make time-on-site and pages-per-visit possible, but they are a convention; TapCub also reports visitors and pageviews directly so you are not forced through the session lens.
In TapCub: Website analytics
See alsoPageviewUnique visitorBounce rateTime on page / dwell time
Source is where a visit came from — google.com, newsletter, an ad click; channel is the group it belongs to — organic search, email, paid social. TapCub classifies sources into channels automatically and lets you edit the rules.
In TapCub: Sources report
See alsoUTM parametersClick IDAttribution (first-touch / last-touch)
How long a page stayed in the foreground. Classic tools could not measure it for the last page of a visit; TapCub sends a heartbeat while the tab is visible, so the number includes single-page visits and excludes time spent in another tab.
In TapCub: Pages report
See alsoBounce rateSessionWeb Vitals
The agreed list of events and properties, their names, when they fire and who owns them. It is what stops "signup", "sign_up" and "SignUp" from becoming three events. TapCub keeps the plan in the console and flags events that arrive outside it.
In TapCub: Tracking plan
The visitor writes in their language, the agent reads and replies in theirs, and both sides see the original on hover. Translation only triggers when the two languages differ and can be turned off per site.
In TapCub: AI chat and translation
The number of distinct people in a period. Every tool estimates it differently — cookies, logins, fingerprints or, in TapCub, a daily salted hash — which is why two tools never agree. TapCub's UV is exact within a day and an estimate across days unless users are identified.
In TapCub: Realtime and overview
See alsoPageviewCookieless analyticsHashingidentify / identity resolution
Five tags appended to a link — utm_source, utm_medium, utm_campaign, utm_term, utm_content — that tell analytics where a click came from. They are the manual, platform-neutral complement to click IDs. Build them consistently with the UTM tool.
In TapCub: UTM builder
See alsoSource / channelClick IDAttribution (first-touch / last-touch)
Google's page-experience metrics: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness, Cumulative Layout Shift for visual stability. TapCub collects them from real visits and shows them per page next to bounce and conversion, so speed becomes a business number.
In TapCub: Performance report
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