Metrics Glossary

Here you can find important tech terms and definitions, explained in a simple and clear way.

Session (Analytics)

In web analytics, a Session is a single, continuous period of user interaction with a website or web application. It begins the moment a user arrives on a page and ends after a specific period of inactivity (typically 30 minutes in Google Analytics) or when the user closes their browser. During a single session, a user might view multiple pages, download files, or submit forms.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a widely used market research metric that measures customer loyalty and satisfaction. It is calculated by asking users a single, standard question: "On a scale of 0 to 10, how likely are you to recommend our product/company to a friend or colleague?" Respondents are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6). The final score ranges from -100 to +100.

Yield (Conversion Yield)

In Growth Marketing, Yield (or Conversion Yield) refers to the total volume of successful conversions (like booked demos or closed deals) generated from a specific segment of website traffic, factored against the total cost of acquiring that traffic. It is a holistic metric that looks beyond a simple percentage-based Conversion Rate to evaluate the actual financial output and efficiency of a digital funnel.

Return on Investment (ROI)

Return on Investment (ROI) is a universal financial metric used to evaluate the profitability and efficiency of an investment. It compares the amount of return (profit or revenue generated) directly against the cost of the investment. In digital marketing, ROI answers the question: "For every dollar we spent designing this website and running ads, how many dollars did we make back?"

Churn Rate

Churn Rate is a critical business metric that calculates the percentage of customers or subscribers who cancel or fail to renew their subscriptions during a given time period. In the SaaS industry, it is the inverse of the Retention Rate and is a primary indicator of product health, customer satisfaction, and long-term revenue viability.

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