Ad Media
Ad Media represents the smallest unit within campaign tracking, typically identified by a unique media code or URL parameter. It serves as the basis for analyzing individual ad performance and can be grouped into higher-level campaign categories to simplify analysis and filtering. The naming of “Ad Media” can be customized for clarity.
Attribution Model
An attribution model defines how success (e.g., orders or revenue) is credited to marketing campaigns when users interact with multiple campaigns. By default, Mapp Intelligence uses the Last Campaign Wins model, meaning the last campaign before a conversion receives the credit. Alternative models like First Campaign Wins or Last Five Campaigns allow for more nuanced assessments of individual campaign effectiveness. For more information, see Campaign Configuration.
Campaign
Campaigns track user traffic from various sources such as newsletters, display ads, search engines (SEA/SEO), or direct entries. Campaign data is collected through individual units called Ad Media, each identified by a unique source. Campaigns can further be structured into broader categories for simplified analysis. For more information, see Campaign Analyses.
Category
Categories are labels used to group analytics data (e.g., pages, products, or campaigns) into logical segments, making data easier to analyze and navigate. Typical examples include content groups, product categories, or campaign categories.
Cohorts
Cohorts group users based on the timing of their first interaction, enabling analysis of behavior and performance over time, such as user retention, engagement, and campaign effectiveness. For more information, see Cohort Analysis Documentation.
Content Engagement
Measures user interaction with individual webpage elements based on scrolling behavior and viewing duration, providing deeper insights beyond basic scroll depth tracking. For more information, see Content Engagement Documentation.
Content Group
Content groups categorize pages for simplified, higher-level analysis and reporting. Each page can be assigned exactly one unique value per content group, such as language or main menu category. Content group assignments can also be imported retroactively. For more information, see Build content groups to dissect the usage of the website.
Customer Journey
A Customer Journey in Mapp Intelligence captures the sequence of campaign interactions users have before reaching a defined website goal (e.g., purchase, signup). It forms the basis for attribution analyses, which determine the contribution of each interaction to conversions. For more information, see Campaign Configuration.
Events
Events measure user interactions directly on a webpage, such as clicks on links, PDF downloads, teaser elements, form submissions, or media interactions.
Mapp Q3
The legacy configuration interface for Mapp Intelligence.
Media code
A Media Code is a unique identifier used to track individual marketing activities (e.g., newsletters or display ads) as potential campaign sources. It allows accurate attribution of user interactions to specific campaigns or Ad Media. For more information, see Campaign Configuration.
Parameter
Parameters are additional pieces of information captured alongside tracked actions (e.g., events, campaigns) to enrich analytics data. They provide context such as product details, link attributes, or campaign specifics.
Process
A Process (also known as a funnel) tracks user progression through defined steps on your website or app, such as registration, checkout, or survey completion. Analyzing processes helps identify friction points, improve user journeys, and increase conversion rates. For more information, see Process and Funnels.
Product List Tracking
Measures product visibility and interactions directly on overview pages or catalogs, providing early insights into product performance. For more information, see Product List Tracking Documentation.
Referrer
A Referrer is the webpage or source that links users to your website or app. Referrers help identify external websites driving traffic, such as search engines, social media platforms, or partner sites.
Scroll Depth
Scroll depth measures how far users scroll down a webpage, typically expressed as a percentage of the total page length viewed. This metric helps content-driven websites analyze user engagement and content effectiveness. Mapp provides a plugin to easily track and analyze scroll behavior across various tracking implementations. For more information, see Scroll Depth Documentation.
Track Domain
The Track Domain specifies the domain that receives tracking data. It is typically a predefined Mapp Intelligence domain responsible for collecting and processing incoming analytics data.
Track ID
A Track ID is a unique identifier assigned to each Mapp Intelligence account. It ensures tracking requests are correctly attributed to the respective account. You can find your Track ID under Mapp Q3 > Configuration > System Configuration > Data Collection.