GlossaryA – B – C – D – E – F – G – H – I – J – K – L – M – N – O – P – Q – R – S – T – U – V – W – X – Y – ZAAB TestingAd ServerAdblockerAttribution modelAttribution viewBBrandingBusinesse Intelligence (BI)CCACCappingChurnCNILConversionConversion rateCookieCookie-matchingCPACPCCPICPLCPMCross ChannelCustomer JourneyCustomer segmentationDData analyticsData Management Platform (DMP)Data ScienceData-DrivenFFirst-channelFirst-party cookieGGeneral Data Protection Regulation (GDPR)HHeatmapKKPILLast-channelLast-clickLeadLifetime ValueLinear modelMMarketing AttributionMarketing budgetMarketing CampaignMarketing ChannelsMarketing PerformanceMarkov (chain)Mobile AttributionMulti Touch Attribution (MTA)Multi-channelOOmnichannelRReal viewRetargetingROIROPORTBTThird-party cookieTime decayTrackingTV impactUU-shapeVViewabilityViewsWWeb analytics