Glossary

A

Address. The column's word for a connection: the internet address a session's events arrived from, as the collector saw it. Free shows it masked to its prefix, 12.34.x.x; the paid plans show it whole. See Connections.

Allowance. The number of events a month a plan includes, counted by calendar month in UTC, back to zero on the 1st. It gates the read, never the write: on Free the tail of a month past it is withheld from reads until a larger allowance opens it, on Starter through Agency the overflow is billed and nothing stops, on Enterprise the contract governs. See Over the allowance.

Arrival. On Realtime, a session that landed on the site from a paid click, one row per session, kept when its landing resolves to a network. See Realtime.

B

Billed click. A distinct click id a session's events carried, the click the ad platform counted, counted on gclid, fbclid, ttclid and msclkid. A session can carry more than one, shown as ×2 or ×3 beside its campaign; a paid session with none of the four reads 1 on its own row and screen, and adds nothing to the browser-level counts on Visitors. See Sessions.

Billing account. The payer: one Stripe customer with one card, one billing address and one stream of invoices, owned by exactly one person. It can cover several workspaces, and says who pays, never what is open. See Account billing.

Bucket. One step of a curve. The longer the window, the wider the bucket, from 1 second to 1 day; a bucket nobody visited is a real zero. See Time periods.

C

Came back. Browsers with at least two paid clicks in the period; on Visitors, the tab that lists them. See Visitors.

Campaign. The pair of a network and a utm_campaign value, kept exactly as the click carried it, because it is the key back into the ad platform. The workspace can put a name over the raw value and hide it from lists; the raw value stays printed under any name. See Campaigns.

Campaign / Source. A row's campaign with the ad platform it ran on: the platform's logo, then the workspace's name for the campaign, else the value the click carried, then the platform's name. On a browser or an address, the campaign most of its paid sessions came through, with the count of the other campaigns it clicked. See Campaigns.

Click id. A parameter the ad platform appends to the landing URL itself: gclid, gbraid and wbraid for Google Ads, fbclid for Meta, ttclid for TikTok, msclkid for Microsoft Ads, li_fat_id for LinkedIn, oppref for ChatGPT Ads. It names the network ahead of any UTM tag and no rule can move it; it proves the platform, not that an ad was bought, since Meta also appends fbclid to links shared organically. See Tag your ad links.

Completed. The paid clicks whose session sent a primary conversion; over several sessions, how many did. Shown as a green dot before the count, or before Yes on one session; a grey dot is a zero or a No, never a status. See Overview.

Configuration. A set of observed browser settings, shown as an opaque 8-character label. It is never a key of a signature; when it carries at least 5 paid clicks from at least 2 identities and is both rare and coherent, it is listed as a configuration group. See Signatures.

Connection. The address a session arrived from, with what is on record about it: its place, its operator and its connection type. The rail and the screens say connection; the column, the route and the export say address. See Connections.

Connection type. One of eight observed words for the kind of line behind an address: Home internet, Mobile, Company network, Government network, Cloud server, VPN, Privacy relay, Tor. The last four mask where a click came from; every type is printed the same way, as plain words with its provider after it, because every type is an attribute for you to judge and the product grades none of them. See Connection types.

Consent. The choice a visitor made on your own cookie banner, reported with consent_update: Marketing and Analytics, each granted, denied or unknown. It is an observed signal, not a permission; it gates nothing, and the tracker keeps sending whatever the choice. A screen says Consent where it prints the pair, and Cookie banner where it prints the banner's one answer, Granted or Denied. See The tracking API.

Conversion (primary, secondary). What your site reports with window.iads('conversion', …), with a type of primary or secondary. A primary conversion is an object, with its value, currency, id and custom_props, counted once per id on Conversions; a secondary one is a softer goal that marks the session Engaged and is never listed as an object. See The tracking API and Conversions.

Counterfactual. What would have arrived if nothing had changed: what the 28 days before the window would have kept giving, so that your own changes become measurable against it. It is what the forecast is, never a promise or a target. See Forecast.

custom_props. Your own key/values, sent with a conversion or set page-wide in window.__iads_custom_props. The screens read scalars only, and the Conversions screen's By breakdown groups on the key you pick. See Custom data.

D

Delta. A change against the previous period, rendered one way everywhere: "stopped", "new", a signed percentage such as "+18.4%", or the signed count. It carries no color; the sign is the direction and whether it is good is yours to judge. See Time periods.

Device. The device type the browser stated, desktop, mobile or tablet, printed as an icon and its word. On a browser, that of its latest paid session; on an address, one of the types observed behind it. See Visitors.

Drill. One visitor, one connection or one session: a screen opened from a row, as a slice of the Overview's URL. It reads a fixed window of the last 30 days, bounded by the plan's window, and has no period control. See Time periods.

E

Engaged. A session that reached a secondary conversion, a form started or an add-to-cart, or the primary one: the funnel's rung, so every completed session is an engaged one too, and the figures read down, 12 engaged, 3 of them completed. One definition on every screen, the strip, the bands, the columns of Connections and Visitors, and a row's Yes or No; shown as a blue dot before the count or the word, grey on zero or No. See Overview.

Erasure. An instruction to delete events: one browser's events on one site, given by an owner or admin on the Privacy page of Site settings, or everything a workspace produced, recorded when the workspace is deleted. It is recorded at once, carried out later, and reads Erased only once a check finds nothing left. See Privacy, retention and erasure.

Event. One row the tracker sends: a page view, a scroll mark, an outbound click, a conversion or a consent choice. Every event is kept on every plan; the Events screen counts them by type and the event meter counts them against the allowance. See Events.

Expected range. The forecast's reading: the expected paid clicks a day with an 80 percent interval, drawn as a band behind the observed curve on the workspace home's Paid clicks card. See Forecast.

F

Forecast. A counterfactual, not a prediction: the paid clicks a day the workspace would have received if nothing had changed, compared with the 28 days before the window and drawn behind what arrived. It lives under the Paid clicks total on the workspace home, from Solo; there is no Forecast screen. See Forecast.

L

Landing page. The path of a session's landing, never its query: the page the ad led to. See Sessions.

Landing. A session's first page view. It carries the URL and its tags, the referrer, the address and the device the whole session is filed under, and the session's network is read from it. See Sessions.

Lens. A narrowing carried in the URL: a network (?network=), then a campaign (?campaign=), on the Overview and the screens that take them. Absent means the whole site, every paid network together; the rail's screens over a site are also called its lenses. See Overview.

Location. The city an address resolves to, with its country: a centroid within a radius, never a person's location. A masked connection resolves to where it surfaced. See Connections.

M

Masked connection. A Cloud server, VPN, Privacy relay or Tor connection, one that hides where a click came from. It resolves to its exit, so its city is where the connection surfaced, not where the browser is. Not the same as a masked address, the prefix Free shows in place of a full one. See Realtime.

N

Network. The ad platform a paid click came through: Google Ads, Meta, TikTok, Microsoft Ads, LinkedIn, X, or Other Paid. It is read from the landing's click id, else from a paid utm_medium and the utm_source, so a rule applies to past windows too. See Network resolution.

O

Observed. What the tracker and the collector saw: events, what the browser states about itself, the address and what is on record about it. Intelligence/Ads observes sessions and browsers, not people, and infers no identity; where a screen compares, as Signatures does, the base rate is printed beside every comparison. See Privacy, retention and erasure.

Other Paid. A landing whose utm_medium reads as paid but whose utm_source names no network Intelligence/Ads knows. It stays paid and counts in your totals; a source rule can file it under a network. See Tag your ad links.

Outside ads. A primary conversion fired in a session that did not come through an ad, by a browser one of your ads brought earlier in the period. It is tied to that browser's last paid session before it. See Conversions.

P

Pages / session. Page views per paid session: 1.0 is a visit that left on its landing page. Shown on the Connections and Visitors tables.

Paid click. A session whose landing carried a click id, or a utm_medium read as paid, counted once however many events it carried; also called a paid session. It is observed arriving on your site, so it can differ from what a platform reports. Signatures narrows it to the first appearance of a gclid or an msclkid. See Networks.

Period. The window you pick with the period control: Today, Yesterday, Last 7 days, Last 30 days, This month, or a custom range, in whole UTC calendar days. It rides ?period= in the URL; without one, the last period you applied, then Last 7 days. See Time periods.

Plan. What a workspace is on: Free, Starter, Solo, Growth, Agency or Enterprise. It sets the readable window, the monthly event allowance, the sites and seats, and which identifying values and modules are open; retention is unlimited on every plan, and a plan never deletes an event. See Plans and billing.

Previous period. The equal-length window immediately before the one on screen, with no gap and no overlap, and the only comparison the product offers. It is shown only when it fits inside the plan's window whole; otherwise the slot reads "no baseline". See Time periods.

Provider. The brand behind a connection: the mobile carrier on a mobile connection, the masking service's brand when one is named, otherwise the operator of the address space. On Free a list keeps it on its first three rows; Realtime locks it on every row, and one connection and one session lock it. See Connections.

R

Residual. The gap between what arrived and what the forecast expected, in paid clicks a day: observed minus expected, signed. It is a fact, never a grade, and nothing colors it. See Forecast.

Retention. How long events are kept: unlimited, on every plan. Nothing expires on a timer and nothing is deleted to make room; only an erasure removes events. See Privacy, retention and erasure.

Role. Owner, admin or member. A member reads everything and changes nothing but their own campaign star; an admin changes the workspace and its sites; the one owner can also delete a site and the workspace. See Members and roles.

Rule. A per-site correction of how one tag value is read: a utm_medium as Paid or Not paid, a utm_source as one network or Other Paid. Owners and admins set it on UTM tags; it applies to every window, past ones included, and never outranks a click id. See UTM tags.

S

Seat. One person's place in a workspace, held by each member and by each pending invitation that has not expired. A cap the plan sets, not a line on the bill. See Members and roles.

Session. One browser on one visit: every event of one tab on one calendar day. A new tab or a new day is a new session, and a session that sent no page view is not a session on any screen. See Sessions.

Signature. The paid clicks of one campaign, in one 7-day block, that share one value of one keyed trait at least 10 times more often than the same audience usually does, with at least 5 such clicks. A grouping, never a judgment: every count is printed beside the usual rate it was measured against. See Signatures.

Site. One property you track, registered by its address and identified by its site id, which the snippet carries beside the workspace id. A workspace holds as many sites as its plan includes. See Site settings.

Surface. Where the ad ran, Search, Display, YouTube or Feed, read from the referrer the browser reported on arrival and printed as "via Search". See Sessions.

T

Trait. An observed property of a click or a browser. On Signatures three traits are keys (browser clock and language, kind of connection, opened again from another address) and the rest are described on every group; on one visitor, the device traits are its software, screen, language and clock. See Signatures.

U

Untagged. A paid click with no utm_campaign: it has a network and counts in every total, but no campaign row, and Untagged is not a lens. A landing with neither a click id nor a paid utm_medium is a different case: it has no network, and it is kept but not shown on the paid screens. See Untagged landings.

Usual range. What the forecast shows when it cannot show an expected range: the span your paid clicks usually covered per day over the 28 days before the window, with their median. A summary of days that happened, not an expectation. See Forecast.

UTM tag. A utm_ parameter you type into an ad link, a declaration where a click id is a proof. utm_medium decides whether a landing is paid, utm_source names the network, utm_campaign keys the campaign, and utm_content and utm_term are printed beside a click. See Tag your ad links.

V

Value. What a primary conversion declared with its currency, printed in green because only a completed conversion declares one. Over several conversions, the sum in their one currency; several currencies read "Mixed", never a sum across them; nothing declared reads as a dash, never as zero. See Conversions.

Visitor (column). The browser's id, cut to its first 8 characters, a door onto its story; a pin beside it is the workspace's own mark on that browser. See Visitors.

Visitor. A browser, never a person: a random first-party id the tracker keeps in the browser, with no cookie. Two browsers on one laptop are two visitors, and a browser that refused storage has no visitor id, so its address is the finest grain left. See Visitors.

W

Window. How far back a read may look. The plan's window is 7 days on Free, 30 on Starter, 92 on Solo, 365 on Growth, 730 on Agency and 3,650 on Enterprise; it is a lens on an archive that keeps every event, so a longer window reveals history that was always there. Realtime reads a fixed 24 hours and a drill a fixed 30 days. See Time periods.

Workspace. The isolation unit: its sites, its members and one plan, and nothing adds two workspaces together. Every account gets a personal workspace at sign-up, which can be renamed but not deleted. See Workspace home.