A
- Audience Cluster Attribution
- A group of contacts grouped together by shared behaviour — pages viewed, sources, score band, and engagement — rather than by a hand-written rule. In 11metrics, AI analyses contact behaviour to surface these segments automatically, so teams can target lookalike intent without building filters by hand.
B
- Bounce Metrics
- A session in which a visitor lands on a single page and leaves without any further interaction. A high bounce rate on a landing page often signals a mismatch between the ad that drove the click and the page that received it.
C
- CAC (Customer Acquisition Cost) Metrics
- The total sales and marketing spend required to acquire one new customer, calculated as spend divided by customers won over the same period. Attribution data makes CAC trustworthy by tying each new customer back to the campaign that actually produced it.
- Churn Metrics
- The rate at which customers stop doing business with you over a given period. While churn is a retention metric, attribution and lead-quality data help explain it — leads sourced from low-intent channels often churn faster than those from high-intent ones.
- Cohort Metrics
- A set of contacts grouped by a shared starting characteristic — typically the week or month they first arrived, or the campaign that acquired them. Comparing cohorts over time reveals whether newer acquisition sources produce better-retained, higher-value customers.
- Conversion Attribution
- A tracked action that signals progress toward revenue — a form submission, a call, a purchase, or a custom event you define. Every conversion in 11metrics is attributed to the source, campaign, and contact that produced it.
- Cookie Consent Privacy
- A visitor’s explicit permission for how their data may be collected and used. Because 11metrics relies on first-party cookies and hashes identifiers before storage, it is built to operate in a privacy-conscious, consent-aware way without third-party tracking.
F
- First-Party Data Privacy
- Information you collect directly from your own audience on your own properties — pageviews, form fills, and events captured by your own pixel. Unlike third-party data bought from outside brokers, first-party data is owned by you, more accurate, and resilient to cookie deprecation.
I
- Identity Resolution Privacy
- The process of connecting an anonymous visitor’s sessions and devices to a single known contact. 11metrics resolves identity using a first-party pixel, a persistent first-party cookie, and SHA256-hashed email and phone — without third-party cookies or sold identity graphs.
L
- Lead Attribution Attribution
- Assigning credit for a generated lead to the marketing touchpoints that produced it — the campaign, channel, creative, and tracking link involved. It answers the core question every growth team asks: which spend actually generated this lead?
- Lead Scoring Scoring
- Assigning each contact a numeric value (0–100 in 11metrics) based on configurable behavioural rules such as page visits, UTM source, form fills, session depth, and recency. Scores fall into bands — Cold (0–20), Warm (21–50), Hot (51–80), Converted (81+) — so teams work the hottest leads first.
- LTV (Lifetime Value) Metrics
- The total revenue a customer is expected to generate across the entire relationship. Compared against CAC, LTV shows whether an acquisition channel is profitable — and attribution is what lets you trace high-LTV customers back to where they came from.
M
- Multi-Touch Attribution Attribution
- A model that distributes credit for a conversion across every touchpoint in the journey, rather than crediting only the first or last interaction. It reflects how real buyers move across multiple ads, channels, and visits before converting.
P
- Pageview Tracking
- A single load of a page captured by the tracking pixel. Pageviews are the raw events from which sessions, journeys, and behavioural scores are built — the foundational signal of on-site behaviour.
- Performance Fee Metrics
- A success-based fee an agency charges a client, calculated from results such as lead volume or conversions rather than a flat retainer. 11metrics calculates these automatically from configurable fee structures and rolls them into client-ready invoices.
- Pixel (Tag) Tracking
- A lightweight JavaScript snippet installed on a website that captures pageviews, form submissions, UTM parameters, and session data. The 11metrics pixel is an async, first-party SDK that SHA256-hashes email and phone in the browser before any data leaves the page.
S
- Session Tracking
- A series of interactions by one visitor within a single window of activity. Sessions group pageviews and events into a coherent visit, making it possible to measure depth of engagement and tie behaviour to a contact over time.
- SHA256 Hashing Privacy
- A one-way cryptographic function that converts a value such as an email or phone number into a fixed-length string that cannot be reversed back to the original. 11metrics hashes identifiers client-side before transmission and stores no plain-text PII, enabling exact matching without exposing raw data.
U
- UTM Parameters Tracking
- Tags appended to a URL — utm_source, utm_medium, utm_campaign, utm_content, and utm_term — that record where a click came from. Captured on the first visit and stored on the contact, they are the backbone of campaign attribution.
W
- Webhook Tracking
- An automated HTTP message one system sends to another the moment an event occurs, instead of waiting to be polled. Webhooks let 11metrics react to external events — such as a payment — and push data to connected tools in real time.