Glossary A – B – C – D – E – F – G – H – I – J – K – L – M – N – O – P – Q – R – S – T – U – V – W – X – Y – Z A AB Testing Ad Server Adblocker Attribution model Attribution view B Branding Businesse Intelligence (BI) C CAC Capping Churn CNIL Conversion Conversion rate Cookie Cookie-matching CPA CPC CPI CPL CPM Cross Channel Customer Journey Customer segmentation D Data analytics Data Management Platform (DMP) Data Science Data-Driven F First-channel First-party cookie G General Data Protection Regulation (GDPR) H Heatmap K KPI L Last-channel Last-click Lead Lifetime Value Linear model M Marketing Attribution Marketing budget Marketing Campaign Marketing Channels Marketing Performance Markov (chain) Mobile Attribution Multi Touch Attribution (MTA) Multi-channel O Omnichannel R Real view Retargeting ROI ROPO RTB T Third-party cookieTime decayTrackingTV impact U U-shape V Viewability Views W Web analytics