Glossary
Every term, defined the way the product computes it
These are the definitions behind the figures on your dashboards — not marketing descriptions of them. Where a metric involves a threshold or a rounding decision, it is stated here.
44 terms across analytics, tracking, SEO, CRM and platform vocabulary.
A
5 terms- Active (domain state)Platform
- A verified domain currently accepting data. The other states are pending verification, paused (ingest stopped by you, data retained) and archived (retired, read-only, and the quota slot released).
- Active nowAnalytics
- Distinct visitors with at least one event in the last 5 minutes.
- Alert rulePlatform
- A condition you configure — a traffic drop, a health-score fall, an SSL expiry. A firing of that rule produces a notification; the rule and the delivery are separate things and the words are not interchangeable.
- Avg. session durationAnalytics
- Total session duration divided by sessions.
- Avg. time on pageAnalytics
- Total time on page divided by pageviews for that page, counted only where a heartbeat confirmed the visitor was still there.
B
2 terms- BeaconTracking
- A single request from np.js to the collection endpoint. One beacon can carry up to 20 events, which is why a busy page produces far fewer requests than it does events.
- Bounce rateAnalytics
- The share of sessions with exactly one pageview and a duration under 10 seconds. The duration threshold is deliberate — someone reading one long article for four minutes is engaged, not a bounce.
C
8 terms- ChannelAnalytics
- The classified traffic category a session is attributed to: direct, organic search, paid, social, referral or email. Attribution is last-non-direct within the session.
- Consent modeTracking
- Per-domain setting controlling when the tracker sends anything. strict_consent drops every event until np(‘consent’, ‘granted’) is called; respect_dnt drops events when the browser sends Do-Not-Track or Sec-GPC; off ignores both signals.
- ConversionAnalytics
- A completed goal. A given goal fires at most once per session.
- Conversion rateAnalytics
- Conversions divided by sessions.
- Conversion valueAnalytics
- The sum of values attached to conversions in the period, in the domain’s configured currency.
- Core Web Vitals (LCP, CLS)SEO
- Largest Contentful Paint and Cumulative Layout Shift, averaged across crawled pages — the two field-measurable performance signals the health score weighs most heavily. The tracker also samples them from real page loads at 25%.
- CrawlSEO
- One run of the site crawler. It returns discovered pages, detected technologies, SSL details, meta issues, broken links and Core Web Vitals. The first crawl of a new domain completes within the hour.
- Critical / warning issuesSEO
- On-page problems the crawler detects — broken links, missing titles, duplicate meta descriptions, missing canonicals — ranked by severity. Critical and warning are severities of an issue, not separate kinds of thing.
D
1 term- DealCRM
- An opportunity with a value and a stage, belonging to one or more leads.
E
6 terms- Engagement rateAnalytics
- 1 minus the bounce rate.
- EntriesAnalytics
- Sessions where a given page was the landing page.
- EventTracking
- One recorded action — a pageview, a tracked click, a form start, a custom call. Custom event names are capped at 120 characters and their properties at 20 keys.
- Exit rate (page)Analytics
- Exits for a page divided by that page’s pageviews.
- ExitsAnalytics
- Sessions where a given page was the last page viewed.
- ExportPlatform
- A CSV or XLSX of raw table data. Distinct from a report, which is a generated or scheduled document with a layout.
F
1 term- FunnelAnalytics
- A path analysis across pages or goals. Not to be confused with the sales pipeline — in this product those two words mean different things and are not used interchangeably.
G
1 term- GoalAnalytics
- A conversion definition you configure per domain — a form submit, a call click, a cart completion — optionally carrying a value.
L
2 terms- LeadCRM
- A person record in the CRM. A tracked visitor becomes one when np(‘identify’, …) runs or a form conversion supplies contact details.
- Lead scoreCRM
- A 0–100 score built from behaviour — session count, page depth, pages seen — and recomputed each time a session closes. Weights are configurable per customer, so this is not one fixed formula across every account.
N
1 term- New visitorsAnalytics
- Visitors whose first-seen date falls inside the period.
P
3 terms- Pages / sessionAnalytics
- Pageviews divided by sessions.
- PageviewsAnalytics
- Page-view events in the period, with known bots excluded.
- Public keyTracking
- The pk_live_ value in your snippet. It is write-only: it can send events for its domain and nothing else, which is why it is safe to leave in public HTML.
Q
1 term- QuotaPlatform
- A hard limit granted by an admin — domains, seats, monthly events. A recorded change to one is a grant.
R
3 terms- RealtimeAnalytics
- The last 5 minutes. Every “live” figure in the product means exactly that window.
- Returning visitorsAnalytics
- Visitors minus new visitors.
- RollupPlatform
- A pre-aggregated metrics table. Dashboards read from rollups rather than raw events, and each rollup is a full recompute of its bucket rather than an increment — so a replay or a late-arriving event still converges on the right number.
S
6 terms- Scroll depthAnalytics
- The median of the maximum scroll percentage reached per pageview.
- SessionAnalytics
- A visitor’s continuous activity. It ends after 30 minutes of inactivity, or at UTC midnight, whichever comes first.
- SessionsAnalytics
- The number of sessions started in the period.
- Site auditSEO
- The full set of on-page and technical issues found by a crawl.
- Site health scoreSEO
- Starts at 100 and has points deducted for critical and warning issues, SSL problems, a missing HTTPS redirect, poor Core Web Vitals, and a missing sitemap or robots.txt. The deductions applied to a given crawl are shown in the breakdown — it is not a black box.
- SnippetTracking
- The script tag you install; the file it loads is np.js. Under 6 KB gzipped, no dependencies, and wrapped so that an internal error disables the tracker instead of throwing into your page.
T
1 term- TicketPlatform
- A request or support thread. A domain access request is one type of ticket, which is how domain quota is granted.
V
3 terms- VerificationTracking
- Proving the snippet is installed. The server fetches your homepage looking for the tag and separately checks whether a signed beacon arrived recently; either passing activates the domain.
- Visitor hashTracking
- The salted hash that identifies a visitor on one domain. The salt rotates every 24 hours, with the previous salt kept for a day to stitch sessions across the boundary.
- Visitors (unique)Analytics
- Distinct visitor hashes seen in the period. Because the hash rotates every 24 hours, the same person on two consecutive days counts as two visitors.
A term missing, or a definition that does not match what you are seeing on a screen? That is a bug worth a ticket — the numbers and these lines are meant to be the same thing.