Glossary

Use this page when a word in the docs assumes something you have not read yet. Every entry says what the thing is and why you would care about it.

The things FullVision tracks

Workspace

your account's container

One product's data. Your keys, your Stripe connection, your reports all belong to a workspace, and nothing crosses between workspaces. If you run two products, you run two workspaces.

One browser on one device, recognised by a cookie the tracker sets. A visitor has no name — it is the trail somebody leaves before they tell you who they are. One human with a laptop and a phone is two visitors.

Person

a named human

A human you can identify, normally by email. FullVision links a person to the visitors they browsed as, so a signup on Tuesday connects back to the ad they clicked last month. Sending person traits is how a visitor becomes a person.

Journey

one person's timeline

Everything one person did, in order — pages viewed, events fired, payments made. Use it to answer "what actually happened to this customer", rather than a number averaged over everybody.

Audience

a saved group of people

A rule that selects people ("paid more than $200 and viewed pricing twice"), stored so you can re-read the group as it changes. See the criteria DSL for how the rule is written.

Experiment

a measured comparison

Two or more weighted variants with metrics attached, so you can see which one earned more. The tracker splits the traffic itself — it assigns each visitor a variant from the weights you set, keeps that assignment stable for them, and records the outcome. Do not add a splitter of your own on top, or visitors get bucketed twice and the results stop meaning anything.

Funnel

the drop-off between ordered steps

The count that survives each step of a sequence, so you can see where people stop. You meet it as a block inside a report. The Email Report funnel runs sends → deliveries → opens → clicks; the Form Report funnel runs starts → submits with the drop-off between them.

How FullVision assigns credit

Attribution

joining money to its origin

The whole point of FullVision: deciding which page, channel, keyword, campaign or form produced a paying customer. The six reports each cut that question a different way; Visitors and Journeys answer "who" and "what happened" instead.

First-touch

credit to the first thing that worked

Credit goes to where the person landed first. A first-touch page report counts the revenue of everyone whose first-ever landing was that page — not conversions that happened on it. This is the default across reports, and it is why a pricing page usually looks weaker than a blog post.

Assisted

credit to everything on the path

Credit goes to every page the person saw before they paid, not just the first. Use it to find pages that help without ever being the entry point.

Attributed revenue

money traced to a source

Revenue FullVision could link back to a visitor. Payments from customers with no web history — an old customer imported from Stripe, say — stay unattributed. A gap between your Stripe total and your attributed total is normal and expected.

Cohort

the set of people a query covers

Who is in the result, as opposed to when the events happened. Journeys take two date ranges for exactly this reason: one picks the people, the other picks the window of activity you want to see.

Fair window

a like-for-like time range

A range with the most recent days removed, because those days have not had time to convert yet. Compare campaigns on the fair window; compare totals on the full one. Mixing them makes new campaigns look broken.

Money words

LTV — lifetime value

revenue per customer, total

Everything a customer pays you over their whole life, not just their first invoice. A channel with a low first payment can still win on LTV.

CAC — customer acquisition cost

ad spend per customer

What you spent on ads to get one paying customer. Read it next to LTV: LTV below CAC means that campaign loses money on every sale.

ROAS — return on ad spend

revenue divided by spend

Revenue earned for each unit of ad spend. ROAS of 3 means every $1 of ads returned $3.

Keys and permissions

Publishable key (pk_)

safe in a browser

The key in your tracker <script> tag. It only records pageviews, so it does no harm when a visitor reads it — which they will.

Secret key (sk_)

server-side only

The key that reads your data and writes events. Anyone holding it holds your analytics, so keep it on your server or in an environment variable. Never in a <script> tag.

Scope

one permission on a key

A named permission on a key. The per-area read scopes name the area first — revenue:read, web:read, search:read, attribution:read, customer:read — and writing uses events:write. The one that reads everything is spelled read:*, the other way round, so copy scope names from the scope table rather than assembling them yourself — that table also lists which report needs which. An endpoint serves your request only when your key carries every scope it asks for.

Trace id

the id support needs

The trace_id on every error. Quote it when you contact support and we can find the exact request instead of guessing.

Ways to read your data

API — application programming interface

calls from your code

Plain HTTP requests returning JSON. Use it when you are building something — a dashboard, a scheduled export, an internal tool.

MCP — Model Context Protocol

the AI-agent connection

A standard that lets an AI assistant call FullVision itself. Connect it and you ask "which channel earned most last month?" in plain language instead of writing a request. See Setup.

CLI — command-line interface

calls from your terminal

The same reports typed as terminal commands, for one-off checks and scripts.

Group form / single form

the two shapes of a report

Leave out the addressing key and a report returns a ranked list of everything. Pass the key and it returns one entity in depth. Most reports work both ways. Visitors is the exception — there is no single visitor to address, so it always returns the whole-audience view.