Helpful Definitions


Term Definition
Account One or more users that manage the same account inside our customers’ services. All of their data gets pulled together inside a single account profile, making InnerTrends an account-based data analytics system.
Account Merging The action of unifying the data of two different users that are a part of the same account (company, team, organization, etc). When a log that contains identity elements that match two different existing accounts inside InnerTrends, their data will be unified into a single account.
Account Properties Account data such as subscription plan, industry, company size, number of members, etc. that can be numeric or string, and can be used to segment accounts into groups that share a common property
Actionable Metrics The most important metrics specific to each individual company, and should be monitored and leveraged for growth within each of the core categories: acquisition, activation, retention, revenue and referral.
Actionable Metrics Canvas A visualization of all of the actionable metrics in a single dashboard, designed to give the company a birdseye overview of which actionable metric(s) is the biggest setback in generating growth.
Active Accounts Accounts in which at least a single user of that account interacted with your app at least once during the selected period.
Currently Active Accounts Accounts in which at least a single user of that account had in-app activity during the last 30 days.
Churned Accounts Accounts that left and never came back. We consider an account as having churned after 30 days from the account’s last activity. The day the account churned is represented by the account’s last day of activity in the application.
Activity Retention Rate The rate at which a cohort of accounts created in a specific period are having in-app activity days, weeks or months after the account creation date.
Business Concepts Definitions The mapping of the concepts that define a business to actual account activity. Concepts that define a business: sign-up process, onboarding (also known as “activation”), engagement, segments, goals, features and data exclusion rules.
Context Variables (Context Vars) Properties of events that can be used to better understand the context in which the event happened. A default context variable is pageURL. Eg. An event for downloading a file would have the context variable of the type of file that was selected.
Custom Action Actions triggered on behalf of the users when they reach various milestones. (e.g.: “paid 5 times”, “visited app in 3 days in a row”). They are built based on other events and most of the time are useful during the onboarding process (to define onboarding steps or goals that can’t be defined as simple actions).
Created Account (Auto Event) The event generated automatically by InnerTrends that states the date when an account was seen for the first time.
Reporting Cohort InnerTrends reports are cohort-based reports. They analyze a cohort of users with a specific property (Eg. created an account during the selected period) and reports all of their data, regardless of if that data happened outside of the selected period. Eg.: I select the cohort of accounts that were created on January 1st and I want to see how many of them upgraded. If some of them upgraded in February, they will be marked as upgraded for the cohort of accounts created on January 1st.
Engagement Actions/Activity The most important actions performed by your currently active accounts. These actions are defined as part of the Business Concept definitions, and are linked to the following two questions: 
  • What are the main reasons your customers are using your product? 
  • What are the actions that help your users achieve those reasons?
Engagement Scoring A measurement of engagement for an account that considers the number of  engagement actions performed during the last 30 days and the number of days he was active.
Features A group of actions that are performed in specific sections of a product. The group can be defined based on action names or context variables.
Goals Milestones that new accounts are expected to reach in order to increase their chances of using the product long-term. Read more about goals here.
Identify Logs Tracked logs that only contain account properties and identification elements. They don’t affect retention and their purpose is to make sure that account details are up to date inside InnerTrends.
In-app Activity Activity or events performed by the user within the app, or in exceptional cases inside other plug-ins or iframes placed outside of the app, which are considered part of the user’s activity. This does not include the activity marked with the label “3rd” (actions that are done in the name of the account or user and should not affect retention. E.g.: “receiving an email”). 
Last Seen The moment the account performed the last in-app activity.
Onboarding Process The process an account takes from the moment they created an account to the moment they experienced the promise of the business for the first time. It is defined as a series of mandatory steps that the account must follow to reach the status of onboarded. Read more about onboarding here.
Onboarded Account New accounts that experienced the promise of the business for the first time, regardless of if they went through all of the steps of the onboarding process or if steps were skipped.
Partial Account Account for which we only have sub-users data, or missing information of what the main account that they are part of is. It is expected that partial accounts are short lived as they will be merged with the main account when the log that has the merging information is received.
Revenue Churn The value in revenue decrease that comes from accounts that downgrade or stop paying for a product.
Segments Grouping accounts based on characteristics they share. Read more about segments here.
Property-based Segments  A group of accounts that can be defined by specific user property values, or who performed specific event(s).
Behaviour-based Segments A group of accounts that can be grouped for analysis based on a shared behavior.
Signup Paths The order of signup actions that visitors take before they create an account. Read moe about signup paths here.
Signup Actions Anonymous activity that is marked with the label “signup”. It consists of the list of actions that visitors need to or should take if they want to create an account. Eg.: signup forms, pricing pages, etc. Read more about signup process here.
Sub-accounts Sub-accounts are users that manage an account and are uniquely linked to that account. All of the accounts that they are part of will be merged automatically. Activity logs that are attributed to sub-accounts only will be attached automatically to the account.
Sub-users Sub-users are users that can manage one or more accounts at the same time. They can be part of multiple accounts without generating their merging. Activity logs that are attributed to sub-users only will not be attached to any account and will generate partial accounts.
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