A KPI (key performance indicator) is a metric chosen in advance to show whether an activity is reaching its goal. What makes it key is the decision attached to it: if a number moves and nothing changes as a result, it is a statistic, not a KPI. Three or four per project is usually the honest limit.
A term you do not recognise? Write to us and we will add it.
The glossary grows with the questions we are asked.
The necessary ones keep the site working. Analytics tell us what gets read; marketing ones measure campaigns. Choose.
Cookie policy.
The necessary ones keep the site working. The rest are yours to decide.
Cookie policy.
Necessary
Keep the site working: session, form protection, your choice here. Cannot be switched off.
XSRF-TOKEN / tb-technology-session · session — Form protection, and tying your requests together.
cookie_consent · 12 months — Remembers this choice. After that the site asks again.
tb_entrance_seen · until you close the tab — Remembers that in this tab you have already been through, or skipped, the home page's entrance, so it does not play again. It never leaves your browser.
tb_brief_draft_site / _design / _software · until you delete it — Your draft of a website, design or software brief, only if you pressed “Save the draft in this browser”. It never leaves your browser; the same tool deletes it.
tb_stock_count · until you delete it; if older than 7 days, until you next open the page — An unfinished count from the inventory accuracy test, only if you pressed “Save the count in this browser”. It never leaves your browser; the same tool deletes it.
Show us which pages get read and where the scroll stops. No ads, no profiles. With this consent the site also loads Google Analytics from Google Ireland Ltd — data about your visit reaches Google. With this consent the site also loads Microsoft Clarity from Microsoft — heatmaps and recordings of clicks, scrolling and pointer movement, with fields masked; data about your visit reaches Microsoft. It never loads on the free tools' pages.
_rv · 12 months — An anonymous browser id, so one person is not counted as ten.
_rs · 30 minutes — Ties the pages of one visit together.
_rvp · 12 months — A server-issued signature of the browser id: only the browser carrying it can download or erase its own data. Not readable by scripts.
tb_x · 12 months — Remembers which variant of an A/B test you were shown, so a later visit does not show you another. Not readable by scripts.
_ga · 2 years — Set by Google Analytics: tells one visitor from another.
_ga_NZPPHP7F12 · 2 years — Set by Google Analytics: keeps the state of the visit for this site.
_clck · 1 year — Set by Microsoft Clarity: keeps the browser's anonymous Clarity id and its settings for this site.
_clsk · 1 day — Set by Microsoft Clarity: joins the pages of one visit into one recording.
CLID · 1 year — Set by Microsoft Clarity on a Microsoft domain: when Clarity first saw this browser, on any site that uses Clarity.
Measure whether an ad led to an enquiry. Only on with your consent. With this consent the site also loads Meta Pixel from Meta Platforms Ireland Ltd — data about your visit reaches Meta. With this consent Microsoft Clarity also ties the visit to Microsoft's advertising identifier (MUID) — data about your visit reaches Microsoft.
NID, CONSENT (google.com) · up to 6 months — Set by Google when the map on the Contact page is shown.
_fbp · 3 months — Set by the Meta Pixel: tells browsers apart so an ad can be tied to an enquiry.
MUID · 1 year — Set by Microsoft on its own domain: tells apart the browsers that visit Microsoft sites — for advertising, analytics and running its services.
MR · 7 days — Set by Microsoft on its own domain: whether to refresh the MUID.
SM · session — Set by Microsoft on its own domain: keeps the MUID in step across Microsoft's domains.
ANONCHK · 10 minutes — Set by Microsoft on its own domain: whether the MUID was passed to the ANID advertising cookie. Clarity does not use ANID, so the value is always 0.
