# Glossary

> The words ClickClacks uses, defined: organization, project, source, person, event, session, identify, board, tile, insight, funnel, retention, segment, lexicon, friction finding, experiment, keys and more.

- Canonical URL: https://clickclacks.io/docs/glossary
- Section: Reference
- Last updated: 2026-09-26

The words ClickClacks uses, and exactly what each one means. The same language is used in the app, in these docs and in answers from the MCP server.

## Agency {#term-agency}

A customer that runs ClickClacks for several clients, each its own organization. An agency’s event allowance is shared across its client organizations, and one agency MCP key can read every project its creator can open. [More →](https://clickclacks.io/docs/guides/agencies.md)

## Alert {#term-alert}

A watch on one number that tells you when it leaves its usual range. [More →](https://clickclacks.io/docs/guides/alerts.md)

## Always-valid interval {#term-always-valid-interval}

The statistics behind Experiments. The interval stays valid every time you look, so you can check a running experiment whenever you like without inflating false positives. [More →](https://clickclacks.io/docs/guides/experiments.md)

## Anonymous ID {#term-anonymous-id}

The random ID (per\_…) the tracker gives each browser, kept in its local storage. Every event carries it. Send it from your server as anonymous_id to attach a server event to that browser. [More →](https://clickclacks.io/docs/server-identity.md#anonymous-id)

## Board {#term-board}

A page of tiles that you assemble yourself. Overview is its fixed counterpart: a page of reports picked for you. [More →](https://clickclacks.io/docs/guides/boards.md)

## Browser key {#term-browser-key}

The public key (pk_live\_…) in a website or web app source’s script tag. It says which source events belong to; the allowed domains, not the key, stop others from using it. [More →](https://clickclacks.io/docs/install.md#key-is-public)

## Carry-over {#term-carry-over}

Of the people who followed a link from one listed domain to another and arrived within 30 minutes, the share whose first event already carried an ID ClickClacks knew. Below 80% it’s flagged. [More →](https://clickclacks.io/docs/domains.md#carry-over-rate)

## Custom domain {#term-custom-domain}

A subdomain you own, such as cc.acme.com, that serves the tracker and receives its events. One per project. [More →](https://clickclacks.io/docs/custom-domain.md)

## Distinct ID {#term-distinct-id}

Your own ID for a user, passed to identify in the browser and sent as distinct_id from your server. It’s what joins a person’s events across browsers, devices and your backend. [More →](https://clickclacks.io/docs/identify.md)

## Event {#term-event}

One recorded action, with a name, a timestamp and properties. Properties belong to the event, not to the person. [More →](https://clickclacks.io/docs/events.md)

## Experiment {#term-experiment}

An A/B test with a goal and guardrails, read with always-valid intervals. [More →](https://clickclacks.io/docs/guides/experiments.md)

## Flow {#term-flow}

The paths people take before and after one event you pick. [More →](https://clickclacks.io/docs/guides/flows.md)

## Friction finding {#term-friction-finding}

An obstacle observed in real sessions, such as rage clicks, backtracking or stalls. Findings are observed, never assigned. Their states are Happening, Stopped and Muted, and the only thing you can do to one is mute it. [More →](https://clickclacks.io/docs/guides/friction.md)

## Funnel {#term-funnel}

The steps to a goal, in order, and how many people make it through each one. [More →](https://clickclacks.io/docs/guides/funnels.md)

## Group {#term-group}

Coming soon: a company or team that people belong to, so reports can count companies as well as people. You can already record membership with the $groups property on server events. [More →](https://clickclacks.io/docs/api.md#properties)

## Heatmap {#term-heatmap}

Where people click and how far they scroll, drawn over a masked capture of the page. [More →](https://clickclacks.io/docs/heatmap-capture.md)

## Identify {#term-identify}

The call that ties a browser, and everything it did while anonymous, to your user ID. It’s also how one person is joined across devices. Identify calls are free. [More →](https://clickclacks.io/docs/identify.md)

## Insight {#term-insight}

A saved chart of one or more events over time, measured as total events, unique people, a per-person average, sessions, or a sum, average or percentile of a property, and optionally split by a property. [More →](https://clickclacks.io/docs/guides/insights.md)

## Invite {#term-invite}

How someone else gets access to a board or project: they create an account. There’s no read-only share link. [More →](https://clickclacks.io/docs/guides/members.md)

## Lexicon {#term-lexicon}

What each event and property means. Every picker in ClickClacks reads from it, so a description written once shows up everywhere. [More →](https://clickclacks.io/docs/guides/lexicon.md)

## MCP & analytics key {#term-analytics-key}

A read-only key (cka_live\_…) that lets Claude, Codex or your scripts read one project’s reports. Created in Settings › API access. [More →](https://clickclacks.io/docs/mcp.md#keys)

## Organization {#term-organization}

Your team, and the boundary for data ownership: every project, source and event belongs to exactly one organization. It holds the subscription. [More →](https://clickclacks.io/docs/guides/members.md)

## Overview {#term-overview}

The page of reports ClickClacks picks for you: active people, pageviews, sessions, top pages, referrers and countries. [More →](https://clickclacks.io/docs/guides/overview.md)

## Person {#term-person}

One human across your sources and domains, assembled from their events. A person isn’t an account in your product; identify is what connects the two. [More →](https://clickclacks.io/docs/guides/people.md)

## Project {#term-project}

One product, and one analytics workspace inside an organization. Its website, web app and servers all report into it, so a funnel can cross from one to another.

## Property {#term-property}

A named value on an event, such as plan or path. Names starting with $ are set or reserved by ClickClacks. [More →](https://clickclacks.io/docs/properties.md)

## Realtime {#term-realtime}

Who is on your site right now and every event as it arrives, over the last 30 minutes. [More →](https://clickclacks.io/docs/guides/realtime.md)

## Retention {#term-retention}

People grouped by when they started (a cohort), and how many of each group come back, day by day, week by week or month by month. [More →](https://clickclacks.io/docs/guides/retention.md)

## Segment {#term-segment}

A saved group of people, defined once and applied to any report. [More →](https://clickclacks.io/docs/guides/segments.md)

## Server key {#term-server-key}

A secret key (cks_live\_…) that lets your backend send events to one server source. Created on that source’s page and never usable from a browser. [More →](https://clickclacks.io/docs/server-side.md#keys)

## Session {#term-session}

One visit: the events from one browser tab until 30 minutes pass without one. Server events join a session only when you pass its ID. [More →](https://clickclacks.io/docs/server-identity.md#sessions)

## Source {#term-source}

One place events come from: a website, a web app or a server. A project has several, and identity is stitched across them. Each has its own keys and settings. [More →](https://clickclacks.io/docs/guides/sources.md)

## Tile {#term-tile}

One report on a board. A linked tile follows the saved report it came from; a standalone tile is a copy that lives only on its board. [More →](https://clickclacks.io/docs/guides/boards.md)

## Trace {#term-trace}

One run of your own AI agent, with its steps, outcome, duration and cost, sent through the server API. [More →](https://clickclacks.io/docs/guides/traces.md)

## Trait {#term-trait}

A property of a person, such as plan or company, set with identify. The newest value wins. [More →](https://clickclacks.io/docs/identify.md#traits)