Pardot Knowledge Base

B2B Marketing Analytics Glossary

Last Updated: Jun 15, 2017 | Print this Article

This article defines common B2B Marketing Analytics terms. For more definitions, see Einstein Analytics Glossary.


A summary of the data based on a grouping. For example, sum of the amounts or count of rows of data, as in the initial exploration state.


In Einstein Analytics, an app contains dashboards, lenses, and datasets in any combination that makes sense for sharing your data analyses with colleagues. Apps are like folders, and let users to control sharing and organize their data projects.


A dashboard is a curated set of charts, metrics, and tables based on the data in one or more lenses.


A dataset contains a set of source data, specially formatted and optimized for interactive exploration.


A dimension is a qualitative value like region, product name, or model number.


You can filter the data to narrow your results. For example, you can show only opportunities within a certain fiscal year. Filters included with B2B Marketing Analytics include:

  • Date range
  • Stage (Opportunity Stage)
  • Tags (Pardot Tags)


You can group the data by a specific dimension. For example: group by product name or account.


A lens is a particular view into a dataset’s data. It’s where you do exploratory analysis and visualization. Default lenses for B2B Marketing Analytics include:

  • Pipeline Deals
  • Campaigns (Pardot Campaigns)
  • Marketing Sourced Pipeline (your marketing-sourced opportunities)
  • Lead Sources
  • Marketing Lifecycle Funnel


A measure is a quantitative value — like revenue and exchange rate. You can do math on measures, such as calculating the total revenue and minimum exchange rate.


A visualization is a visual representation of data — such as a chart, graph, comparison table or pivot table.

Need more? Start a conversation with other Pardot users in the Trailblazer Community