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Attribution

Identifying which touchpoints drove conversion. Models: last-click, linear, data-driven.

Related Terms in Tracking

Pixel
Code snippet on website tracking user actions. Essential for conversion tracking.
UTM Parameters
URL tags (source, medium, campaign) enabling analytics tracking.
CAPI
Conversions API. Server-side tracking bypassing browser limitations.
MMM
Marketing Mix Modeling. Statistical analysis of channel impact on outcomes.
Incrementality
Measuring true causal ad impact via test vs control groups.
SKAdNetwork
Apple's privacy attribution for iOS. Limited, delayed conversion data.
Server-Side Tracking
Data sent from server to platforms, not browser. More reliable.
Enhanced Conversions
Google's solution for improving conversion measurement using hashed first-party data.

METRIX — Advertising Intelligence Platform