Server-Side Tracking

Pixel

Code snippet on website tracking user actions. Essential for conversion tracking.

UTM Parameters

URL tags (source, medium, campaign) enabling analytics tracking.

Attribution

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

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.

Enhanced Conversions

Google's solution for improving conversion measurement using hashed first-party data.