UTM Parameters

Pixel

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

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.