CAPI

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.

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.