Incrementality

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.

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.