31 terms
Tracking Glossary
The key terms around conversion tracking, ad platforms and GDPR - explained simply.
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Privacy & ConsentAd BlockerAn ad blocker is a browser extension or network tool that blocks ads and tracking scripts, which makes many conversions invisible to ad platforms.Privacy & ConsentApp Tracking TransparencyiOS ATTApp Tracking Transparency (ATT) is Apple's iOS opt-in prompt: apps must ask before tracking users across other apps, or the IDFA stays locked.MetricsAttributionAssigning conversions to marketing channelsAttribution assigns a conversion to the marketing touchpoints that led to it, so you can see which channels and campaigns actually drive results for you.
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TrackingClick IDAd click identifierA click ID is a unique identifier that ad platforms append to the URL when someone clicks an ad. It ties a later conversion back to that exact click.TrackingClient-Side TrackingClient-side tracking captures user activity via JavaScript in the browser and sends it straight to analytics and ad tools. Easy to set up, but prone to gaps.TrackingConversion TrackingConversion tracking measures which visitors complete a valuable action after clicking an ad, such as a purchase or lead, and reports it back to the ad platform.Ad PlatformsConversions APIMeta Conversions API (CAPI)The Conversions API (CAPI) is Meta's interface for sending conversion events straight from a server to Meta, independent of the browser, the pixel and ad blockers.Privacy & ConsentCookie BannerConsent banner and consent management platformA cookie banner asks visitors which cookies and tracking purposes they accept, then controls which scripts are allowed to load on the website.Privacy & ConsentCookieless TrackingCookieless tracking measures visits and conversions without storing cookies or other identifiers on the device, for example through anonymous hashes.MetricsCPACost per AcquisitionCPA (Cost per Acquisition) tells you what a single conversion such as a lead or sale costs you on average. It is calculated as ad spend divided by conversions.
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Ad PlatformsEnhanced ConversionsGoogle Ads feature for more accurate measurementEnhanced Conversions is a Google Ads feature that sends hashed customer data like email or phone number with your conversions to make measurement more accurate.TrackingEvent DeduplicationAvoiding double-counted conversionsEvent deduplication makes sure that an event arriving twice, via pixel and server API, is counted only once as a conversion by the ad platform.Ad PlatformsEvent Match QualityMeta's EMQ scoreEvent Match Quality (EMQ) is a 0 to 10 score in Meta Events Manager that shows how well your conversion events can be matched to Meta user profiles.
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TrackingfbclidFacebook Click IdentifierThe fbclid is Meta's click ID. It is appended to links clicked on Facebook and Instagram and helps Meta match conversions back to the original click.TrackingFirst-Party DataData you collect yourselfFirst-party data is information you collect directly from your visitors and customers, through your website, forms or a first-party cookie on your own domain.
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TrackinggclidGoogle Click IdentifierThe gclid is the Google Ads click ID. Google appends it to the URL on every ad click so that conversions can be attributed to the right click and campaign.Privacy & ConsentGDPRGeneral Data Protection RegulationThe GDPR is the EU regulation protecting personal data. It defines when websites may process data such as IP addresses, cookie IDs or click IDs.Privacy & ConsentGoogle Consent Mode v2Google Consent Mode v2 passes your visitors' consent choices to Google tags, so Google Ads and GA4 only use data to the extent visitors allowed.TrackingGoogle Tag ManagerGoogle Tag Manager (GTM) is a free Google tool for managing tracking codes and pixels in one place without editing your website's code for every change.
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TrackingServer-Side GTMServer-side GTM (sGTM) is the server version of Google Tag Manager: a self-hosted server container receives events and forwards them to ad platforms.TrackingServer-Side TrackingServer-side tracking sends conversion events from a server straight to ad platforms instead of the browser, so ad blockers and cookie limits matter less.MetricsSignal LossSignal loss describes conversions and user data that never reach ad platforms because of ad blockers, cookie limits, missing consent or broken tracking setups.Ad PlatformsStandard EventsPredefined events of ad platformsStandard events are event names predefined by ad platforms, such as Lead, Purchase or AddToCart, that let you report conversions consistently and optimize for them.
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Privacy & ConsentThird-Party CookiesThird-party cookies are set by a domain other than the site you are visiting. They enable cross-site tracking and are increasingly blocked by browsers.TrackingTracking PixelA tracking pixel is a piece of code from an ad platform that records page views and conversions in the browser and reports them back to the platform.TrackingTracking SnippetA tracking snippet is a short piece of JavaScript in your website's head that records page views and events and sends them to analytics or advertising tools.