Ad-Tech Glossary
View-Through Attribution (VTA)
View-through attribution credits a conversion to an ad a user saw but never clicked, as long as it happens within a set window.
attribution
Ad-Tech Glossary
Attribution Window
An attribution window is the set time period after an ad click or view during which a conversion is credited back to that ad.
Ad-Tech Glossary
Tracker (Ad Tracking Software)
A tracker is software that records every ad click, ties conversions back to the exact ad and placement, and routes traffic to the right offer.
Ad-Tech Glossary
Click Tracking
Click tracking records every click on an ad by routing it through a tracking server before the user reaches the landing page.
Ad-Tech Glossary
Click ID
A click ID is a unique identifier assigned to each ad click so a later conversion can be matched back to the exact click that caused it.
Ad-Tech Glossary
Conversion Tracking
Conversion tracking records when an ad click leads to a sale, lead, or signup, and ties that result back to the ad that drove it.
Ad-Tech Glossary
Conversion Pixel
A conversion pixel is a tracking snippet placed on a goal page that fires when a user completes a valued action, attributing it back to the ad that drove it.
Ad-Tech Glossary
Tracking Pixel
A tracking pixel is a tiny, often invisible image or code snippet that fires when a page loads, recording user activity for measurement and attribution.