Glossary
A glossary of marketing attribution
Definitions written to be understood on the first read — and quoted as they stand. Every term has its own page: what it is for, how it is worked out, the mistake everyone makes.
The three words the whole trade rests on
Attribution
ROAS
UTM
Les quarante termes de cette page gravitent autour de ces trois-là : relier une vente à sa cause, diviser le revenu par la dépense, étiqueter l’origine d’un clic.
Attributing
Tying a sale back to what produced it — and refusing to invent when the thread breaks.
Attribution model
The rule that decides which touchpoint gets the credit for a sale.
Read the definition →Attribution window
The maximum delay between a click and a sale for it to count.
Read the definition →Tagging and publishing
Saying where a click came from, before it is too late to know.
Source (utm_source)
The precise platform that sent the click: instagram, linkedin.
Read the definition →301 and 302 redirects
Permanent or temporary: the code that decides whether the click returns.
Read the definition →Counting
What actually happened — humans on one side, bots on the other.
Click-through rate
Clicks divided by impressions. Judges the hook, nothing else.
Read the definition →Counting the money
The four divisions that decide whether a campaign deserves another dollar.
Testing
Running two versions, and naming a winner only above the threshold.
Statistical significance
The probability that a difference is not down to chance.
Read the definition →Measuring cleanly
Cookies, consent, servers: measuring the campaign without tracking the person.
Cookieless measurement
Measuring through the link and the server, with no file in the browser.
Read the definition →Server-side conversion API
Sending a conversion server to server, with no browser involved.
Read the definition →A question the glossary does not cover? The product’s answers
See these terms in the demo
The best definition of attribution is still a report where every sale has found its link. The demo shows one, on made-up data — the 43 terms on this page are all at work in it at once.
See the demo