Analytics & Tracking Glossary

Controlled test measuring incremental awareness or recall from ads.

Server-side event stream from your site/CRM to Meta or Google.

Meta's 0 to 10 score of how well events match to a Meta user.

Event-based, cross-platform analytics that replaced Universal Analytics.

Tag deployment container for firing pixels without code edits.

Feeding CRM/sales data back to ad platforms to optimise on real outcomes.

Browser tag that reports events (view, add-to-cart, purchase) to Meta.

Running Tag Manager on your own server to improve match + control.

URL tags that pass source/medium/campaign into your analytics.

Standard event that fires when a shopper adds a product to their cart.

Meta's privacy-safe event system after iOS 14.5; caps you at 8 ranked events.

Google's hashed logged-in user match for stronger cross-device tracking.

Event fired when a shopper starts payment or shipping input.

Google's consent signalling API; required in EEA for ad measurement.

Google's hashed first-party data sent server-side to recover lost matches.

Meta tool for setting up, testing and prioritising Pixel and CAPI events.

Ranked list of 8 events Meta can measure under iOS AEM constraints.

Customer data you collected yourself with consent; the strongest signal.

Standard event: a shopper viewed a product detail page.

The transaction event; the primary optimisation target for ecommerce.

One of Meta's pre-defined events (Purchase, Lead, ViewContent, etc.).

Browser tag that reports events from your site back to TikTok Ads.

Google's LCP/INP/CLS metrics scoring page speed and stability.

Info a customer intentionally gives you (quiz, preference centre); the cleanest signal.

Google's LCP, INP, CLS page-experience metrics; affects Quality Score and organic rank.

GA4/GTM setup that preserves session identity across payment gateway and subdomain hops.

Sub-goal (add-to-cart, PDP view) tracked as a signal for the main conversion event.

GA4 audience built from ML predictions (likely 7-day purchasers, likely churners).

Revenue reported with the Meta/Google purchase event; drives ROAS and value-based bidding.

Lower-intent event (newsletter signup, PDP view) used as an optimisation signal upstream of purchase.

Cookie set by a domain other than the one being visited; being deprecated in Chrome and Safari.

Splitting traffic between two variants to measure which drives more conversions with statistical significance.

Google's stripped-down HTML spec for faster mobile landing pages; largely deprecated for ads in 2024.

Mobile app conversion events sent via Meta SDK, Firebase, or AppsFlyer for install and in-app tracking.

Grouping users by shared acquisition window and tracking their behavior forward month over month.

Google's framework for adjusting tag behavior based on user consent state; required in EU/UK.

Unified base tag that fires GA4, Google Ads conversions, and Floodlight without separate snippets.

Browser pixel is client-side and blocked by ITP; CAPI is server-side and survives cookie loss.

Server-side event stream that sends conversions to Meta directly, bypassing browser-side cookie loss.