Glossary
Urchin tracking module (UTM)
A set of standardized query parameters appended to URLs to track the effectiveness of marketing campaigns in analytics platforms.
More in attribution and measurement
Deciding which touchpoint earned the outcome, and proving it.
- AdAttributionKit
- Adjust
- Attribution
- Attribution modeling
- Attribution window
- Biased attribution
- Coarse conversion value
- Conversion tracking
- Conversion value
- Cross-device tracking
- Fractional attribution
- Incrementality
- Lifecycle tracking
- Marketing mix modeling
- Media mix modeling (MMM)
- Mobile measurement partner (MMP)
- Multi-touch attribution
- Postback
- Reattribution
- Reattribution window
- Self attributing network
- SKAdNetwork (SKAN)
- Temporary attribution
- Tracker
- Tracking parameter
- View-through attribution (VTA)