Attribution
The rules that decide which touchpoint gets credit for a conversion, such as last-click or first-click attribution.
Related terms
Postback (S2S)
A server-to-server call that reports a conversion back to the tracker without relying on browser cookies or pixels.
Sub ID
A custom parameter appended to a tracking link to attribute clicks and conversions to specific sources or creatives.
Tracker
Software that records clicks and conversions, routes traffic, and reports performance across offers and sources.
Tracking Pixel
A small piece of code that fires in the browser to record a conversion or user action for a platform or tracker.