Ad Click Attribution
Identification of the account that clicked on a display ad

Ad Impression Attribution
Identification of the account that was served a display ad

Ad-to-Website attribution
Identification of the account that visited your website

Advertising ID
A user resettable ID assigned by the device or operating environment for use as an advertising marker. The key difference between a Device ID and an Advertising ID is that Advertising IDs can be reset by the user at any time. Examples include Apple’s IDFA and Android’s AAID.


The source of the website visit

A cookie is a small text file and associated alphanumeric identifier generated by a website or a website partner (advertiser, data management platform, etc). Cookies are stored on a visitor’s browser upon arrival at a particular destination, and Cookie IDs are passed along within ad requests. They are most frequently used to determine desktop or laptop associations. Cookies can generally be read only by the assigning service. 

Direct Navigation
Direct navigation is the act of typing a URL into the address bar of a web browser. Engagement Content-specific metric that evaluates the interest level of a user. 

Device ID
A device-generated identifier set and/or made available by the device’s operating system. Users usually cannot control or change a device-generated identifier. Examples include MAC address and UDID.

End-to-end attribution
Identification of the account that was served an impression, clicked on a display ad and visited at least one page on the client's website


An ad click or a website visit (session).

Engagement Depth
Specific events can indicate different levels of interest by a specific user. When a formal hierarchy is defined for understanding this, the engagement depth is measured. 

Any user action that is measured. 

Factor A
supplementary data point that modifies the impact of the event with which it is associated. 

How often a specific event occurs. 

When a user sees an advertisement. In practice, an impression occurs any time a user opens an app or website and an advertisement is visible. It is not to be confused with an Engagement.

IP Address
Generally, the IPv4 address of an internet-connected device. 

IP to Geo
The process of establishing a ZIP code or other geographic coordinate from an IP address. 

Page View

A visit to a page within your website. If the user reloads a page, this counts as an additional page view.

The serial list of events experienced by a user. 

Target accounts that received at least one impression.

How recently an event occurred, whether measured by time or by number of intervening events.

Referral Website

An Internet address or hostname used to get a visitor to another site. A visitor has clicked a hyperlink on the referral website, which leads to the website where they are located now. The referral website is thus the source of the traffic on the current page.

The quality or state of being closely connected or appropriate. Relevance drives engagement, which in turn drives performance and impact.

Revenue Attribution
Revenue attribution is the ability to connect marketing activities to sales closed, demonstrating marketing impact on sales.

An event where the user has provided keywords to a form in order to locate something of interest. Sequence position Whether an event was the first, last, or n th in sequence. Determining the “first” event is not perfectly reliable in attribution efforts, since cookie churn and scope issues may mask the true first event. 

The set of data available to a participant.


See Website Visit.

Statistical ID
An identifier derived and assigned by an algorithm to determine a device or user based on the values or a combination of standard attributes made available by the device. This analysis is largely dependent upon device information passed in HTTP headers of ad requests, namely device type, operating system, user-agent, fonts, and IP address. Some attributes can change over time due to device changes or updates.

Target Account
A set of buyers from a company identified as being a good fit to buy your product and that sales has pre-committed to try to close.

Unique Visitors

Unique number of users from target accounts visiting the website.

UTM Code

UTM, or Urchin Tracking Module, specifies a series of simple codes that can be attached to any URL to generate analytics data for digital campaigns.

WAN IP Address
While IP addresses are used frequently when developing Statistical IDs, they are also often used as an independent geographic reference point. In particular, a WAN IP—the address used by a household’s router—is often used to associate household level TV buy deliveries with a corresponding household level WAN IP address and the devices connected to it.

Website Visit

A sequence of page views without a 30-minute break, also known as a session. A session always contains one or more page views.

Website ID rate
Identifying accounts for site visitors, from all sources including IP ads, retargeting ads, organic, and other client-led acquisition sources

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