The words behind your tracking, in plain English.

Server-side tracking

Server-side tracking sends conversion events from your server to ad and analytics platforms, instead of relying only on scripts in the visitor's browser.

Conversions API

The Conversions API (CAPI) is Meta's server-to-server endpoint for sending conversion events directly to Meta, alongside or instead of the pixel.

Event deduplication

Event deduplication is how ad platforms count one conversion once when the same event arrives from both the browser pixel and a server-side API.

Enhanced conversions

Enhanced conversions is a Google Ads feature that sends hashed email and phone with a conversion to improve how it's matched to ad clicks.

First-party tracking

First-party tracking loads scripts and sends events through your own domain, so browsers and blockers treat it as part of your site, not a third party.

Click IDs

Click IDs like gclid, fbclid and ttclid are URL parameters ad platforms add to ad links so a later conversion can be tied back to the specific click.

Event Match Quality

Event Match Quality (EMQ) is Meta's 0 to 10 score for how well the customer information on your events lets Meta match them to Meta accounts.

Intelligent Tracking Prevention

Intelligent Tracking Prevention (ITP) is Safari's privacy protection that blocks third-party cookies and limits how long some first-party cookies last.

Consent Mode

Google Consent Mode tells Google tags what a visitor agreed to, using signals like ad_storage and analytics_storage, so tags adjust what they do.

Data layer

A data layer is a JavaScript object, usually an array called dataLayer, that your site pushes structured events into so tags can read them consistently.

Tag manager

A tag manager loads and controls your site's tracking scripts from one place, so you can add, change or remove tags without editing site code.