Defined on this site
- Web-to-app
- Web-to-app describes a journey in which a person starts on a web page and ends up in a mobile app, either by installing it or by opening it if it is already on the phone. Web-to-app attribution is the measurement that credits the install or the app open to the web page or web campaign it came from.
- UTM parameters
- UTM parameters are short tags added to the end of a URL that tell the destination website where a visit came from. There are five in common use: utm_source, utm_medium, utm_campaign, utm_term and utm_content. Web analytics tools read them when the page loads and group visits by their values.
- Cross-platform attribution
- Cross-platform attribution is measurement that follows one person across more than one platform, such as a website, a mobile app, a PC or a connected TV, and credits a conversion on any of them to the marketing that led to it. It depends on collecting events on every platform and on an identifier that links them.
- Web event
- A web event is a recorded action that a visitor takes on a website, such as viewing a page, signing up or completing a purchase. A script on the page, often a web SDK, sends the event to a measurement tool together with details about the visit.