Ad Tracking

A practical introduction to ad tracking, the data it captures and how it supports campaign decisions.

Follow the path from an ad click through identifiers, landing pages, events and conversions.

A practical framework for measuring Meta campaigns with platform data and independent tracking.

Understand the measurement layers behind Google Ads campaigns and how to reconcile them.

Learn what click tracking records, what it cannot prove on its own and how it connects to conversions.

Understand the challenge of connecting visits and conversions when people move between phones, tablets and computers.

A practical guide to first-party tracking and why marketers use their own domains and data collection flows.

Understand server-side tracking, its benefits, limitations and relationship to attribution.

Learn how automated and invalid traffic can affect click counts, costs and campaign decisions.