Core Concepts

Glossary

Marketing EventMarketing Event - Any touchpoint or interaction a customer has with a marketing channel along his or her journey to conversion - Any touchpoint or interaction a customer has with a marketing channel along his or her journey to conversion

A marketing touchpoint will be given credit on the day of the conversion, rather than when the touchpoint occurred.

Conversion Event - Any particular outcome or goal you are optimizing for on behalf of your customers (i.e. this can be "purchase" or "add to cart" or "email signup"). Note: a conversion event cannot be treated as a marketing event for another conversion. For example, "email signup" is not a marketing event for a "purchase" even if it happens earlier in the funnel.

Marketing Tiers or Marketing Buckets - The classification hierarchy of marketing events from most general to most granular

Mapping Rules - Rules that take a URL from your website and turn into a marketing touchpoint with hierarchical tiers (i.e. Facebook ads will fall into "Paid Social")

Unmapped Events - URLs that did not match with any mapping rules. Any such events will be excluded from the reports and counted as a "Direct" marketing event

Synthetic Event - A marketing event that is being created from a conversion event property. For example, a promo code entered at checkout may be linked to a type of marketing (i.e. TV, Radio, Direct Mail, OOH Subway Ad) that needs to be represented in the attribution report. Promo codes, referral codes, post-purchase surveys are all examples of potential synthetic events.

Click Tracking - Rockerbox can provide a click tracker, which will track when users click links to 3rd party websites. For example: cnn.com -> outbrain ad -> rockerbox click tracker -> sponsored article on business insider. Click trackers should be used in cases where the user is directed to a another website where the Rockerbox pixel is not present (e.g. news article, paid content).

external_id - client-specified user identifier


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