Glossary

App Tracking Transparency, or ATT, is a privacy policy that was made mandatory by Apple with the release of iOS 14.5.

Attribution is the process of assigning credit to marketing touchpoints that contribute to a conversion, helping businesses understand which channels, campaigns, and interactions drive customer actions.

Cookieless Analytics is a data collection method that does not store any cookies related to users. Instead of personal data, anonymized and aggregated data is used.

Custom rules are conditional transformations that normalize, clean, or reclassify attribution data by matching specific conditions and applying actions to standardize source, medium, campaign, or channel values.

Custom weights allow you to override default attribution distribution across user touchpoints by assigning specific percentages to first, early, middle, late, and last interactions in the customer journey.

Data discrepancy occurs when different analytics platforms report conflicting numbers for the same metrics, events, or time periods.

Data Hub is Hardal's centralized dataset builder that transforms your raw server data and marketing analytics into custom reports with powerful attribution modeling.

Every user interactions send via server-to-server, capturing first-party data in cookieless from website or mobile app

Event deduplication ensures that the same event sent from both browser-based pixels and server-side APIs is only counted once in your reporting, preventing inflated metrics and ensuring accurate attribution.

First party data is data that a brand collects directly from channels where it has direct contact with its users. This data consists of one-to-one interactions independent of third-party areas.

Privacy First Analytics is the ability to measure traffic without collecting personal data (PII) from users visiting an application and without tracking them in the digital world.

Server Side Measurement is the process of sending data from users to a controlled server first, and then forwarding it to third-party advertising and measurement platforms after necessary processing, instead of sending it directly from the browser (client) to third-party tools.

Direct server-to-server communication method for sending event and tracking data between systems without requiring client-side SDKs or browser-based code execution

A session is a period of time when a user is active on a website or app, from first interaction until a 30-minute inactivity timeout, enabling precise attribution and user journey tracking.

In the mobile marketing world, with Apple's ATT policy restricting data tracking without user consent and the disappearance of clear data for advertisers, Apple's own solution, SKAdNetwork (SKAN) has come into use.

Cross-platform journey moving users from mobile web to native apps through deep links, banners, or prompts, enabling seamless transitions for higher engagement and conversions