Glossary
The SaaS attribution glossary.
Plain-English definitions of the metrics, attribution models and tracking concepts that matter for subscription businesses — each with a formula or example, and why it matters for measuring real revenue. Written for SaaS marketers, founders and RevOps teams.
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Start with the essentials.
Four terms the rest of the glossary builds on. For the full picture, read SaaS marketing attribution — the complete guide.
- Coming soon
Marketing attribution
Attribution definition
The directory
Every term, by category.
24 terms
SaaS revenue metrics
5 termsUnit economics
5 termsAd performance
3 termsAttribution concepts
5 terms- Marketing attributionCrediting revenue to the marketing that earned itSoon
- Multi-touch attributionSplitting credit across every touch in the journeySoon
- First-click attribution100% of the credit to the first touchSoon
- Last-click attribution100% of the credit to the last touchSoon
- Attribution windowThe lookback period for crediting touchesSoon
Tracking & data
6 terms- Conversions API (CAPI)Sending conversions to ad platforms server-sideSoon
- Server-side trackingRecording events on your server, not the browserSoon
- First-party cookieA cookie set by your own domainSoon
- Event match quality (EMQ)How well conversions match to usersSoon
- UTM parametersTags that identify a link's campaign sourceSoon
- Offline conversion importUploading conversions from your serverSoon
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