The AnyTrack Glossary is the single source of truth for what every AnyTrack term means. Each entry gives one canonical definition, what it means to your role, and the near-neighbour terms not to confuse it with — so the knowledge base, the in-app assistant, and your team never drift on terminology.
Concepts
Attribution The process of matching a conversion to the ad campaign and traffic source that drove it, using click-based first-party data and UTM parameters. Audience A reusable segment of people built from their events, conversions, and attributes, synced to ad platforms for targeting and retargeting. Conversion A desired action — a single event or a combination of events and attributes — that a business counts as a meaningful outcome and optimizes its marketing toward. Conversion Mapping The per-source rules that translate a conversion source's raw events into standardized conversions — so differently named events from different sources mean the same thing. Conversion Source A connected origin that sends conversions into a tracking platform — an affiliate network, an online store, a CRM, or a website's own tracking — each interpreted by its own mapping rules. Custom Conversions User-defined conversion event names you create to track funnel-specific actions that a platform's standard names don't capture. Dataset Meta's renamed Pixel — the container in Events Manager that receives a brand's events from every source, browser and server alike, under one ID. Event Any tracked action a person takes in a customer journey — a page view, product view, add-to-cart, form submit, or purchase — captured for measurement and optimization. Event Mapping The per-ad-platform rules that send a conversion out to each platform's matching conversion action, so one tracked conversion optimizes correctly everywhere. Events Manager Meta's interface in Business Manager for viewing and managing every event sent to a Dataset — across the browser Pixel, the Conversion API, and CRM. Lookalike Audience An ad-platform-modeled audience of new people who resemble a source audience, used to expand prospecting beyond your existing lists. Standard Conversions Predefined, platform-recognized conversion event names — like Purchase, Lead, and CompleteRegistration — that ad platforms understand natively, so the same action optimizes consistently across channels.
Tracking methods
Conversion API An ad platform's server-to-server endpoint for receiving conversions directly from a server — bypassing the browser pixel — which AnyTrack enriches, deduplicates, and delivers automatically. Incoming Webhook An inbound notification that delivers event or conversion data INTO AnyTrack from an external application, posted to a unique AnyTrack collect URL. Outgoing Webhook An outbound delivery that sends conversion events plus their attribution data FROM AnyTrack to any external endpoint in real time. Postback URL A server-to-server URL that an affiliate network or external platform calls to notify AnyTrack of a conversion, matched back to the original click via the Click ID. Server-Side Tagging Firing conversions to ad platforms from a server via their Conversion APIs — the server-side equivalent of a client-side browser tag — so ad blockers, iOS limits, and cookie loss can't drop the delivery. Server-Side Tracking Capturing a conversion server-to-server — recorded on an external system's server and sent into AnyTrack's server via a Postback URL, incoming webhook, or REST API — with no browser involved. Tracking Tag The lightweight client-side script installed in a site's HTML head that opens sessions, assigns the Client ID, generates Click IDs, runs AutoTag/AutoTrack, and orchestrates connected ad pixels. Webhook An automated, real-time HTTP request that one application sends to another to deliver a data payload the moment a specific event occurs.
Identifiers
Click ID The 34-character identifier AnyTrack generates for a specific action or server-side event — the value that travels between platforms and ties every conversion back to the original ad click. Client ID The 14-character first-party cookie ID that anonymously identifies a visitor — the "who" in AnyTrack's identity graph. External ID An external alias for a Client ID — an email, phone, or your own customer ID — used when the Click ID can't reach a destination such as a CRM. Page Click ID The 30-character click ID for the current page session, generated by the Tracking Tag on page load — the root a Click ID extends to 34. Property ID The identifier of the tracked website (property); it forms the prefix of every Click ID.