# Datacenter

> Datacenter is the analytics and attribution tool for marketing agencies, freelancers and businesses that spend on ads. It shows which ads make money: it ties ads and branded short links to the sales they bring, sends conversions to the Meta Conversions API, and sends each client a scheduled report they understand. Dashboards, email automations, visitor and customer profiles and privacy-friendly website analytics are built in. A basic Free plan exists to try the stats.

Facts:
- Built for marketing agencies and freelancers who report results to clients, and for businesses that spend on ads. A client or owner reads the reports without training.
- Private mode (the default) sets no cookies and stores nothing in the browser. Visitor IP addresses are never stored.
- 90-day tracking is opt in per site. It keeps a first-party id on the customer's own domain for 90 days and may need consent.
- The signed-in app is at https://app.datacenter.so; sign up at https://app.datacenter.so/signup.
- Setup: paste one script tag; on WordPress, a plugin that connects in one click and counts WooCommerce orders and new accounts; for sites built with AI coding tools, Set it up with AI copies one prompt that adds the tag and checks it. The setup page checks the tag, the first visit and the first signup or sale live.
- Live in v1: analytics, signups, purchases and leads the site's Meta, Google, TikTok or Pinterest tags already report, counted with no setup, heatmaps of clicks and scroll depth on paid plans, history import from Plausible and Fathom export files, short links on go.datacenter.so or a custom domain, platform presets for SMS, email, social, ads, QR and print, saved UTM presets, per-ad URL templates for Meta, Google, TikTok and Microsoft ads, QR codes, named dashboards with a goal picker and a share link each, client dashboards and client invites with no password, client reports by email on a schedule with a live link and a PDF, email automations (triggers, waits, if or else paths, emails, tags, signed webhooks), anonymous visitor profiles with 90-day tracking that become customers when they give an email, Datacenter Assistant (every change waits for Apply), a cookie banner that follows the site theme, two-step sign-in with a sessions list and security emails, an Events API (POST https://datacenter.so/api/v1/events), a read API with read-only keys (GET https://datacenter.so/api/v1, OpenAPI at https://datacenter.so/api/v1/openapi.json, CSV feeds for Google Sheets), a remote MCP server for AI assistants (https://datacenter.so/mcp), a script proxy, the Meta Conversions API, an attribution report by source, campaign, ad, ad set or keyword, ad platform and short link, customer profiles, Stripe and Shopify connectors that bring orders, refunds and subscriptions into those profiles, a Stripe revenue view (new revenue, MRR with new, expansion, contraction and churn, lifetime value by source and campaign, refunds, time from first visit to first payment, and the share of payments tied to a visit), Klaviyo, Mailchimp and Attentive connectors, and a signed webhook out.
- Short links: go.datacenter.so works at once on every plan. Paid plans can add their own short domain; the recommended pattern is a go subdomain of the customer's own site, like go.yourbrand.com, pointed at go.datacenter.so with one CNAME record.
- Click ids read: gclid, gbraid, wbraid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft), li_fat_id (LinkedIn), ScCid (Snapchat), epik (Pinterest), twclid (X), rdt_cid (Reddit).
- A public live demo of the dashboard runs on a made-up shop at https://datacenter.so/demo, with demo data only. Read only, no sign-in.
- A free UTM builder runs in the browser at https://datacenter.so/tools/utm-builder. Nothing typed there is sent anywhere.
- The Events API, read API, MCP server, script proxy, attribution, Meta Conversions API and the Stripe and Shopify connectors are on paid plans only (Solo, Studio, Agency and Custom). Free has none of them.
- Planned after v1, not live: Google Ads conversions, texts sent by automations, call tracking numbers, one-login HubSpot, GoHighLevel and Airtable connectors, one-click logins for Stripe, Shopify, Klaviyo and Mailchimp (keys are pasted today), ad spend logins for Google, TikTok, Microsoft, LinkedIn, Pinterest, Snapchat, X and Reddit, sending email from a customer's own domain, Search Console, history import from Google Analytics 4 (Plausible and Fathom export files import today).
- Ad spend and return on ad spend are live on paid plans: Meta Ads connects with a Meta login or a token, and any platform (Google Ads included, until its connector ships) imports spend from a CSV file.
- Prices:
- Free: $0. 1 site, 5,000 pageviews and clicks a month, 5 active short links, 30 days of history, 2 goals per site, no Events API or script proxy, no attribution or Meta Conversions API, 1 dashboard per site, no automations, 10 AI actions a month.
- Solo: $49 a month or $490 a year. 3 sites, 100,000 pageviews and clicks a month, 250 active short links, 2 years of history, unlimited goals per site, Events API and script proxy, attribution and Meta Conversions API, 5 dashboards per site, 5 live automation flows per site, 20,000 anonymous visitor profiles across all sites, 40 AI actions a month, 750 emails a month.
- Studio: $149 a month or $1,490 a year. 15 sites, 1,000,000 pageviews and clicks a month, unlimited active short links, 2 years of history, unlimited goals per site, Events API and script proxy, attribution and Meta Conversions API, 12 dashboards per site, 25 live automation flows per site, 75,000 anonymous visitor profiles across all sites, client dashboards, client invites and client reports, 70 AI actions a month, 1,500 emails a month, own logo.
- Agency: $299 a month or $2,990 a year. 50 sites, 5,000,000 pageviews and clicks a month, unlimited active short links, 2 years of history, unlimited goals per site, Events API and script proxy, attribution and Meta Conversions API, 25 dashboards per site, 100 live automation flows per site, 150,000 anonymous visitor profiles across all sites, client dashboards, client invites and client reports, 85 AI actions a month, 2,000 emails a month, white label share pages and reports.
- Custom: priced per deal, ask at https://datacenter.so/setup-call?plan=custom. Unlimited sites, unlimited pageviews and clicks a month, unlimited active short links, unlimited history, unlimited goals per site, Events API and script proxy, attribution and Meta Conversions API, 25 dashboards per site, 500 live automation flows per site, 150,000 anonymous visitor profiles across all sites, client dashboards, client invites and client reports, 85 AI actions a month, 2,000 emails a month, white label share pages and reports.
- Overage: no hard stop on paid plans. Each 500,000 pageviews and clicks past the plan cost $10, from the first month over. AI actions (30¢ each) and emails ($0.67 per 1,000) past the plan are billed by use, up to a monthly usage limit the account sets. Free stops counting new visits at its allowance until the 1st.
- Comparisons were checked October 2026.

## For AI assistants and agents

- [Datacenter for AI assistants and agents](https://datacenter.so/ai.md): what Datacenter is in quotable facts, connecting Claude or ChatGPT, the read API and example prompts
- [MCP server](https://datacenter.so/docs/mcp.md): a remote MCP server at https://datacenter.so/mcp (Streamable HTTP, read-only tools, a read key as a Bearer token)
- [Read API](https://datacenter.so/docs/api.md): JSON over HTTPS at https://datacenter.so/api/v1 with read-only keys
- [OpenAPI document](https://datacenter.so/api/v1/openapi.json): OpenAPI 3.1, no key needed
- [Events API](https://datacenter.so/docs/events-api.md): send server-side events

## Docs

- [Getting started](https://datacenter.so/docs/getting-started.md): Create an account, add your first site, paste one script tag and see your first visit in Datacenter. Then make your first short link.
- [Dashboards](https://datacenter.so/docs/dashboards.md): Boards built for your site, a breakdown behind every number, cards that say why they are empty, monthly targets, and edits that save themselves.
- [Assistant](https://datacenter.so/docs/assistant.md): Ask the assistant for goals, dashboards, links, segments, flows, client reports, emails and texts. Every change waits for your OK.
- [Add the script](https://datacenter.so/docs/add-the-script.md): Paste the Datacenter script tag into your site's head. Steps for plain HTML, WordPress, Shopify, Webflow, Squarespace, Wix and single page apps.
- [Install on Shopify](https://datacenter.so/docs/install-shopify.md): Add Datacenter to your Shopify store in about five minutes. Copy one line and paste it into your theme. No coding needed.
- [Install on WordPress](https://datacenter.so/docs/install-wordpress.md): Add Datacenter to WordPress with our plugin. Upload it, press Connect, approve. WooCommerce sales and new accounts count with no code.
- [Install on Squarespace](https://datacenter.so/docs/install-squarespace.md): Add Datacenter to a Squarespace site with Code Injection. Copy one line, paste it into the Header box, and save. No coding needed.
- [Install on Wix](https://datacenter.so/docs/install-wix.md): Add Datacenter to Wix. Connect Wix with one approval (when shipped), or paste one line into Custom Code, which needs a premium plan and a connected domain.
- [Install on Webflow](https://datacenter.so/docs/install-webflow.md): Add Datacenter to a Webflow site. Paste one line into the Head code box in Site settings, save, then publish. No coding needed.
- [Install on Framer](https://datacenter.so/docs/install-framer.md): Add Datacenter to a Framer site. Paste one line into the Custom Code section of Site Settings, then publish. No coding needed.
- [Install with Google Tag Manager](https://datacenter.so/docs/install-google-tag-manager.md): Add Datacenter through Google Tag Manager with a Custom HTML tag on all pages. Use this if Tag Manager is already on your site.
- [Install on any site](https://datacenter.so/docs/install-html.md): Add Datacenter to any website. Paste one line into the head of every page, or into the head code setting your site builder has.
- [Your own tracking address](https://datacenter.so/docs/own-tracking-address.md): Load the Datacenter tag from a subdomain of your own site, like stats.yourdomain.com, with one DNS record. No proxy or code to run.
- [Claim a site that is in another account](https://datacenter.so/docs/claim-a-site.md): Your website is on someone else's Datacenter account, like a former agency's. Prove it is yours with a one-time code on your tag or in DNS.
- [Script proxy](https://datacenter.so/docs/script-proxy.md): Serve the Datacenter script and its event endpoint from your own domain with a tiny Cloudflare Worker, so ad blockers drop fewer of your visits.
- [Tracking modes](https://datacenter.so/docs/tracking-modes.md): Private mode is cookieless with no banner. 90-day tracking keeps a 90-day first-party id so a sale ties back to an earlier click. How to choose.
- [Cookie banner](https://datacenter.so/docs/cookie-banner.md): Turn on a simple Accept or Decline banner for your site with no code. Nothing is stored until a visitor accepts. You decide whether you need it.
- [Bot filtering](https://datacenter.so/docs/bot-filtering.md): How Datacenter keeps bots, crawlers and automated browsers out of your numbers, why hosting traffic still counts as people, and why they are never billed.
- [Autopilot](https://datacenter.so/docs/autopilot.md): Plain-English summaries, a simple view for clients, alerts that watch your sites, setup that runs itself and a weekly plan.
- [Your week email](https://datacenter.so/docs/your-week.md): A short email every Monday morning with each site's visitors, top source and conversions, and the change from the week before. On every plan, off in one click.
- [Custom events and goals](https://datacenter.so/docs/custom-events-and-goals.md): Count signups, purchases and button clicks with datacenter() custom events, then turn events and pages into goals you can see in the dashboard.
- [Signups and sales with no setup](https://datacenter.so/docs/conversions-without-setup.md): Datacenter counts the signups, purchases and leads your site already reports to Meta, Google, TikTok or Pinterest, and makes the goals for you.
- [Track Booksy bookings](https://datacenter.so/docs/booksy.md): What Datacenter counts for a salon or barber that books on Booksy, Fresha, Square or Calendly, what it cannot see yet, and how to import past clients.
- [Automatic events](https://datacenter.so/docs/automatic-events.md): Outbound link clicks, file downloads, 404 pages, scroll depth and form submits, counted with no code and free of your monthly allowance.
- [Tracking health](https://datacenter.so/docs/tracking-health.md): One score per site that says whether you can trust its numbers, with a short list of checks and a one-tap fix for each.
- [Funnels](https://datacenter.so/docs/funnels.md): See how many people make each step to a sale or a signup, where the rest leave, how long each step takes, and which sources finish best.
- [Heatmaps](https://datacenter.so/docs/heatmaps.md): See where people click on a page and how far they scroll, on desktop, tablet and phone, with nothing to set up and nothing typed ever recorded.
- [Events API](https://datacenter.so/docs/events-api.md): Send signups and sales from your server to Datacenter with POST /api/v1/events and a per-site secret key. Examples in Node, Python, PHP and curl.
- [Notes on charts](https://datacenter.so/docs/chart-notes.md): Mark launches, sales and changes on your chart. Datacenter adds notes for new goals, campaign starts and big days, and reports include them.
- [Meta Conversions API](https://datacenter.so/docs/meta-conversions-api.md): Send conversions from Datacenter to Meta with the Conversions API. Paste a pixel id and access token, mark goals, test with a test event code.
- [Attribution report](https://datacenter.so/docs/attribution-report.md): See conversions and revenue by source, campaign, ad platform and short link, under six attribution models, with each customer's path.
- [Send results to your ad accounts](https://datacenter.so/docs/send-results-to-ad-accounts.md): Send leads and sales to TikTok, Pinterest, Snapchat and Reddit, and to Google Ads, Microsoft Ads and LinkedIn (when shipped), so their bidding learns.
- [How did you hear about us](https://datacenter.so/docs/how-did-you-hear.md): Ask one optional question after a form or an order, and see the answers next to the source Datacenter tracked.
- [Revenue and MRR](https://datacenter.so/docs/revenue-and-mrr.md): New revenue, MRR and what moved it, lifetime value by source and campaign, refunds and time to first payment, from Stripe, each with one plain sentence.
- [Profit, blended ROAS and currencies](https://datacenter.so/docs/profit-and-currency.md): What every dollar on ads brought in sales, profit from the costs you give, and money in one currency at the European Central Bank's daily rate.
- [Profiles](https://datacenter.so/docs/customer-profiles.md): One page per visitor and customer with every click, visit, email, text and sale, their first and last source, and lifetime value. Needs 90-day tracking.
- [Import customers](https://datacenter.so/docs/import-customers.md): Bring in contacts from Klaviyo, Mailchimp, Shopify or a spreadsheet as a CSV file. Match the columns, then people are added or updated, never doubled.
- [Cohorts and lifetime value](https://datacenter.so/docs/cohorts.md): See how many visitors come back, grouped by the week or month they first came and by their first source, and what customers from each source spend.
- [Bring your data together](https://datacenter.so/docs/bring-your-data-together.md): One stream per customer from your site, your server and your other tools. What is automatic, what goes back to your tools, and how to send from any tool.
- [Stripe connector](https://datacenter.so/docs/stripe-connector.md): Connect Stripe with a read-only key. Payments, refunds and subscriptions tie to the visits, ads and links that brought each customer, with MRR kept current.
- [Shopify connector](https://datacenter.so/docs/shopify-connector.md): Connect a Shopify store with a custom app. Orders, refunds and customers join each customer profile, the attribution report and Meta.
- [Orders from your checkout](https://datacenter.so/docs/checkout-orders.md): Connect WooCommerce, PayPal, ClickFunnels, SamCart, ThriveCart, Kajabi or any checkout with one address. Each order lands on the buyer's profile.
- [Klaviyo connector](https://datacenter.so/docs/klaviyo-connector.md): Connect Klaviyo with a private API key. Email and text activity joins each customer, and sources, value, best send hour and segments go back.
- [Mailchimp connector](https://datacenter.so/docs/mailchimp-connector.md): Connect Mailchimp with an API key. Campaign sends, opens, clicks and unsubscribes join each customer, and Datacenter writes back merge fields and tags.
- [Attentive connector](https://datacenter.so/docs/attentive-connector.md): Connect Attentive with a custom app. Text and email sends and clicks arrive by webhook, and Datacenter sends back custom attributes and segments.
- [HubSpot and GoHighLevel](https://datacenter.so/docs/crm-connectors.md): Connect HubSpot or GoHighLevel with one login (when shipped). Won deals count as sales, and each profile goes back with where the person came from.
- [Airtable](https://datacenter.so/docs/airtable-connector.md): Send each customer profile, with where they came from and what they spent, to an Airtable table (when shipped). Orders can get their own table.
- [Webhooks out](https://datacenter.so/docs/webhooks-out.md): Post each customer profile, and optionally each order, to Zapier, Make, n8n or your own server. Signed, retried, and testable.
- [Postscript connector](https://datacenter.so/docs/postscript-connector.md): Postscript limits its API to integration partners and enterprise shops, so there is no Postscript connector yet. What works today with UTM tags and webhooks.
- [Segments and best send time](https://datacenter.so/docs/segments-and-best-send-time.md): Group customers by source, spend and activity, send groups to Klaviyo, Mailchimp or Attentive, and reach each person at the hour they are most likely to act.
- [Automations](https://datacenter.so/docs/automations.md): Flows that act at the moments that matter: an email when someone signs up, a reminder when a checkout stalls, a note to you when a lead looks at pricing.
- [Import your history](https://datacenter.so/docs/import-history.md): Bring past visits in from Google Analytics 4, Plausible or Fathom, so your charts are full on day one. What comes in, and how it is counted.
- [Meta ad spend and ROAS](https://datacenter.so/docs/meta-ads-spend.md): Connect Meta Ads in one click to see what each campaign, ad set and ad cost next to the sales Datacenter credits, with Meta's own numbers beside ours.
- [Email from your own domain](https://datacenter.so/docs/sending-domain.md): Send flow emails from you@yourbrand.com (when shipped), with replies on the person's profile and in your inbox. The DNS records, step by step.
- [Get a texting number](https://datacenter.so/docs/texting-number.md): Your own number for flow texts (when shipped). Datacenter registers it with US carriers for you, shows the price first, and tells you where the review stands.
- [Call tracking](https://datacenter.so/docs/call-tracking.md): Tracking numbers that show which ad, search or flyer made the phone ring (when shipped). Calls count as goals, join the caller's profile and reach your ads.
- [Import ad spend from a file](https://datacenter.so/docs/csv-spend-import.md): Bring spend from Google Ads, TikTok, Microsoft, LinkedIn, Pinterest, Snapchat or any platform as a CSV file or a Google Sheets paste, to see return on ad spend.
- [Messages](https://datacenter.so/docs/messages.md): One inbox for every site: replies to your flow emails and texts, what was sent and how it did, each person's stage, and writing back.
- [Short links](https://datacenter.so/docs/short-links.md): Make short links on your own go. domain or go.datacenter.so, track each place you share them, and follow each click to the visit and the sale.
- [UTM presets](https://datacenter.so/docs/utm-presets.md): Pick where you will share a link, like SMS, email, Instagram or Meta ads, and the UTM tags fill in. What each place sets, and how to save your own presets.
- [QR codes](https://datacenter.so/docs/qr-codes.md): Every Datacenter short link has a QR code you can download as an SVG. Use the QR code preset so scans show up apart from clicks in your stats.
- [Custom short domains](https://datacenter.so/docs/custom-short-domains.md): Put your short links on go.yourdomain.com, a go subdomain of your own site. Step by step for Cloudflare and any other DNS host, plus a Meta tip.
- [Tracking ads and email](https://datacenter.so/docs/tracking-ads-with-utms.md): Track each ad in Meta, Google, TikTok and Microsoft ads with copy-ready templates, and SMS and email with the right link. Naming rules included.
- [Client dashboards](https://datacenter.so/docs/client-dashboards.md): Share a read-only dashboard by private link or invite clients by email to sign in with no password. Agency makes it white label.
- [Client reports](https://datacenter.so/docs/client-reports.md): Build an email report from your dashboard's numbers, charts and ads, then send it to clients weekly, monthly or both.
- [Weekly reports](https://datacenter.so/docs/weekly-reports.md): The Monday email report now lives on each site's Reports tab, where you can also send monthly reports, add charts and ads, and pick who gets them.
- [Client portal on your domain](https://datacenter.so/docs/client-portal.md): Put client sign-in, dashboards, share links and reports on your own domain, like reports.youragency.com, with only your brand. Agency and Custom.
- [Overview, digest and uptime](https://datacenter.so/docs/agency-overview.md): Every client site on one page, the ones that need you first, a daily or weekly digest in email, Slack or Teams, and uptime, SSL and domain checks.
- [The partner program](https://datacenter.so/docs/partner-program.md): For agencies on Studio and Agency. Get listed, earn up to a month of credit for each client that pays, and get help with your first three client sites.
- [Data and privacy](https://datacenter.so/docs/data-and-privacy.md): What Datacenter records about your visitors, what it never stores, where the data lives, how long it is kept, and how to export or delete it.
- [Billing and limits](https://datacenter.so/docs/billing-and-limits.md): What each Datacenter plan includes, what counts toward your monthly allowance, how overage works, and how to read, change or cancel your plan in Billing.
- [Read API](https://datacenter.so/docs/api.md): Read stats, goals, attribution, ad spend and short links with a read key. JSON over HTTPS, OpenAPI 3.1, CSV feeds and copyable curl examples.
- [MCP server for Claude and ChatGPT](https://datacenter.so/docs/mcp.md): Connect Claude, ChatGPT or another AI assistant to Datacenter with a read key, then ask how your site did last week in plain words.
- [Google Sheets and Looker Studio](https://datacenter.so/docs/looker-studio.md): Put Datacenter numbers in Google Sheets with one formula that refreshes by itself, then chart them in Looker Studio.

## Guides

Articles on analytics, UTMs, attribution and privacy, and platform tracking guides, written by the Datacenter team with dated sources.

- [Why your analytics numbers never match](https://datacenter.so/guides/why-analytics-numbers-dont-match.md): GA4, Shopify, Meta and Google Ads count with different rules, dates and blind spots. Where each number splits, and which one to trust for each question.
- [Meta ads vs Shopify: why purchases don't match](https://datacenter.so/guides/meta-ads-vs-shopify-sales.md): Meta Ads Manager shows more (or fewer) purchases than Shopify. The six causes, how to measure your own gap, and which number to use for budget calls.
- [GA4 not tracking conversions: a checklist that finds the cause](https://datacenter.so/guides/ga4-not-tracking-conversions.md): Key events missing in GA4? Work through ten checks in order, from the event never firing to consent, filters, processing delays and Google Ads imports.
- [Direct traffic: what (direct) / (none) really means](https://datacenter.so/guides/direct-traffic-explained.md): Direct traffic is every visit that arrived with no referrer and no tag. Where it really comes from, why it grows, and five ways to shrink it.
- [GA4 "(not set)": every cause and how to fix it](https://datacenter.so/guides/ga4-not-set.md): Why GA4 shows (not set) for landing page, source, medium and campaign, how to tell which cause you have, and the fix for each one.
- [Bot traffic in analytics: how to spot it and filter it](https://datacenter.so/guides/bot-traffic-in-analytics.md): How GA4 and other tools filter bots, the patterns that give bots away in your reports, and what you can do about the bots that get through.
- [Cross-domain tracking: checkouts, booking tools and iframes](https://datacenter.so/guides/cross-domain-tracking.md): Why a visitor who moves to a checkout, a booking tool or an embedded form loses their source, and how to keep the credit with the ad that brought them.
- [Leaving GA4 without losing your history](https://datacenter.so/guides/import-ga4-history.md): What you can take out of Google Analytics 4, what you cannot, the Data API limits, and why imported days never match a new tool's own numbers.
- [Unassigned traffic in GA4: causes and fixes](https://datacenter.so/guides/ga4-unassigned-traffic.md): GA4 labels a session Unassigned when its source and medium match no channel rule. The rules, the tag values that fall through, and how to fix a spike.
- [UTM parameters: the complete guide, with a naming scheme that holds up](https://datacenter.so/guides/utm-parameters.md): What each UTM parameter does, the naming rules GA4 actually applies, a scheme for source, medium and campaign, and the mistakes that break your reports.
- [How to track your Instagram link in bio, through to the sale](https://datacenter.so/guides/track-instagram-link-in-bio.md): Instagram's own insights stop at link taps. How to see which bio link, story or post brought visits, signups and sales, with tags and a short link.
- [gclid, fbclid and other click ids, explained](https://datacenter.so/guides/click-ids-explained.md): What gclid, gbraid, wbraid, fbclid, ttclid and msclkid are, what each one is for, how long they last, and why keeping them matters for ad tracking.
- [How to track QR codes on print, packaging and signs](https://datacenter.so/guides/qr-code-tracking.md): A QR code sends no referrer, so scans show up as direct traffic. How to track scans, visits and sales per placement, and print codes that keep working.
- [How to track email clicks and the sales they bring](https://datacenter.so/guides/track-email-clicks.md): Tag email links so every click and sale has a source, set it up in Klaviyo and Mailchimp, and spot the bot clicks that security scanners add.
- [How to track SMS link clicks and the sales they bring](https://datacenter.so/guides/track-sms-link-clicks.md): Tag text message links so clicks and sales have a source, keep links short and on your own domain, and tell real taps from link preview clicks.
- [Call tracking for local businesses: which ad made the phone ring](https://datacenter.so/guides/call-tracking-for-local-businesses.md): How call tracking numbers work, static numbers versus dynamic number insertion, how many you need, recording laws, and calls as conversions.
- [Attribution models explained, with one buyer's path worked through](https://datacenter.so/guides/attribution-models-explained.md): First touch, last click, linear, position-based and data-driven attribution, worked through on one buyer path. What each model is good for, and its limits.
- [Server-side vs client-side tracking: what each one sees](https://datacenter.so/guides/server-side-vs-client-side-tracking.md): Client-side tags run in the browser and miss what they cannot load. Server events come from your server. What each sees, costs, and when to use both.
- [Meta Conversions API explained: setup, matching and deduplication](https://datacenter.so/guides/meta-conversions-api-explained.md): What the Meta Conversions API sends, which fields Meta needs, how deduplication with the pixel works, and the mistakes that double count or lose purchases.
- [ROAS, blended ROAS and MER: which one to run the business on](https://datacenter.so/guides/roas-mer-blended-roas.md): Formulas for ROAS, blended ROAS, MER and break-even ROAS, a worked example, and why adding up each platform's ROAS overstates what your ads earn.
- [Google Ads conversion tracking for lead generation sites](https://datacenter.so/guides/google-ads-conversion-tracking-lead-gen.md): Track forms, calls and the leads that become customers in Google Ads, with the right counting, values and windows so bidding learns from real sales.
- [Offline conversions and enhanced conversions explained](https://datacenter.so/guides/offline-conversions-explained.md): How Google Ads and Meta accept sales and leads that happen off your website, how hashed email matching works, and the rules that make uploads fail.
- [TikTok ads attribution: pixel, Events API and why numbers differ](https://datacenter.so/guides/tiktok-ads-attribution.md): How TikTok credits conversions, why TikTok Ads Manager reports more sales than GA4 or your store, and how the pixel and Events API work together.
- [Lead-to-sale reporting: connect marketing sources to CRM revenue](https://datacenter.so/guides/crm-lead-to-sale-reporting.md): How to carry each lead's source into HubSpot or GoHighLevel, report won revenue by campaign, and avoid the mistakes that leave deals with no source.
- [MRR and SaaS attribution: which channels bring revenue that stays](https://datacenter.so/guides/saas-mrr-attribution.md): How MRR is calculated, what moves it, how churn is measured, and how to tie subscription revenue to the campaigns that brought each customer.
- [Klaviyo attribution windows vs your analytics](https://datacenter.so/guides/klaviyo-attribution.md): Klaviyo credits a sale to an email opened or clicked in the last 5 days. Why it runs above GA4 and Shopify, what to change, and which number to report.
- [Break-even ROAS and target MER: the formulas, with a margin table](https://datacenter.so/guides/break-even-roas-and-target-mer.md): Break-even ROAS is 1 ÷ margin; target MER adds fixed costs and profit. Formulas, a lookup table by margin and worked examples you can copy.
- [Meta Ads cost per lead and signups: what Meta counts, and what to pay](https://datacenter.so/guides/meta-ads-cost-per-lead.md): How Meta counts leads and signups, why Ads Manager's cost per lead differs from your CRM, and how to work out the most a lead is worth to you.
- [Cookieless analytics and GDPR: what needs consent, and what usually does not](https://datacenter.so/guides/cookieless-analytics-gdpr.md): Do you need a cookie banner for analytics? How ePrivacy, the GDPR, the CNIL exemption and the UK change of 2026 apply to cookieless and cookie tracking.
- [iOS and Safari tracking changes, version by version](https://datacenter.so/guides/ios-safari-tracking-changes.md): What Apple's Link Tracking Protection, ITP, App Tracking Transparency and Safari 26 remove, where each applies, and what still works for ad tracking.
- [First-party data for small businesses: what to collect and why](https://datacenter.so/guides/first-party-data.md): The first-party data worth collecting, from orders and emails to how did you hear, what each is for, what to leave out, and the consent rules that apply.
- [Bounce rate in GA4: what it means now, and when to worry](https://datacenter.so/guides/bounce-rate-ga4.md): GA4 defines bounce rate as the share of sessions that were not engaged. The rule, the formula, how it differs from the old one, and when it matters.
- [Visitors, sessions and pageviews: how each tool counts them](https://datacenter.so/guides/sessions-users-pageviews.md): What a user, a session, a visit and a pageview are in GA4, Shopify and privacy-first tools, why the counts differ, and which one to report.
- [Average session duration and time on page: how each tool measures it](https://datacenter.so/guides/session-duration-time-on-page.md): Why GA4, Universal Analytics and privacy tools report different session durations and time on page, the method each uses, and which to trust.
- [How to set up goals and conversions without a developer](https://datacenter.so/guides/goals-without-a-developer.md): Four ways to count sales, leads, bookings and signups without writing code, how to do each in GA4, and the checks that keep a goal honest.
- [Funnel analysis: find the step where people leave](https://datacenter.so/guides/funnel-analysis.md): How a conversion funnel is counted, open versus closed funnels, time windows, which drop-offs are normal, and how to read one without fooling yourself.
- [Cohorts and retention: do the people you win come back?](https://datacenter.so/guides/cohort-retention-analysis.md): How a cohort table is built, how to read it by row, column and diagonal, three ways to count retention, and how to compare sources by customer.
- [Ask your analytics in plain words: MCP and AI assistants](https://datacenter.so/guides/mcp-ai-assistants-analytics.md): What the Model Context Protocol is, how an AI assistant reads your analytics through it, what it answers well, and the safety rules for keys.
- [Ecommerce dashboard template: the cards that matter, and who counts each](https://datacenter.so/guides/ecommerce-dashboard-template.md): An ecommerce dashboard template card by card: revenue, orders, conversion rate and MER first, which tool should count each number, and a worked month.
- [Lead generation dashboard: what to show, and where each lead is counted](https://datacenter.so/guides/lead-generation-dashboard.md): A lead gen dashboard template: leads, lead rate, cost per lead and qualified leads by source, which tool counts each, and how to read a month.
- [SaaS metrics dashboard: signups, MRR and the source of each customer](https://datacenter.so/guides/saas-metrics-dashboard.md): A SaaS metrics dashboard template: signups, cost per signup, MRR and its moves, lifetime value by source, plus MRR vs ARR and churn vs retention.
- [Marketing dashboards for agencies: one for you, one for each client](https://datacenter.so/guides/marketing-dashboard-for-agencies.md): An agency needs two dashboards: a portfolio view that ranks clients by what needs attention, and a client board with three numbers and a target.
- [Year over year comparison in analytics: same dates or same weekdays](https://datacenter.so/guides/year-over-year-comparison.md): YoY growth formula, when to compare 364 days back so weekdays line up, partial months, moving holidays, and what breaks a comparison with last year.
- [Client reporting for agencies: a template clients actually read](https://datacenter.so/guides/client-reporting-for-agencies.md): What to put in a monthly client report, how often to send it, which numbers to lead with for stores and lead-gen clients, and how to explain gaps.
- [Uptime monitoring for agency client sites](https://datacenter.so/guides/uptime-monitoring-for-agencies.md): What to monitor on every client site, how intervals and retries trade speed for false alarms, SSL and domain expiry, and reporting uptime.
- [AI summaries in client reports, without made-up numbers](https://datacenter.so/guides/ai-client-report-summaries.md): How to use AI to write the summary at the top of a client report: what it should say, why models invent numbers, and a checking method that catches it.
- [How to track a Shopify store: visits, sources and every order](https://datacenter.so/track/shopify.md): What Shopify's own analytics shows, where browser tags stop at checkout, and how to see each order with the ad, post or link that brought it.
- [How to track a WordPress site without slowing it down](https://datacenter.so/track/wordpress.md): WordPress has no analytics of its own. How to add a light tracking tag with a header plugin, avoid cache problems, and count forms and WooCommerce sales.
- [How to track a Webflow site: visits, sources and form leads](https://datacenter.so/track/webflow.md): Add analytics to Webflow with one line in Site settings, see which ads and posts bring form leads, and the plan and publishing rules that trip people up.
- [How to track a Squarespace site beyond the built-in analytics](https://datacenter.so/track/squarespace.md): What Squarespace Analytics shows, what it cannot tell you about ads and links, and how to add a tracking tag with Code Injection where allowed.
- [How to track a Wix site: sources, leads and the custom code rules](https://datacenter.so/track/wix.md): What Wix Analytics covers, why custom code only runs on a published site with a connected domain, and how to see which campaigns bring leads.
- [How to track a Framer site: sources, signups and campaigns](https://datacenter.so/track/framer.md): Framer's built-in analytics counts visits. How to add a tracking tag in Site Settings, see which campaigns bring signups, and avoid the preview trap.
- [How to add analytics to a Next.js site, App Router and Pages Router](https://datacenter.so/track/nextjs.md): Where to put an analytics script in a Next.js app, how client-side navigation affects pageviews, CSP rules, and sending conversions from route handlers.
- [How to track GoHighLevel funnels and websites, from ad to booked call](https://datacenter.so/track/gohighlevel.md): Where the GoHighLevel tracking code goes, how to avoid double counting funnel steps, and how to see which ads bring leads, booked calls and won deals.
- [How to track ClickFunnels: which ads bring opt-ins and sales](https://datacenter.so/track/clickfunnels.md): Where tracking code goes in ClickFunnels 2.0, how to avoid double counting, and how to tie opt-ins and sales to the ad that brought them.
- [How to track a Kajabi site: sources for signups and course sales](https://datacenter.so/track/kajabi.md): Add a tracking tag to Kajabi with Header Page Scripts, why it does not run on checkout pages, and how to see which posts, emails and ads sell your courses.
- [How to track a Ghost site: readers, members and paid signups](https://datacenter.so/track/ghost.md): Add a tracking tag to Ghost with code injection, count free and paid member signups, and see which posts, newsletters and links bring members.
- [How to track a Carrd site: visits, sections and signups](https://datacenter.so/track/carrd.md): Add a tracking tag to Carrd with a hidden Embed element, why one-page sections count as one page, and how to count signups and link clicks.
- [How to track a GoDaddy Website Builder site, and its limits](https://datacenter.so/track/godaddy.md): Where tracking code can go in GoDaddy Websites + Marketing, why code in an HTML section runs in an iframe, and how to measure leads and campaigns anyway.
- [How to add tracking with Google Tag Manager, and when not to](https://datacenter.so/track/google-tag-manager.md): Add an analytics tag through Google Tag Manager with a Custom HTML tag, pick the right trigger, send events from triggers, and know the trade-offs.
- [How to track Stripe Checkout and Payment Links sales by source](https://datacenter.so/track/stripe-checkout.md): Tie Stripe Checkout and Payment Links sales to the ad, email or post that brought the buyer, count each sale once, and stop Stripe showing up as a source.
- [How to track WooCommerce sales by source, without a heavy plugin](https://datacenter.so/track/woocommerce.md): Count WooCommerce orders with their source three ways: the order received page, your Stripe account, or a server webhook, and what each one misses.
- [How to track Calendly bookings as conversions, by source](https://datacenter.so/track/calendly.md): Count Calendly bookings as conversions in analytics and Google Ads, with UTM pass-through, embed events or a thank-you redirect, and no email in URLs.
- [How to track a Substack: what it allows, and what it does not](https://datacenter.so/track/substack.md): Substack takes a GA4 Measurement ID and Meta and X pixel IDs, but no custom scripts. What each tracks, and how to measure the links that bring subscribers.
- [How to track a beehiiv newsletter site: subscribers by source](https://datacenter.so/track/beehiiv.md): Add analytics to a beehiiv website through its Google Tag Manager field, count subscriptions from the confirmation page, and see which links bring readers.
- [How to track Linktree clicks and the sales after them](https://datacenter.so/track/linktree.md): What Linktree's analytics, GA4 and Meta pixel integrations track, what they miss, and how to tie a bio link click to the sale on your own site.
- [How to track Typeform submissions as conversions, by source](https://datacenter.so/track/typeform.md): Count Typeform submissions as conversions with the embed callback, pass UTM tags into hidden fields, and see which ad or post brought each response.
- [How to track a BigCommerce store: tag, orders and sources](https://datacenter.so/track/bigcommerce.md): Add an analytics tag to BigCommerce with Script Manager, why to keep it off checkout under PCI DSS 4.0, and three ways to count orders with their source.
- [How to track a Teachable school: sources for course sales](https://datacenter.so/track/teachable.md): Add a tracking tag to Teachable with Head Code Snippets, why it stops at checkout.teachable.com, and how to see which posts, emails and ads sell courses.

## Product

- [Home](https://datacenter.so/)
- [Pricing](https://datacenter.so/pricing)
- [Product overview](https://datacenter.so/product)
- [Dashboards](https://datacenter.so/product/dashboards)
- [Client reports](https://datacenter.so/product/reports)
- [Automations](https://datacenter.so/product/automations)
- [Profiles](https://datacenter.so/product/profiles)
- [Assistant](https://datacenter.so/product/assistant)
- [How it works](https://datacenter.so/how-it-works)
- [Live demo dashboard (demo data)](https://datacenter.so/demo)
- [Live demo: which ad made money (demo data)](https://datacenter.so/demo/ads)
- [Live demo: links that show the sale (demo data)](https://datacenter.so/demo/links)
- [Live demo: tell meta who bought (demo data)](https://datacenter.so/demo/meta)
- [Live demo: what visitors did (demo data)](https://datacenter.so/demo/goals)
- [Live demo: each customer's path (demo data)](https://datacenter.so/demo/profiles)
- [Live demo: follow-up that sends itself (demo data)](https://datacenter.so/demo/automations)
- [Live demo: ask in plain words (demo data)](https://datacenter.so/demo/assistant)
- [Live demo: reports for your clients (demo data)](https://datacenter.so/demo/reports)
- [Live demo: a dashboard for each client (demo data)](https://datacenter.so/demo/clients)
- [Datacenter for agencies](https://datacenter.so/for/agencies)
- [Datacenter for freelancers](https://datacenter.so/for/freelancers)
- [Datacenter for online store](https://datacenter.so/for/stores)
- [Datacenter for services and leads](https://datacenter.so/for/leads)
- [Book a setup call](https://datacenter.so/setup-call)

## Platforms

- [Datacenter for Meta ads](https://datacenter.so/platforms/meta)
- [Datacenter for Google Ads](https://datacenter.so/platforms/google)
- [Datacenter for TikTok](https://datacenter.so/platforms/tiktok)
- [Datacenter for Instagram](https://datacenter.so/platforms/instagram)
- [Datacenter for Email](https://datacenter.so/platforms/email)
- [Datacenter for SMS](https://datacenter.so/platforms/sms)

## Walkthroughs

Demo walkthroughs on a made-up shop. Every number in them is demo data.

- [Demo walkthroughs](https://datacenter.so/walkthroughs)
- [Walkthrough: The ad set with the fewest visits made the sales.](https://datacenter.so/walkthroughs/ad-sets)
- [Walkthrough: The bio link that sold more than the ads.](https://datacenter.so/walkthroughs/bio-link)
- [Walkthrough: Which email actually paid.](https://datacenter.so/walkthroughs/email)

## Tools

- [Free tools](https://datacenter.so/tools)
- [Free tag checker: which analytics and ad tags a site loads](https://datacenter.so/tools/tag-checker)
- [Free UTM builder](https://datacenter.so/tools/utm-builder)
- [Ad blocker estimator: visitors your analytics may miss](https://datacenter.so/tools/ad-blocker-estimator)

## Compare

- [Comparisons](https://datacenter.so/vs)
- [Datacenter vs Google Analytics](https://datacenter.so/vs/google-analytics)
- [Datacenter vs Hyros](https://datacenter.so/vs/hyros)
- [Datacenter vs Triple Whale](https://datacenter.so/vs/triple-whale)
- [Datacenter vs Northbeam](https://datacenter.so/vs/northbeam)
- [Datacenter vs Wicked Reports](https://datacenter.so/vs/wicked-reports)
- [Datacenter vs Cometly](https://datacenter.so/vs/cometly)
- [Datacenter vs Plausible](https://datacenter.so/vs/plausible)
- [Datacenter vs Fathom](https://datacenter.so/vs/fathom)
- [Datacenter vs Umami](https://datacenter.so/vs/umami)
- [Datacenter vs Simple Analytics](https://datacenter.so/vs/simple-analytics)
- [Datacenter vs Matomo](https://datacenter.so/vs/matomo)
- [Datacenter vs Dub](https://datacenter.so/vs/dub)
- [Datacenter vs Bitly](https://datacenter.so/vs/bitly)
- [Datacenter vs Rebrandly](https://datacenter.so/vs/rebrandly)
- [Datacenter vs Short.io](https://datacenter.so/vs/short-io)
- [Datacenter vs AgencyAnalytics](https://datacenter.so/vs/agencyanalytics)

## Company

- [Agency partners: agencies that set up Datacenter for clients](https://datacenter.so/partners)
- [Security](https://datacenter.so/security)
- [Trust: status, security and documents](https://datacenter.so/trust)
- [Data, retention and backups](https://datacenter.so/data)
- [Status](https://datacenter.so/status)
- [Privacy policy](https://datacenter.so/privacy)
- [Terms of service](https://datacenter.so/terms)
- [Data processing agreement](https://datacenter.so/dpa)

## Optional

- [Full text of the docs, guides and glossary](https://datacenter.so/llms-full.txt): every page below and above as Markdown, in one file
- [Analytics glossary](https://datacenter.so/glossary.md)
- [Ad blocker](https://datacenter.so/glossary/ad-blocker.md): Browser software that blocks ads and, often, the tracking scripts and pixels that measure them.
- [ARR](https://datacenter.so/glossary/arr.md): Annual recurring revenue: the yearly run rate of active subscriptions, usually MRR × 12.
- [Attribution](https://datacenter.so/glossary/attribution.md): The rule that decides which marketing touch gets credit for a sale, signup or other conversion.
- [Attribution window](https://datacenter.so/glossary/attribution-window.md): How long after a click or view a conversion can still be credited to it.
- [Blended ROAS](https://datacenter.so/glossary/blended-roas.md): Total revenue from your store divided by total ad spend on every platform, for the same period.
- [Bot traffic](https://datacenter.so/glossary/bot-traffic.md): Visits made by automated software rather than people: crawlers, scrapers, monitors and fake clicks.
- [Bounce rate](https://datacenter.so/glossary/bounce-rate.md): The share of visits or sessions that ended without engagement; each tool defines it differently.
- [Break-even ROAS](https://datacenter.so/glossary/break-even-roas.md): The ROAS at which ad revenue exactly covers the ad spend and the cost of the goods sold: 1 ÷ gross margin.
- [Call tracking](https://datacenter.so/glossary/call-tracking.md): Crediting phone calls to their source by giving each ad, place or website visitor its own forwarding number.
- [Churn](https://datacenter.so/glossary/churn.md): The share of paying customers, or of recurring revenue, that stops in a period.
- [Click ID](https://datacenter.so/glossary/click-id.md): A unique value an ad platform adds to the link when someone clicks an ad, so it can match later conversions to that click.
- [Consent banner](https://datacenter.so/glossary/consent-banner.md): The notice that asks visitors to accept or decline cookies and similar tracking on a website.
- [Consent mode](https://datacenter.so/glossary/consent-mode.md): Google's way for its tags to change behavior based on the visitor's consent choices.
- [Conversion](https://datacenter.so/glossary/conversion.md): An action you count as success: a purchase, a signup, a booked call, a form sent.
- [Conversion rate](https://datacenter.so/glossary/conversion-rate.md): The share of visits, sessions or users that converted.
- [Conversion window](https://datacenter.so/glossary/conversion-window.md): The Google Ads setting for how long after an ad interaction a conversion can be recorded.
- [Conversions API](https://datacenter.so/glossary/conversions-api.md): Meta's server-to-server interface for sending conversion events, alongside or instead of the pixel.
- [Cookieless tracking](https://datacenter.so/glossary/cookieless-tracking.md): Measuring visits without storing cookies or other data on the visitor's device.
- [Cost per lead](https://datacenter.so/glossary/cost-per-lead.md): Ad spend divided by the number of leads it brought, for the same period and campaigns.
- [CPA](https://datacenter.so/glossary/cpa.md): Cost per acquisition: ad spend divided by the number of conversions.
- [Dark social](https://datacenter.so/glossary/dark-social.md): Shares through private channels, such as messaging apps and email, that arrive without a referrer.
- [Data thresholds](https://datacenter.so/glossary/data-thresholds.md): GA4 rules that withhold small rows of data so individual users cannot be identified.
- [Data-driven attribution](https://datacenter.so/glossary/data-driven-attribution.md): A model that learns how to split credit from your own conversion paths, instead of a fixed rule.
- [Direct traffic](https://datacenter.so/glossary/direct-traffic.md): Visits that arrived with no referrer, no campaign tags and no click id, so the tool cannot tell where they came from.
- [Dynamic number insertion](https://datacenter.so/glossary/dni.md): A script that shows each website visitor their own tracking number, so a call can be tied to the visit.
- [Engagement rate](https://datacenter.so/glossary/engagement-rate.md): In GA4, the share of sessions that were engaged.
- [Enhanced conversions](https://datacenter.so/glossary/enhanced-conversions.md): Google Ads' feature that sends hashed customer details with conversions to improve matching.
- [Event deduplication](https://datacenter.so/glossary/event-deduplication.md): Merging the same conversion reported twice, such as by the browser and the server, so it counts once.
- [Event Match Quality](https://datacenter.so/glossary/event-match-quality.md): Meta's score for how well the customer details on your server events can be matched to Meta accounts.
- [Exit rate](https://datacenter.so/glossary/exit-rate.md): The share of a page's views that were the last in their visit.
- [fbclid](https://datacenter.so/glossary/fbclid.md): Meta's click id, added to links people click on Facebook and Instagram.
- [First-party cookie](https://datacenter.so/glossary/first-party-cookie.md): A cookie set by the site the visitor is on, readable only by that site.
- [First-touch attribution](https://datacenter.so/glossary/first-touch-attribution.md): A model that gives all the credit for a conversion to the first known touch.
- [gclid](https://datacenter.so/glossary/gclid.md): Google Ads' click id, added to landing page links by auto-tagging.
- [Global Privacy Control](https://datacenter.so/glossary/global-privacy-control.md): A browser signal asking websites not to sell or share the visitor's personal data.
- [Incrementality](https://datacenter.so/glossary/incrementality.md): The conversions an ad caused that would not have happened without it.
- [Intelligent Tracking Prevention](https://datacenter.so/glossary/itp.md): Safari's set of limits on cookies and storage used for tracking.
- [Key event](https://datacenter.so/glossary/key-event.md): GA4's name for an event you mark as important to your business, such as a purchase, a signup or a booked call.
- [Landing page](https://datacenter.so/glossary/landing-page.md): The first page a visitor sees in a visit, or a page built for one campaign.
- [Landing page experience](https://datacenter.so/glossary/landing-page-experience.md): Google Ads' estimate of how relevant and useful a landing page is for the people who click an ad.
- [Last-touch attribution](https://datacenter.so/glossary/last-touch-attribution.md): A model that gives all the credit for a conversion to the final touch before it.
- [Lifetime value](https://datacenter.so/glossary/ltv.md): The total revenue, or profit, a customer brings over their whole relationship with you.
- [Lift test](https://datacenter.so/glossary/lift-test.md): An experiment that compares people who saw ads with a held-back group to measure the ads' real effect.
- [Marketing mix model](https://datacenter.so/glossary/marketing-mix-model.md): A statistical model that estimates each channel's effect on sales from aggregate spend and sales over time.
- [MER](https://datacenter.so/glossary/mer.md): Marketing efficiency ratio: total revenue divided by total marketing spend.
- [MRR](https://datacenter.so/glossary/mrr.md): Monthly recurring revenue: the monthly value of every subscription that is paying now.
- [Multi-touch attribution](https://datacenter.so/glossary/multi-touch-attribution.md): Any attribution model that splits credit across more than one touch.
- [Pageview](https://datacenter.so/glossary/pageview.md): One page loaded and counted by an analytics tool.
- [QR code](https://datacenter.so/glossary/qr-code.md): A square barcode that phones read with the camera to open a link.
- [Referrer](https://datacenter.so/glossary/referrer.md): The address of the page a visitor came from, sent by the browser when they follow a link.
- [Retention rate](https://datacenter.so/glossary/retention-rate.md): The share of customers, or of recurring revenue, still with you at the end of a period.
- [ROAS](https://datacenter.so/glossary/roas.md): Return on ad spend: revenue credited to ads divided by what the ads cost.
- [Sampling](https://datacenter.so/glossary/sampling.md): Building a report from a portion of the data and scaling the result up to estimate the whole.
- [Server-side tagging](https://datacenter.so/glossary/server-side-tagging.md): Running marketing and analytics tags on a server you control, which then forwards data to each vendor.
- [Server-side tracking](https://datacenter.so/glossary/server-side-tracking.md): Sending analytics or conversion events from a server, rather than from the visitor's browser.
- [Session](https://datacenter.so/glossary/session.md): A group of pageviews and events from one browser, ended by a period of inactivity or another rule.
- [Session timeout](https://datacenter.so/glossary/session-timeout.md): How long a visitor can be inactive before their session ends and the next action starts a new one.
- [Short link](https://datacenter.so/glossary/short-link.md): A short address on a link domain that redirects to a longer one, counting the click on the way.
- [Third-party cookie](https://datacenter.so/glossary/third-party-cookie.md): A cookie set by a domain other than the one in the address bar, used to follow people across sites.
- [Unique visitor](https://datacenter.so/glossary/unique-visitor.md): A browser or person counted once in a period, however many times they visited.
- [UTM parameters](https://datacenter.so/glossary/utm-parameters.md): Tags added to the end of a link that tell analytics tools the source, medium and campaign of the visit.
- [utm_campaign](https://datacenter.so/glossary/utm-campaign.md): The UTM parameter that names the specific push, offer or promotion a link belongs to.
- [utm_content](https://datacenter.so/glossary/utm-content.md): The UTM parameter that tells apart links or creatives within the same campaign.
- [utm_medium](https://datacenter.so/glossary/utm-medium.md): The UTM parameter that names the kind of channel: social, cpc, email, sms, qr.
- [utm_source](https://datacenter.so/glossary/utm-source.md): The UTM parameter that names who sent the visit: a site, app, newsletter or partner.
- [utm_term](https://datacenter.so/glossary/utm-term.md): The UTM parameter originally made for the paid search keyword, often used for the ad set or audience.
- [View-through conversion](https://datacenter.so/glossary/view-through-conversion.md): A conversion credited to an ad the person saw but did not click.
- [Year over year](https://datacenter.so/glossary/year-over-year.md): A comparison of a period with the same period a year earlier, to see growth after seasonality.