Markitech / Glossary
Marketing technology glossary
Plain-English definitions of the terms behind ads, analytics and tracking, with links to the guides that put them to work.
Terms A to Z
Conversions API (CAPI)The Conversions API (CAPI) is Meta’s server-to-server way to send website and offline events, such as Purchase or Lead, directly from your server to Meta.Custom dimension (GA4)A custom dimension registers an event, user or item parameter in Google Analytics 4 so it can be used in reports and explorations.Data layerA data layer is a JavaScript array, usually window.dataLayer, that a website uses to pass structured event and page data to Google Tag Manager.Data-driven attributionData-driven attribution is a model that splits credit for a conversion across the ads and channels a person interacted with, based on how much each touchpoint actually contributed.Enhanced conversionsEnhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as email or phone, along with a conversion so Google can match it to signed-in users.Event deduplicationEvent deduplication is how an ad platform recognizes that a browser event and a server event describe the same action, so the conversion is counted once.Event Match QualityEvent Match Quality (EMQ) is a score from 0 to 10 that Meta gives each event, showing how well its customer information can be matched to people on Meta.GCLIDThe GCLID (Google Click Identifier) is a parameter that Google Ads adds to landing page URLs when auto-tagging is on, so conversions can be tied back to the click.Google Consent ModeGoogle Consent Mode is a way to pass a visitor’s consent choices to Google tags so they adjust their behavior.Google tag (gtag.js)The Google tag, loaded as gtag.js, is a single tag that sends events to Google products such as Google Analytics 4 and Google Ads.Key event (GA4)A key event is a Google Analytics 4 event you mark as important to your business, such as purchase, sign_up or generate_lead.LinkedIn Insight TagThe LinkedIn Insight Tag is a JavaScript tag that enables website conversion tracking, retargeting audiences and website demographics for LinkedIn Ads.MCP serverAn MCP server is a service that exposes a set of tools, each with a name, description and inputs, that an AI assistant can call through the Model Context Protocol.Model Context Protocol (MCP)The Model Context Protocol (MCP) is an open standard for connecting AI assistants to outside tools and data.Negative keywordsNegative keywords prevent your ads from showing on searches that contain them.Search terms reportThe search terms report shows the actual searches people typed that triggered your ads, as opposed to the keywords you bid on.Server-side taggingServer-side tagging moves tag processing from the visitor’s browser to a server container you control.Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.Target CPA (tCPA)Target CPA (tCPA) is a Smart Bidding setting that tries to get as many conversions as possible while keeping the average cost per acquisition near the target you set.Target ROAS (tROAS)Target ROAS (tROAS) is a Smart Bidding setting that aims for an average return on ad spend, based on the conversion values your tracking reports.UET tag (Microsoft Advertising)Universal Event Tracking (UET) is the Microsoft Advertising tag that records site actions for conversion goals and remarketing audiences.UTM parametersUTM parameters are tags added to a link, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.
Put the terms to work
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so these concepts become questions you can ask about your own accounts. Start with the Marketing MCP Server overview or browse the FAQ.