Core Data Types

The inputs needed to enable companies to calculate CPA/ROAS

Data Type	What it Is	How We Track
Conversions	Any end action being optimized against. Occurring on-site, in-app, or offline. Most commonly purchases For example- Add to Cart, Free Trial Start, Subscription Start, Email Sign Up	Determined during onboarding scoping, contingent on site and app set up. Can include:' On-site pixels Webhooks Batch Files API More details here
Marketing Touchpoints	The individual points of marketing activity that users interact with Across: Paid and Organic Digital and Offline This can be a view or a click Ex- a paid search ad, an email, a linear TV spot	Mix of: UTMs custom tracking parameters impression tracking pixels batch files IP and address matching More details: Channels tracked General type of tracking by channel Type of tracking by vendor
Spend	How much money was spent on marketing	Mix of API integrations and standardized batch spend files More details here