Tracking Workshop
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Workshop

Tracking Workshop Agenda

  • Tracking fundamentals
  • Primary conversion tracking
  • Attribution models
  • Fallback / cookieless methods
  • Practical setup and testing
  • Attribution and deduplication
  • Client communication and confidence
Slide 2

1. Tracking fundamentals

  • Primary conversion tracking methods
  • Attribution models: how click → conversion matching works
  • Fallback / cookieless methods when cookies are unavailable
  • Tracking health signals and common warning signs
Slide 3

1. Tracking fundamentals — Primary conversion tracking

  • Master Tag — Core tracking method. JavaScript snippet installed on the advertiser's site, ideally site-wide and loading before consent.
  • Subdomain / Adtraction tag — Same core setup family, deployed on the advertiser side as part of the main implementation.
  • Deployment options — Can be installed directly or via GTM, including server-side GTM.
  • Server-to-server (S2S / Postback) — Advertiser sends a server-side request to register conversions; no browser-side tag required.
Slide 4

1. Tracking fundamentals — Attribution models

  • GUID (cookie-based) — Standard method. Cookie is set on click and matched at conversion.
  • Coupon code — Attribution via a unique code, so no click and no cookie are required.
  • Cross-device — Matches the same user across devices based on hashed email address.
Slide 5

1. Tracking fundamentals — Fallback / cookieless methods

  • DNN — Deep neural network probabilistic matching.
  • DeviceFingerprint — Device-level fingerprint matching.
  • Typical triggers — Used when consent is denied, the cookie is blocked, or the journey is cross-device.
Slide 6

2. Practical setup and testing

  • Step-by-step setup process from campaign start to go-live
  • How to set up tracking correctly for e-commerce clients
  • How to test tracking and verify that it works
  • How to quickly spot cracks or invalid implementations
Slide 7

3. Attribution and deduplication

  • How to know we and our partners get credit for the conversions we should
  • What attribution means in practice
  • How deduplication works and how to set it up correctly
  • Questions around cookie windows and fairness
Slide 8

4. Client communication and confidence

Internal goal

Be more self-sufficient and handle common tracking questions without always relying on tech.

External goal

Explain tracking clearly to clients, build trust, and handle objections around setup and attribution.

Meeting confidence

Feel sharper in advertiser meetings and better prepared for technical questions.

Common objection handling

Discuss why some clients say no and how to present tradeoffs credibly.