Tracking & Attribution
Comprehensive tracking and attribution strategies across all digital marketing channels enable accurate measurement of campaign performance, customer journeys, and marketing ROI. This guide covers implementation best practices, tracking technologies, and attribution methodologies for unified marketing analytics.
Tracking Fundamentals
Core Tracking Technologies:
| Technology | Description | Use Cases | Limitations |
|---|---|---|---|
| First-Party Cookies | Set by your domain, persist across sessions | User identification, session tracking, preferences | Limited to single domain, browser-specific |
| Third-Party Cookies | Set by external domains for cross-site tracking | Retargeting, cross-domain attribution | Being phased out by browsers, privacy concerns |
| UTM Parameters | URL tags identifying traffic source and campaign | Campaign tracking, channel attribution | Can be stripped, requires consistent naming |
| Tracking Pixels | 1x1 transparent images that fire on page load | Email opens, conversion tracking, retargeting | Blocked by ad blockers, image loading required |
| Server-Side Tracking | Events sent directly from server to analytics platform | Accurate data, bypass ad blockers, privacy-compliant | Requires development resources, more complex setup |
| Conversion API | Direct server-to-server event transmission | Facebook/Meta, TikTok, Pinterest tracking | Platform-specific implementation |
UTM Parameter Strategy
Standard UTM Parameters:
| Parameter | Purpose | Example | Required |
|---|---|---|---|
| utm_source | Identifies traffic source | google, facebook, newsletter | ✓ Yes |
| utm_medium | Marketing medium or channel | cpc, email, social, display | ✓ Yes |
| utm_campaign | Campaign name or identifier | spring_sale_2025, product_launch | ✓ Yes |
| utm_term | Paid search keywords | running+shoes, analytics+software | Optional |
| utm_content | Differentiate similar content/links | logo_link, cta_button, banner_ad_v2 | Optional |
UTM Naming Best Practices:
- Use lowercase only to avoid case-sensitivity issues
- Use underscores or hyphens consistently (not spaces)
- Create a naming convention document and enforce it across teams
- Keep names concise but descriptive
- Use consistent date formats (YYYY-MM-DD or YYYYMMDD)
- Track UTM parameters in a centralized spreadsheet or database
Matomo Users: Alternative Campaign Parameters
While Matomo fully supports standard UTM parameters, it also offers native campaign tracking parameters (pk_*) that provide identical functionality. You can use either convention—both work seamlessly in Matomo.
| UTM Parameter | Matomo Equivalent | Purpose |
|---|---|---|
| utm_source | pk_source | Traffic source |
| utm_medium | pk_medium | Marketing medium |
| utm_campaign | pk_campaign | Campaign name |
| utm_term | pk_keyword | Paid keywords |
| utm_content | pk_content | Content variation |
When to use Matomo parameters:
- Your organisation exclusively uses Matomo (no cross-platform tracking needs)
- You want to distinguish Matomo-specific tracking from multi-platform campaigns
- You're migrating from a legacy system that used pk_* convention
Recommendation: Stick with UTM parameters for maximum compatibility across analytics platforms. Most gaming companies use UTM as the industry standard, making it easier to share tracking conventions with partners and ad networks.
Channel-Specific Tracking
Paid Search (Google Ads, Microsoft Ads):
- Auto-tagging: Enable in platform settings for automatic UTM parameter addition
- GCLID/MSCLID: Platform-specific click identifiers for enhanced tracking
- Conversion tracking tags: Install on thank-you pages for conversion measurement
- Enhanced conversions: Hash and send first-party data for improved attribution
- Offline conversion import: Upload CRM conversions back to platform
Social Media (Facebook, Instagram, LinkedIn, TikTok):
- Platform pixels: Install Facebook Pixel, LinkedIn Insight Tag, TikTok Pixel
- Conversion API: Implement server-side tracking for accuracy and privacy
- Event tracking: Track page views, add to cart, purchase, lead submissions
- Custom audiences: Create retargeting lists based on pixel data
- FBCLID/LICLID: Platform click IDs for attribution
Email Marketing:
- UTM parameters: Tag all email links with source=email, medium=email
- Tracking pixels: Embed invisible images to track email opens
- Click tracking: Redirect links through ESP for click measurement
- Unique identifiers: Include subscriber ID in URLs for individual tracking
- Unsubscribe tracking: Monitor opt-out rates and reasons
Affiliate Marketing:
- Affiliate links: Unique tracking URLs or codes for each affiliate partner
- Cookie duration: Set attribution window (typically 30-90 days)
- Postback pixels: Fire conversion events back to affiliate network
- Sub-ID tracking: Allow affiliates to pass custom parameters for their tracking
- Fraud detection: Monitor for invalid clicks, cookie stuffing, incentivized traffic
Display & Programmatic:
- Impression tracking: Count ad views using tracking pixels
- Click tracking: Redirect through ad server for click measurement
- Viewability measurement: Track percentage of ad visible on screen
- View-through conversions: Attribute conversions to ad views (not just clicks)
- Cross-device tracking: Connect user interactions across devices
Organic Search (SEO):
- Google Search Console: Track impressions, clicks, position by query
- Organic keyword tracking: Monitor rankings for target keywords
- Landing page tracking: Measure organic traffic and conversions by page
- Backlink monitoring: Track referring domains and link quality
- Site speed tracking: Monitor Core Web Vitals for SEO performance
Cross-Domain Tracking
Cross-domain tracking maintains user session continuity when visitors navigate between multiple domains you own (e.g., main site to checkout subdomain, or from marketing site to application).
Implementation Methods:
Google Analytics 4:
- Configure cross-domain measurement in GA4 admin settings
- Add all domains to the allowed list
- GA4 automatically passes client ID via _gl parameter
- Verify with DebugView to ensure sessions aren't breaking
Matomo:
- Use setDomains() method to specify all domains
- Enable cross-domain linking with enableCrossDomainLinking()
- Visitor ID is passed via pk_vid parameter
Custom Implementation:
- Pass unique user ID as URL parameter between domains
- Store and retrieve ID from first-party cookies on each domain
- Ensure consistent cookie settings (domain, path, secure flags)
- Handle ID synchronisation in your analytics backend
Privacy-Compliant Tracking
Regulatory Compliance:
GDPR (Europe):
- Obtain explicit consent before setting non-essential cookies
- Provide clear privacy policy explaining data collection
- Allow users to withdraw consent and delete data
- Implement cookie consent management platform (CMP)
- Document data processing activities
CCPA/CPRA (California):
- Provide "Do Not Sell My Personal Information" option
- Disclose categories of data collected and shared
- Honor opt-out requests within 15 days
- Respect Global Privacy Control (GPC) signals
- Maintain records of consumer requests
Privacy-First Tracking Strategies:
- Server-side tracking: Process data on your servers before sending to analytics platforms
- First-party data collection: Rely on data users provide directly (accounts, forms, CRM)
- Consent management: Implement granular consent controls for different tracking purposes
- Data minimisation: Only collect data necessary for stated purposes
- Anonymisation: Remove or hash personally identifiable information (PII)
- Cookieless tracking: Use fingerprinting alternatives or session-based tracking
Attribution Models
Attribution models determine how credit for conversions is assigned to marketing touchpoints across the customer journey.
| Model | How It Works | Best For | Limitations |
|---|---|---|---|
| Last Click | 100% credit to final touchpoint before conversion | Direct response, short sales cycles | Ignores awareness and consideration touchpoints |
| First Click | 100% credit to initial touchpoint | Brand awareness campaigns, top-of-funnel focus | Overlooks nurturing and closing touchpoints |
| Linear | Equal credit distributed across all touchpoints | Long sales cycles with multiple interactions | Treats all touchpoints as equally important |
| Time Decay | More credit to touchpoints closer to conversion | When recent interactions matter most | Undervalues early awareness efforts |
| Position-Based (U-Shaped) | 40% first, 40% last, 20% distributed to middle | Balanced view of acquisition and conversion | Arbitrary weight distribution |
| W-Shaped | 30% first, 30% lead creation, 30% last, 10% others | B2B with clear lead conversion milestone | Requires defined conversion milestones |
| Data-Driven | Machine learning assigns credit based on actual impact | High-volume accounts with sufficient data | Requires significant conversion volume, black box |
Choosing the Right Model:
- Start with last-click for simplicity, then evolve to multi-touch as data grows
- Use data-driven attribution when you have 400+ conversions per month
- Consider custom models that align with your specific customer journey
- Compare multiple models to understand how credit distribution changes
- Align attribution window with your typical sales cycle length
Tag Management Systems
Tag management systems (TMS) centralize tracking code deployment, reducing reliance on developers and enabling marketers to manage tags independently.
| Platform | Strengths | Best For |
|---|---|---|
| Google Tag Manager | Free, extensive integrations, server-side option | Most businesses, Google ecosystem users |
| Adobe Launch | Enterprise features, Adobe integration, rule builder | Adobe Experience Cloud customers |
| Tealium iQ | Universal data hub, audience management, CDH | Enterprise with complex data needs |
| Segment | Customer data platform, 300+ integrations, APIs | SaaS companies, product analytics focus |
TMS Best Practices:
- Use a consistent naming convention for tags, triggers, and variables
- Implement a container versioning and rollback strategy
- Test tags in preview mode before publishing
- Document tag purposes and ownership in descriptions
- Set up tag firing rules to minimise unnecessary requests
- Monitor tag performance and page load impact
- Implement server-side tagging for improved privacy and accuracy
Tracking Implementation Checklist
Setup Phase:
- Define key conversion events and micro-conversions
- Create UTM parameter naming convention document
- Install tag management system (Google Tag Manager recommended)
- Deploy analytics platform (GA4, Matomo, etc.)
- Configure cross-domain tracking if needed
- Set up conversion tracking for all key actions
- Implement cookie consent management
Testing Phase:
- Use browser extensions (Tag Assistant, Omnibug) to verify tags
- Test conversion tracking with real transactions
- Verify UTM parameters are captured correctly
- Check cross-domain tracking maintains session continuity
- Test on multiple browsers and devices
- Validate data appears correctly in analytics platform
Maintenance Phase:
- Audit tracking setup quarterly
- Monitor for tracking errors and data anomalies
- Update tracking for new campaigns and channels
- Review and optimise attribution models
- Stay current with privacy regulations and browser changes
- Document changes and maintain tracking inventory