What It Does

Records every click, impression, and conversion across your campaigns

Assigns unique tracking links to every traffic source and creative

Routes and distributes traffic based on rules you define

Fires conversion signals back to your ad networks automatically

Filters out bots and fraudulent clicks before they corrupt your data

How Tracking Actually Works

User clicks an ad

Click hits your tracker first before reaching the landing page

Tracker logs the click with source, device, geo, and timestamp

User lands on your page

Conversion happens and a postback or pixel fires

Tracker records the conversion and ties it back to the original click

Data populates your dashboard in real time

Core Tracking Methods

Redirect tracking — click passes through tracker URL before destination

Direct tracking — no redirect, tracker script loads on page

S2S postback — server talks directly to server, no cookies needed

Pixel tracking — javascript fires on conversion page

Key Metrics It Captures

Clicks and unique clicks

Conversions and conversion rate

Cost, revenue, and profit

EPC and CPA

CTR by creative and placement

Geographic and device breakdowns

Why Cookie-Based Tracking Is Fading

Major browsers blocking third-party cookies

iOS privacy updates limiting mobile data

Ad blockers interfering with pixel fires

Platform restrictions reducing data access

What Replaced It

Server-to-server postback tracking

First-party data collection

Conversions API integrations

Cookieless fingerprinting methods

Common Use Cases

Media buyers optimizing spend across networks

Affiliates tracking offer performance and commissions

Agencies reporting campaign results to clients

E-commerce brands measuring paid traffic ROI

Lead gen operations tracking cost per lead by source!