Attribution glossary
An all-in-one glossary for attribution, deep linking, referrers, routing, and the terms Attriax uses across app and web growth workflows.
Attriax docs
An all-in-one glossary for attribution and deep linking
This glossary is a general reference for attribution, deep linking, routing, referrers, and Attriax product language. Every entry combines a strict definition, a practical explanation, concrete examples, and the way the concept works inside the platform.
What every definition page includes
- A formal definition you can reuse in specs, onboarding, or internal documentation.
- A plain-English explanation with practical examples and measurement context.
- Attriax-specific usage and common questions so the term maps to real product behavior.
Core glossary entries
Search terms, abbreviations, categories, and short descriptions. Use the filters to narrow the list.
Core glossary entries
23Attribution
The process of assigning credit for an install, app open, or in-app action to the touchpoint that most likely caused it
Conversion
A measurable outcome that represents success after a click, open, or campaign touchpoint.
Stands for: Call to action
CTA
The button, link, or prompt that asks a user to take the next step in a page, message, or campaign flow.
Stands for: Return on investment
ROI
A profitability metric that compares the value returned from an investment against the cost of that investment.
Stands for: Return on ad spend
ROAS
A media-efficiency metric that compares attributed revenue against advertising spend only.
Stands for: Lifetime value
LTV
The total value a user or customer is expected to generate over their relationship with the product.
Stands for: Customer acquisition cost
CAC
The average cost required to acquire a new customer, subscriber, or other target user type.
Stands for: SKAdNetwork
SKAN
Apple’s privacy-preserving attribution framework for delayed iOS campaign measurement.
Stands for: Connected TV
CTV
Ad inventory and viewing behavior on internet-connected television devices and smart-TV environments.
Stands for: Over-the-top
OTT
Streaming media delivered over the internet instead of through traditional cable or broadcast distribution.
Referrer
A source hint that indicates where a visit, open, or install came from.
Touchpoint
Any recorded interaction that can influence or explain a later user outcome.
Link vs deep link
On the web, both are usually just URLs. On mobile, a generic app-opening link may only launch the app, while a deep link opens a specific in-app path.
Deferred deep link
A deep link flow that survives the install step so the user can still reach the intended content after first open
App Link
Android’s verified HTTP(S) link mechanism for opening app content directly from a normal web-style URL.
Universal Link
iOS’s verified HTTP(S) link mechanism for opening specific app destinations from a normal web URL.
Install referrer
Install-time source metadata that can describe which store click or campaign led to the app installation.
Organic attribution
The classification used when no eligible marketing source can honestly receive credit for a conversion.
Stands for: Software development kit
SDK
A package of code that developers add to an app so it can call platform features, capture events, or integrate with a service.
Smart Page
A hosted public page inside Attriax that teams can publish on an app domain for campaigns, previews, store handoff, or direct web visits
Stands for: Uniform resource locator
URL
The web address or route string that points to a destination on the internet or inside a routing system.
Stands for: Urchin Tracking Module
UTM
A set of marketing query parameters added to a URL so traffic source, medium, campaign, and variation can be identified later.
Stands for: Application programming interface
API
The defined interface that lets one system request data or actions from another system.