First-Party Data

Attribution is the process of identifying which marketing touchpoints (ads, emails, organic search, etc.) contributed to a customer's decision to convert.

Retargeting (also called remarketing) is an advertising strategy that serves ads to users who have previously interacted with your brand, website, or app.

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a marketing campaign or business activity is achieving its key objectives.