A tracking snippet served from a domain you control and processed on your own server, so it preserves the ad click ID, UTMs, and referrer that third-party browser pixels increasingly lose to cookie restrictions and ad blockers.

Recording conversions on your own server rather than in the browser, so they survive cookie loss and blocking. It is the foundation that server-side attribution and CAPI are built on.

CAPI (Conversions API)

The server-to-server channel that sends a conversion back to an ad platform with the original click ID, instead of depending on the browser. Metiva has real adapters for Meta CAPI, Google, LinkedIn, and TikTok.

The identifier an ad platform attaches to a click (fbclid, gclid, ttclid, li_fat_id, and others) that ties a visit back to a specific campaign. Captured at the source by a first-party pixel and preserved for later server-side upload.

Linking a known, consented visit to one canonical person record using hashed identifiers such as email and phone, and folding earlier anonymous click IDs onto that person. It is the bridge that lets a weeks-old anonymous click be attributed to a named lead and a won deal.

Company-level de-anonymization

Identifying the company or account behind a visit when person-level consent is not present. Metiva resolves to a named individual only when that person consents through a form capture; person-level tracking is the consented case, not the default.

Meta's score for how well the data you send with a conversion matches a real person. Higher match quality means the platform can optimize toward the right people. Metiva monitors it hourly.

Google's method of improving conversion accuracy with hashed first-party data. Metiva supports Enhanced Conversions for Leads alongside Offline Conversion Import.

Google's framework for adjusting how tags behave based on a visitor's consent choices, deny-by-default in the EU. It pairs with Metiva's consent-first, AVG-aligned tracking posture.

Dropping the last octet of an IP address before storage to reduce how identifiable it is under the AVG. In Metiva, IPs are also encrypted at rest, and full-IP reveal is audited rather than routine.

Return on ad spend, the revenue produced per euro of media. Metiva blends vendor spend against its own first-party funnel to compute ROAS, cost per lead, and cost per closed lead per creative, graded against operator-set targets.

White-label reporting

Reporting a client's results under the agency's own brand, with per-company branding and a configurable tracking domain. Metiva supports per-client, branded, first-party reporting surfaces for web intelligence, ad ROI, and attribution.

A separate, isolated space where a client logs in to pay, e-sign, and share files, kept apart from the agency's internal workspace. In Metiva it shares the same person record as the rest of the system.

One queue for every messaging channel, where each conversation resolves to a single person record so you can see a contact's full cross-channel history in one place. Metiva connects more than a dozen channels with real adapters.

Ranking leads by how likely they are to convert, using multiple behavioral and profile factors. In Metiva it feeds the lead-to-deal pipeline and the drag-and-drop board.

A step in the sales pipeline, from new lead to won. Advancing a deal stage is also what can trigger a server-side conversion upload, so the stage a deal reaches is the event the ad platforms are told about.

A recurring monthly agreement between an agency and its client. Metiva is sold as a service retainer with a one-time implementation, priced per company, never as software rental.

Multi-tenant isolation

Keeping each client company's data separate. Metiva uses a database per company with fail-closed tenant binding from a verified token claim, rather than a shared table filtered by a tenant ID.

The Algemene Verordening Gegevensbescherming, the Dutch implementation of the GDPR. Metiva is built to comply by architecture: deny-by-default consent, IP truncation and encryption, configurable retention, and right-to-erasure.

Glossary

The vocabulary of server-side attribution, defined plainly.

Every term we use on this site, with a one-line definition and a deeper page. No jargon left unexplained, no hype smuggled into the definitions.

Server-side attribution: Measuring which ad click produced a sale on your own server, using first-party data tied to a real deal, instead of relying on a browser pixel the platform can no longer reliably see. It is what lets a report reconcile to a client's actual revenue after iOS 14 and the end of third-party cookies.
First-party pixel: A tracking snippet served from a domain you control and processed on your own server, so it preserves the ad click ID, UTMs, and referrer that third-party browser pixels increasingly lose to cookie restrictions and ad blockers.
Server-side tracking: Recording conversions on your own server rather than in the browser, so they survive cookie loss and blocking. It is the foundation that server-side attribution and CAPI are built on.
CAPI (Conversions API): The server-to-server channel that sends a conversion back to an ad platform with the original click ID, instead of depending on the browser. Metiva has real adapters for Meta CAPI, Google, LinkedIn, and TikTok.
Click ID: The identifier an ad platform attaches to a click (fbclid, gclid, ttclid, li_fat_id, and others) that ties a visit back to a specific campaign. Captured at the source by a first-party pixel and preserved for later server-side upload.
Identity resolution: Linking a known, consented visit to one canonical person record using hashed identifiers such as email and phone, and folding earlier anonymous click IDs onto that person. It is the bridge that lets a weeks-old anonymous click be attributed to a named lead and a won deal.
Company-level de-anonymization: Identifying the company or account behind a visit when person-level consent is not present. Metiva resolves to a named individual only when that person consents through a form capture; person-level tracking is the consented case, not the default.
Event Match Quality: Meta's score for how well the data you send with a conversion matches a real person. Higher match quality means the platform can optimize toward the right people. Metiva monitors it hourly.
Enhanced Conversions: Google's method of improving conversion accuracy with hashed first-party data. Metiva supports Enhanced Conversions for Leads alongside Offline Conversion Import.
Consent Mode v2: Google's framework for adjusting how tags behave based on a visitor's consent choices, deny-by-default in the EU. It pairs with Metiva's consent-first, AVG-aligned tracking posture.
IP truncation: Dropping the last octet of an IP address before storage to reduce how identifiable it is under the AVG. In Metiva, IPs are also encrypted at rest, and full-IP reveal is audited rather than routine.
ROAS: Return on ad spend, the revenue produced per euro of media. Metiva blends vendor spend against its own first-party funnel to compute ROAS, cost per lead, and cost per closed lead per creative, graded against operator-set targets.
White-label reporting: Reporting a client's results under the agency's own brand, with per-company branding and a configurable tracking domain. Metiva supports per-client, branded, first-party reporting surfaces for web intelligence, ad ROI, and attribution.
Client portal: A separate, isolated space where a client logs in to pay, e-sign, and share files, kept apart from the agency's internal workspace. In Metiva it shares the same person record as the rest of the system.
Unified inbox: One queue for every messaging channel, where each conversation resolves to a single person record so you can see a contact's full cross-channel history in one place. Metiva connects more than a dozen channels with real adapters.
Lead scoring: Ranking leads by how likely they are to convert, using multiple behavioral and profile factors. In Metiva it feeds the lead-to-deal pipeline and the drag-and-drop board.
Deal stage: A step in the sales pipeline, from new lead to won. Advancing a deal stage is also what can trigger a server-side conversion upload, so the stage a deal reaches is the event the ad platforms are told about.
Retainer: A recurring monthly agreement between an agency and its client. Metiva is sold as a service retainer with a one-time implementation, priced per company, never as software rental.
Multi-tenant isolation: Keeping each client company's data separate. Metiva uses a database per company with fail-closed tenant binding from a verified token claim, rather than a shared table filtered by a tenant ID.
AVG (GDPR): The Algemene Verordening Gegevensbescherming, the Dutch implementation of the GDPR. Metiva is built to comply by architecture: deny-by-default consent, IP truncation and encryption, configurable retention, and right-to-erasure.

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