Tracker
A tracker is a tool that records clicks, visits and conversions and links them to a source, campaign and creative.
In plain words
When traffic comes from many sources, you need to know which one brings results. A tracker sits between the ad and the page: every click passes through it and gets a tag, and later the tracker links that click to an application or a sale.
As a result you can see which ad, platform or partner brings people who go on to pay.
How it looks in practice
A click goes through the tracker’s link, which records the source, campaign, device and time, then redirects the person to the landing page. When the person takes an action, the advertiser or the network sends a postback to the tracker. The tracker marks the conversion and calculates metrics: clicks, conversion, revenue and ROI for each breakdown.
Why it matters to an owner
Without tracking by source, decisions are made on gut feeling. A tracker shows where advertising pays off and where money is wasted. It also helps spot suspicious traffic: spikes of clicks without conversions, identical devices, unusual hours.
For a team lead it is important that the lead’s source reaches the sales rep. Then quality can be judged not only by applications but also by conversations and payments.
Common mistake
Trusting tracker numbers without reconciliation. If statuses are not sent back, the tracker sees applications but does not know how many became clients. Numbers from the tracker, the ad platform and sales always differ slightly, but a large gap is a reason to find the cause, not to pick the convenient number.
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