About TrackingTheory

TrackingTheory is an independent publication about tracking, attribution, conversion measurement, campaign analytics, and the software used to make sense of marketing performance.

What we publish

Our guides focus on the decisions behind measurement: what a metric means, where data can break, how attribution models differ, and what to compare before adding a software tool.

How we handle product claims

Product pricing, limits, and capabilities can change. We distinguish merchant-provided facts from editorial analysis and avoid claiming firsthand product use unless that experience actually exists.

How the site is funded

Some outbound product links are affiliate links. TrackingTheory may receive a commission when a reader purchases through qualifying links, at no additional cost to the reader.