Google Analytics and Google Tag Manager
GA and GTM identifiers can be set per creative, so traffic is attributed at creative level rather than lumped together.
- GTM — conversion tracking can be set up in one click with Google Tag Manager.
- GA4 — the Analytics Connector plugin imports GA4 goals as conversions and GA4 audiences for targeting, synced daily.
Use {TRAFFIC_SOURCE} in your UTM parameters — it carries the publisher domain, is analytics-safe and is never empty, which avoids the "(not set)" problem that makes source reporting useless.
A worked UTM example
?utm_source={TRAFFIC_SOURCE}&utm_medium=cpc&utm_campaign={CAMPAIGN}&utm_content={BANNER}
Pre-landing behaviour
Pre-landing behaviour is configurable by supply partner, so you can match what each source expects rather than applying one setting everywhere.
Other analytics tools
Microsoft Clarity, Hotjar, Mixpanel and others are available in the plugin marketplace, and operators can add their own analytics scripts to the platform in Settings.
Related: Tracking macros · Third-party tracker integrations