Event tracking is a subset of conversion tracking that specifically focuses on monitoring user interactions with specific elements on a web page, such as clicks, form submissions, or video plays. Cookies play a crucial role in this process by storing user data that helps in identifying and tracking user behavior across sessions.

Multi-touch attribution is a method used in conversion tracking to assign credit to multiple marketing touchpoints that contributed to a conversion. This approach provides a more comprehensive view of the customer journey compared to single-touch attribution models. Funnel analysis complements this by breaking down the user journey into different stages, helping marketers identify drop-off points and areas for improvement.

UTM parameters are tags added to URLs that help track the effectiveness of online marketing campaigns by providing detailed information about the source, medium, and campaign name. AB testing, on the other hand, involves comparing two versions of a web page or ad to determine which one performs better in driving conversions. Both UTM parameters and AB testing are essential tools in conversion tracking for optimizing marketing efforts.

The conversion rate is a key metric in conversion tracking that represents the percentage of users who complete a desired action out of the total number of visitors. Mobile attribution focuses on tracking conversions on mobile devices, considering the unique user behaviors and challenges associated with mobile marketing. Understanding both concepts is crucial for a comprehensive conversion tracking strategy.

Retargeting is a technique used in conversion tracking to re-engage users who have previously interacted with a website or app but did not complete a conversion. Click-through rate (CTR) measures the effectiveness of online ads by calculating the percentage of users who clicked on an ad out of the total number of impressions. Both retargeting and CTR provide valuable insights into user engagement and campaign performance.