Install
Collection & Ingestion terms
Connectors, pipelines, CDC, scraping and event collection.
Apache Kafka An open-source distributed event streaming platform that stores records in ordered, durable, replayable logs called topics. API integration Connecting two systems by having one call the other's application programming interface to exchange data. Change data capture (CDC) A technique for detecting and streaming only the rows that changed in a source system, instead of reloading everything. Connector A prebuilt, reusable component that handles the specifics of extracting data from or loading data into a system. Consent mode A Google framework that adjusts how its tags behave based on a visitor's cookie consent choices. Data contract A formal, versioned agreement on a dataset's schema and semantics between the team producing it and its consumers. Data deduplication Identifying and removing records that represent the same real-world entity or event more than once. Data ingestion Moving data from its source systems into a storage or processing system where it can be transformed and analyzed. Data layer A structured object on a page that exposes site and event data for a tag management system to read. Data pipeline The automated sequence of steps that moves data from source systems to a destination, transforming it along the way. ELT (extract, load, transform) A data integration pattern that loads raw data first and transforms it afterward using the warehouse's own compute. ETL (extract, transform, load) A data integration pattern that transforms data before loading it, unlike ELT which transforms after loading. Event tracking Capturing specific user actions, such as clicks or purchases, as discrete, named pieces of data. First-party data Data a company collects directly from its own customers and properties, rather than acquiring it from outside sources. Message broker Middleware that routes messages between producing and consuming systems so they don't need to connect to each other directly. Server-side tagging Sending tracking events through a first-party server rather than firing vendor tags directly from the browser. Tag management A system for adding and configuring marketing and analytics tracking tags without editing a site's code. UTM parameters Tags added to a URL that record which source, medium, and campaign sent a visitor to a site. Webhook An automated HTTP callback a system sends to a URL the moment a specific event happens, instead of waiting to be asked.