---
title: Plainrouter measurement and advertising definitions
description: Definitions of arrivals, conversion measurement, revenue evidence, and advertising controls, with links to their implementation guides.
last_updated: 2026-09-10
---

# Measurement and advertising definitions

Use these guides to distinguish arrival counting, conversion delivery, qualifying evidence, and provider execution. They explain the terms without treating an accepted event, a requested action, or human approval as a completed provider change.

## Measurement

- [Arrival](/definitions/arrival)
- [Passive denominator](/definitions/passive-denominator)
- [Invalid traffic](/definitions/invalid-traffic)
- [Consent-aware measurement](/definitions/consent-aware-measurement)
- [Server-side tagging](/definitions/server-side-tagging)
- [Conversions API](/definitions/conversions-api)

## Advertising controls

- [Verified revenue](/definitions/verified-revenue)
- [Spend gate](/definitions/spend-gate)
- [Kill switch](/definitions/kill-switch)

## Implementation guides

The [resource library](/library) covers event deduplication, consent, and delivery troubleshooting. Use the [browser-local tools](/tools) to inspect examples, and the [API documentation](https://plainrouter.com/docs/api/conversions) for the integration contract.