---
title: Measurement and advertising definitions
description: Definitions of arrivals, conversion measurement, revenue evidence, and advertising controls, with links to their implementation guides.
last_updated: 2026-10-01
---

# 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)
- [Invalid traffic](/definitions/invalid-traffic)
- [Consent-aware measurement](/definitions/consent-aware-measurement)
- [Pixel tracking](/definitions/pixel-tracking)
- [Server-side tagging](/definitions/server-side-tagging)
- [First-party data](/definitions/first-party-data)
- [First-party cookies](/definitions/first-party-cookies)
- [Conversions API](/definitions/conversions-api) — [Meta implementation guide](/library/meta-conversions-api)

## Advertising controls

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

## Implementation guides

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

## Related setup guide

For practical installation, read [Meta Pixel: find your ID and set it up](/library/meta-pixel).