Migration glossary
The vocabulary of analytics migrations. From data layer to parallel run.
C
- CAPI (Conversions API)
- Server-side conversion endpoints from ad platforms (Meta CAPI, TikTok Events API, LinkedIn CAPI).
- Consent Mode v2
- Google's framework for adjusting tag behavior based on user consent state.
D
- Data layer
- A data layer is a JavaScript object holding structured event/property data that tag managers read.
- Dual-tagging
- Running source and destination analytics simultaneously to validate the migration before cutover.
E
- Event ID deduplication
- The pattern of sending the same conversion event from both browser and server with a shared ID, letting the platform deduplicate.
P
- Parallel run
- The dual-tagging period during which both source and destination collect data side by side.
S
- Schrems II
- The 2020 EU court ruling that invalidated Privacy Shield and made GA4 legally fragile in the EU.
- Server-side tracking
- Sending analytics events from your backend (or a server-side container) instead of the browser.