Core concepts

TrustData uses a hierarchical structure: Organizations contain Properties, and Properties contain Attribution IDs (data streams).

Organization structure

Organization

An Organization is the top-level container in TrustData.

• Represents a company, brand, or client
• Contains one or more properties
• Has its own users, billing, and permissions
• Role-based access control (RBAC) manages who can view or edit

Typical setups:

• Small business: One organization for your company
• Agency: One organization per client

Property

A Property represents a logical user base: a set of users you want to analyze together.

• Belongs to one organization
• Contains one or more attribution IDs (data streams)
• Has its own data sources (ad platform connections)
• Data is isolated between properties

When to use one property:

• Single website or app
• Small business with one domain

When to use multiple attribution IDs under one property:

• Same business with web + mobile app (same user base)
• Regional websites that share users (e.g., brand.com, brand.co.uk)
• Staging and production environments for the same site

Attribution ID

An Attribution ID identifies a specific data stream: a source of event data like a website or app.

• Each website or app gets its own attribution ID
• Used in the tracking SDK to identify where events come from
• Several attribution IDs can feed one property

Example:

A small business typically has one organization, one property, and one attribution ID.

Visitor identity

TrustData assigns identifiers to track visitors across sessions:

When a visitor returns, TrustData recognizes them via the visitor ID and connects their full journey.

Click ID capture

When a user clicks an ad, the ad platform appends a click ID to the URL:

TrustData automatically captures these click IDs and stores them with the visitor. When a conversion occurs, TrustData matches it to the original click for attribution.

Smart Links

Smart Links are trackable URLs you create in TrustData to measure clicks from any surface: ads, emails, QR codes, influencer posts, and SMS campaigns.

Unlike standard UTM links, Smart Links:

• Are hosted on your own domain (e.g., go.example.com/summer-sale)
• Support mobile deep linking (open the app directly if installed)
• Track clicks server-side, independent of browser or ad blockers
• Work without a JavaScript SDK on the destination page

Smart Links belong to a property. You manage them under Settings → Smart Links.

Data sources

A Data Source is a connection to an external platform:

Data sources belong to a property and sync automatically on a daily schedule.

Events

Events are user interactions that the SDK records:

// Pageview (automatic)
// Tracked automatically when sendPageView: true

// Custom event
trustdata.push(['event', 'add_to_cart', {
  id: 'SKU123',
  value: 49.99
}]);

// Conversion event
trustdata.push(['event', 'purchase', {
  order_id: 'ORD-456',
  value: 149.99,
  currency: 'USD'
}]);

TrustData stores each event with the attribution ID it came from.

Attribution models

TrustData uses Data-Driven attribution by default:

Unlike simple models (last-click, first-click), Data-Driven attribution:

1. Considers all touchpoints in the customer journey
2. Assigns fair credit based on each channel's contribution
3. Uses game theory to calculate marginal value

Example: A customer sees a Meta ad, then clicks a Google ad, then converts:

Data-Driven attribution accounts for the incremental value each touchpoint adds.

Incrementality testing (geo holdouts) is on the roadmap. It measures true causal lift independent of platform claims.

Attribution window

The attribution window sets how many days of touchpoints TrustData considers before a conversion:

Set the window per property in Settings → Attribution.

Consent levels

TrustData tracks a 4-level consent model:

The dashboard shows consent acceptance rates for each level.