Core concepts

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

Account structure

Organization (your company or client)
    │
    └── Property (a logical user base)
            │
            ├── Attribution ID (website stream)
            ├── Attribution ID (another website stream)
            └── Attribution ID (app stream)

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 sites 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
• Multiple attribution IDs can roll up into one property

Example:

Organization: Acme Corp
    │
    └── Property: Acme Store (all Acme users)
            │
            ├── Attribution ID: acme-web (acme.com)
            ├── Attribution ID: acme-uk (acme.co.uk)
            └── Attribution ID: acme-app (iOS/Android)

For small businesses, you'll typically have 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 back to the original click for attribution.

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 tracked by the SDK:

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

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

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

Events are stored in ClickHouse and associated with the attribution ID they came from.

Attribution models

TrustData uses Data-Driven attribution by default:

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

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

Example: Customer sees a Meta ad, then clicks a Google ad, then converts:

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

Attribution window

The attribution window defines how far back to look for touchpoints:

Configure this per property in Settings → Attribution.

Consent levels

TrustData tracks a 4-level consent model:

You can see consent acceptance rates for each level in the dashboard.