# Extract, transform and load (ETL)

A process that copies source data, converts it into a consistent form and loads it into a destination.

A process that copies source data, converts it into a consistent form and loads it into a destination.

## An example

A nightly job imports ad spend, normalizes currencies and loads reporting tables.

## Why it matters

Preserve source meaning, handle duplicates and record failures so partial imports do not look complete.


## Related terms
- [Analytics](https://jolts.xyz/resources/glossary/analytics)
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)
- [Raw data](https://jolts.xyz/resources/glossary/raw-data)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).