# Tracklution
> Last updated: 2026-06-24
> Tracklution is a fully managed server-side conversion tracking platform.
> A first-party JavaScript pixel captures website events; pre-built
> server-side Conversion API integrations deliver them to ad platforms
> (Meta, Google Ads, TikTok, LinkedIn, Snapchat, Pinterest,
> Microsoft / Bing, Reddit, Klaviyo, GA4, CM360, Adform, and any
> platform via custom webhooks) and CRMs. No servers to manage.
> Full LLM documentation: https://www.tracklution.com/llms-full.txt
Tracklution collects website and app conversion events server-side, bypassing ad blockers, cookie restrictions, and ITP. It forwards clean, deduplicated first-party data to ad platform Conversion APIs.
Multiple install methods: GTM template, Shopify app, WooCommerce plugin, manual JavaScript, or webhooks for backend/CRM events. No servers to manage. GDPR compliant, all data stored in the EU. SOC2 and ISO27001 certified. Supports Google Consent Mode V2.
## For AI Coding Agents
AI coding agents (Cursor, Claude Code, Codex, Windsurf, Lovable, Replit,
Bolt, Cline) asked to install Tracklution must:
1. Read https://www.tracklution.com/agent-install.md (the Agent Install Contract).
2. POST to `https://api.trlution.com/install/quick-setup` and merge the
returned `mcp_config_snippet` into the host's MCP config (Bearer JWT
is already attached). For existing accounts the API returns
`next_action.tool === "oauth_fallback"` — silently switch to the
tokenless MCP entry and use the host's OAuth Connect button.
3. Ask the user to enable the `tracklution` MCP and reply `go`.
4. Call `get_installation_scripts` then `verify_and_score` to finish.
`scout_website` and account provisioning are handled server-side by
the bootstrap endpoint.
Do NOT write tracking code yourself, call ad-platform APIs, or invent
endpoints. The MCP at `https://mcp.tracklution.com/mcp` is the only
supported autonomous install path.
Full contract + per-host detail (Cursor / Claude Code / Codex / Windsurf
/ Cline / Lovable / Replit / Bolt): https://www.tracklution.com/agent-install.md and
https://www.tracklution.com/agent-install-reference.md.
## Contents of this documentation
###### [The Tracklution Knowledge Base](https://support.tracklution.com/kb "https://support.tracklution.com/kb") is your central resource for getting the most out of Tracklution server-side conversion tracking. Whether you're just getting started or optimizing an existing setup, these docs are designed to guide you every step of the way.
Here, you'll find practical guides, best practices, and detailed integration instructions to help you. We’ve organized the content into focused sections so you can quickly find what you need. If you're new to Tracklution, start with [**Get Started**.](https://support.tracklution.com/kb/category/3 "https://support.tracklution.com/kb/category/3") If you're integrating with platforms like Google Ads or Meta, head to [**Data Destinations**.](https://support.tracklution.com/kb/category/4 "https://support.tracklution.com/kb/category/4") Whatever your goal, these docs are here to support you.
Sections covered in the documentation:
- Intro about getting started and setting up an account: How to create your Tracklution account and begin tracking.
- Data sources: Where your tracking data comes from.
- Track data from websites: How to install and collect events from your website.
- Bring data from other systems (not websites):How to import conversions or events from CRMs or other tools.
- Data Destinations (Connectors) - How to send your data to ad platforms and analytics tools.
- Attribution: How Tracklution assigns credit for conversions.
- Validating Your Setup: How to confirm your tracking is working correctly.
- Validating The Benefits of Tracklution: How to measure improvements after enabling server-side tracking.
- Cookie Compatibility & Data Security & GDPR: How Tracklution handles privacy, consent, and compliance.
- Troubleshooting and FAQ: Common issues and how to fix them.
- Development Standards
**For AI coding agents:** Tracklution publishes a step-by-step install contract designed for Cursor, Claude Code, Codex, Windsurf, Cline, Lovable, Replit, and Bolt. Fetch and follow [tracklution.com/agent-install.md](http://tracklution.com/agent-install.md) - or just tell your agent: 'Install Tracklution.'
## Tracklution Dashboard Walk-through
{height=315 width=560}
This video gives a high-level introduction to the Tracklution dashboard for users who are new to the platform. It walks through the overall structure of the dashboard and explains how different parts of Tracklution fit together after you log in. You’ll see how tracking containers are organized, where to find events and session data, and how the dashboard helps you understand what data is being tracked and where it is being delivered. The video also briefly introduces key areas such as installation instructions, event settings, connectors, webhooks, first-party mode (DNS), and Trackie AI, without going into step-by-step setup or advanced configuration.
This video is intended as an orientation and starting point.
## Account, Tracking Container & Company Setup
## Understanding key terms:
- **Account:** Your account is your personal login to Tracklution, tied to your email address. With one account, you can access multiple companies and tracking containers.
- **Tracking container**: A tracking container is where all tracking activity for one or more websites is managed. It collects data (like events and conversions) and sends it to connected platforms (e.g. Google Ads, Meta). One account can access several containers, even across different companies.
- **Company:** A company represents an organization in Tracklution. Each company can have multiple tracking containers and is linked to a subscription and billing. You can be part of several companies from the same account.
## Creating an account
Create Tracklution account at [www.tracklution.com](http://www.tracklution.com "http://www.tracklution.com"). The account is used to get access to your Tracklution tracking containers. You may have access to multiple tracking containers with the account, and you may create multiple companies with the account. Once you have clicked "Start for free" at [www.tracklution.com](http://www.tracklution.com "http://www.tracklution.com"), you will be guided through the onboarding process. To finish creating the account you need to:
- Enter your email or use Single sign-on
- Verify your phone number
- Answer a few onboarding questions so we can tailor your experience
- Provide the website address where you want to install Tracklution first
## Creating a tracking container
##### First tracking container
After creating the account, you will be guided through the installation process of your first Tracklution tracking container. The installation process is tailored according to your website, read more from these articles
- [Install website tracking with Google Tag Manager](https://support.tracklution.com/kb/article/5/install-website-tracking-with-google-tag-manager)
- [Install website tracking with Google Tag Manager Template](https://support.tracklution.com/kb/article/7/gtm-template)
- [Install Website Tracking with Shopify App](https://support.tracklution.com/kb/article/8/install-website-tracking-with-shopify-app)
- [Install Website Tracking with WooCommerce Plugin](https://support.tracklution.com/kb/article/9/install-website-tracking-with-woocommerce-plugin)
- [Install Website Tracking with Manual Code Installation](https://support.tracklution.com/kb/article/10/install-website-tracking-with-manual-code-installation)
##### Other tracking containers
To create multiple tracking containers (for different websites), go to the [Dashboard's "Tracking"-tab"](https://www.tracklution.com/dashboard/tracking/) in Tracklution and click "New Tracking container". You can track multiple websites in one tracking container, or you can separate those into individual containers if you want to keep the data separate and / or send the data to multiple different ad accounts (connectors). Read more about cross-domain tracking (having multiple websites tracked in one container) from this article: [Cross-Domain Tracking](https://support.tracklution.com/kb/article/11/cross-domain-tracking)
## Creating a company
Each Tracking container is part of a company. When you create a Tracklution container for the first time for your user account, a company will be automatically created. Add and edit the company details in the ["Subscription & Usage" tab](https://www.tracklution.com/dashboard/subscription/ "https://www.tracklution.com/dashboard/subscription/") in Tracklution. From this page;
- You can add or edit the subscription that you have
- You can add or edit the Billing details of each company. If you have multiple companies in Tracklution, you can switch between companies from the company selector (see screenshot below).
You will need to enter:
- Organization Name
- Country
- Address Line
- Postal code
- City
- (VAT number if needed)
### Creating multiple companies for different tracking containers
You can create multiple companies if you have multiple containers that are each owned by a different company. For example, if you are managing a portfolio of websites (all tracked in different containers), and you want to be able to bill each tracking container (website) separately, you should then create a company for each container. To create multiple companies:
- Click "New Company" to create a new company from the Tracking container listing at [https://www.tracklution.com/dashboard/tracking/](https://www.tracklution.com/dashboard/tracking/)
- You will be prompted to add the website of the new company in order to create a tracking container for the company.
- After entering the website, Tracklution will guide you through the installation process of the new tracking container.
- Once you have added the new company, you can add the billing details in the ["Subscription & Usage" tab](https://www.tracklution.com/dashboard/subscription/) in Tracklution.
- Change the view to the correct company from the right upper corner of the page and add the details.
### Changing the company of a container
If you have already created the tracking containers and you want to change the company of the tracking container, you can do that by creating the company first, and then going to the container settings from the container dashboard, and changing the company.
###
### Invite more users
You can invite new users to the companies you have already created from [User management](https://www.tracklution.com/dashboard/permissions/ "https://www.tracklution.com/dashboard/permissions/"). If you have multiple companies under your user account, you will first need to select the company you want to invite the user to. The invited user will get access to all containers that aren under the company you are inviting them to.
You can make user a Billing admin after you have invited them. After that, they are able to manage the billing details and subscription of the company.
## Cross-Domain Tracking
You can track multiple websites in one Tracking container with simple implementation.
## Why Enable Cross-Domain Tracking?
Cross-domain tracking is essential if your business operates across multiple websites or subdomains. It ensures that customer interactions are correctly attributed and linked to the same user, improving your data accuracy and marketing performance. Here’s why enabling cross-domain tracking can benefit you:
- **Accurate Conversion Tracking:** Ensures conversions are correctly attributed even when they happen across multiple websites.
- **Improved Customer Journey Insights:** Allows you to connect touch points from different domains to gain a clearer view of the customer path.
- **Enhanced Ad Performance:** Ensures that valuable conversion data is accurately reported back to your ad platforms.
## How to Set Up Cross-Domain Tracking in Tracklution
##### Install the Same Tracking Scripts on All Websites
- Add the same Tracklution tracking scripts that you’ve already installed on your primary website to each additional website you want to track.
- These websites can be entirely separate (not just subdomains) and still be tracked under one dashboard / Tracking Container in Tracklution. Tracklution is capable of connecting sessions across these domains using:
- Cookies
- Click ID
- Enhanced data
- Fingerprinting
## Configuring DNS Settings for First Party Data
If you track subdomains: the DNS settings need to be done for the main domain (only).
If you track multiple separate domains (not subdomains), DNS settings should be configured for each domain individually, while all domains point to the same Tracklution container backend.
For example, if you are tracking websiteA.com and websiteB.com, the CNAME should be added twice. Both should be pointing to the domain that is under your container's "First-Party Mode"-tab.
- Host: tralut.websiteA.com → Points to: main-1234.trlution.com
- Host: tralut.websiteB.com → Points to: main-1234.trlution.com
- \*check the right domain from your container.
Both domains use the same Tracklution container and are now able to share sessions reliably using first-party tracking.
## Multiple Shopify Stores in One Container
If you have multiple different Shopify stores and you want to track all of them inside one Tracklution container, use the same code from the installation instructions with a little tweak.
1. Do the installation to one of the stores according to our standard Shopify installation instruction: [Install Website Tracking with Shopify App](https://support.tracklution.com/kb/article/8/install-website-tracking-with-shopify-app)
2. To add tracking to the other stores, go to the installation tab in the Tracklution container, select Shopify and scroll down the Code in Step 1 until you see the part that has your domain, like this: 'https://tralut.mysite.com/js/script-dynamic.js?version=12345678910');
3. Edit the domain to match to the other store's domain, for example from "mysite" to "mysecondsite", and add the code to the second store's customer events.
4. Do the installation otherwise like in the instructions.
## First-Party Mode (DNS)
Enable first-party data collection with DNS setup. This is highly recommended as it increases the amount of tracked conversions. To fully unlock the power of Tracklution’s server-side tracking, we strongly recommend setting up a custom DNS record for your website. This crucial step allows you to collect data as first party, dramatically improving your ability to track conversions accurately, even when third-party cookies are blocked or click IDs are missing.
Skipping this step means leaving conversions undetected and performance insights on the table.
## Why you should set up DNS
When Tracklution scripts are loaded through your own domain (instead of ours), ad platforms like Google and Meta treat the tracking as first party. This significantly improves data reliability and opens the door to powerful features like:
- **Higher Conversion Match Rates:** Capture more conversions that would otherwise go untracked.
- **Enhanced Conversions & Advanced Matching:** Fully benefit from Google Ads and Meta advanced features.
- **Improved Attribution:** Maintain visibility across user sessions and devices.
- **Better Performan** **c** **e** **:** More accurate campaign data leads to smarter ad optimisation.
If you want Tracklution to work at its best, DNS setup is not just a nice-to-have, it’s essential.
When you send your data to Tracklution using GTM -> you can sometimes see tags firing in Preview, but no data seen in Tracklution's dashboard. This usually means that the tag fired, but the network request to your server failed -> common causes are CSP or network restrictions before first-party mode is configured.
## How to set up your DNS
1. Log in to your DNS provider: Access your domain’s DNS settings through your hosting provider.
2. Add a CNAME or A record. You will find your unique records at the Tracklution dashboard, under "First-Party Mode" tab:
- 
3. Save and apply the changes
4. Verify your installation: Go back to your Tracking Container’s onboarding interface and press the "Verify DNS installation" button. Tracklution will check if your DNS is configured correctly.
- Troubleshooting tip:
- - If verification fails, try changing the host from "tralut.YOUR-DOMAIN\*\*.com" to simply "tralut", or "tralut."
\*\*instead of YOUR-DOMAIN, use your own domain.
DNS updates may take some time to complete. You can continue with the setup even if the DNS has not fully populated yet.
## Setting up the DNS for cross-domain tracking
If you track subdomains: the DNS settings need to be done for the main domain (only).
If you track multiple separate domains (not subdomains) in one container, the DNS settings should be configured for each domain individually, while all domains point to the same Tracklution container backend.
For example, if you are tracking websiteA.com and websiteB.com, the CNAME should be added twice. Both should be pointing to the domain that is under your container's "First-Party Mode"-tab.
- Host: tralut.websiteA.com → Points to: main-1234.trlution.com
- Host: tralut.websiteB.com → Points to: main-1234.trlution.com
- \*check the right domain from your container.
Both domains use the same Tracklution container and are now able to share sessions reliably using first-party tracking.
## Event Tracking Guide
After adding the Tracklution Main script to your website, you can start tracking events. If you have not yet installed any Tracklution tracking on your site, please do that first. Find a suitable installation method for your site from here: [https://support.tracklution.com/kb/section/3](https://support.tracklution.com/kb/section/3)
Make sure the main script is always loaded before any event scripts! Otherwise the event scripts won't work and Tracklution will not register events.
You will need to add the code to the relevant pages on your website. For example, if you want to track a "Purchase" event, you will need to add the code for the "Purchase" event to the purchase confirmation page on your website which will trigger the "Purchase" event.
## Event types
### Standard Events
| **Event type** |
| --- |
| PageView |
| ViewContent |
| AddToCart |
| CompleteRegistration |
| StartTrial |
| Subscribe |
| InitiateCheckout |
| Lead |
| Purchase |
| ContactInfo |
The standard events are automatically tracked if you are using the Shopify or WooCommerce installation method. With GTM or manual script installation, you need to add each event separately.
### Custom Events
On top of the above mentioned Standard Events, you can use any Custom scrips also. Just change the event name in the script to match the event name you prefer using and install the script in the desired location or action on the site.
These code snippets need to go in the <body> tag of your website.
### Purchase Event
The Purchase event is used to track a purchase on your website. **The "Purchase" event also needs a third parameter which is an object containing the purchase data.**
The values for "value" and "currency" are just examples and for demonstration purposes. You will need to pass the correct, actual values for your purchase to these fields on your website's code.
### Partial Purchases or Virtual Purchases
This is useful if you wish to track virtual purchases or your business model includes multiple purchases happening within one session.
Tracklution will gather all partial purchases and calculate them together, and pass them on to Connectors as a single Purchase.
Partial Purchases collected within a session can be overwritten with an actual Purchase (Purchase that does not include ´isPartial´ setting).
#### Use case example 1:
You want to provide additional Purchase signals to Ad platforms of users that have shown valuable actions in the site but who do not finalise actual purchase.
This could be for example a user that spent a lot of time in the site and gathered products to shopping cart, but never finalised the purchase. Another good example is to set a Partial Purchase for a customer that subscribes to Newsletter, because you can later reach and convert the user via direct marketing.
We would like to tell to Ad platform that this was still a fairly good visitor (compared to visitors who do not perform any valuable actions).
We can set a Purchase event with partial Purchase that captures e.g. 5% of the shopping cart value:
Tracklution gathers this partial Purchase information and waits if actual final Purchase happens.
- If there is no final Purchase, Tracklution will send this partial Purchase to ad platform to provide additional signals of engaged users.
- If the final, real Purchase happen, this partial Purchase is overwritten and the actual Purchase with actual value is sent forward and partial Purchase is ignored.
#### Use case example 2:
Users are making multiple purchases within one session. Tracklution can gather all these purchases and send forward to Connectors as one Purchase (some Ad Platforms only receive one Purchase per session, so in case of multiple Purchases, part of the Purchase value would be lost).
Fire this tag always when partial Purchase happens:
Tracklution will gather all partial Purchases within the session, calculate them together, and send forward as one Purchase event to Connectors.
#### Webhook: Partial or Virtual Purchase
You can create partial or virtual purchases with webhooks as well. In that case you would create your webhook using your server’s URL and add `&isPartial=true` at the end.
- Your specific URL is found under the Webhook tab in your Tracklution container.
- [Sending data to Tracklution with webhooks](https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook)
## ContactInfo event
The ContactInfo event has these parameters:
- "set"
- "ContactInfo" (the type of event)
- an object containing the contact information (email, phoneNumber, firstName, lastName)
To send **ContactInfo** type event to Tracklution, you need to add the following code to your website's HTML code on the pages you have contact information available on:
The example above includes all parameters that can be passed with ContactInfo tag. You can freely choose which parameters to implement, just remove the ones from the script you wish not to implement.
You need to set the appropriate values to your ContactInfo event! The values here are just placeholders for demonstration purposes.
In Google Tag Manager, the tag looks like this when you select the Data Layer Variables instead of using the placeholders (example of custom HTML tag):
### Data hashing for ContactInfo
Tracklution will automatically take care of connector specific formatting, and hashing the data (SHA-256) before the data is forwarded to your connectors.
#### Data hashing before sending to Tracklution
If you instead wish to hash data yourself before sending it to Tracklution, you will need to format the data before hashing. And, you will need to send an additional variant of the phoneNumber and email parameter, as different formats are used by different connectors.
The formatted and hashed data can then be implemented the same way you would implement non-hashed data, for example instead of "email: 'example@email.com' ", you can insert hashed value: "email: 'hashedValueHere'".
#### Parameter formats before hashing
| **Parameter Name:** | **Value Formatting:** |
| --- | --- |
| email | Trim whitespace, convert to lowercase, remove leading/trailing spaces. |
| emailVariants
(Microsoft Ads) | Trim leading/trailing spaces, lowercase the email, remove the “+…@” tag, remove periods before “@”, ensure it contains “@” and a dot after it, remove any remaining spaces, ensure it doesn’t start or end with a period, and strip accents. |
| phoneNumber | Include the plus sign, country code, and the phone number digits. Trim other symbols, letters, and any leading zeros.
E.g. +447911123456 |
| phoneNumberVariants
(Facebook Ads, Snapchat Ads) | Include country code and the phone number digits. Trim the plus sign, other symbols, letters, and any leading zeros.
E.g. 447911123456 |
| firstName | Trim whitespace, convert to lowercase, remove leading/trailing spaces. |
| lastName | Trim whitespace, convert to lowercase, remove leading/trailing spaces. |
| birthday | Format as YYYYMMDD |
| gender | m/f |
| address | Trim whitespace, convert to lowercase, remove leading/trailing spaces. |
| postCode | Use lowercase with no spaces and no dash. Use only the first 5 digits for U.S. zip codes. Use the area, district, and sector format for the UK. |
| city | Lowercase only with no punctuation, no special characters, and no spaces. If using special characters, the text must be encoded in UTF-8 format. |
| country | Use the lowercase, 2-letter country codes in ISO 3166-1 alpha-2. |
##### **Connector specific formatting documentation**
- [Facebook](https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/customer-information-parameters#ph)
- [Google](https://support.google.com/analytics/answer/14179230)
- [Microsoft](https://help.ads.microsoft.com/apex/index/3/en/60178#format_hash "https://help.ads.microsoft.com/apex/index/3/en/60178")
- [Snapchat](https://developers.snap.com/api/marketing-api/Conversions-API/BestPractices "https://developers.snap.com/api/marketing-api/Conversions-API/BestPractices")
- [TikTok](https://business-api.tiktok.com/portal/docs?id=1739585700402178 "https://business-api.tiktok.com/portal/docs?id=1739585700402178")
- [LinkedIn](https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api?view=li-lms-2025-11&tabs=http#idtype "https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversions-api?view=li-lms-2025-11&tabs=http#idtype")
- [Pinterest](https://developer.pinterest.com/docs/track-conversions/pinterest-tag/#enhanced-match "https://developer.pinterest.com/docs/track-conversions/pinterest-tag/#enhanced-match")
- [Adform](https://www.adformhelp.com/hc/en-us/articles/9740579489041-Use-Server-Side-Tracking "https://www.adformhelp.com/hc/en-us/articles/9740579489041-Use-Server-Side-Tracking")
**For AI coding agents:** Tracklution publishes a step-by-step install contract designed for Cursor, Claude Code, Codex, Windsurf, Cline, Lovable, Replit, and Bolt. Fetch and follow [tracklution.com/agent-install.md](http://tracklution.com/agent-install.md) - or just tell your agent: 'Install Tracklution.'
## Event Parameters
## Extra Parameters for Events
You can add extra parameters to your events if you want to send (eCommerce) data to Tracklution when events are tracked on your website. For example; you want to send product information with "AddToCart" event. You can send send event parameters with an event to Tracklution by pushing them from your website to Google Tag Manager data layer. You can also do this with manual script installation without Google Tag Manager.
If you are using our WooCommerce plugin or Shopify app for Tracklution installation, Tracklution has automatically set up underlying eCommerce variables (such as product IDs and variations).
## How to Track Extra Parameters
### Data Layer Variables
If you are using Google Tag Manager, the first step is to ensure the **Data Layer Variables** are pushed to Google Tag Manager and available for you there. You should see them under "Variables". If you don't see anything; create the variables yourself, or ask someone from you development team to create them. You can send this to your website developers (remember to edit the name of the event and the variables):
>
> *"I want to send more data to Tracklution with AddToCart event. Could you please push a Data layer event to Google Tag Manager that would include product name, value, id and currency, so I can use those values as Data layer variables in Google Tag Manager."*
### Extra Parameter script
When you have the Data Layer Variables available, create or edit the tag you want to add the parameters to in Google Tag Manager. If you need to create a new tag first, follow these instructions. Add the event parameters to the event, below is an example of eCommerce data of AddToCart event (feel free to add or remove parameter-value pairs inside items). The parameters can be added or removed as long as there is comma after each row except the last one.
When you want to add the Data Layer Varibles in GTM, start typing:
"{{"
...and you should see a list of variables, like in the screenshot below:
##
Standard eCommerce parameters
Ecommerce event parameters can be implemented to track user shopping habits, providing valuable data about product popularity. They also help analyze how promotions and product positioning contribute to overall revenue. If you are using our WooCommerce plugin or Shopify app for Tracklution installation, Tracklution has automatically set up underlying eCommerce variables (such as product IDs and variations). Below, you can find all standard eCommerce event parameters.
Item-Level Parameters (within the items array):
| **Parameter** | **Description** |
| --- | --- |
| affiliation | A product affiliation to designate a supplying company or brick-and-mortar store location. |
| coupon | The coupon name/code associated with the item. |
| discount | The unit monetary discount value associated with the item. |
| index | The index/position of the item in a list. |
| item\_brand | The brand of the item. |
| item\_category | The category of the item. |
| item\_category2 | The second category hierarchy or additional taxonomy for the item. |
| item\_id | The ID of the item. |
| item\_list\_id | The ID of the list in which the item was presented to the user. |
| item\_list\_name | The name of the list in which the item was presented to the user. |
| item\_name | The name of the item. |
| item\_variant | The item variant or unique code or description for additional item details/options. |
| location\_id | The physical location associated with the item (e.g., the physical store location). |
| price | The monetary unit price of the item, in units of the specified currency parameter. |
| quantity | Item quantity. |
Event-Level Parameters:
| **Parameter** | **Description** |
| --- | --- |
| coupon | The coupon name/code associated with the event. |
| currency | The currency of the items associated with the event, in 3-letter ISO 4217 format. |
| payment\_type | The chosen method of payment. |
| shipping\_tier | The shipping tier (e.g., Ground, Air, Next-day) selected for delivery. |
| shipping | The shipping cost for the transaction. |
| tax | The total tax amount for the transaction. |
| transaction\_id | The unique identifier for the transaction. |
| value | The monetary value of the event. |
The standard eCommerce parameters are automatically mapped to Ad Platforms that support eCommerce fields.
## Custom parameters
You can send any custom event, and pass any custom parameters with the event. This is configured the same way as in the "AddToCart" example above, just edit the event name and parameters according to your wishes. Note! In order to track the custom events and parameters, those need to be sent from your website to Google Tag Manager.
Custom parameters are sent as they are to Ad Platforms which support custom-parameters.
## Change Event Mappings
In the **Settings** tab of your tracking container, the **Standard and Custom Events** table gives you a full overview of all current event mappings and lets you remap events per Connector.
## The Table Layout
The table is split into two sections by a horizontal divider:
- **Above the devider** Standard Events (Tracklution's pre-set events)
- **Below the devider** Custom Events, which Tracklution automatically picks up the first time they appear in your incoming data
On the right side of the vertical divider, you'll see a column for each of your active Connectors. By default, only active Connectors are shown. Use the **Select visible events** and **Select visible connectors** controls in the top-right corner of the table to adjust which rows and columns are displayed — useful if you have a lot of events or Connectors and want to focus on a specific subset.
If the table extends further to the right than what's visible, a blue clickable arrow button on the right edge indicates there's more to see, click or scroll horizontally.
## Editing Event Mappings
To remap an event, click **Edit** on the relevant row and update the event name under the Connector column(s) you want to change, then click **Save**.
> **Example:** To send the `Purchase` event to Meta as `CustomEvent1`, find the Purchase row, click **Edit**, update the name in the Facebook column to `CustomEvent1`, and **save**.
If you leave an input field empty and save, it will revert to the default mapping value for that event.
## GA4: Switching Between Server and Pixel
The Google Analytics 4 column has an extra option not available on other Connectors where you can switch each event between two tracking modes:
- **Measurement Protocol** (server-side) sends the event directly from Tracklution's server to GA4
- **gtag** (pixel) sends the event via the browser-side GA4 tag
You can toggle this per event, giving you fine-grained control over how each event reaches GA4. For most setups, Tracklution's automatic detection for when to use server-side via Measurement Protocol is all you need, but the setting is available for customizability.
## Blocking Events
To prevent an event from being sent to a specific Connector, enter `block` as the event name for that Connector and click **Save**. The value will be highlighted in the table as a visual reminder that the event is blocked for that Connector.
## Deduplication
The **Deduplicated** column shows whether server-side deduplication is enabled for each event. When active, Tracklution tracks/counts the event once per occurrence, for example if the same purchase is sent multiple times, the duplicates will be filtered out automatically.
This does not mean a user can only trigger an event once. A real customer making two separate purchases will have both tracked correctly. Deduplication uses multiple signals in the server and well tested logic to detect duplicates, preventing the event from being counted multiple times in your ad platforms.
## Double Server for the Same Website
## Using GTM to track data from the same website with two servers
If you want to set up two data-servers for your website for whatever reason, different configurations, multiple ad-accounts, opposite consent modes, you can do so by setting up two data-servers for you website. This is done by duplicating your Tracklution tags in GTM and adding the **target** parameter to your duplicated tags with your second container's Tracklution ID.
### 1. Start with your standard setup
Create a Tracklution container and use the****[**Tracklution GTM template**](https://support.tracklution.com/kb/article/7/gtm-template "https://support.tracklution.com/kb/article/7/gtm-template") (or the cHTML method) to track your events as you normally would.
Tip: Create variables in GTM for your Tracklution ID, for your Tracklution Domain, and prepare a variable for your second Tracklution ID.
Select Variables, under User-Defined Variables click New → Variable Configuration → Constant → Value, add your Tracklution ID or Domain, give the GTM variable a name and click Save.
### 2. Add a second Tracklution container
1. Create a new Tracklution container.
2. Note the second Tracklution ID (e.g. LS-11111111-2).
### 3. Modify GTM to track events in both containers
In GTM, for each tag you want to use to collect events and data with both containers, copy the tag and add the **target** parameter to the copy.
With the tag you want to copy in view, click the **three dots** in the upper right corner, then click **copy**.
The parameter is added to your copy by selecting **Custom Parameters** and adding Key: **target** (lower-case) and Value: **your second Tracklution ID** (or the variable containing it). Leave everything else in the copy as-is.
#### The result should look like this:
### Examples using the cHTML method
**OBS**! Unless the main script is hardcoded on your site, with the cHTML method you need to have a tag with the main script triggered on all pages. This tag does **not** need to be duplicated, but if it includes the PageView event, you need one new PageView tag separately with the **target** parameter for your second Tracklution container.
#### To duplicate a PageView:
**Tip**: GTM variables can be used in cHTML tags as well. To make this setup more flexible in GTM, you could replace the second Tracklution ID (LS-11111111-2) with a constant variable (e.g. {{Tracklution ID 2}}) containing the value of the second Tracklution ID.
#### Purchase event example (with GTM variables):
**A**: Yes, using the cHTML method, both the original and duplicated tracking script can sit in the same tag if you prefer. Be aware that this limits your conditioning logic if you for example would want to use different consent modes for your Tracklution containers.
### Summary
- Create your second Tracklution container and note its ID.
- Create a copy of each GTM tag you want to use to collect events and data with both containers.
- Add the **target** parameter with the second Tracklution ID.
This setup ensures both Tracklution containers receive the same data at the same time. The same procedure could be performed multiple times to add more Tracklution containers.
## Safari click ID removal recovery
## {height=315 width=560}
## Safari’s update and why it matters
There’s been a lot of discussion about Safari removing ad click identifiers such as Google’s GCLID, Facebook’s FBCLID, Microsoft’s MSCLKID, and others. Some of this is based on rumor, so it’s important to still keep level headed while preparing for official updates.
At this stage, GCLID stripping by default has not been confirmed for regular browsing. But the direction is clear, browser changes are limiting reliance on click IDs. Even if GCLID disappears, Google already has GBRAID, WBRAID, Enhanced Conversions, and conversion modeling in place to continue attribution, also other platforms have their solutions, or are picking up on this.
### Tracklution’s ready-to-go solution
Tracklution is ahead of these changes. We provide fallback parameters for all our ad platform connectors. When you add the custom parameter in your ad platform, Tracklution takes care of the rest server-side. Currently, most platforms require that the parameter is added directly to each ad, while Google Ads allows custom URL parameters at the account level. As URL stripping may become the trend, other platforms may follow suit. In either case, Tracklution has the parameters and the server-side functionality ready for you to use. That means one simple step from you, and more accurate tracking for your ads.
### Do you need to act?
In most cases, no immediate action is required. Tracklution server-side tracking continues to run and send data to your ad platforms, and most platforms already rely on multiple signals beyond click IDs. However, adding Tracklution parameters ensures redundancy for more accurate tracking and preventing attribution blind spots.
### How to add fallback parameters
Log in to your ad account to add the custom URL parameter's *key* and *value* in accordance with each platform's preferences. This guide gives you Tracklution's pre-configured custom parameters (the key). **When you add the parameter, make sure to add the correct dynamic value and follow the correct format for key and value specified by your ad platform.** Once added, Tracklution handles everything else. If you've added the parameter correctly, you will be able to see the custom parameter with the click ID value in your Tracklution dashboard from events coming from your ad platform.
#### Google Ads
Go to Admin → Account settings → Tracking.
In the Final URL suffix field, add:
Key: trlgidValue: {gclid}
Example:
This ensures a backup for the GCLID if Safari strips the original.
➕ Additionally, we provide fallback parameters for:
Key: trlgbidValue: {gbraid}
Key: trlgwid
Value: {wbraid}
#### Facebook / Meta Ads
In Ads Manager, open your ad and scroll to the Website URL section.
Use the URL Parameters field (or click Build a URL Parameter).
[More details found here. (requires login)](https://www.facebook.com/business/help/1016122818401732 "Meta Help Center")
Add:
Key: trlfid
Value: {fbclid}
#### TikTok Ads
In TikTok Ads Manager, edit your ad and locate the Destination URL.
Click Build URL Parameters.
[More details found here.](https://ads.tiktok.com/help/article/how-to-add-url-parameters-to-your-website-url-in-tiktok-ads-manager "TikTok Help Center")
Add:
Key: trltid
Value: {ttclid}
#### Snapchat Ads
In the ad creation screen, locate the Tracking URL Parameters field.
[More details found here.](https://businesshelp.snapchat.com/s/article/dynamic-ads-parameters "Snap Ads Help Center")
Add:
Key: trlsidValue: {sc_click_id}
#### LinkedIn Ads
In Campaign Manager, locate Account settings → URL parameters.
Add:
Key: trllidValue: {li_fat_id}
#### Microsoft Ads
- Hover over Campaigns and select Ads & extensions > Ads.
- Select Create ad or Create ad extension.
- Under Landing page URL, select Final URL and enter the URL of your website.
- Select Ad URL options or sitelink extension URL options.
- Under Custom parameters first box, enter the name of the parameter.
- Under Custom parameters second box, enter the variable of the parameter.
- Under Tracking template, add the name and variable to the tracking template.
[More details found here.](https://help.ads.microsoft.com/#apex/3/en/56774/2 "MS Help Center")
Add:
Key: trlmidValue: {msclkid}
#### Affiliate campaigns
Add to your tracking URLs:
Key: trlc
Value: {your_affiliate_id}
### New to Tracklution?
Browser changes like this will only become more common. Tracklution’s server-side tracking ensures you stay ahead. Add Tracklution’s server-side solutions to your tracking setup in less than 15 minutes and keep your conversion tracking accurate, even in Safari.
[👉 Start your free trial with Tracklution today and secure your tracking against Safari and beyond.](https://www.tracklution.com/ "https://www.tracklution.com/")
## Google Tag Manager – Triggers and Variables
## Triggers: for events
Using the Tracklution Template in Google Tag Manager, each event has its own tag, and each tag need at least one trigger.
A trigger in Google Tag Manager is what defines the conditions that *fire* the tag, which sends the event to your server (Tracklution).
The triggers are often set up using dataLayer events. These are events that your website *push* to the dataLayer when for example, an item is added to a shopping cart, or when a contact form is submitted. These *pushes* to the dataLayer are usually prebuilt and included or activated if you use a website builder, or managed by your website's web-developers for custom sites. When we browse the website through Google Tag Manager Preview, we are able to see these dataLayer events, these are the ones that appear on the left side of your screen when inside Preview, for example Container loaded, DOM Ready, or Window Loaded. If dataLayer events with specific names like, form\_submit, or add\_to\_cart happen on the website, this list is where you will see these events. In Google Tag Manager we can configure triggers that *listen* for these dataLayer events. You can use other conditions to trigger your tags, but using the dataLayer is the most common method.
To make a dataLayer trigger in GTM, you'll select Custom Event and input the event name from *your* dataLayer that you want to use. This is case-sensitive, make sure to write the event name to match exactly.
Custom Event triggers also allow you to use RegEx matching should you need to. One example where to use RegEx is when you have a dataLayer with inconsistent naming or casing. This is slightly more advanced, and the proper solution is often to go back and fix the dataLayer, but sometimes that's just not an option, and then RegEx can be a handy tool. There are many opportunities when using RegEx, this was just an example.
As mentioned, triggers can *listen* for many more conditions than just a dataLayer event. Triggers can for example *listen* for a specific web-page's URL (a thank-you page), website elements, or a specific link on a click. The important thing is to find a unique condition for a website-action that you want to *tag* as an event and send to your server. This can be very simple, or very complex, depending on how *your* website is built and what it is *you* define as an important action that you want to be *tagged*.
→ [subscribe](https://www.youtube.com/@Tracklution "https://www.youtube.com/@Tracklution") to Tracklution Academy's upcoming GTM series on YouTube.
## Variables: for parameters
When you send an event, you often want to include additional information. These are your event parameters, and they are *populated* in Google Tag Manager by using variables.
A Google Tag Manager variable isn't much different than a trigger. When a trigger *listen* for a condition to fire a tag, a variable *listen* for a key (or condition) to return a value, which then *populates* your event's parameter.
If you use Data Layer Variable in GTM to *listen* for keys in the dataLayer, you should be aware that they follow hierarchies. Top level keys are found by just writing the name of the key in the variable. Keys that are *nested* within another key are found by writing both the top level key and the *nested* key in the variable separated by a dot.
###### Examples
- Top level key for a form submit event is often the form ID (often written as form\_id), this would be written in the variable as: form\_id
- Parameter keys for a purchase event, like currency, are often *nested* under the ecommerce top level key, this would be written in the variable as: ecommerce.currency
These keys from the dataLayer are also case-sensitive, make sure to write the name of the key to match exactly. You can easily edit the name of your key by opening the **Variables** tab in Google Tag Manager, select the variable you need to edit and update the name of the key.
GTM variables are powerful and can be used for many things, the GTM Data Layer Variable is just the most common. You can for example have a JavaScript in a variable *listen* for a specific condition and return 'true' or store a specific value. That can then be used to further define the condition of a trigger. For example, you can trigger a Subscribe event tag on a page's URL path that contains 'success', but further define the condition to: only if *my javascript* *variable* returns 'true'.
## Google Tag Manager – Individual and Custom events
## Individual and Custom events
To add your own individual or custom Tracklution events in Google Tag Manager, start by installing the Tracklution template for Google Tag Manager. Go to the **Templates** tab in Google Tag Manager and click **Search Gallery**. Search 'tracklution' for the Tracklution template by tracklution and click **Add to workspace**. Proceed to approve and install this template.
To add your event, go to the **Tags** tab in Google Tag Manager and click **New**. Click **Tag Configuration** and select **Tracklution**. Now you can define the event you want to track under Event Name. For custom events, choose **Custom...** and write the name of your custom event. Add your Tracklution container ID and domain, and then any other information you want to include with the event.
You'll need to add your own **Triggers** and **Variables** in Google Tag Manager. [Click here to learn more about triggers and variables](https://support.tracklution.com/kb/article/42/google-tag-manager-%E2%80%93-triggers-and-variables).
With the template, you do not need a separate tag for the Tracklution Mainscript.If you are adding multiple individual or custom events, it is a good idea to copy an already configured tag and just change the event name and details.
## Combined setup with Shopify or WooCommerce
If you have installed Tracklution via Shopify App or the WooCommerce plugin, but a certain event require a custom triggering setup, or if you just want to add additional events, a good example is to use the Tracklution Template in Google Tag Manager for additional custom Tracklution events.
## Advanced Deduplication: Event ID
## All events can now be deduplicated using the event ID parameter
You can now prevent duplicate events by using the **event ID** parameter. This ID helps ensure that the same event isn’t tracked multiple times.
Advanced Configuration. This feature is intended for advanced users. If your tracking setup does not send custom EventIDs, Tracklution automatically generates them and manages deduplication on your behalf. Only configure custom EventIDs if you fully understand the implications and behavior of your tracking setup.
### Requirements
Your event ID must be **at least 4 characters long**, but it’s best to make it longer and **truly unique**, such as using a generated value or order number. This reduces the chance of accidental deduplication between unrelated events.
### Deduplication Period: 30 Days
When checking for duplicates, the system looks back **30 days**. If another event with the same event ID is found within that time frame, it won’t be tracked again.
### Event-Specific Deduplication
Deduplication works **per event name**. In other words, the same event ID can exist across different event names without conflict. Because of this, you can in practice even use event ID similarly to a **session identifier**, it then limits each event name as a unique event per session.
### Event ID Takes Priority
The event ID is the **first thing the system checks** for duplicates. This means that even if other identifiers (like email, cookies, or fingerprints) differ, events with the same event ID will still be treated as duplicates.
Important: If your event ID isn’t dynamic or accidentally stays the same for all events, the system will deduplicate everything, allowing only one event of the same type to be tracked within 30 days.
### Code Example
tlq('track', 'Purchase', {value: 25.5, currency: 'EUR', eventId: 'order_2239'});Supported case use: eventid, event_id, eventId;
### Webhook
Yes, event ID can be used for your webhooks as well. Include the event ID in your server’s URL**.
- Your specific URL is found under the Webhook tab in your Tracklution container.
- [Sending data to Tracklution with webhooks](https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook)
## Advanced eCommerce Product ID Linking
## How the System Chooses Which Product ID to Send
When you collect product information in your events to send to your analytics or ad platforms, Tracklution automatically picks which product ID to include.
It checks several options in a set order and uses the first one that’s available.
**Order of priority (from highest to lowest):**
1. `variant_id`
2. `product_id`
3. `item_id`
4. `content_id`
5. `id`
This means if a `variant_id` exists in your tracking setup, it will be used as the product identifier in data deliveries to your analytics or ad platforms. If not, the system moves to `product_id`,
and so on down the list.
If you want to collect a different ID for example, always use `product_id` instead of `variant_id` you can change this in your **tracking setup**.
Just remove the higher-priority IDs (like `variant_id`) from what’s being collected.
The system will then automatically fall back to the next one in the list.
This gives you control over whether you track specific product versions or just the main product.
Were you looking for something else? Read this article on [standard eCommerce event parameters](https://support.tracklution.com/kb/article/14/event-parameters#standard-ecommerce-parameters "https://support.tracklution.com/kb/article/14/event-parameters#standard-ecommerce-parameters").
## Block Unwanted Events
## Use Event Block Rules to exclude specific events
When you want to exclude website traffic from being tracked in your server-side container, (e.g. internal traffic, traffic from a specific country, specific pages, currencies, or for example 0 value purchases) you can use the Event Block Rules to do so.
### Getting started
You find the Event Block Rules under the Settings tab when logged in to your Tracklution container. Scroll down and click **+ Create Rule**.
You can choose to either **select specific events** that you want your rule to block, or you can click the toggle **Block all events** to make your rule dynamically apply to all currently tracked events, and for any event you may track in the future. You can use AND rules to include multiple conditions for one rule.
### Types of block rules
There are three category-types of block rules you can configure:
- Event based block rule
- These types of rules let you block events based on information present in the event, like URL, purchase value, currency etc.
- List based block rule
- These rules apply to predefined lists of information to block events, like the IP address of your office, specific emails of logged in users, zip codes etc.
- Webhook parameter
- These rules apply when a Webhook parameter that you have defined contains or equals a specific value, or is empty.
#### URL (event based) block rule
The URL block rule option looks at the full URL with the event, meaning you can condition your block rule to anything in the URL, e.g. subdomains, paths, queries, fragments, or even attributes. If you want to block a specific URL path for example, then you can put the **/** before the path, like this **/your-page-path-here**. If you want to block a specific fragment you can use **#page-fragment-here**, and so on. Keep in mind that if you want to block specific queries, be aware that not all queries start with **?**, they might start with **&**. Instead, write the full query, like this **my-query=my-blocked-query-value**.
#### List based block rules
While both **Webhook parameter** and **Event based** block rules can be configured directly with the user interface, the list based block rules require you to upload a `.csv` file containing the predefined values you want to include in your block rule.
**Example**:
If you want to use a list of IP addresses from your offices and remote team members to exclude this internal traffic from being tracked by your server-side container, you can list the IP addresses separated by comma, then save as `.csv` and upload. This is easily achieved in Microsoft Excel or Google Sheets.
Choose **IP address** as rule type and click **Select List**.
You can create a list of your IP addresses in a sheet like this:
| 192.0.2.14 |
| --- |
| 198.51.100.73 |
| 203.0.113.201 |
Then click **Save as..**, select `.csv` and upload it to your Event Block Rules.
You can later **remove**, **deactivate**, or **add** more IP addresses to your uploaded list. Adding is done by clicking **Fill** on your list and uploading a new `.csv` file. Already recorded IP addresses will remain, and any new IP address will be added.
## Content Security Policy (CSP)
After DNS is configured for `tralut.website.com` then the content security policy (CSP) **headers file** needs the `https://tralut.website.com` URL and the backup URL `https://main-1234.trlution.com` added to these policies:
script-src https://tralut.website.com https://main-1234.trlution.com;
img-src https://tralut.website.com https://main-1234.trlution.com;
connect-src https://tralut.website.com https://main-1234.trlution.com;
frame-src https://tralut.website.com https://main-1234.trlution.com;
`website.com` and `main-1234` in this context are placeholders for the clients actual website and server domains. You may have settings like 'self' blob: and other domains already listed in these policies, just make sure to add URLs within the same statement, in other words, before the " **;** "
If you are using the GTM template, you also need to include the template's loader domain for the same policies above. Add https://gtm.trlution.com before the " ; "
[Click here to see how to configure DNS](https://support.tracklution.com/kb/article/12/first-party-mode-dns "https://support.tracklution.com/kb/article/12/first-party-mode-dns")
## Create / Transform Events Server-Side
Event Creation Rules let you automatically create or transform tracking events based on data arriving in Tracklution without changing your website code or dataLayer. You define the logic once, and Tracklution applies it to every matching event in real time.
Common use cases include remapping webhook fields to standard event fields, splitting a single event type by order source, optimizing ad platform conversions on profit instead of revenue, and filtering out test or internal orders.
:::Info
Event Creation Rules is a **beta feature**. Rules run directly in the live event collection pipeline. Test carefully before applying rules to production traffic. See [Before you start](#before-you-start) below.
:::
## Before you start
When you create your first rule, Tracklution shows a disclaimer you must acknowledge before proceeding. It covers four points you should keep in mind throughout:
1. **Production impact**: Rules run in the live event collection pipeline. A misconfigured rule can create unexpected events, alter conversion values, or discard original events.
2. **No undo**: Once an event is discarded or a synthetic event is delivered to connectors, it cannot be reversed.
3. **Testing recommended**: Test rules with low-traffic events or in a staging container before applying them to production traffic.
4. **Beta limitations**: The feature is under active development. Behaviour may change, and edge cases may not be fully handled yet.
## Where to find it
Go to **Settings** → **Event Creation Rules**. This area lists all existing rules with their status, source event, and output event. Use the **+ Create Rule** button in the top-right corner to add a new rule.
## How a rule works
Each rule follows this logic:
> **When** a `[SourceEvent]` event arrives **and** `[conditions are met]`, **create** a new event called `[OutputEvent]` **with** `[field mappings]`, **then** `[discard / keep]` the original event **and** `[render / do not render]` a pixel for the new event.
Rules are evaluated as soon as a matching event arrives. If conditions are not met, the rule is skipped and the original event continues as normal.
## Create a rule
1. Go to **Settings** → **Event Creation Rules**.
2. Click **+ Create Rule**.
3. If this is your first rule, read the beta disclaimer and click **I understand, proceed**.
4. In the **Rule name** field, enter a descriptive name (e.g. `Revenue Purchase`).
### Set the trigger
5. In the **When a ___ event arrives** field, enter the name of the source event that should trigger the rule (e.g. `Purchase`).
### Add conditions
6. Click **+ Add condition** to add a filter. Each condition has:
- A **field path** (e.g. `webhook.revenue`, `webhook.source_name`)
- An **operator** (e.g. `exists`, `equals`, `contains`)
- A **value** (for operators that require one)
7. Repeat for each additional condition. All conditions must be true for the rule to fire (AND logic).
### Name the output event
8. In the **create a new event called** field, enter the name for the new event (e.g. `Purchase`, `PurchasePOS`, `ProfitMargin`).
### Map fields
9. Click **+ Add field mapping** to map a field on the new event to a value or expression. Each mapping has:
- A **target field** (e.g. `value`, `currency`)
- A **source expression** (e.g. `webhook.revenue`, `webhook.revenue-webhook.cost`)
10. Repeat for each field you want to set on the new event.
### Set the original event behavior
11. In the **Then** section, choose what happens to the original event:
- **Discard**: the original event is dropped and not forwarded to connectors.
- **Keep**: the original event is kept and the new event is added.
12. Choose whether to render a pixel for the new event:
- **Do not render**: the new event is delivered to server-side connectors only.
- **Render**: the new event is delivered to server-side connectors and renders a browser pixel.
13. Click **Save**.
## Manage existing rules
On the **Event Creation Rules**, each rule shows:
| Column | Description |
|---|---|
| **Name** | The rule name and a short summary of its logic. |
| **Status** | Whether the rule is active or paused. |
| **Source Event** | The event type that triggers the rule. |
| **Output Event** | The name of the event the rule creates. |
Use **Edit** to modify a rule, **Status** to toggle active / paused, or **Remove** to delete it permanently.
## Example use cases
These are examples of how you can use the **Event Creation Rules** feature. You can use different names for your output event, and different trigger and condition rules that suit your use case.
### Route by order source
Split POS orders from web orders into separate events.
- Trigger: `Purchase`
- Condition: `webhook.source_name` equals `pos`
- Output event: `PurchasePOS`
- Original event: discard
### Optimise on profit, not revenue
Send margin-based values to ad platforms instead of gross revenue.
- Trigger: `Purchase`
- Output event: `ProfitMargin`
- Field mapping: `value` = `value - webhook.cost_of_goods - webhook.shipping_cost`
- Original event: keep, do not render pixel for new event
### Send VAT-excluded values to ad platforms
- Trigger: `Purchase`
- Output event: `Purchase`
- Field mapping: `value` = `value - webhook.total_tax`
- Original event: discard
### Remap webhook fields to standard fields
Useful when your webhook uses non-standard field names.
- Trigger: `Purchase`
- Output event: `Purchase`
- Field mappings: `value` = `webhook.revenue`, `currency` = `webhook.currencyCode`
- Original event: discard
### Track affiliate conversions separately
- Trigger: `Purchase`
- Condition: `source_alias` equals `affiliate`
- Output event: `PurchaseAwin`
- Original event: keep, render pixel for new event
### Identify first-time buyers
- Trigger: `Purchase`
- Condition: `webhook.isFirstOrder` equals `true`
- Output event: `NewCustomerPurchase`
### Exclude test orders
- Trigger: `Purchase`
- Condition: `event_source_url` contains `staging.myshop.com`
- Output event: `PurchaseTest`
- Original event: discard
## Limitations and known behavior
- Event Creation Rules is in **beta**. Edge cases may not behave as expected, open a chat to contact support if you have unexpected issues.
- Rules cannot be undone. Discarded events and delivered synthetic events are permanent.
- Not yet available on all servers, open a chat to contact support if you want to use this feature but can't find it.
## New vs Returning Customer
Tracklution tracks whether a converting visitor is a new or returning customer and makes this data available across your tracking setup. You can use it to enrich conversion signals sent to ad platforms, split events by customer type, build filtering logic, or forward the data to external systems like a CRM or affiliate network.
## How new vs returning is determined
Tracklution looks at when the visitor was first seen in your server data. If the visitor ID was created within the last 2 days, the visitor is treated as a new customer. If it was created more than 2 days ago, they are treated as returning.
:::Info
When you first go live with server-side tracking, visitor IDs only exist for people who have visited since your Tracklution tracking was activated. Visitors from before that date will be classified as new customers until they become returning. Accuracy improves automatically as your data accumulates over time.
:::
## Override with your own logic
If you have your own new vs returning customer data, for example from your CRM or order management system, you can override Tracklution's automatic calculation by including the `new_customer` parameter in your tracking payload:
```
new_customer: true → New customer
new_customer: false → Returning customer
```
When this parameter is present, it always takes precedence over the automatic calculation.
## Use cases
When ad platforms receive returning customer purchases as conversions, your reported cost-per-acquisition would be lower than reality. You'd be paying to "acquire" customers you already have, if new customers is the goal of a campaign, your bidding algorithms would be optimizing for the wrong thing. Separating new and returning customer signals lets you measure true new customer acquisition cost (nCAC) and teaches your campaigns to find net-new customers instead of rewarding repeat behavior.
Some ad platforms already support this in their settings if the data is included, but to help spark ideas on what can be achieved when you have full control over this data, we've put together some use cases.
### Split events by customer type with Event Creation Rules
[Event Creation Rules](https://support.tracklution.com/kb/article/57/create--transform-events-server-side){target="_blank"} let you automatically create or transform events based on data arriving in Tracklution. You can use new vs returning customer data as a condition to split a single event into two separate events, for example, turning a `Purchase` event into either `PurchaseNew` or `PurchaseReturning` depending on who is converting.
**Example: create a PurchaseNew event for new customers**
- **Trigger:** `Purchase`
- **Condition:** `Is new customer`
- **Output event:** `PurchaseNew`
- **Original event:** keep
*Example:*
Add a second rule with the condition `Is not new customer` and output event `PurchaseReturning` to handle the returning side.
:::Info
**Event Creation Rules** is a beta feature. Rules run in the live event pipeline and cannot be undone, test carefully before applying to production traffic. See the [Event Creation Rules](https://support.tracklution.com/kb/article/57/create--transform-events-server-side){target="_blank"} article for full setup instructions.
:::
### Weight new customer conversions higher
Use Event Creation Rules to create a `PurchaseNew` event with an adjusted `value` field. For example, multiplying the conversion value to reflect the expected lifetime value of a new customer. This lets you signal to ad platforms that new customers are worth more without changing your actual revenue data.
### Block or reduce value for returning customers
Once you have split events into `PurchaseNew` and `PurchaseReturning`, you have two options for how ad platforms treat returning customer conversions:
**Block them entirely:** Use the event mapping table (**Settings → [Standard and Custom Events]**) to set `PurchaseReturning` to `block` for a specific connector. You still track returning customer purchases as a standalone event in your server data, but the platform receives no signal for returning customer purchases, training its algorithms to focus purely on new customer acquisition.
**Reduce the reported value instead:** Use Event Creation Rules to set a lower `value` on the `PurchaseReturning` event, for example, a fraction of the actual purchase value. This keeps returning customer conversions visible to the platform but down-weights them in bidding, shifting budget toward new customers without removing the signal entirely.
If you want `PurchaseNew` and `PurchaseReturning` to go to some connectors but not others, you can keep the original `Purchase` event for connectors that should receive all purchases (such as GA4 for full revenue reporting) and use `block` selectively for the split events.
[Read more about changing event mappings here](https://support.tracklution.com/kb/article/26/change-event-mappings){target="_blank"}.
### Affiliate commissions on new customers only
Set up the [Custom / Affiliate Connector](https://support.tracklution.com/kb/article/48/custom--affiliate-connector){target="_blank"} to trigger on `PurchaseNew` only. Returning customer purchases will never fire the webhook, so you avoid paying affiliate commissions on repeat orders.
### Enroll new customers in a CRM or email flow
Use the [Custom / Affiliate Connector](https://support.tracklution.com/kb/article/48/custom--affiliate-connector){target="_blank"} to fire a webhook to a CRM or email platform when a `PurchaseNew` event is recorded, passing fields like `{{EMAIL}}`, `{{VALUE}}`, and `{{EVENT_NAME}}`. This automatically enrolls new customers into a welcome or onboarding sequence without any additional integration work.
### Send split events to a BI tool or data warehouse
Trigger separate Custom Connector webhooks for `PurchaseNew` and `PurchaseReturning` to a BI tool or data warehouse endpoint. This gives you clean new vs returning revenue segmentation in your own reporting, outside of ad platforms.
[Read more about the Custom / Affiliate Connector here](https://support.tracklution.com/kb/article/48/custom--affiliate-connector){target="_blank"}.
## Supported Connectors
Some ad platforms already support new vs returning customer in their settings if the data is included. While the use cases above let's you expand on the function's usability, below are the already supported connectors.
### Google Ads
When Tracklution uploads a conversion to Google Ads, it includes a `customer_type` field that tells Google whether the converting visitor is a new or returning customer. Google uses this signal in bidding algorithms and reporting, for example, to support new customer acquisition strategies.
You do not need to configure anything. Tracklution calculates and sends this automatically with every Google Ads conversion.
### Meta
When Tracklution sends conversions to Meta, it also includes the new vs returning customer information as a `new_customer` custom parameter. Unlike Google Ads, Meta does not automatically use this information for bidding or optimization. You can use this parameter to create custom conversions, audiences, or reporting segments in Meta. Similar outcomes can also be achieved directly within Tracklution using Event Creation Rules to split events based on whether the customer is new or returning.
### Other connectors
Automatic inclusion of new vs returning customer signals is planned for all connectors that support this feature. This article will be updated as new connectors add support for it.
## Data accumulation
If you notice known returning customers being reported as new in your Tracklution container, the most likely cause is that your Tracklution data is still accumulating. Visitor IDs only exist for visits recorded after your server-side tracking with Tracklution went live, so customers from before that point are not yet in the system. This resolves on its own over time, no action needed.
If the issue persists after your data has had time to build up, it may mean that returning visitors cannot be matched to their previous sessions. To improve matching accuracy, pass an external identifier, such as a logged-in user ID or [user data](https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event){target="_blank"} (email, phone, etc.) in your tracking payload.
## AI & Tracklution MCP
Tracklution's MCP integration lets you connect AI assistants that supports MCP directly to your Tracklution account. Once connected, you can query your tracking data, check your setup, and get insights in plain language, without opening the dashboard.
This article explains what the MCP integration does, how to connect it, and what you can ask once it's set up.
## Video Overview (analytics use-case with Claude)
{height=315 width=560}
## What is MCP?
MCP (Model Context Protocol) is an open standard that allows AI assistants to securely connect to external tools and data sources. When you add Tracklution as an MCP server, your AI assistant gains the ability to read your tracking data and interact with your account directly.
Think of it as giving your AI assistant read access to your Tracklution dashboard, so you can ask questions like *"how did my site perform last week?"* or *"which source drove the most signups?"* and get a direct answer, without clicking through reports.
## Connect Tracklution to your AI assistant
To connect Tracklution as an MCP server, you need the MPC server URL:
- **The MCP server URL:** `https://mcp.tracklution.com/mcp`
### Connect Tracklution MCP (Claude UI example)
1. Open Claude and go to Customize and select Connectors.
2. Add a new MCP by clicking the plus icon.
3. Click "Add custom connector"
4. Name the connector and enter The MCP server URL `https://mcp.tracklution.com/mcp`
5. Connect your Tracklution account when prompted by logging in
6. Click "Connect" and return to your conversation.
### Install with a single prompt
Drop this into Cursor, Claude Code, Codex, Windsurf, Cline, Lovable, Replit, or Bolt. The agent reads our install protocol, mounts the Tracklution MCP, and finishes the setup.
- **The prompt** `Install Tracklution`
- **Or the URL-anchored variant if the agent doesn't recognise the brand:** `Install Tracklution tracking - see https://www.tracklution.com/agent-install.md`
## What you can ask
Once the MCP is connected, you can ask your AI assistant questions about your tracking data in plain language. Below are the most useful things you can do.
### Get a performance snapshot
Ask for a high-level summary of your tracking results over any date range.
**Example prompts:**
- *"How did my website perform last week?"*
- *"How many events were recorded in May? What was the total value?"*
- *"What's my event recovery rate for the last 30 days?"*
The assistant will return totals including event count, conversion value, email and phone coverage, consent stats, and a breakdown by traffic source.
### Break down performance by source or event type
Drill into your data by traffic source, event name, device, browser, or day.
**Example prompts:**
- *"Which traffic source drove the most conversions last month?"*
- *"Show me a breakdown of all event types tracked this week."*
- *"Compare Google Ads vs. Facebook performance for purchases in May."*
- *"How did conversion volume trend day by day last week?"*
### Filter raw events by ad click ID
Look for events that arrived with a specific platform's click ID, useful for verifying that clicks from a particular ad platform are being tracked correctly.
**Example prompts:**
- *"Show me purchase events from the last 7 days that have a Google Ads click ID."*
- *"Are there any events from Facebook traffic in the last 3 days?"*
- *"List recent events that came in with a TikTok click ID."*
Supported click ID filters include: Google Ads (`gclid`), Meta (`fbclid`), Microsoft (`msclkid`), LinkedIn (`li_fat_id`), TikTok (`ttclid`), Pinterest (`epik`), Reddit (`rdt_cid`), and Snapchat (`scclid`).
### Check your containers and connectors
Ask the assistant to list your tracked sites or inspect what's set up on a specific container.
**Example prompts:**
- *"Which Tracklution containers do I have access to?"*
- *"What events are tracked on website B?"*
- *"Which ad platform connectors are active on my main container?"*
### Check your connection status
Verify that the MCP connection is working and your API key is valid.
**Example prompts:**
- *"Is my Tracklution connection working?"*
- *"Which API key am I connected with, and how many containers can it access?"*
## Setting up tracking via an AI coding assistant
If you're a developer using an AI coding assistant, the Tracklution MCP also supports guided installation of tracking on a new website. The assistant can:
- Detect your site's platform and framework
- Provision a new Tracklution container
- Generate and apply the correct tracking snippets to your codebase
- Verify that events are being received
This flow is intended for technical users working in a code editor. To start, simply tell your AI assistant that you want to set up Tracklution tracking on your website and provide your site URL.
:::Info
The AI-assisted setup flow creates a new container in your Tracklution account. If you already have a container for the site, the assistant will use that instead.
:::
## Things to keep in mind
**Data retention for raw event queries**
When querying raw events or sessions (as opposed to aggregated reports), data is available for approximately the last 14 days. For longer date ranges, use the performance summary or report breakdowns instead, which pull from pre-aggregated data.
**PII is never exposed to AI assistants**
Personally identifiable information (PII), such as emails and phone numbers, is not accessible through the MCP integration. The assistant can analyze tracking data and setups, but cannot search or reveal individual users.
**Date ranges are capped at 30 days**
All queries, including summaries, reports, and raw event listings, support a maximum date range of 30 days per request.
**The assistant reads your data, it does not modify it**
The MCP integration is read-only for analytics queries. The only actions that modify your account are part of the installation flow (creating a container, selecting an installation method), and these only happen when you explicitly ask the assistant to set up tracking.
**Multiple containers**
If your API key has access to more than one container, the assistant should ask which site you're referring to, else you can specify it in your prompt (e.g. *"for website A, website B, etc"*).
For AI coding agents: Tracklution publishes a step-by-step install contract designed for Cursor, Claude Code, Codex, Windsurf, Cline, Lovable, Replit, and Bolt. Fetch and follow tracklution.com/agent-install.md - or just tell your agent: 'Install Tracklution.'
## Block Bot Traffic with Event Block Rules
You can now use Event Block Rules to automatically block likely bot traffic from being tracked in your Tracklution container. This helps improve reporting accuracy and prevents low-quality traffic from being sent to ad platforms.
## How It Works
Tracklution assigns a bot\_score to sessions based on browser signals, automation detection, crawler patterns, and other traffic indicators.
Score range:
- 0.00 = likely human
- 1.00 = likely bot
The block rule simply filters events using the existing score, it does not create additional processing load.
## Recommended Settings
We currently recommend conservative thresholds:
- 0.85+ -> Probably a bot
- 0.95+ -> Almost certainly a bot
We do not currently recommend using thresholds below 0.70, as this may block legitimate mobile users.
## How to Enable
In your Tracklution Container, go to: Settings -> Event Block Rules → + Create Rule:
- You can apply the rule to selected events or enable Block all events to apply it to all current and future events.
- Rule type: Bot score is greater than equal to
- Value: 0.85 (or above, see thresholds above)
## Good to Know
- High bot scores typically include crawlers, headless browsers, and automation tools
- Existing historical data is not affected
- We recommend monitoring traffic impact after enabling the rule
- For general Event Block Rule setup, see: [Block Unwanted Events](https://support.tracklution.com/kb/article/52/block-unwanted-events)
## CRM integrations
## Send CRM-events to Tracklution
In the video below, we show how to send offline conversions with a webhook in two ways:
1. Using the platform’s own automation tool (example from Zoho CRM)
2. Using Zapier as a middleware (starting from 15:30)
{height=315 width=560}
## Send CRM-events to Tracklution (example: using Zapier)
You can send data from a CRM to Tracklution either directly through the CRM's native webhook functionality (if your subscription supports it) or by using an automation platform such as Zapier. This is useful for tracking conversions, syncing deal updates, or enriching events without custom development.
This guide uses Zapier in the middle as the automation tool as an example, but the same approach works with any CRM or system capable of sending webhook requests. If your CRM subscription includes webhooks, you can send events directly from the CRM to Tracklution without Zapier as an intermediary.
As an example, this guide explains how to send data to Tracklution when a CRM deal stage is updated. The trigger can also come from another event in HubSpot or from a completely different system.
### Prerequisites
- Access to a CRM
- A Tracklution tracking container
- Zapier, or another automation platform account (if you don't send the webhook directly from your CRM)
### Step-by-step instructions
#### Create a new Zap
- Zapier's instructions [here](https://zapier.com/blog/get-started-with-zapier/).
You can also start creating the automation inside your CRM if you prefer not using Zapier.
#### Add a trigger to your Zap
- **App:**Choose the CRM you are using
- **Choose a trigger:**The trigger will determine when the data is sent to Tracklution.
- For example, you can use “Deal Stage Changed”. Then the automation runs whenever a deal moves to a new pipeline stage.
- Configure the Trigger according to your use case (choose the Deal pipeline and stage for example).
- Test the action to ensure the CRM of your choice is able to send the data to Zapier.
Similar automation can be created inside your CRM automations.
#### Add action to your Zap
1. Setup:
- **App:**Webhooks by Zapier
- **Action event:**POST
2. Configure:
- - **URL:**Add the webhook URL:
- Example: **https:/** **/****tralut.YourDomain.****com/collect/hook?k=LS-12345678-1&track=QualifiedLead**,
- Change the placeholder in URL & unique container key to the one's found in your Tracklution dashboard’s Webhook-tab, and the placeholder event name to the name you want the Event to appear in Tracklution with.
- Here's instructions where to find your unique url -> [Documentation](https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook#how-to-send-events-to-tracklution-with-webhooks-%28where-to-get-the-webhook-url%29 "https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook#how-to-send-events-to-tracklution-with-webhooks-(where-to-get-the-webhook-url)").
- **Payload type:**json
- **Data**: Add the key-value pairs you want to send with the webhook, such as email, event value, currency, or other event details.
- **Test:** We recommend testing with data that is fetched from the CRM in Step 2.
#### Validate the setup
- Once the automation sends data to Tracklution, you will be able to see those in the webhook tab of Tracklution.
- Wait for a couple of minutes after sending the event, then go to the Webhook-tab in the Tracklution container dashboard and scroll to “Webhook Import Events” and see if the event appears on the list.
- If you don’t see an event, it means there is a mistake in your Zapier setup, review the steps 2 & 3.
- You should be able to see the event name (QualifiedLead in the example), and what data was parsed from the payload by clicking “view” on the event row.
- By clicking the Show Import Content, you will be able to see what data was sent from Zapier
## Match the event with existing website sessions
- It is crucial that the CRM-event is matched to an existing website session.
- Tracklution links CRM-events (like "QualifiedLead") to real website visitors by matching the webhook data - typically using email, phone, or other identifiers. If the CRM-event is not matched to an existing session, the ad platforms will not have any other data of the conversion other than what you send from the CRM (Click ID’s and other session data is lost).
- To make matching work:
- Make sure the CRM event AND the website session both include a common identifier (like email or external ID), and it is sent to Tracklution. To track identifiers like emails from the website session, please refer to this article about ContactInfo-event:
- [https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event](https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event)
- You don't need to configure anything extra: if the data includes matchable info, Tracklution will handle the rest.
- To ensure the event is matched to a session, go to the session log on the Tracklution dashboard, search for the event and see if it was tied to a website session, or if the event appears as an individual event without other session data or a link to a parent session.
- Event that is not linked to any session:
- - Event that is linked to a parent session:
- If no match appears:
- Double-check that the CRM event and the website session includes matchable data (like email)
- Ensure the visitor has been tracked on the website
## Install website tracking with cHTML tags in GTM
### Watch a video walkthrough:
{height=315 width=560}
### Step 1: Get Started with Tracklution
First, get started at www.tracklution.com by creating an account and providing your website URL to create a Tracking Container for your site inside Tracklution.
### Step 2: Implement the Main Script and PageView in GTM
1. Open Google Tag Manager (GTM) and **add a new tag**.
2. Choose a **Custom HTML** as the tag type.
3. Copy and paste your unique main script into the HTML field. The script for your Tracking Container can be found in your personalized **Tracklution Installation Guide**. The installation guide is available in the Installation tab for each tracking container.
4. Choose a trigger. The tag should fire before anything else, commonly referred to as Consent Initialization - All Pages, Initialization - All Pages, or All Pages, depending on your GTM settings.
5. Name the tag clearly (e.g., Tracklution - Configuration) and hit Save.
Support for Consent Mode in the EU Area
If your cookie banner is integrated with GTM’s built-in Consent Mode, Tracklution will automatically read and adapt to the consent status from the data layer. This is enabled by default. No further action is required. For manual consent integration, refer to the documentation on implementing Cookie Consent manually.
### Step 3: Implement Conversion Event
This step allows you to track Converions on your site. The example we are going to use is a Purchase event, but you can track any conversion you want.
1. Create a new tag in GTM and name it descriptively, for example: Tracklution - Event - Purchase.
2. Choose Custom HTML tag type and copy-paste your Purchase event script to the field.
3. Replace the variables in the script (value, currency, and other parameters) with the actual variables from your own GTM data layer variables to catch the purchase information correctly.
- Remove the example Purchase value (75.10) and start typing {{. You will see a dropdown menu where you find the Data Layer Variables. Choose the correct variable for Purchase value.
- Change the currency the same way if you handle multiple currencies, or just type the fixed currency code (e.g. USD) in case of a single currency site.
- Ensure you don’t accidentally remove the single quotation marks (‘) around the currency variable and other string fields (all the text fields).
- **What if I don't have data layer variables?** (Nothing relevant pops up when I start typing {{) Please contact your Google Tag Manager administrator / web developer. Here's Google's article on how to create custom variables in GTM. [https://support.google.com/tagmanager/topic/9125128](https://support.google.com/tagmanager/topic/9125128)
4. (Optional but recommended) Tracking Enhanced Conversions with ContactInfo tag
- As you see, in addition to the usual Purchase information, there is also the “ContactInfo” part. ContactInfo tag is usually implemented together with the Purchase tag, or similar conversion action that has user data available. This will enable tracking Enhanced Conversions and matching website data to offline data.
- Data fields available: email, phoneNumber, firstName, lastName, birthday, gender, address, postCode, city, country, externalI.All other fields are user-related data, but if there is an order ID or similar unique ID generated together with a purchase, it can be placed in the “externalID” field. This will help you later import order data via webhook, if you want to enable that (e.g. additional details such as profit margin data).
- You can use all of these details or pick which ones you wish to use. Remove the rows you don’t use, but it is recommended to keep at least the email address and phone number to enable conversion attribution. If you delete any rows, make sure there is no comma after the last row (in the example screenshot, comma is removed after the ‘externalId’ row). The more data points you have, the more accurate your data and attribution will be and it reflects positively to your marketing efforts.
- If you don't want to track ContactData at all, remove this part of the tag:
- Implementing Enhanced Conversions isn't strictly necessary but highly recommended to maximise your server-side tracking benefits:
- Enable Advanced Features: Unlock capabilities like Enhanced Conversions (Google Ads) and Advanced Matching (Meta). This includes cross-channel remarketing without relying on third-party cookies, capturing otherwise lost conversions (e.g., from missing click IDs), identifying returning users, and enhancing marketing campaign data for better performance.
- Integrate External Data: Easily incorporate data from other systems, such as tracking offline conversions, through efficient matching via Webhook delivery to Tracklution.
- Your Data Remains Yours: As a technology provider, we emphasise that your data is exclusively yours. Our access is strictly confined to what's necessary for delivering server-side tracking, without any claim to your data.
5. Correct Tag Sequencing
- Open **Advanced Settings** and click **Tag Sequencing**.
- The Tracklution Configuration tag that you created in the first step has to be always fired before any event tags.
- Choose the **Fire a tag before [this event] fires**, and in the Setup Tag dropdown, choose the “Tracklution - Configuration” tag you created in the first step.
6. Add a Trigger (usually something around Purchase or e.g. Thank you page):
- Missing triggers? See more details on How to create triggers in GTM: [https://support.google.com/tagmanager/answer/7679316](https://support.google.com/tagmanager/answer/7679316)
##### **As the last step, remember to save the tag!**
## **Step 4: Set DNS for First Party Data Collection**
Setting up the DNS CNAME allows Tracklution to load scripts under your own domain, enabling the use of First Party Cookies. This improves data accuracy, ensures more reliable tracking, and helps you get the most out of your tracking setup. See instructions from here: [](https://support.tracklution.com/kb/article/12/first-party-mode-dns)[First-Party Mode (DNS)](https://support.tracklution.com/kb/article/12/first-party-mode-dns)[.](https://support.tracklution.com/kb/article/12/first-party-mode-dns)
## Validate your setup
Once you have installed all events, you can validate your installation with these instructions: [Tracklution Dashboard: Event Validation & Debugging](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging)
Note! If you use the Google Tag Manager's preview and debug mode, Tracklution will deduplicate the Purchase and Lead events you create automatically as it recognises these come from the same user.
## Install website tracking with Google Tag Manager Template
## Watch a video walkthrough:
{height=315 width=560}
## Prerequisites
- Tracklution account (create one at [www.tracklution.com)](www.tracklution.com%29)
- Google Tag Manager account
If you are using this GTM template with a Tracklution private server, you should use your private server's subdomain as /path with the first-party container's domain. This format is automatically provided in the installation instructions of each container in your private server.
Example: if LeadSpark uses a private server on subdomain leadspark.tracklution.com, then the container's first-party domain would be tralut.website.com/leadspark.
## Step 1: Install the Tracklution Template
1. Open your Google Tag Manager (GTM) container.
2. Go to the Templates section.
3. Click Search Gallery under Tag Templates.
4. Search for Tracklution.
5. Select the official Tracklution tag template (look for the verified checkmark).
6. Click Add to Workspace.
The template works like the standard script method, but with fewer manual errors and easier tag maintenance.
## Step 2: Create a PageView Tag
1. Go to the Tags section and click New.
2. Choose the Tracklution tag type.
3. In the Container ID field, paste your ID from the Tracklution installation instructions (Installation-tab) or from your container info (visible at the end of the dashboard):
- Log in at tracklution.com
- Go to Installation-tab
- Copy the Container ID (looks like "LS-12345678-9")
- Copy the Tracklution domain (looks like "tralut.myshop.com")
4. Choose PageView as the event type.
5. Add a trigger like All Pages or Initialization - All Pages.
6. Name the tag clearly (e.g. Tracklution - PageView) and click Save.
The GTM template reads consent status automatically from the GTM data layer if you're using built-in Consent Mode. No extra configuration is needed. For manual consent integration, refer to the [documentation on implementing Cookie Consent manually](https://support.tracklution.com/kb/article/30/compatibility-with-cookie-banners-and-consent-mode-v2#loading-tracklution-tags-always-%28%22advanced-consent-mode%22%29).
Additional Configuration: Main Tag Loading is Depreciated. If you have or have not been using this setting, no changes are needed in either case.
## Step 3: Implement other events
1. Create a new tag using the Tracklution tag type.
2. Paste your Container ID and Tracklution Domain
3. Select the event name (e.g. CompleteRegistration)
4. Optional: Add custom parameters. Custom parameters in your events let you send detailed, relevant data like user email, product ID, or plan type.
- The key is the name of the parameter. It identifies what the data represents. For example: user\_id, transaction\_value, or product\_name
- The value is the data or variable that will be sent with the key. It can be:
- A static value (e.g., 12345, "thank-you-page")
- A GTM variable, such as {{Page URL}}, {{Click Text}}, or {{Custom JavaScript}}. It dynamically pulls the value at runtime when the tag fires.
- **What if I don't have data layer variables?** (Nothing relevant pops up when I start typing {{). Please contact your Google Tag Manager administrator / web developer. Here's Google's article on how to create custom variables in GTM. [https://support.google.com/tagmanager/topic/9125128](https://support.google.com/tagmanager/topic/9125128)
5. Add a suitable trigger (e.g., button click, form submission).
6. Name the tag and Save.
## Step 4: Set DNS for First Party Data Collection
Setting up the DNS CNAME allows Tracklution to load scripts under your own domain, enabling the use of First Party Cookies. This improves data accuracy, ensures more reliable tracking, and helps you get the most out of your tracking setup. See instructions from here: [First-Party Mode (DNS)](https://support.tracklution.com/kb/article/12/first-party-mode-dns).
## Validate your setup
Example with GTM -> you can sometimes see tags firing in Preview, but no data seen in Tracklution's dashboard. This usually means that the tag fired, but the network request to your server failed -> common causes are [CSP](https://support.tracklution.com/kb/article/53/content-security-policy-csp "https://support.tracklution.com/kb/article/53/content-security-policy-csp") or network restrictions before [first-party mode](https://support.tracklution.com/kb/article/12/first-party-mode-dns "https://support.tracklution.com/kb/article/12/first-party-mode-dns") is configured.
Once you have installed all events, you can validate your installation with these instructions: [Tracklution Dashboard: Event Validation & Debugging](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging)
Note! If you use the Google Tag Manager's preview and debug mode, Tracklution will deduplicate the Purchase and Lead events you create automatically as it recognizes these come from the same user.
## Install Website Tracking with Shopify App
## Watch a video walkthrough:
{height=315 width=560}
## Step 1: Create Tracklution Account
First, get started at [www.tracklution.com](www.tracklution.com "www.tracklution.com") by creating an account and providing your store URL. Tracklution will check if your site operates with Shopify, and if it does, it will suggest you install the Shopify App.
## Step 2: Install Tracklution to Your eCommerce Store with Shopify App
1. Sign in to your Shopify store and navigate to Settings → Customer Events → Custom Pixels → Add Custom Pixel.
2. Create a new pixel and give it a name such as "Tracklution App".
3. Configure the following settings for Customer Privacy:
- **Permission:** Not required (Tracklution reads consents automatically, as long as you are using the Shopify native cookie banner). If you want the pixel not be loaded **at all** before consent is granted, you can select "Required". In that case Tracklution will be installed with Basic consent mode. Read more from here: [Compatibility with Cookie Banners and Consent Mode (v2)](https://support.tracklution.com/kb/article/30/compatibility-with-cookie-banners-and-consent-mode-v2)
- **Data Sale:** Data collected does not qualify as a data sale.
4. In your Tracklution onboarding guide, you will see a script window with a copy button. Copy the script and add it to the newly created Customer Event code field.
5. Click **Save** (top right corner) and **Connect** (bottom right).
Tracklution will automatically configure the following eCommerce events: PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase. Tracklution will also automatically set up underlying eCommerce variables (such as product IDs and variations) and Enhanced Conversions.
## Step 3: Add Webhook
1. Go to Shopify Settings → Notifications → Webhooks → Create Webhook.
2. Configure the webhook settings as follows:
- Event: Order creation
- Format: JSON
- Webhook API version: Use the version labeled “latest”
- URL: Copy and paste the URL from Tracklution into the URL box.
Voilá! You’re done with the installation!
You will now start seeing session data populating in real time in your Tracking Container within the “Processed Data” table. This allows you to easily verify that your setup is successful and that all desired events are being correctly recorded.
## Step 4: Set DNS for First Party Data Collection
Setting up the DNS CNAME allows Tracklution to load scripts under your own domain, enabling the use of First Party Cookies. This improves data accuracy, ensures more reliable tracking, and helps you get the most out of your tracking setup. See instructions from here: [First-Party Mode (DNS)](https://support.tracklution.com/kb/article/12/first-party-mode-dns)
## Installing Other (Custom) Events
You can use Google Tag Manager simultaneously, you can do so by using our GTM Template or the Custom HTML tags.
**Using GTM Template:**
If you want to configure other events with GTM Template tags, follow the instructions on Step 4 in your container's installation instructions for GTM Template.
- [Install website tracking with Google Tag Manager Template](https://support.tracklution.com/kb/article/7/gtm-template)
- Note! You do not need to install a PageView tag.
- You need to edit the tag's Additional Configuration: Select "I'm using custom html tag or another installation method for the Main Tag"
**Using Custom HTML tags:**
If you want to configure other events with cHTML tags, you need to install the Tracklution Main script **without PageViews** (found from the "Google Tag Manager (custom HTML)" installation instructions inside your container, in Step 1). To remove the PageView tracking from the main script, delete the highlighted row from the Main Tag script that you find from your installation instructions:
After this, you can use the custom HTML tags or Template tags in GTM to install the desired events (Note! PageViews are already installed with the Shopify App):
- [Install website tracking with Google Tag Manager](https://support.tracklution.com/kb/article/5/install-website-tracking-with-google-tag-manager)
## Shopify Markets with Multiple Domains
If your Shopify store uses Shopify Markets with multiple domains (for example, .fi, .de, and .com), and each market has its own ad accounts, the tracking should be kept separate. Create a separate Tracklution container for each market, then:
1. Duplicate each event once for each Tracklution container (can be done directly in the Shopify Tracklution App script).
2. Add the `target` parameter to each duplicate event and give the `value` your second container's ID (key).
3. Add a Purchase webhook in Shopify for each Tracklution container.
4. Condition each container to only receive the correct market's data using [block rules](https://support.tracklution.com/kb/article/52/block-unwanted-events "https://support.tracklution.com/kb/article/52/block-unwanted-events") in Tracklution.
This ensures that events from each domain are correctly routed to the right Tracklution Domain ID and ad account.
You can also leave the Shopify installation as-is and instead use Tracklution's GTM template for all your duplicate events if you find tags easier to manage than script editing.
If you want to track multiple stores in one container, read our article about cross-domain tracking from here: [Cross-Domain Tracking](https://support.tracklution.com/kb/article/11/cross-domain-tracking)
## Editing the Shopify Installation Script
The standard Shopify customer events code can be edited and customised to match your use case by simply editing the code that you see in Step 1 of the installation instructions.
#### Removing PII or Sensitive Data from Being Collected
In some cases, such as when advertising health-related or other regulated products, you may want to prevent Tracklution from collecting or sending personally identifiable information (PII) or product details that could be considered sensitive by ad platforms like Meta. You can customize your installation to remove any fields you don’t want to collect by removing the collection of PII by editing your Customer Events script:
1. If you already have Tracklution installed, go to Shopify admin, go to Settings → Customer events and find the script from there. If you don't have it already installed you find it from the Step 1 in Shopify installation instructions.
2. Locate the ContactInfo section near the end of the script and delete it. This section includes fields such as email, phone number, name, and address.
3. Go to Settings → Notifications → Webhooks and delete the Tracklution webhook, as it would otherwise continue sending contact data.
4. If needed, you can also remove product-related fields (like item\_name or url) from the event payloads - for example, if product titles or URLs contain sensitive medical or personal information.
Below is an example of the default Purchase event tracking tag, followed by an edited version that removes all PII and product details.
**Default script - (example only! the script contains an example value****LS-12345678-9****that needs to be your unique Tracklution ID):**
tlq('track', 'Purchase', {
target: 'LS-12345678-9',
url: event.context?.document?.location?.href,
currency: event.data?.checkout?.currencyCode,
value: event.data?.checkout?.totalPrice?.amount,
tax: event.data?.checkout?.totalTax?.amount,
shipping: event.data?.checkout?.shippingLine?.price?.amount,
items: lineItems,
});
const billingAddress = event.data?.checkout?.billingAddress;
tlq('set', 'ContactInfo', {
target: 'LS-12345678-9',
url: event.context?.document?.location?.href,
email: event.data?.checkout?.email,
phoneNumber: event.data?.checkout?.phone || billingAddress?.phone,
firstName: billingAddress?.firstName,
lastName: billingAddress?.lastName,
address: billingAddress?.address1,
postCode: billingAddress?.zip,
city: billingAddress?.city,
country: billingAddress?.country,
isFirstOrder: event.data?.checkout?.order?.customer?.isFirstOrder,
});
**Edited PII-safe version (example only! the script contains an example value****LS-12345678-9****that needs to be your unique Tracklution ID):**
tlq('track', 'Purchase', {
target: 'LS-12345678-9',
url: event.context?.document?.location?.href,
currency: event.data?.checkout?.currencyCode,
value: event.data?.checkout?.totalPrice?.amount,
});
#### Tracking Product ID together with Variant ID
By default, Tracklution’s Shopify installation sends the variant ID as the product identifier, since it provides the most specific reference to the purchased product. If the variant ID is not available, Tracklution automatically falls back to the product ID. If you prefer to include both the product ID and variant ID (for example, to match your product feed structure), you can customise this through the Customer Events installation by editing the event structure.
Edit the script from this:
{
item_id: productVariant?.sku,
item_name: productVariant?.product?.title,
item_variant: productVariant?.title,
item_brand: productVariant?.product?.vendor,
sku: productVariant?.sku,
variant_id: productVariant?.id,
product_id: productVariant?.product?.id,
price: productVariant?.price?.amount,
currency: productVariant?.price?.currencyCode,
}
To this:
{
item_id: productVariant?.sku,
item_name: productVariant?.product?.title,
item_variant: productVariant?.title,
item_brand: productVariant?.product?.vendor,
sku: productVariant?.sku,
variant_id: productVariant?.product?.id,
product_id: productVariant?.product?.id,
price: productVariant?.price?.amount,
currency: productVariant?.price?.currencyCode,
}
## Install Website Tracking with WooCommerce Plugin
## Watch a video walkthrough:
{height=315 width=560}
## Step 1: Create Tracklution Account
First, get started at [Tracklution.com](www.tracklution.com "www.tracklution.com") by creating an account and providing your store URL. Tracklution will check if your site operates with WooCommerce, and if it does, it will suggest you install the WooCommerce Plugin.
## Step 2: Install the Tracklution Plugin
1. Download the official Tracklution WooCommerce plugin via the Tracklution <> Woo onboarding guide.
2. Upload the Plugin to WordPress:
- Log in to your WordPress account.
- Go to Plugins → Add New Plugin → Upload Plugin.
- After this, find Tracklution in the Plugin list and click Activate.
Tracklution will automatically configure the following eCommerce events: PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, and Purchase. Tracklution will also automatically set up underlying eCommerce variables (such as product IDs and variations) and Enhanced Conversions.
## Step 3: Edit Plugin Settings
1. In WordPress, go to Settings → Tracklution.
2. Follow the instructions in the Tracklution <> WooCommerce onboarding guide to set up your Tracklution ID and Tracklution Domain in the plugin settings.
Voilá! You’re done with the installation!
You will now start seeing session data populating in real time in your Tracking Container within the “Processed Data” table. This allows you to easily verify that your setup is successful and that all desired events are being correctly recorded.
## Step 4: Set DNS for First Party Data Collection
Setting up the DNS CNAME allows Tracklution to load scripts under your own domain, enabling the use of First Party Cookies. This improves data accuracy, ensures more reliable tracking, and helps you get the most out of your tracking setup. See instructions from here: [First-Party Mode (DNS)](https://support.tracklution.com/kb/article/12/first-party-mode-dns)
## Installing Other (Custom) Events
You can use Google Tag Manager simultaneously. If you want to configure other events, read the instructions from this article: [Install website tracking with Google Tag Manager](https://emmatracklution.bolddesk.com/kb/article/5/install-website-tracking-with-google-tag-manager). Note! If you install other events with Google Tag Manager, you need to remove the PageView tracking from the main script. This can be done simply by deleting the highlighted row from the Main Tag script that you find from your installation instructions:
## Install Website Tracking with Manual Code Installation
To install Tracklution tracking to your website you can implement the scripts directly to the code of your website if you don't want to use a tag management system like Google Tag Manager for the installation.
## Step 1: Implement the main script
To ensure optimal functionality the main script must load on every page of your website prior to any event specific scripts.
For best practices we advise embedding it within the <head> section across all pages.
Each Tracking Pixel code is formatted with the correct Tracking Container IDs, which is why the script always needs to be copied from the tracking container's installation instructions. The correct code is under "Standard installation" option, and it looks similar to this:
## Step 2: Implement the event scripts
These are the actual events you want to track on your website, and need to be set per event type.
### Implement PageView
With PageView implemented, Tracklution is able to capture incoming traffic with their URL tracking parameters, so that conversions can be reported back to ad platforms with their unique tracking ID such as click ID.
Add this script to be loaded on your site with every page view (e.g. inside the <body> section of the site code for every page view).
### Implement Purchase event
This enables you to track Purchases in your site. Make sure to replace the example content in the script value and currency parameters with the actual variables to catch the purchase information correctly eg by utilising variables in GTM data layer.
You need to set the appropriate value and currency values to your event on your website. The values here are just placeholders for demonstration purposes.
### Implementing any other standard or custom events
You can use any events you wish, whether they are standard or customer events. Just change the event name in the script to match the event name you prefer using, and install the script in the desired location or action on the site. See the [Event Tracking Guide](https://support.tracklution.com/kb/article/13/event-tracking-guide) for more information.
## Step 3: Implement ContactInfo for catching contact information
Embed this script within the <body> tag on pages where customer information is accessible. It's essential to substitute placeholder values with actual data like email addresses or phone numbers, to accurately fill the ContactInfo tag with genuine contact details.
You need to set the appropriate values to your ContactInfo event. The values here are just placeholders for demonstration purposes.
##### Why this is important?
Implementing these enhancements isn't strictly necessary but highly recommended to maximise your server-side tracking benefits. Here's why:
- **E** **nable Advanced Features:** Unlock capabilities like Enhanced Conversions Google Ads and Advanced Matching Meta.This includes cross-channel re-marketing without relying on third-party cookies capturing otherwise lost conversions eg from missing click IDs identifying returning users and enhancing marketing campaign data for better performance.
- **Integrate External Data:** Easily incorporate data from other systems such as tracking offline conversions through efficient matching via Webhook delivery to Tracklution.
- **Your Data Remains Yours**: As a technology provider we emphasize that your data is exclusively yours. Our access is strictly confined to whats necessary for delivering serverside tracking without any claim to your data.
##### How to implement this?
- **When to Trigger:** The script can be executed at any session point where relevant information is available such as on an order or thank you page.
- **Data Preparation:** Its vital to replace placeholder values with actual data variables eg email or phone number variables from the GTM data layer to populate the ContactInfo tag accurately.
- **Data Privacy**: Information can be submitted in plain text Tracklution will hash it before forwarding to ad platforms. You may also hash data on your end before submission.
- **Data Selection:** Depending on data availability you may choose to send all or only a subset of the fields provided in the example with email and phone number being the minimum for optimal matching.
- **Alternative Delivery Methods:** If contact information isnt available during the session or you prefer a server-side approach implement the ContactInfo tag with a unique external ID 'externalId' (e.g. Order ID). Then, send additional contact info via webhook using the same 'externalId' for seamless session data matching.
## Step 4: Set DNS for First Party Data Collection
Setting up the DNS CNAME allows Tracklution to load scripts under your own domain, enabling the use of First Party Cookies. This improves data accuracy, ensures more reliable tracking, and helps you get the most out of your tracking setup. See instructions from here: [First-Party Mode (DNS)](https://support.tracklution.com/kb/article/12/first-party-mode-dns)
**For AI coding agents:** Tracklution publishes a step-by-step install contract designed for Cursor, Claude Code, Codex, Windsurf, Cline, Lovable, Replit, and Bolt. Fetch and follow [tracklution.com/agent-install.md](http://tracklution.com/agent-install.md) - or just tell your agent: 'Install Tracklution.'
## Send Events From Any Platform With a Webhook
## Sending data to Tracklution with webhooks
A webhook is a tool that allows different systems to communicate with each other in real time. In essence, it’s a way for one application to send automatic data updates to another as soon as a certain event occurs. This eliminates the need for constant polling and ensures that information flows seamlessly between platforms.
You can utilise the webhook to send in events that happen outside of your website (“offline conversions”). These conversion events could be for example phone calls, purchases made in brick-and-mortar shops, bookings made in a booking system, validated leads in a CRM system, and so forth.
Events registered via webhook can be matched to web sessions if matching data is available (read more below "Matching webhook data with other session data"). In case matching data is not available, webhook events will be handled as an individual session and can be delivered via Connectors with Click ID or without original click ID data as enhanced conversions (if in use).
You can either send new events with the webhook ("Track" -type webhooks), or enrich already existing sessions with new data coming from the webhook ("Set"-type webhooks). You don’t need to explicitly define the event type in the webhook parameters - Tracklution automatically determines whether the webhook is a `set` or `track` event based on whether the `track` parameter is present. Examples of each can be found below, in "Request examples".
##
## Video walk-through
In the video below, we show how to send offline conversions with a webhook in two ways:
1. Using the platform’s own automation tool (example from Zoho CRM)
2. Using Zapier as a middleware (starting from 15:30)
{height=315 width=560}
## How to send events to Tracklution with webhooks (where to get the webhook URL)
A webhook endpoint URL is needed to send webhooks to Tracklution. The webhook endpoint URL is a web address where one system automatically sends data or notifications to another system when something happens (for example, when a purchase is completed or a booking is made). The Tracklution Webhook Endpoint URL is available on your Tracklution dashboard, under "Webhook":
##### For platform-specific instructions on sending offline-events, refer to these articles:
- [CRM integrations](https://support.tracklution.com/kb/article/2/crm-integrations)
- [Stripe Integration](https://support.tracklution.com/kb/article/18/stripe-integration)
- [Calendly Integration](https://support.tracklution.com/kb/article/17/calendly-integration)
### Webhook query parameters
Query parameters are additional key–value pairs added to the URL that tell the receiving system what the request contains and how it should be processed. When making a GET request to the endpoint, following query parameters can / need to be set:
| Parameter | Description | Required |
| --- | --- | --- |
| k | Your Tracking Container Key | yes |
| track | If you want to record an event, e.g. “Purchase” or “BookingComplete”, send the event name in this field. Without ‘track’ parameter the incoming data is handled as additional information and Tracklution tries to match it into an existing session data without adding a new event to the session. | no |
| value | If you are bringing in a Purchase event with the ‘track’ parameter, and you want a value being recorded to this event, insert the value in this field | no |
| currency | If you are bringing in a Purchase event with the ‘track’ parameter including ‘value’ parameter, insert currency in this field | If ‘value’ parameter is used, then required |
| url | The URL of the page where event happened or additional data was obtained | no |
| email | Email | no |
| phoneNumber | Phone number | no |
| firstName | First name | no |
| lastName | Last name | no |
| birthday | Birthday, example input: 1985-06-17 | no |
| gender | Example input: ‘male’ or ‘female’ | no |
| address | Street address | no |
| postCode | Postal code | no |
| city | City | no |
| country | Country | no |
| externalId | External ID that could be any unique identifier | no |
| gclid | Google Click ID | no |
| fbclid | Meta Click ID | no |
| gbraid | Google aggregated click identifier (used when gclid is unavailable) | no |
| wbraid | Google web-to-app click identifier | no |
| ttclid | TikTok click identifier | no |
| msclkid | Microsoft Ads click identifier | no |
| epik | Pinterest click identifier | no |
| dclid | DoubleClick / CM360 click identifier | no |
| rdtCid | Reddit click identifier | no |
| trls | Tracklution source identifier | no |
| trlc | Tracklution click identifier | no |
| utmSource | UTM source parameter (e.g. google, facebook) | no |
| utmMedium | UTM medium parameter (e.g. cpc, organic) | no |
| utmCampaign | UTM campaign name | no |
| utmContent | UTM content parameter | no |
| utmTerm | UTM term / keyword parameter | no |
| eventId | Unique event identifier used for deduplication across sources (browser, server, webhook). Use with caution: event\_id is event-specific and overrides all other identifiers (email, external ID, etc.), incorrectly implemented or reused event\_id can either unintentionally suppress valid events or cause overcounting by preventing deduplication altogether. | no |
| priorityExternalId | High-priority external identifier used when multiple external IDs are present | no |
| phoneNumberVariants | Variants of the phone number used for improved matching | no |
| emailVariants | Variants of the email used for improved matching | no |
| userAgent | Browser or device user agent string | no |
| ip | Client IP address | no |
| actionSource | Source of the action (e.g. website, app, server) | no |
| eventAttributes | Custom object containing additional event-specific attributes | no |
| eventSourceDomain | Domain where the event originated | no |
| isPartial | Indicates whether the event data is partial or incomplete | no |
| forceNewSessionCreatedAt | Forces Tracklution to start a new session at a given timestamp | no |
When sending webhooks from Stripe, you should also include "source=stripe" parameter as we've developed Stripe-specific logic for our webhooks. Read more about Stripe webhooks from here: [Stripe Integration](https://support.tracklution.com/kb/article/18/stripe-integration)
#### Sending custom parameters with Webhooks
In addition to standard webhook parameters (such as value, currency, externalId, and contact fields), you can send custom event-level data with your webhook events. Custom parameters must be included inside a dedicated object called event\_attributes in the webhook payload.
**Example 1:** Basic webhook event (no custom parameters) This example sends a simple conversion event with a value and identifiers only:
{
"track": "Purchase",
"value": 99.00,
"currency": "EUR",
"externalId": "order-12345",
"email": "customer@example.com"
}
**Example 2:** Webhook event with custom parameters. If you want to send additional event-specific data (for example plan type, category, or internal metadata), include it inside the event\_attributes object.
{
"track": "Purchase",
"value": 99.00,
"currency": "EUR",
"externalId": "order-12345",
"email": "customer@example.com",
"event_attributes": {
"plan": "Premium",
"billingPeriod": "Annual",
"sourceSystem": "CRM"
}
}
## Request examples
Remember to set up Webhooks according to our onboarding guide inside your Tracking Container. The examples below include test data only for demonstration purposes.
You don’t need to explicitly define the event type in the webhook parameters - Tracklution automatically determines whether the webhook is a set or track event based on whether the track parameter is present.
### "Track" -type webhook:
Use "Track"-type webhooks if you want to register new events. You can add as many parameters as you like (see the list "Webhook query parameters" above). Example of a **FromSubmission** event sent with a webhook from Zapier together with email and phone number:
1. Webhook setup in Zapier:
2. The same webhook event in Tracklution container's Webhook-tab:
3. The same webhook event on the container dashboard:
### "Set" -type webhook:
Use "Set"-type webhooks if you want to enrich already existing session data. You can add as many parameters as you like (see the list "Webhook query parameters" above). Example of data sent with a webhook from Zapier that will enrich already existing data on a session with email and phone number, but not create a new event:
1. Webhook setup in Zapier:
2. The same webhook event in Tracklution container's Webhook-tab:
3. The session on the dashboard, that the webhook enriches before and after the data (email & phone number) is received from the webhook (Tracklution is using the externalId to match the webhook to the correct session):
Matching webhook data with other session data
**When you send webhook data to Tracklution, it is important to ensure the data can be matched to an existing website session.** Tracklution’s webhook automatically matches webhook data to a correct session/set of web events if matching data is available. If matching data is not available Tracklution will still be able to register and store the data and match it later if matching sessions appear. If you are sending in an event via webhook, it can be processed as an individual event and passed on to Ad Platforms with the Click ID or as an enhanced conversion in case click ID is not available from the original session.
### Using Data from ContactInfo pixel (preferred) for matching
Set a ContactInfo tag to fire on during the website session so Tracklution will use that data to match the webhook data with the session. You can use unique external ID, email or phone number.
**Unique external ID (‘externalId’):** External ID is a unique value generated and passed from web to Tracklution. External ID should be a value that you have available in both, web and in the backend system you’re sending webhook data from. With External ID Tracklution is able to accurately match webhook data with the session data from web. External ID is passed from the web with the ContactInfo pixel. It can be grouped to another event (as in the example) or sent as an individual ContactInfo event.
**Email address (‘email’)**: Email address can be collected via web and passed on to Tracklution with the ContactInfo pixel at any given point of the user journey. By passing the same email address via webhook’s ‘email’ field, Tracklution will be able to match webhook data with data collected via pixels.
**Phone number (‘phoneNumber’)**: Phone number can be collected via web and passed on to Tracklution with the ContactInfo pixel at any given point of the user journey. By passing the same phone number via webhook’s ‘phone’ field, Tracklution will be able to match webhook data with data collected via pixels.
#### Example
You have installed a ContactInfo tag to be firing during a website session, the **ContactInfo tag** that is fired looks like this;
You are also sending a Purchase-event with a webhook from an external platform. You collect the same externalId to the external platform, which you also collect from the website session with the ContactInfo tag. The **webhook** POST request looks like this;
Tracklution uses the external id to match the Purchase-event from the webhook to the website session. If external id would not be available, other contact data (email, phone number) would be used for matching.
### Using other data for matching
Timestamp: While the above mentioned identifiers are the most accurate and preferred ways to match webhook data, if no other data is available, Tracklution will try to match data based on timestamps. However, this requires that the webhook is arriving at the same time as the session is recorded via pixels. For example, if only relying on timestamp, webhook has to arrive at the same time with the purchase event, and especially with plenty of volume there is a possibility for mismatch. Matching with timestamp only might cause low match confidence levels and is thus not recommended.
## Enriching Purchase Events With Profit Data Using Webhooks
You can enrich data in Tracklution by utilising our webhook feature and sending the data fully server-side to Tracklution.
## Video walkthrough
In the video below, we explain how profit tracking works and why profit should be sent securely from your backend instead of exposing it on your website. We also show step by step how to send profit data to Tracklution, create a new event for ProfitPurchase, and forward it to your ad platforms for profit based optimization.
{height=315 width=560}
## Profit Tracking With Webhooks
Tracklution webhooks allow you to securely enrich website conversion data with backend data such as profit margins, offline purchases, CRM updates, or ERP data. A common use case is profit tracking. Instead of optimizing campaigns based on revenue, you can optimize based on actual profit. Since profit data is sensitive business information, it should never be exposed in the browser or website data layer. With Tracklution, profit data can be sent securely server-side with a webhook and matched to the original website session automatically.
## How to do Profit Tracking with Tracklution
### Step 1: Track Website Sessions Normally
- Install Tracklution website tracking normally and make sure you send:
- PageViews
- ContactInfo (ContactInfo is important because it allows Tracklution to match backend webhook data to the correct website session.) Example:
-
## Calendly Integration
Sending events from Calendly to Tracklution allows you to track booked appointments and integrate this data with your website’s user sessions. By linking Calendly events to Tracklution, you can gain deeper insights into user behavior, track offline conversions, and optimize your marketing efforts by connecting booking activity to other interactions. This helps you understand how appointments impact your overall conversion funnel and improve your tracking accuracy.
## Prerequisites
1. Tracklution account
2. Calendly account with a paid plan
3. Zapier or similar system for sending webhooks from Calendly to Tracklution
## How to track Calendly events to Tracklution
1. Implement Tracklution tracking script(s) to your website (atleast PageViews). Here's instructions: [Install website tracking with Google Tag Manager](https://support.tracklution.com/kb/article/5/install-website-tracking-with-google-tag-manager)
2. Edit your appointment settings in Calendly: external site redirect to your own page with contact information
- The process is explained here: [https://calendly.com/help/how-to-redirect-invitees-to-another-site-after-booking](https://calendly.com/help/how-to-redirect-invitees-to-another-site-after-booking).
- You need to pass event details (at least email) to the redirect page, as described in step 7.
3. Create a Zap:
- Trigger: Calendly: invitee created (or whatever trigger you want to use)
- Action: Zapier WebhooksSetup: POST webhookConfigure:
- URL: https://main.trlution.com/collect/hook?k=LS-98765432-1&track=AppointmentBooked
- Payload type: json
4. Test the Zap and see if the event appears in the webhook tab in Tracklution with email & event name correctly parsed;
You should now see the event on the Tracklution container dashboard. If the event is correctly tracked, it should be matched to the website session that happened before the user booked the appointment from Calendly. This can be ensured by finding the event on the session log in the dashboard (below the chart), and checking if the event has a parent session attached to it, like this:
## Stripe Integration
## Why Track Stripe Checkouts with Tracklution?
To maximize the effectiveness of your ad campaigns, it's essential to track real conversions, attribute them correctly, and provide ad platforms with reliable data. Tracking Stripe checkouts can be challenging due to external checkout sessions, tracking code limitations, and cross-domain issues. Tracklution simplifies this process with an easy, no-code solution that combines website visitor data with Stripe purchase data through server-side tracking. This ensures precise tracking even for post-trial or recurring payments, enabling you to:
- Feed real conversion data with actual revenue to ad platforms like Google Ads, Meta, and TikTok.
- Analyze your complete conversion funnel by integrating Stripe data with Google Analytics 4.
- Optimize ad performance and reduce customer acquisition costs (CAC) with high-quality data.
Track Stripe checkouts seamlessly and take your conversion tracking to the next level - all without technical work
## How to Enable Stripe Conversion Tracking
Select the installation method according to your checkout process:
- Method 1 works for you if you use Stripe payment links (and do not collect customer data before checkout).
- Method 2 works for you if you collect customer data before checkout (for example, the customer logs in and gives an email address before checkout).
## Installation method 1 (for Stripe payment links)
#### Watch a video walkthrough:
#### {height=315 width=560}
1. Implement Tracking to Your Website (if you haven't already):
- Create an account and install Tracklution’s 1st-party tracking to capture traffic source data (such as UTM tags and click IDs) leads, sign-ups, account creations and other funnel events. Type in your website and Tracklution will recommend the best installation method for you.
- For Stripe conversion tracking, it is required to implement the Tracklution Main Script and PageView. You can leave out the other events if you don’t want to track anything else than successful checkouts from Stripe.
#### 2. Redirect the user to a “Thank you” page after purchase with Stripe’s CHECKOUT\_SESSION\_ID.
- To do this in Stripe, go to Payment Links → Edit payment link → After payment → Don’t show confirmation page (Redirect customers to your website.)
- The URL of the “Thank you” page should look like this:
example.com/thank-you/?stripe_session_id={CHECKOUT_SESSION_ID}
#### 3. Integrate Stripe to Tracklution with Webhooks
- Go to Stripe, open Developers → Webhooks → Add endpoint
- Endpoint URL field: Copy-paste URL from Tracklution instructions. Endpoint URL contains your unique Tracking Container Key.
- Select events to listen to: From the list, select 'checkout.session.completed'
#### 4. Activate Ad Platform Connections
Once you have completed steps 1, 2, and 3, Tracklution will enrich your website data with Stripe conversion data to pass accurate conversion events, such as purchases originating from Stripe, back to ad platforms and Google Analytics 4. Activate the data destinations you want to use, and you’re ready to go! Read more about Connectors here: [About Connectors](https://support.tracklution.com/kb/article/19/about-connectors).
## Installation method 2 (customer data is collected before checkout)
#### 1. Implement Tracking to Your Website (if you haven't already):
- Create an account and install Tracklution’s 1st-party tracking with Google Tag Manager or use direct integrations with platforms like Shopify and WooCommerce.
- Capture traffic source data (such as UTM tags and click IDs), leads, sign-ups, account creations and other funnel events.
- Make sure you send ContactInfo event to Tracklution so we can tie the Stripe event to the website session using that information. Read more about ContactInfo from this article: [Event Tracking Guide](https://support.tracklution.com/kb/article/13/event-tracking-guide)
#### 2. Integrate Stripe to Tracklution:
- Access your Stripe account to set up automation via a webhook. Go to Stripe, open Developers - Webhooks - Add endpoint (Note! The Webhooks tab will be renamed to Event Destinations)
- Create a ‘CustomerCreated’ event that enables Tracklution to tie further conversion events from Stripe into the correct user. The endpoint URL should be your unique webhook endpoint provided in your Tracklution instructions (screenshot below), **complemented with track=CustomerCreated and source=stripe parameters.** The correct triggering event in Stripe is customer.created.
- Example: https://main-3917.trlution.com/collect/hook?k=LS-1234567-9&track=CustomerCreated&source=stripe
- The highlighted part is unique to your container
- Configure any other events you wish to track; for example, you can create events for:
- purchases with a payment (charge.succeeded),
- subscription completed (**customer.subscription.created**),
- when a payment method is set (payment\_method.attached),
- if a payment fails (charge.failed), and so forth.
- Tracklution will automatically read payloads coming from Stripe, so you don’t have to lift a finger after webhook notifications are set! Just remember to use the correct event triggers in Stripe and parameters track=[EventName] and source=stripe in your Tracklution webhook.
#### 3. Activate Ad Platform Connections:
Once you have completed steps 1 and 2, Tracklution will enrich your website data with Stripe conversion data to pass accurate conversion events, such as purchases originating from Stripe, back to ad platforms and Google Analytics 4. Activate the data destinations you want to use, and you’re ready to go! Read more about Connectors here: [About Connectors](https://support.tracklution.com/kb/article/19/about-connectors)
## Block certain events from Stripe webhook
If you only want to exclude certain Stripe events (for example recurring purchases), this can be handled directly in Tracklution using Event Block Rules. You can create rules based on webhook parameters to prevent unwanted events from being processed or sent to your connectors, without needing to modify your Stripe setup. See full instructions here: [Block Unwanted Events](https://support.tracklution.com/kb/article/52/block-unwanted-events)
## Magic: Automatic Event Detection
## {height=315 width=560}
## What Is Magic?
**Magic** is an experimental feature that automatically detects possible tracking events on your website: things like button clicks, form submissions, or other user interactions.
These automatically detected events appear as **Knowledge** inside Tracklution. Knowledge means automatically detected events and interactions on your website that you can review and activate for tracking.
Magic doesn’t collect data on its own - it simply suggests Knowledge items for you to review and activate one by one, so you stay in full control of what gets tracked.
Events will only appear in the list after they’ve happened once on your site and the Tracklution main script is installed. If you don’t see anything yet, try performing a few actions (like clicks or form submissions) on your site.
## How to Use Magic
1. Install Tracklution Main Script (with or without PageViews) with
1. Google Tag Manager Custom HTML Tags: [Install website tracking with Google Tag Manager](https://support.tracklution.com/kb/article/5/install-website-tracking-with-google-tag-manager)
2. Tag Template: [Install website tracking with Google Tag Manager Template](https://support.tracklution.com/kb/article/7/gtm-template)
3. Manual Code installation: [Install Website Tracking with Manual Code Installation](https://support.tracklution.com/kb/article/10/install-website-tracking-with-manual-code-installation)
2. Go to your **Magic-tab** section inside Tracklution.
3. You’ll see a list of events that Tracklution has detected from your site.
4. Review each suggestion and turn **ON** only the ones you want to start tracking.
5. Once an event is turned on, it’s included in your reporting like any other event.
## Avoid Double Tracking
If you’ve already set up tracking for the same event using Google Tag Manager, Shopify, WooCommerce, or manual code, don’t activate it again through Magic. Doing so may cause duplicate conversions or inflated reports.
### Summary
- Magic automatically finds potential events on your site if the Tracklution Main Script is installed on your website.
- You decide which ones to activate - individually.
- Detected events appear only after they’ve occurred at least once.
- Avoid turning on duplicates of already tracked events.
- Experimental feature: monitor results and adjust as needed.
## Install Website Tracking with BigCommerce
## Create a webhook to send data to your server
To create a webhook to send data to your server:
1. Go to Settings › API in your B2B Ninja dashboard.
2. In the Webhooks section, check the box for the event you want (e.g., Quote - Created).
3. Enter your server’s URL**(must start with https://).
- Your specific URL is found under the Webhook tab in your Tracklution container.
- [Sending data to Tracklution with webhooks](https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook "https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook")
4. Optionally, set a Webhook Secret for added security.
5. Click Apply to save your webhook settings.
[Click this link for source information](https://support.bigcommerce.com/s/article/B2B-Ninja-Settings?language=en_US&utm_source=forethought-chat&utm_lp=forethought-chat#api "https://support.bigcommerce.com/s/article/B2B-Ninja-Settings?language=en_US&utm_source=forethought-chat&utm_lp=forethought-chat#api")
## Activate the dataLayer
To activate the dataLayer in your BigCommerce store:
1. Go to Settings › Data solutions.
2. Click Show advanced settings.
3. Check the box to Turn on the data layer.
4. This enables the dataLayer for all associated storefronts by default.
[Click this link for source information](https://support.bigcommerce.com/s/article/Data-Solutions?language=en_US#web-analytics "https://support.bigcommerce.com/s/article/Data-Solutions?language=en_US#web-analytics")
## Add the script to the head-section of all pages
Add a script to the head section of all pages using Script Manager.
1. Go to Storefront › Script Manager in your control panel.
2. Click Create a Script.
3. For Placement, select Header.
4. Choose the pages where the script should run.
5. Paste your script and save.
6. This injects your script into the head section of the selected pages.
[Click this link for source information](https://support.bigcommerce.com/s/article/Using-Script-Manager?language=en_US#add "https://support.bigcommerce.com/s/article/Using-Script-Manager?language=en_US#add")
## Start tracking
You are now able to let events accumulate from your BigCommerce website, or alternatively go to the website yourself and perform each event you want to track at least once, and the events will start to populate under the Magic tab in your Tracklution container. Toggle 'ON' each event you want to track. [Click here for more information about Magic](https://support.tracklution.com/kb/article/49/magic-automatic-event-detection "https://support.tracklution.com/kb/article/49/magic-automatic-event-detection"). Webhook events are already flowing to your Tracklution container and will apply to your dashboard accordingly. To see received data from webhooks, open the Webhook tab in your Tracklution container.
If you want to track special custom events, then you can combine this setup with a tag manager, for example by using [the GTM template for Google Tag Manager](https://support.tracklution.com/kb/article/7/gtm-template "https://support.tracklution.com/kb/article/7/gtm-template"). Since dataLayer is now active, you can now utilize it to create you special conditions and custom events.
If you have any problems tracking the events, make sure to configure [DNS](https://support.tracklution.com/kb/article/12/first-party-mode-dns "https://support.tracklution.com/kb/article/12/first-party-mode-dns").
## About Connectors
Connectors are used to send the data collected from your website to the specific Ad Platforms and Analytics platforms you choose. We currently provide Connectors for:
- Google Ads
- Google Analytics 4
- LinkedIn Ads
- Meta Ads (Facebook and Instagram)
- Snapchat Ads
- TikTok Ads
- Microsoft Ads
- Pinterest Ads
- Adform
We are also developing Connectors for other services and will be adding them to the list.
## How to use the Connectors
##### Watch a video guide
{height=315 width=560}
Before you use the Connectors, it is important that you have installed tracking on your website. If Tracklution does not track any events, it can't send the events to the Connectors.
After finishing the installation for your Tracking Container, you will see the available Connectors on your Tracking Container's page.
Select the Connector you want to use and add the relevant information required.
For example, if you want to send data to Facebook/Meta Ads, you will need to provide your Meta Pixel ID and Meta Access Token. After setting these up, click "Save" and your configuration will be used to send data to Facebook/Meta Ads.
## 
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
## Google Ads Connector
The Google Ads Connector is used to send data to the Google Ads API.
## Watch a Video Walkthrough
{height=315 width=560}
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Access to Google Ads account with relevant user rights
- Google Ads Customer ID
## Google Ads Connector Setup
Choose the Google Ads Connector from the "Connectors" section on your Tracking Container's main page.
Press "Add" or "Edit" and you will be forwarded to the next page. Connect your account by adding your Google Ads account ID and granting permission. This step is crucial as it allows Tracklution to create Conversion Action lists and upload conversions to it.
Once access is granted, you can create a new conversion list in the Tracklution UI for the conversion actions you wish to track on Google's end. Please note that it may take up to 6 hours for Google to prepare the list for receiving conversions. Tracklution will automatically start sending conversions as soon as the lists are ready.
When these steps are completed, your Connector is live, and your collected data will be sent to Google Ads. When you create the conversion lists, you can decide if you want to have the lists as Primary or Secondary in Google Ads.
Note! Google Ads only accept conversions that have Google Click ID or if Enhanced Conversions are enabled and ContactInfo is collected, you can also send Enhanced Conversions. If a conversion does not have Google Click ID or ContactInfo - Google will not accept the conversion.
## Two conversion lists in Google Ads
Tracklution generates two conversion lists in Google Ads for a single conversion action:
- **Tracklution Conversions list (previously called Click conversions)**: for conversions with a valid GCLID available.
- **Tracklution Conversion Booster list (previously called View-Through / Engagement Conversions)**: for conversions sent with enhanced data where GCLID is not available.
Double conversions? No.
The conversion is always sent to Google Ads as "import from clicks" first. Only if GCLID is missing or if Google Ads fail rejects the GCLID will the "booster" conversion be sent to Google Ads. If Google Ads then fail to connect enhanced data from the "booster" then the conversion will not be reported in Google Ads.
Both Conversion Action lists should be set as 'Primary' for most benefits. Typically, Tracklution Conversions (previously click-conversions) account for ~90-95% of total conversions, with the remaining ~5-10% being in Tracklution Conversion Booster list (previously called view-through / engagement conversions).
If you compare the amount of delivered conversions in Google Ads from Tracklution with your old set up - the amount of conversions in both lists should be summed together, as web tagging usually only give you one list that contain both click and view through / engagement conversions.
In the example below, the bottom conversion action is for a web tag, while top and middle are for Tracklution conversions. To compare the web tag to Tracklution, you should compare the number of conversions: 20 web, compared to 31 Tracklution (24+7).
If you see "Tag is missing user provided data" or "Tag is not firing" error or similar in Google Ads, which can appear for both conversion lists. This can sometimes show up as click conversions are delivered with the CAPI from Tracklution, and thus the Google Tag is never loaded - as is how it should be, and this error can be ignored.
## A/B Testing Tracklution Google Ads Connector
To ensure the Tracklution Google Ads Connector performs as well as or better than your legacy setup, we recommend running Tracklution-created Conversion Action lists in parallel as a "Secondary" target for about two weeks. This allows you to compare performance directly. When satisfied, simply switch the conversion action lists created by Tracklution to "Primary" and relegate the legacy setup to "Secondary" (and eventually remove it).
When you compare the amount of delivered conversions in Google Ads from Tracklution with your old setup, remember to sum up the two conversion action lists created by Tracklution together.
## Enhanced Conversions Extending Click-based Conversion Tracking
To make the most out of your Google Ads campaigns, ensure Tracklution's ContactInfo tag is correctly implemented in your site. This enables capturing first-party data in your website and attributing view-through and engagement-based conversions to your Google Ads campaigns, enabling Google to attribute on view and engagement-based actions even when a click ID is not available. [Here's instructions](https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event "https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event") on how to collect ContactInfo from you site.
To enable Enhanced Conversions, you also need to enable Enhanced Conversions in your Google Ads settings, go to: Conversions, Settings, and:
- Turn on **enhanced conversions** and select **Google Ads API** as a method
- Turn on **enhanced conversions for leads** and choose **Google tag** as a method.
## Consent Mode v2 and Advanced Consent Mode
Consent Mode v2 is required in EEA from March 2024 onwards. Tracklution provides full support for this. Read more here: [Compatibility with Cookie Banners and Consent Mode (v2)](https://support.tracklution.com/kb/article/30/compatibility-with-cookie-banners-and-consent-mode-v2).
## Using multiple Google Ads Accounts for one container
You can link multiple Google Ads accounts to the same Tracklution container. This means you don't need to create separate setups for each ad account, ideal if you manage several accounts for the same website and want to keep everything organized in one place.
You’ll find this option in your Google Ads connector settings in Tracklution, scroll down to add a new Ad Account:
Before creating any conversion list in Tracklution, open Google Ad Account settings and ensure the management of conversion goals is set to the individual account, like this:
## New vs Returning Customer Detection
Tracklution automatically determines whether a converting visitor is a new or returning customer and includes this as a `customer_type` signal in every Google Ads conversion upload. This is calculated based on when the visitor was first seen in your server data, no configuration needed. [Read more about it here](https://support.tracklution.com/kb/article/58/new-vs-returning-users-google-ads "https://support.tracklution.com/kb/article/58/new-vs-returning-users-google-ads").
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
Are you missing an event that should be delivered to Google Ads? Find your missing event by going through the [Tracklution Debug Quest.](https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv?showLogo=0&navbar=0&navigator=0&navigatorMenu=0&customNavigation=1&noScroll=1&infoscreen=1&instructions=0)
## Google Analytics 4 Connector
The Google Analytics 4 Connector is used to send data to Google Analytics 4 via the Tracking Pixel and GA4 Measurement Protocol (API).
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Google Analytics 4 Measurement ID
- Go to Admin -> Data Streams -> Click your Web data stream -> You’ll see Measurement ID at the top right (looks like G-XXXXXXX).
- Google Analytics 4 API Secret Value
- In the same Data Stream view -> “Measurement Protocol API secrets.” -> Click Create (if you don’t have one yet). -> Copy the Secret Value (it’s typically 30–40 characters of mixed letters and numbers)
Please note: To ensure Google Analytics 4 receives data from your container, DNS settings must be configured (first-party mode must be activated). If you prefer not to set up DNS, you can alternatively adjust your GA4 settings to allow data collection from external domains.
## Google Analytics 4 Connector Setup
Choose the Google Analytics 4 Connector from the "Connectors" section on your Tracking Container's main page.
Press "Add" / "Edit" on the Google Analytics 4 Connector and provide the following information:
- Google Analytics 4 Measurement ID
- Google Analytics 4 API Secret Value
If you are ready to go live sending data to Google Analytics 4, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.
When your Connector is live, your collected data will be sent to Google Analytics 4.
Please note before activating the Google Analytics 4 Connector in Tracklution: If you have previously included the pixel code in your website's header or footer HTML or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. Google Analytics 4 Connector in Tracklution includes both the Pixel and API which allows Google Analytics 4 to deduplicate events.
## A/B Testing
If you wish to do AB testing with Google Analytics 4 Connector compared to your previous web-tag based setup, you can generate a new Property in GA4 and connect GA4 Connector to this new, parallel property.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
## LinkedIn Connector
The LinkedIn Conversion API Connector is used to send data to LinkedIn's Conversion API. The connector uses the [LinkedIn Conversion API](https://www.linkedin.com/help/lms/answer/a1655394 "https://www.linkedin.com/help/lms/answer/a1655394") send data to LinkedIn.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- A LinkedIn account with access to the [LinkedIn Campaign Manager](https://www.linkedin.com/campaignmanager/ "https://www.linkedin.com/campaignmanager/")
- Your LinkedIn account needs to have one the following permissions enabled:
- ACCOUNT\_BILLING\_ADMIN
- ACCOUNT\_MANAGER
- CAMPAIGN\_MANAGER
- CREATIVE\_MANAGER
- At least one LinkedIn Ads Campaign that is in "Active" status.
- An active Insight Tag on your LinkedIn Ads Account.
## LinkedIn Connector Setup
Choose the LinkedIn Connector from the "Connectors" section on your Tracking Container's main page. You will be redirected to the LinkedIn Connector's setup page.
##### Authenticate with LinkedIn
First you need to authenticate yourself with LinkedIn. Click the "Authenticate with LinkedIn" button to start the authentication process. You will be redirected to LinkedIn's authentication page. Enter your LinkedIn credentials and click "Allow" to grant the connector access to your LinkedIn account.
##### Select Ad Account
Next you need to select which LinkedIn Ad Account you wish to use with the Connector. After selecting the Ad Account, the Connector will fetch all campaigns with Active status from the selected Ad Account.
##### Enhanced Conversions
See [LinkedIn documentation on how to create an Insight Tag and enable enhanced conversions](https://www.linkedin.com/help/lms/answer/a423304 "https://www.linkedin.com/help/lms/answer/a423304")
Change these settings in your LinkedIn Ads Manager: Select Data -> Signals manager -> Insight Tag -> Manage Insight Tag -> Settings -> check "Enable enhanced conversion tracking".
##### Create Conversion Rules
For every Event you want to send to LinkedIn, you need to create a Conversion Rule for that event. The Conversion Rule will be associated with the LinkedIn Ads Campaigns you have selected.
Click the "Create Conversion Rule" on the Event you want to send to LinkedIn. After this you will see a "Select Campaign(s)" selector, where you need to specify at least 1 LinkedIn Ads Campaign to associate the Conversion rule with.
Repeat this process for every Event you want to send to LinkedIn.
Conversion Rules need to be created and associated with the selected Campaigns for every event type used. Tracklution will handle creating these Conversion Rules and associations with Campaigns for you.
## Modifying already created Conversion Rules
After you have created the Conversion Rules, you can modify them by clicking the "Edit" button on the Conversion Rule you want to modify. You can change the associated Campaigns or delete the Conversion Rule. Deleting the Conversion Rule in Tracklution UI will only delete from Tracklution, not from LinkedIn. After deleting, we wont send the data to LinkedIn for that event before you have created another Conversion Rule for that event.
#### Setup completed
Great! You have successfully configured your LinkedIn Connector and the associated LinkedIn Ads Campaigns to use with the Connector.
You will now see the Ad accounts and campaigns and the Conversion Rules on the bottom of the page that Tracklution will use to send your data to LinkedIn Conversion API.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
## Facebook / Meta Ads Connector
The Facebook/Meta Ads Connector is used to send data to the Facebook/Meta Conversion API.
## Prerequisites
- Meta Pixel. If you don't already have one, read Meta's instruction on [how to create Meta Pixel](https://www.facebook.com/business/help/952192354843755?id=1205376682832142 "https://www.facebook.com/business/help/952192354843755?id=1205376682832142").
- Admin or Developer access for the Meta business porfolio
## Avoid Duplicate Tracking: Must-Do Steps Before Using the Connector
Before using the Tracklution Meta Connector, ensure that you remove or deactivate any existing tags or integrations that send data to the same Meta Pixel you intend to use. If multiple sources send the same events to the Pixel (e.g., both Shopify's native integration and Tracklution), it can result in duplicate event firing, leading to inaccurate or inflated reporting.
Tracklution's Meta Connector includes both the Meta Pixel and Conversions API, which allows Meta to deduplicate events only if both signals are sent from the same source and include the necessary event identifiers (like event\_id). However, if multiple platforms send the same event independently, Meta cannot reliably deduplicate them, and this may degrade your ad performance and attribution accuracy.
If you'd prefer to keep your existing setup, you can create a separate Meta Pixel specifically for Tracklution. This allows you to run Tracklution in parallel without interfering with your current configuration. Follow Meta’s official guide to [create a new Meta Pixel](https://www.facebook.com/business/help/952192354843755?id=1205376682832142 "https://www.facebook.com/business/help/952192354843755?id=1205376682832142").
If you are migrating from Shopify's Facebook & Instagram app, whether you need to turn off data sharing in Shopify depends on which pixel that app is connected to. Switching also has implications for any Custom Conversions you have set up in Meta, and opens up new possibilities for custom event tracking that the Shopify native integration does not support. See [Switching from Shopify's Meta integration to Tracklution](https://support.tracklution.com/kb/article/23/facebook--meta-ads-connector#switching-from-shopify's-meta-integration-to-tracklution) below.
## Meta Connector Setup Instructions
1. Click "Add" or "Edit" on the Meta Connector card on your Tracklution container dashboard
2. Provide the Meta Pixel ID and Conversion API Access Token
- **Meta Pixel ID**
1. Go to Meta Events Manager -> Datasets *(previously named Data Sources)*
2. Make sure you are in the right account
3. Choose the pixel you want to send data to
4. Select the Settings tab, copy the Pixel ID and paste it to Tracklution
- **Meta Conversion API Access Token**
1. In the Pixel Settings *(same as in the previous step)*, scroll to the section "Conversions API"
2. Under "Set up direct integration", select "Set up with Dataset Quality API" and click "Generate access token"
*(Ensure you have enough permissions for this Pixel & Business to create the access token)*
3. Copy the access token and paste it to Tracklution
3. If you are ready to go live sending data to Facebook Ads, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.
When your Connector is live, your collected data will be sent to Meta Pixel and Meta Conversion API (Facebook and Instagram Ads).
## Validate the setup
### Tracklution Dashboard
1. First ensure that Tracklution is successfully delivering events to Meta from the Tracklution dashboard. You should see "Success" and the Facebook logo in the Processed Data Table under "Delivered To" column.
- If you don't see "Success" here, refer to our debugging article: [Tracklution Dashboard: Event Validation & Debugging](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging)
### Meta Events Manager
1. Go to Events Manager -> Datasets -> Choose the pixel connected to Tracklution -> Overview.
2. The number you see in "Total events" is the sum of both browser + server events that are deduplicated automatically if Tracklution is the only data source for that Pixel.
3. Open an event from "View details", find the event volume graph under "Event overview" and verify that both "Total browser events received" and "Total server events received" are actively receiving events. The numbers do not need to match 1:1, and differences between browser and server event counts are normal. However, if one side is extremely low or near zero compared to the other, it may indicate an installation or delivery issue. Also check that the "Event deduplication" tab does not show critical issues.
- Make sure the selected timeframe does not start before Tracklution was connected to Meta.
Tracklution sends both Pixel and CAPI, and Meta deduplicates them into a single conversion using event_name + event_id, so the server event may be merged into the browser event rather than counted separately. Even if Meta shows fewer “server events received,” the server payload is still used to improve match quality, attribution, and optimization behind the scenes.
#### Notes:
Events Manager lists all events Tracklution sends to your Meta pixel, regardless of whether Meta decides to use them for ad reporting. **Ads Manager only shows events that are attributed to your ads according to Meta’s attribution model and settings** (e.g., attribution window, matching rules, campaign connection). So, if the events appear in Events Manager but not Ads Manager, it means that Tracklution is working correctly, but it is possible that:
- Meta didn’t attribute the conversions to any active ad (e.g., the click or view that led to the event is outside your attribution window, or consent wasn’t given for tracking).
- They’re custom events not yet connected to a tracked ad campaign or custom conversion in Ads Manager.
- Ads Manager’s report is filtered by campaign/ad set/ad that didn’t deliver those events.
Note that custom events need to be first reviewed in Meta before you can see them. [Here's how](https://www.facebook.com/business/help/642275438032995 "https://www.facebook.com/business/help/642275438032995") to approve the events in Meta.
## Switching from Shopify's Meta integration to Tracklution
If your shop runs on Shopify and you have the Facebook & Instagram app installed, first check which Meta Pixel it is connected to, this determines whether any action is needed.
| Your situation | What to do |
| --- | --- |
| The Shopify app is connected to the **same pixel** as Tracklution | Turn off data sharing in Shopify (steps below). Running both on the same pixel causes duplicates that Meta cannot reliably deduplicate. |
| The Shopify app is connected to a **different pixel** than Tracklution | No action needed, the two integrations operate independently. |
| You're not sure which pixel the Shopify app is using | Go to **Shopify Admin → Sales Channels → Facebook & Instagram → Settings → Share Data** to check before proceeding. |
If you need to turn off data sharing in Shopify: navigate to **Shopify Admin → Sales Channels → Facebook & Instagram → Settings**, scroll down to **Share Data**, click **Change**, and toggle to **Data Sharing Off**.
### What changes in Meta
Shopify's native integration only tracks standard ecommerce events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase) and does not send custom-named events. When you switch to Tracklution, the parameter structure sent alongside those events can differ, so if you have Custom Conversions in Meta that rely on specific parameter values such as `content_ids`, or `content_type` verify that they still fire correctly after switching. If you are moving to a new pixel entirely, Custom Conversions tied to the old pixel will need to be recreated for the new one.
With Tracklution you can also go beyond the standard event set by using [Event Creation Rules](https://support.tracklution.com/kb/article/57/create--transform-events-server-side) to create custom-named events server-side, for example `NewCustomerPurchase` or `PurchasePOS` without touching your website code. Note that custom-named events need to be reviewed and approved in Meta before they can be used in ad campaigns. [Here's how](https://www.facebook.com/business/help/642275438032995) to approve the events in Meta.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ for Meta](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq#issues-related-to-meta) to find answers to most common issues for each connector.
Are you missing an event that should be delivered to Meta? Find your missing event by going through the [Tracklution Debug Quest.](https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv/0/0?navbar=false&navigator=false&navigatorMenu=false&showLogo=false&noScroll=true&customNavigation=true&infoscreen=true&instructions=false "https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv/0/0?navbar=false&navigator=false&navigatorMenu=false&showLogo=false&noScroll=true&customNavigation=true&infoscreen=true&instructions=false")
## Meta Restrictions & Tracklution: Quick Guide
If you're in the health industry, Meta may limit your tracking. Here's how Tracklution helps. Read more about the [Meta restrictions from Meta](https://www.facebook.com/business/help/511197658391698?locale=en_US&draft=511197658391698 "https://www.facebook.com/business/help/511197658391698?locale=en_US&draft=511197658391698").
#### What You Can Do with Tracklution?
##### 1. Use event renaming to disguise restricted events: Example: Purchase → CustomEvent1
- Configure this in your tracking container's Settings-tab, in the "Standard and Custom Events" table.
- In the table, you can decide with what name Meta receives the event. For example, you can rename your "Purchase" event to "MyCustomEvent1". Here's detailed instructions on how to rename events in Tracklution before the events are sent: [Change Event Mappings](https://support.tracklution.com/kb/article/26/change-event-mappings).
- If the new custom-events don't show up in Meta Events Manager, you might have to [approve the events in Meta](https://www.facebook.com/business/help/642275438032995 "https://www.facebook.com/business/help/642275438032995").
##### 2. Override Delivery Domain
You can send events as if they’re coming from a different domain. Do this especially if the event renaming did not work.
To use it:
- Click Edit on the Meta connector card
- Click "Additional settings"
- Add the URL you want to use to "Override Delivery Domain", like this;
- You can use what ever domain name you wish.
##### 3. Edit your tracking script
You can also decide which events and event parameters you are tracking with Tracklution. You can remove parts from the tracking script(s) you do not wish to track. More about event tracking in the [Event Tracking Guide](https://support.tracklution.com/kb/article/13/event-tracking-guide).
#### How do I know if it's working?
To see if Tracklution is able to send the events to Meta, check from the Tracklution dashboard if the events have "Success" sign in the delivery row in the event log. More about debugging events here: [T](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging)[racklution Dashboard: Event Validation & Debugging](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging). If the "Success" sign is there, check from your Meta Events Manager, that you are receiving events (this only works if Tracklution is the only source of data for the pixel).
If these remedies do not work, you might need to create a new pixel in Meta and connect that to Tracklution again.
#### "action\_source"
If you want to define the action\_source of your webhook events, that is possible by including the parameter key `sourcename` for your value. The value you add will then be parsed to Meta's CAPI as action\_source. All events will be sent to Meta with action\_source website by default. Changing it is only possible with webhook events, and you need to be precise with the name and case in order for Meta to be able to process the action\_source ([see definitions by Meta](https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event#action-source "https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/server-event#action-source")). Any event coming from your website will always be set to action\_source website and cannot be changed.
## Snapchat Ads Connector
The Snapchat Ads Connector is used to send data to the Snapchat Ads Pixel and Conversion API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Pixel ID: [How to get a Pixel ID](https://businesshelp.snapchat.com/s/article/pixel-website-install?language=en_US "https://businesshelp.snapchat.com/s/article/snap-pixel-about?language=en_US")
- Conversion API Access Token: [How to get a Conversion API Access Token](https://marketingapi.snapchat.com/docs/conversion.html#auth-requirements "https://marketingapi.snapchat.com/docs/conversion.html#auth-requirements")
## Snapchat Connector Setup
Choose the Snapchat Connector from the "Connectors" section on your tracking container dashboard.
Press "Add" or "Edit" on the Snapchat Connector and provide the following information:
- Snapchat Pixel ID
- Snapchat Conversion API Access Token
If you are ready to go live sending data to Snapchat, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.
Please note before activating the Snapchat Connector in Tracklution: If you have previously included the pixel code in your website's header or footer HTML or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. Snapchat Connector in Tracklution includes both the Pixel and Conversions API which allows Snapchat to deduplicate events.
When your Connector is live, your collected data will be sent to Snapchat Pixel and Conversion API.
### Sending Custom Events from Tracklution to Snapchat
If you want to send custom events from Tracklution to Snapchat, they must be formatted as "CUSTOM\_EVENT\_1", "CUSTOM\_EVENT\_2", etc. You can configure this mapping in Tracklution container's Settings-tab → Standard and Custom Events. Tracklution will automatically notify if the event needs to be mapped as a custom event for Snapchat in the Standard and Custom Events table. For more details on how events should be mapped in Snapchat refer to this guide: [Standard and Custom Events](https://businesshelp.snapchat.com/s/article/pixel-direct-implementation?language=en_US "https://businesshelp.snapchat.com/s/article/pixel-direct-implementation?language=en_US").
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
## TikTok Ads Connector
The TikTok Ads Connector is used to send data to the TikTok Pixel and Conversion API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- TikTok Pixel ID [How to get TikTok Pixel ID from TikTok Ads Manager](https://ads.tiktok.com/help/article/get-started-pixel?lang=en "https://ads.tiktok.com/help/article/get-started-pixel?lang=en")
- TikTok Conversion API Access Token [How to generate a TikTok Conversion API Access Token](https://ads.tiktok.com/gateway/docs/index?identify_key=2b9b4278e47b275f36e7c39a4af4ba067d088e031d5f5fe45d381559ac89ba48&language=ENGLISH&doc_id=1727537566862337#item-link-2.%20Generate%20an%20access%20token "https://ads.tiktok.com/gateway/docs/index?identify_key=2b9b4278e47b275f36e7c39a4af4ba067d088e031d5f5fe45d381559ac89ba48&language=ENGLISH&doc_id=1727537566862337#item-link-2.%20Generate%20an%20access%20token")
## TikTok Connector Setup
Choose the TikTok Connector from the "Connectors" section on your Tracking Container's main page.
Press "Add" or "Edit" on the TikTok Connector and provide the following information:
- TikTok Pixel ID
- TikTok Conversion API Access Token
If you are ready to go live sending data to TikTok Ads, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.
Please note before activating the TikTok Connector in Tracklution: If you have previously included the pixel code in your website's header or footer HTML or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. TikTok Connector in Tracklution includes both the Pixel and Conversions API which allows TikTok to deduplicate events.
When your Connector is live, your collected data will be sent to TikTok via the Pixel and Conversion API.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to most common issues for each connector.
## Pinterest Ads Connector
The Pinterest Ads Connector is used to send data to both the Pinterest Ads Pixel and Conversion API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Pinterest Tag ID
- Pinterest Conversion API Access Token
- Pinterest Ad Account ID
## Pinterest Connector Setup
Choose the Pinterest Connector from the "Connectors" section on your tracking container dashboard.
Press "Add" or "Edit" on the Pinterest Connector:
Provide the following information:
### Find the ID
Pinterest Tag ID:
- Click **Ads**, then find **Conversion Tracking** and click **Get started** under **Install Pinterest Tag**.
- The 13 digit number below **Unique Tag ID** is your Pinterest tag ID.
Conversion API Access Token:
- Click **Ads** in the top menu and choose **Conversions** and select **Set Up API**.
- Click the **Generate new token** button and copy the new access token.
Ad Account ID:
- Click **Viewing** inside Ads Manager and copy the **Ad Account ID**.
- If you have access to multiple accounts, make sure to copy the ID of the Ad Account that you are connecting to Tracklution.
If you are ready to go live sending data to Pinterest, toggle the "Live" button and press "Save". Otherwise you can save your details by pressing "Save" and later come back to toggle the "Live" button.
When your Connector is live, your collected data will be sent to Snapchat Pixel and Conversion API.
Please note before activating the Pinterest Connector in Tracklution: If you have previously included the pixel code in your website's header or footer HTML or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. Pinterest Connector in Tracklution includes both the Pixel and Conversions API which allows Pinterest to deduplicate events. For Shopify's Native Pinterest tag, see more information below.
#### Disabling Shopify’s Native Pinterest Tracking
If you are using Tracklution for Pinterest conversion tracking, you may want to disable Shopify’s built-in Pinterest tracking to avoid duplicate events. Shopify’s Pinterest Sales Channel automatically installs Pinterest’s native pixel, and it does not allow separating the Catalog feed from Pixel tracking. This means if you keep the Pinterest Sales Channel active, Shopify will continue sending browser-side pixel events in addition to Tracklution’s server-side tracking.
To disable Shopify’s native Pinterest tracking:
- In your Shopify admin, go to Settings → Apps and sales channels.
- Find the Pinterest app in the list.
- Click Uninstall and confirm.
- Removing the Pinterest Sales Channel disables Shopify’s pixel tracking.
### Sending Custom Events from Tracklution to Pinterest
Note that Pinterest only allows you to use the name "**Custom**" for your custom events, for them to be included in Pinterest's conversion reporting. This means that in your Pinterest conversion report, you will be able to see how many "Custom" events were made but you cannot see whether that event is scrolling, clicking, time, or something else. A workaround to this is to include the specification of your custom event as a parameter of your "Custom" event when setting up your custom data collection for these events before sending them to Tracklution. The included parameter will be visible under your "Custom" event in your conversion report. For more details on event codes for Pinterest refer to this guide: [Pinterest: Add event codes.](https://help.pinterest.com/en/business/article/add-event-codes "https://help.pinterest.com/en/business/article/add-event-codes")
If you are okay with all your custom events to have the same name "Custom" in your Pinterest conversion report, then you can just rename your custom events under the Settings-tab in Tracklution. OBS, since these events are sent server-to-server using the Pinterest API, the name must be all-lowercase: custom
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq "https://support.tracklution.com/kb/article/32/troubleshooting-and-faq") to find answers to most common issues for each connector.
## Adform Connector
The Adform Connector is used to send data to both the Adform Pixel and Conversion API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Adform Account
- Adform Campaign
- Adform Tracking Points
## Adform Connector Setup
Please note before setting up the Adform Connector in Tracklution: If you have previously included the pixel code in your website's header or footer HTML or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. Adform Connector in Tracklution includes both the Pixel and Conversions API which allows Adform to deduplicate events.
Choose the Adform Connector from the "Connectors" section on your tracking container dashboard. Click "Add" or "Edit" on the Adform Connector:
Authenticate your Adform account, click the 'Start Authentication' button:
You'll be redirected to login to your Adform account before you are redirected back to continue with the next step in Tracklution.
Next you should select the Adform campaign that you want to receive your Tracklution events. To do this, start by clicking the 'Sync Campaigns' button:
Ability to send your Tracklution events to multiple Adform campaigns is a coming feature.
This will make your Adform campaigns appear in the 'Campaigns' drop-down list.
Next you should map which of your events in Tracklution should be counted as Adform Tracking Points. This is done by clicking the 'Select Tracking Point' drop-down list next to the event you want to send there:
When you click 'Map', this event will go **Live** and start sending these events to Adform.
### Supported Parameters
TOP-LEVEL VARIABLES (mapped to variables)
- value → variables.sales
- order_id → variables.orderid
- transaction_id → variables.orderid (fallback)
- currency → variables.currency
- content_type → variables.content_type
ITEM-LEVEL VARIABLES (mapped to subVariables)
From items array:
- product_id → subVariables.productid (1st choice)
- id → subVariables.productid (2nd choice)
- item_id → subVariables.productid (3rd choice)
- price × quantity → subVariables.productsales (1st choice)
- total → subVariables.productsales (2nd choice)
- subtotal → subVariables.productsales (3rd choice)
- price → subVariables.productsales (4th choice)
- name → subVariables.productname (1st choice)
- item_name → subVariables.productname (2nd choice)
- category → subVariables.productcategory (1st choice)
- item_category → subVariables.productcategory (2nd choice)
- content_type (top-level) → subVariables.productcategory (3rd choice)
The Adform connector will automatically process and rename the supported parameters. If you name your parameter something custom that isn't included in the supported parameters list, it will not be processed by the Adform connector.
**Example**: When you include `value` and `currency` in your Purchase event, these parameters will be delivered as `sales` and `currency` to your Adform Tracking Points with the Purchase event.
### Sending Custom Events from Tracklution to Adform
When you have created a custom event in your data collection setup and send at least one such event to Tracklution, these custom events will be available in your Adform event mapping list and you can send them to an Adform Tracking Point just like any other event.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq "https://support.tracklution.com/kb/article/32/troubleshooting-and-faq") to find answers to most common issues for each connector.
## Microsoft Ads Connector
The Microsoft Ads Connector is used to send data to both the Microsoft Ads Pixel and Conversion API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Microsoft Ads Account
## Microsoft Ads Connector Setup
Choose the Microsoft Ads Connector from the "Connectors" section on your tracking container dashboard. Click "Add" or "Edit" on the Microsoft Ads Connector:
Authenticate Microsoft Ads, click the 'Start Authentication' button:
You'll be redirected to login to Microsoft Ads and accept permissions for 'Tracklution Oy' before you are redirected back to continue with the next step in Tracklution.
**If you are unable to authenticate with Microsoft Ads**, try the following:
1. **Grant admin consent directly.** A Microsoft Entra admin with at least the Cloud Application Administrator role should open this link and approve the Tracklution app:
`https://login.microsoftonline.com/common/adminconsent?client_id=5671eb64-1451-45ab-8ea3-a1af7b9b1b36&redirect_uri=https://api.tracking.leadspark.io/network/integration/microsoft-ads/callback`
2. **Use a personal Microsoft account.** In Microsoft Ads settings, add or switch to a personal email (e.g. outlook.com). Personal accounts are not subject to tenant-level admin consent requirements.
3. **Verify your admin role.** Microsoft Ads super admin and Microsoft Entra admin are separate. The connector requires a tenant-level role — check your assigned roles in the Microsoft Entra admin center.
* * *
Next you should select the Microsoft Ads account you want to connect. This will create a Microsoft Universal Event Tracking (UET) tag for Tracklution to use. Click 'Continue':
Select which events you want to send as conversion goals to Microsoft Ads. Click create on the event you want to send. This will open up a selection where you choose whether you want the event to be a primary or secondary conversion goal. Make your choice and click create again and the conversion goal will be configured with Microsoft Ads.
Once added, it'll look like this:
## Enhanced Conversions
Enhanced conversions in Microsoft Ads → Due to limitations in Microsoft's API, you'll need to configure enhanced conversions manually for each offline conversion goal added via Tracklution.
To add enhanced conversions to your offline conversion goals added via Tracklution, select the conversion goal inside your Microsoft Ads account and configure its settings. Here you can choose to use or not use enhanced conversions for the conversion goal.
Continue through the setup by selecting "Yes, I have the tag installed", and the manual option until your are able to save and exit. You do not need to do any actual manual installation. When you send your events to your Tracklution server, Tracklution will manage these tags for you automatically when the Microsoft Ads connector is active.
## Two Conversion Lists in Microsoft Ads
Tracklution generates two conversion lists in Microsoft Ads for a single conversion action:
1. **Offline Conversions:** Microsoft Ads connects the conversion to an ad-click that belongs to the connected Microsoft Ads account. This conversion is sent to Microsoft Ads via the API (server-to-server). Microsoft Ads uses the Microsoft Click ID (MSCLKID) to link the conversion to an ad-click.
2. **UET (Universal Event Tracking) Conversions:** Microsoft Ads connects the conversion to when a user did not click any ad but recently viewed or engaged with an ad that belongs to the connected Microsoft Ads account. Microsoft Ads uses Enhanced Data to associate the conversion to a view-through or engagement.
Double data? No, the conversion is always sent to Microsoft Ads as an Offline Conversion first. If Microsoft Ads cannot connect the conversion to an ad-click, the UET conversion is then sent. If Microsoft Ads cannot connect the conversion to a view-through or engagement either, the conversion will not be reported in Microsoft Ads. We recommend keeping both conversion lists active; the Offline list ensures conversions with a valid Click ID are tracked, while the UET list captures conversions where the Click ID was lost but can still be matched using Enhanced Data.
## Troubleshooting
My account is unable to open the login when I try to activate the Microsoft Ads connector. --> The Microsoft Entra (Azure AD) tenant must have the Microsoft Advertising API service principal registered. This is a prerequisite before any user in that tenant can consent to apps requesting Microsoft Advertising API permissions. The admin needs to create the service principal for Microsoft Advertising API in their tenant.
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq "https://support.tracklution.com/kb/article/32/troubleshooting-and-faq") to find answers to most common issues for each connector.
## Custom / Affiliate Connector
The Custom Connector lets you deliver Tracklution event data to external systems in two ways:
- **Webhook**: send a server-side HTTP request (S2S postback) to any URL
- **Custom Pixel**: *(Beta)* fire custom HTML/JavaScript client-side in the tracking response
You can enable one or both depending on your use case.
**Common use cases:**
- Sending conversion postbacks to affiliate or performance marketing networks
- Firing client-side conversion or remarketing pixels for ad platforms that provide their own pixel snippet
- Hybrid affiliate tracking setups that require both a server-side postback *and* a client-side pixel
## Step 1: Open the Custom Connector
From your tracking container dashboard, go to the **Connectors** section. Find the Custom Connector and click **Add** to create a new one, or **Edit** to update an existing one.
## Step 2: Name the Connector and Choose Trigger Events
In the **Connector name** field, give your connector a descriptive name (e.g. *Affiliate Network X* or *Display Campaign Pixel*). This helps you identify it in the dashboard when you have multiple Custom Connectors.
Click the **Trigger Events** field and select the events that should trigger this connector. You can select one or more Standard or Custom events.
:::Info
Don't see your event in the list? Make sure Tracklution has received it at least once in your container before configuring it here.
:::
## Step 3: Choose What to Enable: Webhook, Pixel, or Both
The Custom Connector supports three configurations. Enable the relevant toggles based on your needs:
| Configuration | When to use |
|---|---|
| **Webhook only** | You need a server-side postback and no client-side pixel |
| **Custom Pixel only** | You need to fire a client-side tag and no postback |
| **Both** | Hybrid tracking, e.g. an affiliate network that requires both |
Use the **Enable Webhook** and **Enable Custom Pixel** toggles to enable each independently. You can disable either at any time without removing its configuration.
## Step 4: Configure the Webhook
### HTTP Method
Select the HTTP method for your request using the **Method** selector.
- **GET**: parameters are appended to the URL as a query string
- **POST**: parameters are sent in the request body
### Webhook URL
Enter the destination URL in the **Webhook URL** field.
Example: `https://example.com/webhook`
### Query Parameters
Add one or more parameters using the **Parameter Name** and **Parameter Value** fields. Values can be static text or dynamic parameters *(including custom dynamic parameters)*.
Click **View available dynamic parameters >>** to browse all supported parameters. Hover over a parameter to see its description, and click to copy it.
**Example mapping:**
| Parameter Name | Parameter Value |
|---|---|
| `value` | `{{VALUE}}` |
| `track` | `{{EVENT_NAME}}` |
| `gclid` | `{{GCLID}}` |
| `fbc` | `{{FBC}}` |
| `email` | `{{EMAIL}}` |
| `phone` | `{{PHONE}}` |
The **URL Preview** field shows how the final URL will look once variables are resolved:
```
https://example.com/webhook?value=15&track=Purchase&gclid=12a34bC&email=example@email.com
```
You can also pass custom dynamic parameters from your own event data. If your event includes `{"transaction_id": 12345, "extra": "something"}`, you can use `{{TRANSACTION_ID}}` and `{{EXTRA}}` to access those values.
### Event Name Renaming
When you use `{{EVENT_NAME}}` as a parameter value, you get the option to rename the event before it is sent. Useful when the receiving platform expects a different event name format than the one you use in Tracklution.
### HTTP Headers
Use the **HTTP Headers** section to add request headers if required by the receiving platform. Click **Add Header** to add a new row.
Example:
| Header Name | Header Value |
|---|---|
| `Authorization` | `Bearer abc123` |
## Step 5: Configure the Custom Pixel *(Beta)*
The Custom Pixel fires HTML or JavaScript in the browser when a trigger event occurs. Dynamic parameters (e.g. `{{VALUE}}`, `{{EVENT_NAME}}`) are substituted server-side before the code is delivered to the browser.
### Add your pixel code
Paste your HTML or JavaScript into the **HTML / Script** editor.
Example:
```html
```
Click **View available dynamic parameters >>** to see all parameters available inside pixel code.
### Sandbox vs Main Window
Use the **Run in sandbox** toggle to control how the pixel executes.
| Mode | When to use |
|---|---|
| **Sandbox** *(toggle on, default)* | Tracking pixels, conversion pixels, image pixels, anything that just needs to fire a request without needing access to the page. |
| **Main window** *(toggle off)* | Pixels or scripts that need access to the page's DOM, cookies, dataLayer, or other scripts already loaded on the page. |
:::Info
If your pixel references `window.dataLayer`, page cookies, or relies on other scripts being present, disable the sandbox so it runs in the main window context. Note that running the pixel in the main window context exposes the full parent website. This gives the pixel full access, which the sandbox option protects against.
:::
### Approval
Custom Pixels are in **Beta**. Before a pixel fires on live traffic, it must be reviewed and approved by Tracklution. The connector will display an **Approved on [date]** status once it has passed review.
## Step 6: Enable Click ID Matching
If your destination or partner platform requires its own click ID to be returned in a postback, use Click ID Matching.
### How it works
E.g. when a partner platform sends traffic to your site, it appends a unique click ID to the landing page URL. Tracklution captures and stores this value. When a conversion occurs, Tracklution sends the same click ID back to the platform so it can attribute the conversion correctly.
### Setup steps
**1. Confirm the click ID parameter name** used by your partner platform.
Example landing page URL: `https://yourstore.com/?click_id=12345`
Here the parameter name is `click_id`. Common names include `cid`, `aff_id`, and `subid`. Check your platform's documentation.
**2. Turn on Click ID Matching** in the connector settings.
**3. Enter the click ID query parameter**, the exact parameter name the platform appends to your URLs.
**4. *(Optional)* Add a Click Source parameter**. Use this if you have multiple Custom Connectors that all use the same click ID parameter name. This tells Tracklution which platform a given click came from. You can use **Strict Source query parameter value** to include exactly which source should trigger your custom connector.
Example URL: `https://yourstore.com/?click_id=12345&utm_source=platform_x`
- **Click ID query parameter** → `click_id`
- **Click source parameter** → `utm_source`, value → `platform_x`
## Step 7: Configure Attribution *(for Click ID Matching)*
Once Click ID Matching is enabled, set how Tracklution should look up stored click IDs at conversion time.
| Setting | Options | Notes |
|---|---|---|
| **Attribution model** | Last click | Fires only if this connector was the most recent click source. |
| | Any click | Fires if a click from this connector occurred anywhere within the attribution window. |
| **Attribution window** | e.g. 14 days | How far back Tracklution searches for a matching click ID in session history. |
## Step 8: Test Before Going Live
Set the connector to **Test Mode** and validate your setup before enabling it on live traffic.
In Test Mode, Tracklution logs the webhook structure and pixel payload without sending or firing anything. Use the **Webhook Log** to review what would have been sent.
To force a real request while in Test Mode, for example, to verify your receiving platform picks it up correctly, add the parameter `trl_test` with value `1` to the URL.
You can also use **Test Webhook** to simulate a single webhook request on demand.
## Step 9: Activate the Connector
Once you are satisfied with the test output, switch the connector to **Enabled**.
| Mode | Behaviour |
|---|---|
| **Enabled** | Live. Fires on all matching events |
| **Test Mode** | Logs requests and pixel payloads without sending or firing |
| **Disabled** | Connector is fully paused |
After activating, monitor the **Webhook Log** *(top right)* regularly to catch any delivery failures early. Each log entry includes:
- Timestamp
- Full request URL
- HTTP response code (200, 500, etc.)
## Example Use Cases
### Affiliate network postback
An affiliate network sends traffic to your site with a click ID in the URL (`?aff_click_id=abc123`). You want to notify the network when a purchase happens so it can pay the referring publisher.
Enable the webhook, set the trigger event to `Purchase`, turn on Click ID Matching with `aff_click_id` as the parameter, and map `{{VALUE}}` and the click ID variable to your postback URL. Use **Last click** attribution with the window your network specifies.
### Display ad remarketing pixel
You are running a display campaign through an ad network that provides its own JavaScript pixel for conversion tracking. The pixel needs to fire in the browser with the order value attached.
Enable the Custom Pixel only, paste the network's pixel snippet into the editor, replace the hardcoded value field with `{{VALUE}}`, and set execution to **Sandbox** (since no page context is needed).
### Hybrid affiliate tracking
Some affiliate networks require both a server-side postback *and* a client-side pixel to verify conversions. Previously this meant splitting setup between Tracklution and a tag manager.
Enable both the webhook and the Custom Pixel on the same connector. Configure the postback URL for the server side and paste the network's client pixel into the pixel editor. Both fire together on the trigger event.
### Sending events to a custom internal system
You have an internal analytics or CRM endpoint that should receive purchase events in real time. Enable the webhook, set the method to **POST**, map the parameters you need, and add an `Authorization` header with your internal API key.
## Klaviyo Connector
The Klaviyo Connector is used to send data to the Klaviyo onsite tracking pixel and Klaviyo API.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Klaviyo Public API Key
- Klaviyo Private API Key
## Klaviyo Connector Setup
Choose the Klaviyo Connector from the "Connectors" section on your tracking container dashboard.
Click "Add" or "Edit" on the Klaviyo Connector:
Provide the following information:
### Klaviyo API Keys
##### Public API Key:
- First click-open your account, left bottom corner.
- Click **Settings**→ **Account**→ **API** **k** **eys**.
- Here you can find and copy your Public API Key.
##### Private API Key:
- First follow same instructions as for Public API Key.
- Below Public API Key, find Private API Keys and click **Create Private API Key**.
- Give your Private API Key a **name**.
- Select **Custom Key**and:
- **Full Access** for **Events** under API scopes (required)
- **Read Access** for **Profiles** under API scopes (recommended)
- Click **Create** to find and copy your Private API Key.
Klaviyo requires an identifier to be present on the event metric sent to Klaviyo to be accepted. This can either be an email, phone number or external id. In the case that all these three are missing from the event, but a Klaviyo Click ID is present in the event, Tracklution can make an additional API request to Klaviyo and fetch a possible profile attached to that Click ID for more accurate tracking. For this to be enabled, Tracklution needs Read Access for Profiles under API scopes (recommended).
### Activate Klaviyo Connector
If you are ready to go live sending data to Klaviyo, toggle the "Live" button and click "Save". Otherwise you can save your details by clicking "Save" and later come back to toggle the "Live" button.
When your Klaviyo Connector is live, your collected data will start sending to Klaviyo.
Do not run double Klaviyo Pixels! If you already have a Klaviyo Pixel setup on your website, you must remove or deactivate either that Pixel or Tracklution's Klaviyo Pixel. Otherwise, the Pixel will fire twice and lead to inconsistent data in your reporting. Klaviyo Connector in Tracklution includes both the Pixel and API delivery, but Tracklution's Klaviyo Pixel can be turned off by clicking "Edit" -> "Additional Settings" on the connector.
## Klaviyo events
By default, when you setup the Klaviyo Connector in Tracklution, all events except PageView are enabled and sent to Klaviyo. This will help with enabling popular “Abandoned Cart” style flows in Klaviyo. To setup flows in Klaviyo based on these events, consult Klaviyo’s documentation on Flows.
If you want to disable or enable events to be sent to Klaviyo, go to Settings tab and configure your events by clicking “Edit” on the specific event’s row. Here you can also give specific names for the events you send to Klaviyo.
### Viewing Tracklution Events in Klaviyo
Klaviyo always associate events with a Profile, and an event inside Klaviyo is referred to as a Metric. Metric values are represented as either a count or currency.
- Click **Audiences** → **Profiles**.
- Select a profile to view events associated with it.
- Open the tab **Metrics and insights**.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq "https://support.tracklution.com/kb/article/32/troubleshooting-and-faq") to find answers to most common issues for each connector.
## Reddit Connector
The Reddit Connector is used to send data to the Reddit onsite tracking pixel and Reddit CAPI.
## Prerequisites
You will need the following to complete the setup of the connector successfully:
- Reddit Pixel ID
- Reddit Conversion API access token
## Reddit Connector Setup
Choose the Reddit Connector from the "Connectors" section on your tracking container dashboard.
Click "Add" or "Edit" on the Reddit Connector:
Provide the following information:
### Pixel ID:
- First click the hamburger menu in your Reddit business account, left top corner.
- Click **Events Manager**→ **Events Overview**.
- Here you can find and copy your Reddit Pixel ID.
### API Access Token:
- First follow same instructions as for Pixel ID.
- In the left side navigation menu, click **Conversions API**.
- Click **Generate Access Token**, give it a **name** and click **Generate**.
- Click **Copy to Clipboard & Close**.
### Activate Reddit Connector
If you are ready to go live sending data to Reddit, toggle the "Live" button and click "Save". Otherwise you can save your details by clicking "Save" and later come back to toggle the "Live" button.
When your Reddit Connector is live, your collected data will start to be delivered to Reddit.
Please note before activating the Reddit Connector in Tracklution: If you have previously included the Reddit tracking pixel in your website's header, footer, or e.g. via GTM, you must remove or deactivate existing pixels. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. Reddit Connector in Tracklution includes both the Pixel and API delivery which allows Reddit to deduplicate events.
## Viewing Tracklution Events in Reddit
To view your events in Reddit, click the hamburger menu in your Reddit business account, left top corner. Click **Events Manager** → **Events Overview**. This will show you an overview of all events delivered to your Reddit business account from both pixel and CAPI.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq "https://support.tracklution.com/kb/article/32/troubleshooting-and-faq") to find answers to most common issues for each connector.
## CM360 Connector
The Campaign Manager 360 (CM360) Connector is used to send conversion data to Google's Campaign Manager 360 via the CM360 Conversions API. Tracklution sends events by creating and firing Floodlight Activities in your CM360 account.
## Prerequisites
You will need the following to complete the setup successfully:
- A Google account with access to Campaign Manager 360
- **Advertiser Admin** or **Trafficking** permissions on the CM360 Advertiser you want to use
- At least one active Advertiser in CM360
## CM360 Connector Setup
Choose the Campaign Manager 360 Connector from the **Connectors** section on your Tracking Container's main page. You will be redirected to the CM360 Connector's setup page.
### Authenticate with Google
First, you need to authenticate with your Google account. Click **"Connect to Campaign Manager 360"** and follow the on-screen steps to grant Tracklution the necessary permissions. Make sure you sign in with the account that has access to your CM360 Advertiser.
### Select Your Advertiser
After authenticating, select the CM360 Advertiser you want to use. Tracklution will use this Advertiser to create and manage Floodlight Activities on your behalf.
### Create Floodlight Activities
For every event you want to send to CM360, you need to create a Floodlight Activity. Floodlight Activities are how CM360 tracks and counts conversions.
Click **"+ Create Activity"** next to the event you want to track. For each activity, you can configure:
| Setting | Description |
|---|---|
| **Activity Group Type** | The group that determines how the conversion is counted within CM360. |
| **Conversion Category** | The category of the conversion event. Tracklution pre-fills a suggested category based on the event type, but you can change it before saving. |
Tracklution supports [10 standard events](https://support.tracklution.com/kb/article/13/event-tracking-guide#standard-events) with automatic category suggestions. For any custom events, you will need to manually select one of the 22 available CM360 conversion categories.
Repeat this process for every event you want to send to CM360.
### CM360 Goes Live!
Tracklution will start delivering conversion data to CM360 right away when at least one Floodlight Activity has been created.
## How Events Are Delivered
Tracklution uses a combination of pixel and API delivery for CM360, depending on whether a click ID is present:
- **If a GCLID or DCLID is found** for the session, Tracklution delivers the conversion exclusively via the Conversions API. The pixel is not fired in this case.
- **If no click ID is present**, Tracklution fires the CM360 pixel to track the conversion.
This ensures clean, non-duplicate reporting in CM360.
## Enhanced Conversions
The CM360 Connector supports Enhanced Conversions. When enabled, Tracklution sends hashed user identifiers alongside conversions to improve match accuracy.
| Identifier | Hashing Method |
|---|---|
| Email | SHA-256 after normalization |
| Phone number | SHA-256 after E.164 normalization |
:::Info
Enhanced Conversions must be manually enabled in your CM360 Advertiser's **Floodlight Configuration** before they will take effect. Tracklution will display a reminder about this in the Connector UI.
:::
To enable Enhanced Conversions in CM360:
1. Go to your CM360 Advertiser settings.
2. Navigate to **Floodlight Configuration**.
3. Enable the **Enhanced Conversions** setting.
## Consent Mode
The CM360 Connector supports Consent Mode in both pixel and API deliveries.
| Delivery Method | Consent Mode Behavior |
|---|---|
| **Pixel** | Consent signals are passed via `gtag` consent defaults, following Google's standard Consent Mode. |
| **API** | When a visitor has not given marketing consent, Tracklution sets `limitAdTracking` to `true` in the conversion payload. |
## Validate the Setup
Once your Connector is live, confirm that events are being delivered correctly.
**In Tracklution:**
1. Go to your Tracklution container dashboard.
2. In the Processed Data Table, check that events show **"Success"** and the CM360 logo under the **"Delivered To"** column.
3. If you don't see successful deliveries, refer to our debugging guide: [Tracklution Dashboard: Event Validation & Debugging](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging).
**In Campaign Manager 360:**
1. Log in to Campaign Manager 360.
2. Navigate to your Advertiser > **Floodlight** > **Activities**.
3. You should see the Floodlight Activities that Tracklution created, along with conversion counts once events start arriving.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to the most common issues for each connector.
## OpenAI Ads Connector
The OpenAI Ads Connector is used to send data to the OpenAI Ads Measurement Pixel and the OpenAI Ads Conversions API.
## Prerequisites
You will need the following to complete the setup successfully:
- OpenAI Ads Pixel ID
- OpenAI Ads Conversion API access token
- Conversion events created in OpenAI Ads Manager
### Retrieve your Pixel ID
1. Log in to your OpenAI Ads Manager account.
2. In the left-hand menu, go to **Tools** → **Conversions**.
3. Click **Create** in the top right corner and select **Data Source**.
4. Enter a name for your data source, set the type to **Web**, and click **Create**.
5. You will be shown a Pixel ID. Copy it for use in the connector setup.
### Retrieve your Conversion API access token
1. In OpenAI Ads Manager, go to **Tools** → **Conversions**.
2. Click **Conversion keys** in the top right corner.
3. Click **Create new key**, give it a name, and click **Create**.
4. Copy the access token that is displayed. You will need this in the connector setup.
## Create conversion events in OpenAI Ads Manager
:::Info
Unlike most ad platform connectors, OpenAI Ads requires you to manually create each conversion event in Ads Manager before events sent from Tracklution will start to populate them. Events may be flowing correctly from Tracklution, but if the corresponding conversion event has not been created in OpenAI Ads Manager, it will not show up in your reporting.
:::
For each event you want to track, create a corresponding conversion event in OpenAI Ads Manager:
1. Log in to your OpenAI Ads Manager account.
2. In the left-hand menu, go to **Tools** → **Conversions**.
3. Select the **Conversion Events** tab.
4. Click **Create** in the top right corner and select **Conversion Event**.
5. In the **Base Event** dropdown, select the event you want to track. Use the table below to match Tracklution standard events to their OpenAI Ads equivalents.
6. Enter a name for the conversion event.
7. Under **Data source**, select the data source (pixel) you created in the previous step.
8. Click **Create**.
9. Repeat for each event you want to track.
### Event name mapping
| Tracklution Standard Event | OpenAI Ads Event Name |
|----------------------------|--------------------------|
| PageView | Page viewed |
| ViewContent | Contents viewed |
| AddToCart | Items added |
| InitiateCheckout | Checkout started |
| Purchase | Order created |
| Lead | Lead created |
| CompleteRegistration | Registration completed |
| StartTrial | Trial started |
| Subscribe | Subscription created |
| Tracklution Custom Event | OpenAI Ads Event Name |
| ------ | ------ |
| CustomEventName | Custom event name |
## Set up the OpenAI Ads Connector in Tracklution
1. Go to your tracking container dashboard and open the **Connectors** section.
2. Click **Add** on the OpenAI Ads Connector card.
3. Enter your **OpenAI Pixel ID** and **OpenAI API Token**.
4. When you are ready to start sending data, toggle **Set to live** and click **Create**. If you want to save your settings first and go live later, click **Create** without toggling the switch, then come back to enable it.
:::Warning
Before activating the OpenAI Ads Connector: if you have previously added the OpenAI Ads Measurement Pixel to your website's header, footer, or via GTM, you must remove or deactivate it first. Otherwise the pixel will fire twice, leading to inconsistent data in your reporting. The OpenAI Ads Connector in Tracklution includes both the Pixel and the Conversions API, which allows OpenAI Ads to deduplicate events.
:::
Once the connector is live, your collected data will be sent to both the OpenAI Ads Measurement Pixel and the Conversions API.
## Troubleshooting
Issues with a connector? Visit our [Troubleshooting and FAQ](https://support.tracklution.com/kb/article/32/troubleshooting-and-faq) to find answers to the most common issues for each connector.
## Compatibility with Cookie Banners and Consent Mode (v2)
## Video Walkthrough
{height=315 width=560}
This video explains how Consent Mode works with Tracklution and the difference between Basic and Advanced implementations. It walks through how tracking behavior changes based on granted or denied consent, how to enable automatic consent reading, and how to manually pass consent values if needed. The video also covers Shopify setups and how to test that consent status is correctly reflected inside the Tracklution dashboard.
## Loading Tracklution tags after Cookie Consent has been given ("Basic Consent Mode")
You can set up Tracklution tags to load only after cookie consent has been given, in a manner similar to how other tracking tags are typically loaded post-cookie consent. This is the default assumed installation approach.
**The first PageView should be triggered IMMEDIATELY once cookie consent is given.**It is sometimes observed that the first PageView trigger occurs only after the user moves to the next page, which can result in the loss of important information from the beginning of the session, such as UTM tags and click IDs.
### Additional Information:
If, for instance, in the event of a purchase, terms of use acceptance or customer relationship establishment provides a basis for data processing, but cookie consent was not initially obtained, purchases can also be reported to a webhook as an offline conversion. This also functions as a method to complement conversion data in the "Loading Tags After the Cookie Banner" installation approach. Read more about Webhooks from here: [Send Events From Any Platform With a Webhook](https://support.tracklution.com/kb/article/15/send-events-from-any-platform-with-a-webhook)
## Loading Tracklution tags always ("Advanced Consent Mode")
It is possible to implement Advanced Consent Mode. This integrates the customer's cookie choices into Tracklution and allows Tracklution tags to load immediately upon session start. Tracklution will communicate user's consent choices to the Connectors that support Consent Mode. Google Ads, Google Analytics 4, and Microsoft Ads support Consent Mode directly in their pixels, meaning tracking can continue in a limited form (cookieless pings) when consent is denied. Meta and Pinterest, on the other hand, do not support Consent Mode in their pixels, but they provide an opt\_out parameter in their server-side APIs (Conversions API). This allows Tracklution to deliver data through the API when consent is granted, and omit data when the user opts out. For platforms that do not support Consent Mode at all, data is not sent when consent is denied.
To enable advanced consent mode with Tracklution, toggle on the **Use automatic consent reading**, and optionally apply your default consent states for Analytics and Marketing (defaults set inside the Tracklution UI will be treated as fallback consent states). This setting is found under the Settings tab in your Tracklution dashboard.
### Using GTM's built-in Consent Mode
If you are using GTM built-in Consent Mode and have integrated your cookie banner to it, Tracklution can read those values from Data Layer. If you load Tracklution tags with "Advanced Consent Mode" (in other words: 'no additional consent'), Tracklution will automatically read and adjust to consent values from Data Layer when you activate "**Use automatic consent reading"**from the container's Settings > Advanced Settings. Remember to select the default consent statuses for marketing & analytics consent from the dropdown. If the default values are not set, Tracklution will use granted as default.
### Using Shopify App
If you are using Shopify App and the Shopify native cookie banner, Tracklution can read consent status from Data Layer and apply them automatically, as long as you are using the Shopify native cookie banner. To decide which consent mode to use, configure the following settings for Customer Privacy for the Tracklution Custom pixel in Shopify:
- **Advanced consent mode**: "Permission: Not required"
- **Basic consent mode**: "Permission: "Required" (the pixel will not be loaded at all before consent is granted)
If you are**not**using the Shopify native cookie banner, please enable the Automatic consent reading from the Container settings > Advanced settings.
## Manual installation of Cookie Consent Status
If you cannot or don't want to use the above mentioned automatic options, you can implement cookie consents manually.
The most critical aspect of entering Consent Mode values is that they should be communicated to Tracklution as quickly as possible, ideally at the start of the session or when the cookie consent is obtained/updated.
Many have implemented this alongside the PageView tag, ensuring it continuously accompanies the session and updates if choices are revised (e.g., consent is given after several page loads or during a purchase event, when a customer relationship is established, providing a basis for data processing).
Either of the following models can be used, depending on which is easier for the installation:
**Simple implementation:**
**Detailed implementation:**
**Important**: Values need to be either 'granted' or 'denied'. Remember to replace the pre-set values with correct Data Layer Variables.
## You always have full control on how Tracklution is installed and what data is collected
### Installation in relation to Cookie Banner
You can always choose whether you install Tracklution tags to be loaded:
- Only after Cookie Consent has been granted ("Basic Consent Mode"), or
- Always ("Advanced Consent Mode")
### What data is collected
- Web session related technical data: user agent, IP address (collected automatically)
- Cookie consent:
- GTM built-in Consent Mode, Shopify, WooCommerce, OR
- Manual implementation
- Events happening in your website:
- Events happening in website you have configured manually
- Standard eCommerce funnel events configured automatically (if you use Shopify App or WooCommerce Plugin)
- Additional event data: eCommerce data
- eCommerce data like product IDs and product variants
- Configured and collected automatically if you use Shopify App or WooCommerce Plugin
- Configure manually in GTM or directly in website
- Enhanced Conversions: [ContactInfo tag](https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event "https://support.tracklution.com/kb/article/13/event-tracking-guide#contactinfo-event")
- First-party user provided data from webhooks or website visitors
- Configured and collected automatically if you use Shopify App or WooCommerce Plugin, or if you have selected automatic collection from GTM data layer
- Configure manually in GTM or directly in website
### What data is sent and where
- You always define and control which Connectors (data destinations) you use. Tracklution never sends your data forward to ad platforms unless you have activated a Connector to send data.
- You can always activate, pause, and review Connector statuses in your Tracking Container.
- You always have full transparency and logging in your Tracking Container to see what data has been collected and what data has been sent to each active Connector.
- All PII data is always hashed before it's forwarded to any Connector. [You can hash this data before it reaches Tracklution](https://support.tracklution.com/kb/article/13/event-tracking-guide#data-hashing-for-contactinfo "https://support.tracklution.com/kb/article/13/event-tracking-guide#data-hashing-for-contactinfo"), or let us handle hashing for you. Hashed or not, your data always remains yours - we're a technology provider (processor) and don't gain any control rights to your data.
## GDPR Compliance & Consent Mode V2 Support
Tracklution is fully GDPR compliant, with all customer data securely stored within the European Union, specifically in AWS Stockholm.
We do not manipulate, or enrich user data ourselves. Instead, our platform acts solely as a non-intrusive data channel forwarding data to your selected destinations (e.g., Google Ads) based on user consent. This ensures full compliance with the principle of data minimization under GDPR.
## Consent Mode V2
Tracklution fully supports Google’s Consent Mode V2, including the required signals for ad\_user\_data and ad\_personalization.
- If your website uses a Shopify native cookie banner or any other banner that syncs consent states to the data layer, Tracklution can automatically read those consent states. To apply the consent states, go to the Settings tab and activate "Use automatic consent reading".
- Tracklution does not modify or override consent. Instead, it forwards the user’s actual consent states to Google, which handles enforcement and personalization accordingly.
For more information on Consent Mode V2 handling, we recommend referring directly to Google’s official documentation: [https://support.google.com/google-ads/answer/10000067?hl=en](https://support.google.com/google-ads/answer/10000067?hl=en)
Additionally, our implementation guide on cookie banner compatibility is available here: [Compatibility with Cookie Banners and Consent Mode (v2)](https://support.tracklution.com/kb/article/30/compatibility-with-cookie-banners-and-consent-mode-v2)
Our full legal framework can also be reviewed here:
- Privacy Policy: [https://www.tracklution.com/policies/privacy-policy/](https://www.tracklution.com/policies/privacy-policy/)
- DPA: [https://www.tracklution.com/policies/dpa/](https://www.tracklution.com/policies/dpa/)
## Tracklution Dashboard: Event Validation & Debugging
From the Tracklution container dashboard, you can see all events Tracklution has captured, including details like timestamps, sources, event values, and the Connectors they were sent to. For deeper inspection, you can drill down into individual sessions to view event payloads, ClickIDs, and UTM tags, helpful for both validation and troubleshooting. Filtering and search tools make it simple to focus on specific events, time ranges, or Connectors, so you can quickly identify and resolve any issues before sending data to your ad platforms.
## Validate your setup and debug with Tracklution - Video guide
### {height=315 width=560}
###
## The Tracklution Dashboard
### Filter events
You can filter the data on the dashboard with:
- Events
- Connectors the events were delivered to
- Sources or the sessions (Note! The source is marked only if a ClickID was tracked)
- Date range
- Filter Property and Search
In order to filter the data with event or Connector (Source / Delivered), simply click on the desired event / connector above the chart and the processed data table and the chart will be filtered. You can also use the filter on the right upper corner. In the example below, the dashboard is filtered to show all Lead events that occurred in the past 30 days and were delivered to Meta. To do this, click the Meta connector card, choose “**Delivered**”, then the “Lead” event card. After that you can use the date range filter and selected to show only the past 30 days.
#### Filter Property and Search
By clicking the **Filter Property** dropdown, you can select one or multiple pre-configured filters. Clicking the search bar "**Filter Results...**" will let you give any input and search for events containing it, e.g. UTM parameters or URL page paths. These filters function within the primary filtering you've configured (Events, date-range, etc.), meaning that if you for example want to search for events from a longer date-range, remember to update that filter also.
**Multi-Search**: You can separate your inputs in the search bar with a comma to include multiple conditions in your search.
Example input:
value1, value2
This will use 'OR' and 'contains' logic, meaning searching for events that contain either value1 or value2 or both.
### Processed Data table
The Processed Data Table shows the events that Tracklution has processed and sent to your Connectors. Access The Processed Data Table by scrolling past the chart on the dashboard.
The table shows the following information:
- Timestamp: The time that the event was triggered.
- Source: The source of a session if such source is identified. The source is only marked if a click ID was tracked in the session.
- Details: The details or contact information of the user that triggered the event
- Value: The value of the purchase the user made.
- Events: Number of events that the user triggered.
- Delivered to: The Connector(s) that the event was sent to.
When you send your data to Tracklution using GTM -> you can sometimes see tags firing in Preview, but no data seen in Tracklution's dashboard. This usually means that the tag fired, but the network request to your server failed -> common causes are CSP or network restrictions before first-party mode is configured.
### Individual session data
#### Event sources
When you drill down to the individual session level by clicking the arrow on the session row, you can see all the events fired within this specific session and additional information on each event, such as ClickID's and UTM tags recorded for this specific session. In Tracklution, we use three types of source identifiers to help track and attribute conversions more accurately:
- **Primary ID:** This is the main identifier used to attribute conversions. For example, when a user clicks on a Google ad, the gclid (Google Click Identifier) would be considered the Primary ID.
- **Secondary ID:** This field helps us specify which type of click ID was used as the Primary ID. Think of it as a label that adds more context. For example, if the Primary ID is a Google Click ID, the Secondary ID could be: gclid for Google Ads wbraid or gbraid for different types of Google campaign attribution.
- **Tertiary ID:** This is used to track alternative or additional identifiers that aren't part of the main click ID logic. A common example is: fbp – a browser ID used by Meta (Facebook) for tracking events, especially when there's no click ID available.
#### Event delivery statuses
You will also see the event delivery status, which can be used for debugging purposes; Tracklution will point out if the conversion delivery statuses as follows:
- **Success:** Delivery was successful at least to one Connector
- **Skipped (virtual):**This is virtual event. It was not delivered.
- **Connector error**: Delivery to a Connector failed. View error details from the event payload by clicking the error.
- **In progress**: This event is waiting for processing. It normally takes couple of minutes.
- **Not delivered:** Connectors were found, but delivery could not be completed due to configuration or mapping issues.
- **Not in any Event Mapping:** The event is not included in any Connector Event Mapping.
- **Marketing consent restricted:** Delivery was restricted because required marketing consent was not granted.
- **Mapped to "Block":** The event mapping is configured to block this event.
- **Connector not connected:** The required Connector is not connected or authenticated.
- **No active Connectors:**No Connectors were found for this event. Please check your Connectors settings.
- **Blocked by rule:**This event was rejected by an Event Block Rule or rejection rule.
- **Internal error:**The event encountered an internal platform error. Please contact support if the issue continues.
- **Unknown status:**The error message was not found. Please contact support.
- **Browser pixel only:** API deliveries were not made, but at least one pixel delivery was successful. This is expected with GA4.
#### Event payloads
By clicking the arrow on the event row, you will be able to see the payloads for each event, from where you will be able to tell exactly what data was tracked and what was delivered to Connectors. There are three different payloads:
- **Pixels Fired:**These are small pieces of JavaScript code (like Facebook, TikTok, or Google Ads pixels) placed on your website. When a visitor performs an action like viewing a page, signing up, or making a purchase, the pixel “fires,” meaning it triggers a signal that the action happened. Pixels send this event data directly from the browser to the ad platform.
- **API Request** **:** After a pixel fires, Tracklution can send the event data server-to-server via an API request. This is a structured message containing all the event information (like purchase value, user identifiers, page URL) sent from Tracklution’s servers to the ad platforms. API requests allow tracking even when pixels might be blocked or fail in the browser.
- **API Response**: Once the ad platform receives the API request, it sends back an API response. This response tells you whether the event was successfully received, processed, or if there were any errors (like a missing click ID). It’s how Tracklution knows if the data reached the platform correctly.
## Tracklution Debug Quest
Are you missing an event that should be delivered to Meta or Google Ads? Find your missing event by going through the [Tracklution Debug Quest.](https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv?showLogo=0&navbar=0&navigator=0&navigatorMenu=0&customNavigation=1&noScroll=1&infoscreen=1&instructions=0 "https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv?showLogo=0&navbar=0&navigator=0&navigatorMenu=0&customNavigation=1&noScroll=1&infoscreen=1&instructions=0")
## Export events as CSV
## How to export events as CSV from the Dashboard
You can download events as CSV from the Dashboard if you need to make reports, debug, cross-check sales, compare performance, or do custom analysis. To export as CSV:
1. Select the event you want to export
2. Scroll past the chart to the Processed Data Table and enable the "Show only events" toggle
3. Ensure the you have loaded 100% of the data (by clicking the "Load all" button next to "X sessions / X events" in the left corner at the end of the Processed Data Table).
4. Scroll to the bottom of the Processed Data Table and click Download as CSV.
The exported file will include the filtered events with their data. You can open the CSV in Excel, Google Sheets, or other spreadsheet software for further use.
## Validating The Benefits of Tracklution
{height=315 width=560}Server-side tracking enables more accurate conversion tracking, which improves the quality of data sent to ad platforms. Better data allows ad algorithms to perform more effectively, resulting in better ad performance and higher return on advertising spend.
While it is possible to measure the increase in tracked conversions compared to client-side tracking, the real value comes from understanding advertising spend efficiency and the revenue generated.
## Phase 1: Short-term validation (measurable after some hours)
**Goal:** Confirm that Tracklution is capturing more conversions than your previous setup. At this stage, you are validating volume and consistency, not performance improvement yet. You should see an increase immediately after implementing server-side tracking.
**Metric to use**: Number of conversions & better event quality. This tells you whether Tracklution is capturing conversions that were previously missed and successfully delivering events to ad and analytics platforms. Below you can find ways to check this from different connectors.
In order to reliably compare Tracklution to your previous setup, please ensure Tracklution tags have the same triggers in use as your previous setup (for example, old tracking is set to work with Advanced Consent Mode and Tracklution with Basic Consent Mode will lead to Tracklution tracking less than the previous setup).
### Meta
Meta shows multiple conversion numbers, and they mean different things. When Tracklution is the only data source connected to your Meta Pixel, this is how to interpret them correctly.
1. Go to **Events Manager** > Data sets > Choose the pixel connected to Tracklution > Overview.
2. The number you see in "Total events" is the **sum of both browser + server events** that are deduplicated automatically by Tracklution if Tracklution is the only data source for that Pixel. For example, if Tracklution shows that it has delivered 100 Purchase conversions to Meta, the Purchase Total events should show a number close to 200.
3. View details for a relevant event such as Purchase. Ensure you are looking at the same time frame as in Tracklution. In the Event overview section, you’ll see two key numbers: *Total browser events received* and *Total server events received* (see screenshot below).
- A healthy setup means these two numbers are roughly similar. Some differences are expected and normal due to timing, consent, or browser restrictions, but neither number should be zero. Over time, both browser and server event volumes should also move in the same direction. When this is the case, it confirms that Tracklution is successfully sending server & browser events, and Meta is able to deduplicate matching events as intended.
- For example, if Tracklution shows that it has delivered 100 Purchase conversions to Meta, Total browser events received and Total server events received should show **both**a number close to 100.
Tracklution sends both Pixel and CAPI, and Meta deduplicates them into a single conversion using event_name + event_id, so the server event may be merged into the browser event rather than counted separately. Even if Meta shows fewer “server events received,” the server payload is still used to improve match quality, attribution, and optimization behind the scenes.
4. Tracklution should also increase your Event quality in Meta. Head to the "Event quality" details on this same view, and see if the quality has improved. Make sure that you send the identifiers to Meta, and that those are accepted in Meta Events Manager after Tracklution sends the conversions. Benchmark Guidelines:
- Top of funnel events (e.g., PageView) → 5-6 is a good score.
- Bottom of funnel events (e.g., Purchase, Contact form submission) → 8-10 is ideal.
- A perfect 10 is rare because some identifiers, like FB Click ID, are unlikely to be present in all conversions.
5. If you were previously delivering only client-side data to this Pixel, Meta will****also display clearly inside the platform how many conversions more have been reported after taking Tracklution server-side tracking and CAPI in use ("Additional conversions reported"):
### Google Ads
- Once Tracklution shows conversions as successfully delivered to Google Ads, go to Google Ads → Tools & Settings → Conversions
- Find the conversion actions created by Tracklution & confirm their status is Recording conversions
- For each event, Tracklution creates two conversion actions: one for click conversions (with GCLID) and one for view-through / engagement conversions (using enhanced data). A conversion is never counted twice - it is always sent as a click conversion first and only falls back to view-through if no click match is found.
- When you compare Tracklution to your previous setup, remember to sum the two list's values together (Click conversions & View Through / Engagement conversions).
- For example, in the screenshot below, the Web tag has tracked 20 conversions, and Tracklution 31 conversions (24+7).
Note! Google Ads only records conversions that have either a valid Google Click ID (GCLID) or ContactInfo when Enhanced Conversions are enabled. Here's more detailed article about [Google Ads Connector](https://support.tracklution.com/kb/article/20/google-ads-connector).
If you see more conversions in the previous setup, it does not automatically mean that Tracklution is missing conversions or performing worse. This is usually explained by differences in how data is collected and attributed, not by lost tracking:
- **Attribution settings are not identical.** Even small differences in attribution windows or attribution models can lead to noticeable gaps. If two setups don’t use the same settings, the numbers are not directly comparable.
- **Legacy setups can include duplicates**. Older or parallel setups can fire the same conversion more than once. Tracklution deduplicates conversions at the source, so a lower number can indicate cleaner, more accurate data rather than missing conversions.
- **Consent behaviour affects what can be tracked.** Especially in regions with cookie banners, differences in when tags are allowed to fire matter. If one setup fires before consent and another respects consent strictly, they will naturally report different volumes.
- **Always validate against backend data first**. The most reliable reference point is your backend or CRM. If Tracklution’s conversions match your real purchases or leads and are delivered successfully (no payload errors), then the tracking is working as intended, even if another tool reports higher numbers (possibly duplicates).
### Google Analytics 4
1. Compare Tracklution Dashboard vs. GA4 Property
- After Tracklution shows conversions as successfully delivered to GA4, wait up to 48 hours for GA4 to fully process the data. Then open GA4 → Reports → Engagement → Events and compare the event counts with the number of events shown as Delivered to GA4 in the Tracklution dashboard, using the same timeframe.
- It’s normal for GA4 to show fewer events than Tracklution, as GA4 relies on client-side identifiers and consent, while Tracklution can capture events server-side even when GA4’s script is blocked or delayed. In these cases, GA4 may still record the conversion but attribute it as Unassigned traffic. If event volumes generally align and update consistently over time, delivery to GA4 is working as expected.
2. Compare Tracklution GA4 Property vs. old client-side GA4 Property
- If you have created a new GA4 property for Tracklution and are comparing it to an older, client-side–only GA4 property, differences in event volume are expected. If the Tracklution GA4 property shows fewer events, this can be due to differences in consent mode configuration and tag firing conditions. Older client-side tags may fire more often because they are triggered earlier, rely on different consent rules, or are less restricted. These differences do not necessarily indicate an issue with Tracklution.
## Phase 2: Measure business impact (measurable after a few months)
Phase 2 is about measuring business impact, not tracking accuracy. At this point, ad platforms have had time to optimise using Tracklution’s data, and changes should start to appear in efficiency metrics rather than raw conversion counts.
### Customer Acquisition Cost (CAC)
Customer Acquisition Cost measures how much you spend to acquire a single customer. You can find this directly in your ad platform reports or calculate it by dividing total ad spend by the number of conversions. To evaluate impact, compare CAC from before Tracklution was implemented to CAC after it has been live for several weeks or months. With more complete and accurate conversion data, ad platforms are able to optimise campaigns more effectively, which typically results in a lower cost per customer over time.
### Return on Ad Spend (ROAS)
ROAS measures how much revenue you generate for each unit of ad spend. When Tracklution is working as intended, ROAS improvements usually appear in one of two ways: either higher revenue with the same ad spend, or the same results achieved with lower spend. These improvements typically compound gradually as bidding algorithms adapt to higher-quality conversion signals.
To help calculate the impact of improved tracking on ROAS, you can use [this calculator](https://app.calconic.com/public/calculator/68bed9b7cc4231002b02b8fb?layouts=true "https://app.calconic.com/public/calculator/68bed9b7cc4231002b02b8fb?layouts=true") we've made.
### Benchmarks
On average, Tracklution users see 34% more tracked conversions and an 18% lower customer acquisition cost. Our customers have reached these numbers because they:
- Track more conversions both online and offline
- Fix broken customer journey tracking (between different domains and platforms)
- Provide higher-quality data to ad algorithms for better campaign performance
- Improve compliance with transparent, controlled data handling
Digital advertising is all about training algorithms with data. Using server-side tracking ensures more accurate measurement, improved ad performance, and measurable business results.
## Attribution
## How Tracklution Handles Attribution - Video Walkthrough
{height=315 width=560}
Update missing from the video: as of February 2026, you can also use First Paid Click attribution on your Tracklution dashboard.
### Tracklution’s Role in Attribution
Tracklution’s main role in attribution is to deliver as much high-quality first-party data as possible to advertising platforms like Meta, Google Ads, and others, enabling their algorithms to learn and optimize effectively. Tracklution itself allows you to use **Last Paid Click** and **First Paid Click** attribution to label the source inside your dashboard. However, this source information is primarily for reporting purposes.
All valid conversions are still sent to each connected ad platform, which then applies its own attribution logic based on its own rules and settings. This means:
- The same conversion can be delivered to multiple platforms.
- Each platform decides how to attribute the conversion within its own attribution window and model.
- Tracklution does not override or replace platform attribution models.
### Attribution Inside Tracklution (Reporting)
Inside the Tracklution dashboard, you can switch between Last Click & First Click attribution:
- **Last Paid Click**: The conversion is attributed to the most recent tracked paid click (for example: gclid, fbclid, etc.) in the session chain before the purchase.
- **First Paid Click**: The conversion is attributed to the first tracked paid click stored in the customer journey.
On the dashbaord, you can view the source of each event by opening the event breakdown on the dashboard from the arrow below the event card:
- In this view, conversions are under "other" if no source\_alias has been set (there is no click ID tracked in the session).
By clicking the Connector card and selecting the "source", you can view all conversions / sessions that came from that source. With the example below, you would see all conversions / sessions that have the Facebook Click ID tracked for the session:
Important clarifications:
- “Paid” means a tracked click ID.
- Organic, direct, or unknown traffic is not considered a paid click.
- This setting only changes how conversions are labeled in the Tracklution dashboard.
- It does not change how conversions are delivered to ad platforms.
This feature is a reporting improvement that helps you understand which platform introduces customers (first paid click) and which platform closes customers (last paid click).
### Tracklution & Google Ads Attribution
When comparing conversion numbers between Tracklution and Google Ads, remember:
- Tracklution attributes conversions to the date the purchase happened.
- Google Ads attributes conversions to the date the click happened.
So, a conversion shown today in Tracklution might appear under a previous day in Google Ads if the original click occurred earlier. This is a normal and expected difference. Always keep this in mind when aligning data between the two platforms.
### Tracklution & Meta (Facebook) Attribution
If you're seeing more conversions than expected in Meta, here are a few key checks:
- Ensure Tracklution is the only source sending conversion data to the Meta Pixel. Tracklution sends both Pixel and CAPI conversions, so the old Meta Pixel setup must be removed to avoid duplicates.
- Understand Meta’s attribution behavior: Meta often reports a high number of view-through conversions. For example, when a user sees an ad but converts via another channel. This can result in Meta claiming more credit than expected.
- Adjust attribution settings if needed: If Meta’s reported ROAS seems inflated, consider switching to a 1-day click attribution model. This often produces more realistic results, especially for businesses with multi-touch customer journeys.
## Troubleshooting and FAQ
## How to debug with Tracklution - Video guide
###### {height=315 width=560}
## Tracklution Debug Quest
Are you missing an event that should be delivered to Meta or Google Ads? Find your missing event by going through the [Tracklution Debug Quest](https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv?showLogo=0&navbar=0&navigator=0&navigatorMenu=0&customNavigation=1&noScroll=1&infoscreen=1&instructions=0 "https://app.seidat.com/presentation/shared/hdh6siYytMkSx36Lv?showLogo=0&navbar=0&navigator=0&navigatorMenu=0&customNavigation=1&noScroll=1&infoscreen=1&instructions=0").
## Installation and events
###### Why don’t I see any data despite completing the installation (and adding the DNS)?
If no data appears in Tracklution after installation, follow these steps:
- Verify event tracking – Visit your website and check if the event appears in Tracklution, if nothing happens, the installation is not done correctly
- Check your integration settings – Ensure that the scripts in your code / Google Tag Manager, or WooCommerce / Shopify settings match exactly with the installation instructions. You can revisit your unique installation instructions from the "installation" page on your Tracklution Dashboard.
###### Why are some events not being recorded in Tracklution?
If some events are missing in Tracklution, check the following:
- Ensure the tracking script loads at the beginning of the page
- Load the main script before event scripts – The primary tracking script must be initialized before event-specific scripts.
- Use webhooks for additional tracking – Some events cannot be tracked with scripts alone. Use webhooks to enrich event data in Tracklution.
###### DNS is not verified despite adding the CNAME record hours ago
If your DNS verification is still pending, consider the following:
- CNAME format may vary – Some platforms require just "tralut", while others may need "tralut.YOUR-DOMAIN-HERE.com". Test both options for CNAME.
- Allow sufficient propagation time – DNS updates can take up to 48 hours to fully propagate.
###### The values on my "Purchase" events are wrong
Check the script for the "Purchase" event on your website. Are the values for "value" and "currency" setup correctly? If you are using a variable for the value, make sure that the variable is set up correctly. If you are passing data to the "tlq" function call, make sure that the data is setup correctly. **If you hard-code the value for these fields, they will remain the same for every event sent. So they need to be filled dynamically by the code on your website.**E.g, if you want to send the sum of the purchase in the "Purchase" event, you need to pass the sum to the "tlq" function call correctly from your system. Example of Purchase script in GTM:
###### How do I check from my browser that the Tracklution tag is loading?
To verify if the Tracklution tag is loading in your browser, follow these steps:
Open your website in a browser.
1. Right-click anywhere on the page and select Inspect (or press F12 / Cmd + Option + I).
2. Navigate to the Network tab.
3. Refresh the page.
4. In the search bar, type "tralut".
5. If the Tracklution tag is loading correctly, you should see related network requests appear.
If no results appear, double-check your installation settings.
###### Why is my event not loading even though I see it in GTM’s debugger?
If an event is visible in Google Tag Manager’s (GTM) debugger but is not loading in Tracklution, it most likely means the tag does not have time to load in the live environment. If the trigger allows, turn on the "Wait for tags to load" setting for your trigger. Your setup should look like the reference screenshot below:
## Connectors
Most causes for problems can be found from Tracklution Dashboard, which is an excellent tool for debugging. Please familiarize yourself with our [debugging guideguide](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging "https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging") or the video in the beginning of this article. The article explains how you can quickly check what events are tracked, not tracked, delivered and not delivered to your Connectors, and why.
### Common issues with any Connector
###### Why are my conversion sources not marked correctly?
Tracklution determines conversion sources based on the **ClickID** and attributes conversions on a last-paid-click basis. This means the last paid ad click before a conversion gets credited, if Tracklution tracked a ClickID. **However, all conversions are still sent to ad platforms, allowing them to apply their own attribution models within their respective attribution windows.**This ensures platforms receive multiple conversion signals, optimizing ad performance through their algorithms. Please check our article about [Attribution](https://support.tracklution.com/kb/article/27/attribution).
If you suspect incorrect attribution, check your ad platform's attribution settings to compare how conversions are credited.
###### I have an error with ad platform data delivery
If you encounter an error related to ad platform data delivery, follow these steps:
- Refer to our [debugging guide.](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging "https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging") The article explains how you can quickly check what events are tracked, not tracked, delivered and not delivered to your Connectors, and why.
- Allow time for data sync: If you recently connected your ad platform to Tracklution:
- Most platforms: Wait 24 hours and check again.
- Google Analytics 4 (GA4): May take up to 48 hours.
- No action needed for re-delivery - Tracklution automatically attempts to re-deliver conversions that encountered errors.
###### Why do I see more conversions in ad platforms like Meta, TikTok, or Google than in Tracklution?
This is often due to over-attribution by ad platforms. Platforms like Meta and TikTok may assign credit to view-through conversions, especially if an ad was shown shortly before a user converts via another channel. To solve this; consider adjusting your attribution settings. For example, switching to a 1-day click attribution model in Meta often provides a more realistic view of ROAS.
###### My account is unable to open the login when I try to activate the Microsoft Ads connector.
The Microsoft Entra (Azure AD) tenant must have the Microsoft Advertising API service principal registered. This is a prerequisite before any user in that tenant can consent to apps requesting Microsoft Advertising API permissions. The admin needs to create the service principal for Microsoft Advertising API in their tenant.
## Issues related to Google Ads
##### ❗️If you notice an error in Google Ads or suspect something is not working correctly, follow these steps first❗️
1. Open your Tracklution dashboard.
2. Scroll down to the Processed data table below the graph.
3. Open any session that contains an event you've set to be sent from Tracklution to Google Ads. To see if you are trying to send this event, go to the Google Ads Connector settings.
4. Click the arrow on the session to view the status of delivery for this event. If an error appears, open the payload and locate the error code from the payloads:
5. If you encounter an error, refer to the common Google Ads issues below.
###### How do I fix the error "Tag is missing user provided data"?
The error can appear if the lists are for Click conversions (not Conversion Booster / view through conversions). Click conversions are delivered with the CAPI from Tracklution, and thus the tag is never loaded - as it is not supposed to be loaded. This error can be ignored.
###### How do I fix the error "Enhanced conversions has no recent data"?
If the list that shows the error is the Click conversion list (not Conversion Booster / View through conversion list) it is normal to get that error. Tracklution does not upload contact info for conversions with a click ID; all of those go to the View through conversion list as enhanced conversions. This is normal and requires no action.
###### How do I fix the error "Tag is not firing"?
The error can appear if the lists are for Click conversions (not Conversion Booster / View through conversions). Click conversions are delivered with the CAPI from Tracklution, and thus the tag is never loaded - as it is not supposed to be loaded. So this error can be ignored!
###### Why does Tracklution create two Purchase conversions in Google Ads?
- Purchase Click conversion is a a conversion that has been delivered to Google Ads and the session has a Google Click ID.
- Purchase Conversion Booster (previously View-Through / Engagement Conversion) is a conversion that has been delivered to Google Ads, but the session does not have a Google Click ID, but it recognizes the conversion otherwise (e.g. the user has seen a YouTube ad, by which it is identified).
- When comparing to another setup, these should be added together, as usually those are not separated.
- Both lists should be used as primary.
###### Why does my enhanced conversions toggle not turn on in Tracklution?
The setting needs to be edited in Google Ads, once it's done, Enhanced Conversions will be toggled on automatically in Tracklution. To change the settings in your Google Ads account, go to: Conversions, Settings, Turn on enhanced conversions for leads. Activating this feature is advised for enhanced conversion attribution in Google Ads. Make sure you are editing "Enhanced Conversions for Leads" setting, not "Enhanced Conversions".
###### Tracklution shows higher number of delivered conversions than what Google Ads receives
After correctly enabling Enhanced Conversions in Tracklution and Google Ads, Tracklution can still show higher number of delivered conversions than what is reported in Google Ads. Tracklution shows "Success" for the event status ([more about event statuses here](https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging#individual-session-data "https://support.tracklution.com/kb/article/28/tracklution-dashboard-event-validation--debugging#individual-session-data")) if an event was successfully sent, regardless of whether Ads decides to use it for reporting. Google Ads only shows the subset that it has successfully attributed to a click or impression. It's possible to have a big number of conversions that Tracklution was able to send to Google as Enhanced Conversions, but Google did not attribute those because these people have not seen an ad.
###### Why is my Google Ads quality low after enabling Tracklution?
If you notice a drop in Google Ads quality score or see the following error:
>
> *"Enhanced conversions configuration does not match upload type"*
This can be caused by affiliate traffic where the ClickID does not belong to your ad account. If you do not use affiliate links, ensure your Enhanced Conversion settings are using Google Ads API as the method.
###### What does the TOO\_RECENT\_CONVERSION\_ACTION error mean?
If you see the following error in Google Ads:
>
> *"Can't import events to a conversion action that was just created. Try importing again in 6 hours."*
No action is needed. This occurs because Google Ads requires a short delay before accepting new conversion actions. Tracklution will automatically re-deliver conversions, so the issue should resolve itself within 6 hours.
###### What does the N next to the other Google Ads logo in the event log mean?
If you see an orange “N” next to a Google Ads logo in the event log, it means the click match failed; either because the Google Click ID (GCLID) or the enhanced data (like email) was missing or invalid. You can check the exact reason in the event's payload details. The "N" just marks a normal, expected error. If the error reason was enhanced conversions, ensure you've set those on.
###### How do I fix the DUPLICATE\_CHILD\_FOUND error in Google Ads?
If you see this error:
>
> *"The Manager and sub-manager to be linked have duplicate client."*
This means you are trying to connect a Google MCC account that already has a linked child account in Tracklution. To solve the issue:
1. Go to Google Ads and open the sub-account previously connected to Tracklution.
2. Navigate to Admin → Access & Security → Managers.
3. Remove Tracklution from the existing manager connection.
4. Reconnect Tracklution to the correct MCC account.
After completing these steps, you should be able to re-establish the correct connection.
###### What does the UNPARSEABLE\_GCLID error mean?
If you encounter this error:
>
> *"The imported GCLID could not be decoded. Make sure you have not modified the click IDs."*
Check the ClickID of the session. This error can occur when affiliate traffic or external sources send traffic with ClickIDs that do not belong to the Google Ads account that you have connected to Tracklution.
###### Can I use only the API for Google Ads?
Data can be delivered fully server-side to Google Ads through API if wanted, as long as there is GCLID. The setting is found from the Google Ads connector settings when you scroll the page to the end.
###### Why does Google overattribute sales compared to Tracklution Dashboard?
Google is marking the conversion for the day when the click came and Tracklution to the day when the purchase was made so these numbers will never fully match.
###### Why does my Tracklution Dashboard show the correct order value, but Google Ads reports a significantly higher number of conversions or conversion value?
Most probably you see too many conversions in your reports because you have multiple Conversion action lists as 'Primary' goal. it is recommended to only have 'Tracklution - Purchase Click Conversions' and 'Tracklution - Purchase View-Through / Engagement Conversions' lists as Primary.
###### How do I get my conversion event to be seen in Google Ads?
First make sure you have created a conversion action list for Google Ads. Click "edit" on the Google Ads connector card and then "Create Conversion Action" next to the event you want to deliver to Google Ads. You can only deliver conversions to Google Ads if they have GCLID.
###### I already had Google Ads conversion tracking set up; should I switch to Tracklution?
If you want, you can use Tracklution generated Conversion Action lists as “Secondary” (action optimization column) - then Google will just monitor, not use the data for optimisation yet. When you see that all works as expected, you can switch Tracklution as primary and the previous conversion list as secondary.
###### I have the option of setting up enhanced conversions through Google Tag Manager, the Google tag, or the Google Ads API. If I switch my method in Google ads from "Google Tag Manager" to "Google Ads API", will it affect other conversions?
Tracklution tracking will work with Google Tag Manager instead of Google Ads API, but you'll miss enhanced conversions (affecting usually around 2-20% of your tracking). Switching to Google Ads API ensures enhanced conversions, but other Google Tag Manager tracking may lose enhanced conversion data.
## Issues related to Meta
###### Why do I have duplicate data in Meta?
If you have the Meta Pixel installed before setting up Tracklution, you may be tracking duplicate events. To fix this, ensure that Tracklution is the only source of data for the Pixel. Tracklution handles both pixel and CAPI.
If you have ensured that Tracklution is the only source of data to that Pixel in Meta (no other tags bringing data to that Pixel), in some places in Meta it might still look like the events are appearing as double in Meta Events Manager. To ensure your setup is correct;
1. Go to Events Manager > Data sets > Choose the pixel connected to Tracklution > Overview.
2. The number you see here is the sum of both browser + server events that are deduplicated automatically by Tracklution if Tracklution is the only data source for that Pixel.
3. Open an event from "View details" and check if the numbers in "Total browser events received" and "Total server events received" are approximately the same, and the "Event deduplication" tab has no issues detected.
4. If that is the case, your setup is done correctly and Tracklution is the only source of data for this pixel.
###### Everything looks good in Tracklution and events are sent to Meta CAPI, but I see hardly any events in Meta Events Manager.
- Make sure all events are approved, especially custom events might have to be separately approved in Events Manager before they start working
- Make sure that in your pixel in Meta, you have your domain as an allowed domain
- Check Diagnostics page for any errors.
###### Why is Meta reporting more sales than Tracklution? (Over attribution).
Meta can attribute a large number of view-through conversions to its campaigns, particularly when an ad is shown to a user shortly before they convert via another channel. If this discrepancy is a concern and you’d like to adjust for it, I’d recommend reviewing Meta’s attribution settings. In our experience, customers who have encountered over-attribution issues in Meta have found that switching to a 1-day click attribution model results in a more realistic ROAS.
###### Why is my Conversion Match Quality bad?
Meta's Conversion Match Quality score can be low due to insufficient customer data signals, missing identifiers (like email or phone), or poor data formatting. Improving data accuracy and adding more customer identifiers can enhance your score. Make sure that you send the identifiers to Meta, and that those are accepted in Meta Events Manager after Tracklution sends the conversions.
Benchmark Guidelines:
- Top of funnel events (e.g., PageView) → 5-6 is a good score.
- Bottom of funnel events (e.g., Purchase, Contact form submission) → 8-10 is ideal.
- A perfect 10 is rare because some identifiers, like FB Click ID, are unlikely to be present in all conversions.
###### Why is my Meta Click ID (fbc) volume low?
The fbc parameter is Meta’s click identifier. It is generated when a user clicks a Meta ad and lands on your site. The value is first stored in the browser and then captured and stored in Tracklution’s session data, allowing it to be used for server-side conversion delivery.
Even so, fbc is often missing at conversion time. Meta might not always be the most frequent last-paid-click channel, and many users convert later through direct traffic, Google, or another channel. In addition, Meta traffic frequently comes from Facebook and Instagram in-app browsers, where privacy restrictions and short cookie lifetimes limit how often fbc is available.
A low fbc rate is normal and does not indicate a tracking issue. Tracklution can still send conversions to Meta using server-side delivery and other matching signals when the click ID is not present.
###### How can I validate if my conversions are sent to Meta?
In Meta Events Manager (NOTE, not Ads Manager). Open the Pixel that Tracklution is delivering data to, open the event details and find the event volume graph under "Event overview". Compare the "Total browser events received & Total server events received" to the reflective day(s) in Tracklution dashboard (Delivered to: Meta). Tracklution deduplicates the conversions its sends from CAPI & pixel automatically - so if you see 100 events delivered from Tracklution to Meta (from the Tracklution dashboard), you should also see approximately 100 browser events and 100 server events received by Meta.
Events Manager lists all events Tracklution sends to your Meta pixel, regardless of whether Meta decides to use them for ad reporting. Ads Manager only shows events that are attributed to your ads according to Meta’s attribution model and settings (e.g., attribution window, matching rules, campaign connection). So, if the events appear in Events Manager but not Ads Manager, it means that Tracklution is working correctly, but it is possible that:
- Meta didn’t attribute the conversions to any active ad (e.g., the click or view that led to the event is outside your attribution window, or consent wasn’t given for tracking).
- They’re custom events not yet connected to a tracked ad campaign or custom conversion in Ads Manager.
- Ads Manager’s report is filtered by campaign/ad set/ad that didn’t deliver those events.
## Issues related to Google Analytics 4
###### Why do I suddenly see a lot of Unassigned traffic in GA4?
Sometimes you may notice that GA4 reports more traffic and conversions under “Unassigned” after implementing Tracklution tracking. This is linked to how GA4 identifies sessions. GA4 requires a unique client\_id (also called GA4ID) for every session. This ID is only created if GA4’s own script (gtag.js) loads successfully in the visitor’s browser. If the script never runs, the client\_id doesn’t exist. Tracklution creates a dummy client\_id when GA4’s script hasn’t provided one. This ensures all events can be forwarded to GA4, so you should now see all sessions delivered in Tracklution.
However, when GA4 receives events with a dummy ID, it cannot connect them back to a real browser session. GA4 still logs the conversions, but often attributes them as “Unassigned” traffic. This explains sudden increases in Unassigned numbers.
**Why GA4’s script might not load?** **There are several reasons why GA4’s client\_id isn’t generated:**
- ****Ad blockers or privacy-focused browser extensions
- Browser tracking prevention (like Safari’s ITP)
- Strict consent banners delaying or blocking scripts
- User dropping off before consent is given or the script runs
- Network issues or script load order problems
**Why Tracklution sees more than GA4?**
Because Tracklution runs server-side in a first-party environment, we can still capture the event even if GA4’s script is blocked. That’s why you may see a session and conversion in Tracklution, but GA4 attributes it as Unassigned. It is normal for 1–10% of sessions to be affected by this, depending on industry and audience. In privacy-heavy industries the percentage may be higher, as more users block Google’s scripts.
## Tracklution Development Process
At Tracklution, we follow a structured and professional approach to system development to ensure reliability, maintainability, and continuous improvement. Our development process is designed to guarantee that our system remains stable while evolving with new features.
## Development Standards and Code Publishing
- We use standardized code publishing pipelines to maintain a high level of consistency and quality.
- Automated testing is a core part of our development process, ensuring that every change is validated before deployment.
- All new features and modifications are implemented test-first, meaning that tests are written before modifying any system logic.
- Our in-house tech team is based in Finland, ensuring close collaboration and high development standards.
- We do **not** use external developers, keeping full control over our codebase and development process.
## Test-Driven Development (TDD)
Our development methodology follows the Test-Driven Development (TDD) approach:
1. **Write a test**:
Before implementing any new functionality, we first create automated tests that define the expected behaviour of the feature.
2. **Run tests and observe failure**:
Since the new functionality is not yet implemented, the test should initially fail. This validates that the test is correctly detecting missing or incorrect functionality.
3. **Implement the feature**:
Modify the system logic so that the new test passes while ensuring all existing tests continue to pass.
4. **Refactor and optimize**:
Once the implementation works as expected, we refine the code while keeping all tests passing.
5. **Continuous validation**:
Every code change is automatically validated through our pipeline before being merged and deployed.
Ensuring Stability and Reliability
- Every change must pass all existing tests to prevent regressions.
- We have **continuous integration (CI)** and **deployment (CD)** pipelines that enforce quality checks before deploying updates.
- **Code reviews** are mandatory for all changes, ensuring adherence to best practices and system architecture.
By following these principles, we ensure that Tracklution remains a robust and reliable platform while continuously evolving with new capabilities.
## Contact
- [Support email](mailto:support@tracklution.com)
- [Knowledge base](https://support.tracklution.com)
- [About Us / Contact](https://www.tracklution.com/about-us/)
## Discovery
- [Sitemap](https://www.tracklution.com/sitemap.xml)
- [OpenAPI spec](https://www.tracklution.com/openapi.json)