The calculation
CCR measures what percentage of conversions got their campaign context back - the gclid, fbclid or UTMs that were missing in your baseline setup.
We compare before and after. Before Fidero, how many conversions had no attribution context? After Fidero captures browser state, how many of those now have attribution? That's your recovery percentage.
Technical specification:
- What we count: Conversions we successfully attributed via captured browser state where baseline tracking had no attribution context
- What we measure against: All eligible conversions (purchases, sign-ups, bookings) recorded within the agreed test window
- What we exclude: Modelled conversions from advertising platforms (e.g. Google's modelled conversions) to ensure accuracy
Why this range (20-40%)
Recovery percentage varies based on your specific setup. What affects it:
- Multi-domain complexity: More domain handoffs (marketing site → checkout → app) = more opportunities for click IDs to get lost = higher potential recovery
- Checkout flow type: Hosted checkout (Stripe, Adyen) with redirects loses more attribution than embedded forms = higher recovery potential
- Traffic mix: Higher paid traffic volume means more click IDs at risk of being lost across redirects - so higher recovery potential
- Consent deployment: CMP coverage and essential category overrides affect what browser state we can capture at page load
- Current baseline completeness: If you're already capturing some attribution, recovery will be lower than teams starting from near-zero
Typical range: 20-40% observed across current B2C subscription customers
Related metrics
Attribution Context Completeness (≥85% target):
- Broader metric measuring % of all conversions with any attribution context
- CCR measures the recovery component specifically
- Both prove Complete Attribution dimension
Other data completeness metrics:
- Identity Resolution Coverage (≥90%)
- Consent Enforcement (≥95%)
- Deduplication (98%)
- Delivery Success (99%)
Validation process
This is critical infrastructure - you need to trust the numbers. How we ensure accuracy:
- Baseline measurement before any Fidero deployment - we document exactly what you're seeing today
- Like-for-like comparison - same traffic patterns, same time period, no variables changed except Fidero
- Excluding modelled conversions - only actual observed conversions count, no platform estimates
- Independent verification via your own tools - you can see the improvement in GA4 DebugView, Google Ads offline import reports and Meta Events Manager
- Weekly measurement during 30-day proof - you watch the recovery happen in real-time, not after the fact
You're not taking our word for it - you're seeing it in your own analytics.
Complete data infrastructure
The important context: attribution completeness is just one dimension of trustworthy data. Complete infrastructure requires:
- Complete Attribution (this metric) - Campaign context everywhere
- Complete Identity - User journeys unified
- Complete Quality - Data accurate, delivered, compliant
Learn more: Data Infrastructure Audit | Platform