Attribution

Attribution is the record of what brought someone to you: the ad they clicked, the campaign it belonged to, the search that led them in. The browser knows all of it at the moment of the click, and normally loses most of it before the person converts – a redirect drops it, or the purchase finalises on your server hours later.

Fidero captures that context once, on the first visit, and keeps it. Every later event for that person carries it, so a conversion arrives knowing the click that started it, even when the click happened weeks earlier on a different device.

Captured on the first visit

When someone lands from an ad or a campaign link, the context is in the URL:

https://yoursite.com/?gclid=Cj0KCQjw...aAmsL&utm_source=google&utm_campaign=spring_subs

The SDK reads it on the first page load, before a redirect can strip it, and sends it to Fidero against the visitor’s anonymous profile. Nothing has converted yet – the context is simply kept. Fidero captures the click IDs the ad platforms set, the UTM parameters on the link and the referrer:

• Click IDs – gclid, fbclid, msclkid and the rest, the identifiers Google, Meta and the other platforms need to match a conversion back to its click.
• Campaign parameters – the utm_source, utm_medium, utm_campaign, utm_term and utm_content on the inbound link.
• Referrer – where the visit came from when there’s no campaign tag.

Re-attached to every event

From then on, Fidero adds the stored context to the person’s events on the way to your destinations. It arrives under currentTouch:

"currentTouch": {
  "gclid": "Cj0KCQjw...aAmsL",
  "utm_source": "google",
  "utm_campaign": "spring_subs",
  "isDirect": false
}

The event you send stays clean – you don’t attach any of this yourself. The conversion carries its origin whether it fires from the browser, from a webhook or from your billing system. Because the context is held server-side, an event with no browser session behind it still arrives attributed. Server-side events covers those.

First touch and last touch

Fidero keeps both ends of the journey. First touch is the campaign that first brought the person in. Last touch is the most recent one before a given event. A conversion carries the touch that applies, so you can credit the campaign that opened the relationship or the one that closed it, without stitching sessions together after the fact.

Attributable and direct

Not every visit has a source to capture. Someone who types your URL straight in, or arrives with no referrer and no campaign tag, is direct – there’s nothing to attribute, and Fidero marks the touch isDirect: true. A visit that carries any non-direct touch is attributable, and direct traffic is left out of attribution coverage rather than counted as a miss.

Coverage is measured against what’s attributable, and set per engagement – Guarantees & coverage covers what Fidero guarantees and what it measures. The context itself is held on Fidero’s server – the platform overview covers the architecture behind that.

Related

Identity The profile the captured context is held against, from anonymous visitor to known user.

Server-side events Renewals, webhooks and backend conversions – events that arrive attributed with no browser behind them.

Guarantees & coverage What attribution coverage is measured against, and the floor set per engagement.