Why architecture matters more than configuration
You know this challenge: browser privacy restrictions, cross-domain redirects and consent requirements have fundamentally broken client-side data collection. Safari ITP limits storage. Stripe checkouts drop click IDs. Ad blockers void 20-30% of events. Cookie banners create compliance black holes.
Here's what most teams don't realise: traditional CDPs evolved from tag managers – adding server features as patches, not redesigning from the ground up. They still require you to configure how data flows: adapt templates, wire integrations, learn platform internals.
We're built differently. Server-first from day one. Declarative configuration from the start: you specify what outcomes you need ("Enable Google Ads enhanced conversions"), and your configuration updates automatically server-side, changes auto-propagate to your SDK. Zero tag manager knowledge required. Zero deployment action from your team.
The result: complete, trustworthy data infrastructure across three dimensions – attribution, identity and quality.
The Challenge
Your Stripe checkout kills the gclid. Booking engine loses fbclid. Server-finalised conversions arrive with no campaign context. Result: 30%+ of conversions lack attribution, making ROI unprovable.
Our Solution
Keep attribution intact through every redirect. Here's how we do it: the moment someone lands on your site, we capture UTMs and click IDs before Safari or Chrome can delete them. Before any redirect, before domain changes, before browsers interfere – we've already preserved what you need
Attribution survives domain changes. When your customer moves from your marketing site to Stripe checkout to member portal, we maintain context across every handoff using secure, signed parameters. Your attribution chain stays unbroken
Every server event gets complete campaign context automatically. No custom code required. No transformation functions to write or maintain. First touch, last touch, campaign details – enriched at ingestion whilst data is fresh
Maximise match rates whilst preventing duplicates. Events flow from browser AND server to advertising platforms. Two chances to match (client-side and server-side), but each conversion counted exactly once using transaction_id deduplication. Send twice, count once
Target: ≥85% Attribution Context Completeness
Typical proof: 20-40% conversion recovery (view methodology), GA4↔Meta↔Google Ads convergence within days
The Challenge
Anonymous visitor → signed-up user → activated subscriber shows as three separate profiles in your tools. Product teams can't connect acquisition source to retention outcomes. Data teams are forced to train models on incomplete behavioural timelines.
Our Solution
See one unified profile per user across all domains. We maintain your single source of truth for identity, server-side. When users authenticate, we automatically merge their anonymous behaviour with their known profile – instantly, not in batch overnight. You see the complete story
Track the same person across your marketing site, checkout and app. We use cryptographically-signed first-party identifiers (HKDF/HMAC secured) so you can track users across domains without third-party cookies or fingerprinting. Privacy-safe, browser-resilient
Server events join existing web sessions automatically. Your subscription webhook arrives days after checkout? We link it back to the original session using client_id and session_id matching. Complete journey reconstruction with zero custom code
We adapt to your architecture. Minimal stitching (post-login via database user_id) or enhanced (GA4 app_instance_id + session tokens for pre-login tracking). You choose what fits your setup, we handle the complexity
Target: ≥90% Identity Resolution Coverage
Typical proof: 90%+ cross-domain session linking, complete activation→retention funnels
The Challenge
Engineering maintains brittle scripts instead of shipping features. Cookie banners enforced inconsistently across destinations. Duplicate events from client + server sources. Data teams don't trust training data quality.
Our Solution
Consent stays consistent across all destinations automatically. Our CMP-native adapters (OneTrust, Sourcepoint, Cookiebot) capture consent signals. The server validates before routing any event. Per-integration consent mapping handles different requirements. Events queue pre-consent and replay automatically when granted. Compliance by design, not as a bolt-on
Each conversion counted exactly once. We prevent duplicates using transaction_id and messageId deduplication across all destinations. Event validation and schema enforcement before sending. Delivery success monitoring with automatic alerting if platforms fail. Your data teams can finally trust training data quality
Eliminate tracking maintenance entirely. When Meta or Google update their APIs, changes deploy server-side automatically – zero action required from your team. No template updates to accept. No containers to republish. No emergency calls when platforms break. Your engineering team ships features, not tracking fixes
Targets: Consent ≥95% · Deduplication 98% · Delivery Success 99%
Typical proof: 95%+ consistent enforcement, dramatically reduced tracking maintenance
Declarative vs imperative: The configuration difference
Declarative (Fidero) – State outcomes
Here's how it works: you tell Fidero what you need ("Enable Google Ads enhanced conversions") and your configuration updates automatically server-side within 24 hours. Your SDK pulls the new config on its next request.
Setup time: 5 minutes to describe outcome
Expertise required: None
Updates: Zero-action (automatic when platforms change APIs)
Deployment: Automatic server-side propagation
Ongoing maintenance: Zero
Imperative (Traditional Platforms) – Configure implementation
You configure how data should flow using tags, triggers, templates, Functions or Transformations. Requires understanding platform internals, destination APIs and integration wiring.
Setup time: Hours to days
Expertise required: Tag manager or CDP platform knowledge + destination API expertise
Updates: Manual accept, test and republish quarterly
Deployment: Customer manages (container publishing, SDK updates)
Ongoing maintenance: Template updates, debugging, troubleshooting
The difference: We eliminate the triple expertise barrier – no platform expertise, no destination API expertise, no integration wiring expertise. Specify what you need and your configuration updates automatically.
Clear boundaries
What we are
A server-first CDP focused on foundational data completeness
Here's what you get:
Track the same person everywhere: Anonymous→known merging, cross-device stitching, multi-domain unification
Connect every conversion to its source: First-touch, last-touch and custom attribution models applied automatically at ingestion
Enforce consent consistently: Universal enforcement with per-destination mapping across all tools
Prevent duplicates automatically: Co-ordinated client + server delivery with deterministic deduplication
Stream to your warehouse in real-time: BigQuery, Snowflake or Redshift integration with automatic schema management
Zero-action platform updates: Pre-built integrations handle API changes automatically when platforms evolve
What we're not
A marketing automation or analytics suite
We deliberately focus on the foundational data layer. This allows us to deliver unrivalled data quality that empowers your existing tools.
What this means: Your Google Analytics finally matches your ad platforms. Your Meta Ads get complete attribution. Your Mixpanel tracks unified user journeys across domains. Your warehouse receives enriched events. All your existing tools work better when their data inputs are complete and consistent.
Our philosophy: Perfect the foundational data layer so every tool in your stack becomes more powerful. We don't build audience UIs, campaign builders, or dashboards – those categories already have excellent tools. We deliver trustworthy data infrastructure so best-in-class tools can do what they do best, powered by data they can actually rely on.
Works with your entire stack
Native integrations across analytics platforms, advertising tools, product analytics, data warehouses, consent managers, CRMs and payment processors – plus webhooks for custom connections.
Our declarative architecture is AI-ready by design. AI agents can instrument tracking via our SDK – point them at our documentation and they'll generate clean implementation code. No need to learn tag manager internals or complex configuration systems.
MCP integration launching Q1 2026 will add agent-based configuration management. AI agents will be able to update your server-side configuration directly (enable new destinations, adjust enrichment rules) whilst searching our always-up-to-date documentation without loading full docs into context.
Proxy for simplicity: If AI can instrument with simple code instructions, humans can too
Future-proof investment: AI agent orchestration will be standard in 2-3 years – choosing AI-native now avoids future platform migration
Simple SDK instrumentation today. AI-managed configuration coming Q1 2026. Both prove our architecture is built for the next decade, not the last one.