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Learn ad tracking and attribution

Plain-English guides to the metrics, models and tracking techniques behind profitable advertising.

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  • Flat monthly price, no revenue tax
  • No annual contract
  • Tracking starts the minute the snippet is live

Attribution basics

What is multi-touch attribution?

How multi-touch attribution works and when to use each model.

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First touch vs last touch

What each single-touch model shows and how to combine them.

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What is an attribution window?

How lookback windows work and why tools disagree.

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What is view-through attribution?

What view-through conversions are and how far to trust them.

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Dark social & self-reported attribution

Why some demand is invisible to tracking, and what to do about it.

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Metrics

What is ROAS?

The ROAS formula, break-even ROAS and why tools disagree.

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What is CPA?

CPA, CPL, CAC and cost per new customer explained.

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What is customer lifetime value?

LTV formulas and how to use LTV by acquisition channel.

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Seen enough? Try it on your own traffic.

Create your account, paste one snippet and watch your first attributed lead or sale arrive.

  • Flat monthly price, no revenue tax
  • No annual contract
  • Tracking starts the minute the snippet is live
Create your account

Tracking basics

What are UTM parameters?

The five UTMs, examples and the mistakes that break attribution.

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What are click IDs?

gclid, gbraid, wbraid, fbclid, ttclid, msclkid and how they're used.

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First-party data & cookies

First- vs third-party cookies and why ownership matters.

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Safari ITP and cookie limits

How ITP affects attribution and what helps.

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What is a conversions API?

Server-side conversion tracking and deduplication explained.

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What is dynamic number insertion?

How DNI connects phone calls to ads.

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How-to guides

Offline conversion tracking

Connect calls, CRM deals and invoices to the ads behind them.

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How to track Facebook ads sales

URL parameters, first-party tracking and the Conversions API, step by step.

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How to track Google Ads conversions

Final URL suffix, gclid capture and conversion upload, step by step.

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Try everything on this page with your own data

Create your account, paste one snippet and watch your first attributed lead or sale arrive.

  • Flat monthly price, no revenue tax
  • No annual contract
  • Tracking starts the minute the snippet is live
Create your account

Why BrainyMetrics

From theory to your own numbers

Everything in this guide is built into BrainyMetrics, working on your real ads, leads and sales.

Meta, Google and TikTok each claim the same sale, so platform totals add up to more than your bank account.
Each sale is counted once, from your own checkout data, and reconciled against what each platform claims.
Analytics gives the last click all the credit, so the ads that start journeys look like they lose money.
Seven attribution models are computed for every conversion, so you can compare first click, last click and everything between.
Phone calls and booked calls are a black box. You know they happened, not which ad caused them.
Calls and bookings are matched to the visitor's session and the ad behind it, then tracked through qualified and closed.
Ad blockers, Safari and cross-domain checkouts quietly break your data.
A first-party tracking subdomain, server-set cookies and cross-domain linking keep journeys intact.
Spend lives in one tab, revenue in another, and ROAS is a spreadsheet you rebuild every Monday.
Spend syncs hourly and sits next to attributed revenue, so ROAS, CPA and profit are on every row, down to the ad.
Ad algorithms optimise on the few conversions their pixel happens to see.
Real purchases and leads are sent back to the ad platforms' conversion APIs, deduplicated against the pixel.

Stop guessing which marketing pays.

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Getting started

Put this guide into practice in four steps

No migration project and no agency retainer. Here is the whole path from sign-up to your first attributed sale.

  1. 1

    Create your account

    Sign up, name your workspace and pick the plan that fits. Your tracking snippet is waiting under Settings → Install.

  2. 2

    Install tracko.js

    Paste one snippet into your site's head, or add it with Google Tag Manager, WordPress or your funnel builder's tracking code box.

  3. 3

    Connect revenue and ads

    Connect Stripe, Shopify, your funnel builder or calendar, then Meta, Google or TikTok for hourly spend. Most connections take a click.

  4. 4

    Watch the first sale land

    The setup checklist ticks itself off as data arrives. Your next lead or sale shows up with its full journey and the ad that earned it.

Create your account
  • Flat monthly price, no revenue tax
  • No annual contract
  • Tracking starts the minute the snippet is live

One account

Everything else that comes with it

Tracking, attribution, calls, spend and revenue analytics share one data model, so each feature makes the others more accurate.

Multi-touch attribution

Seven models side by side, down to the ad.

First-party tracking

Your own subdomain and server-set cookies.

Call tracking

Dynamic numbers matched to the click behind each call.

ROAS and profit

Hourly spend sync joined with real revenue.

Conversion APIs

Feed real sales back to nine ad platforms.

Customer journeys

Every visit, ad, order and call per person.

LTV and cohorts

Lifetime value by the channel that acquired them.

Funnels

Drop-offs and cost per step, by ad.

Create your account and start tracking today.

Create your account

Questions before you start

Setup, pricing and privacy, answered.

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How long does setup take?

The basics take minutes: paste the snippet, connect your checkout or funnel builder, and connect your ad accounts. The setup checklist in your dashboard ticks each step off as data arrives, so you always know what's left.

Do I need a developer?

Usually not. The snippet can go in through Google Tag Manager, WordPress or your funnel builder's tracking code settings, and most revenue sources connect with a click or a webhook URL you paste. The developer guide covers the JavaScript and server API if you do have a developer.

Does the price go up as I grow?

No. Plans are a flat monthly or yearly price. We never bill a percentage of revenue or ad spend, and you can switch, pause or cancel from the Billing page without a call.

Does tracking stop if I hit a plan limit?

No. Plans limit dashboard modules and things like integrations or workspaces; tracko.js, webhooks and syncs keep collecting data, so nothing is lost if you upgrade later.

Is it privacy friendly?

Yes. BrainyMetrics supports consent modes, works with your consent banner, respects Global Privacy Control and handles sensitive form fields strictly. Data is first-party: it belongs to your workspace, not an ad network.

See which ads actually make you money

Install one snippet, connect your checkout, and get attribution you can act on today.

Get started See pricing