SIG//01 Multi-touch attribution
Follow the money
all the way back.
Your ad platform stops counting at the click. Tracepointer keeps going — through the lead, the booking, and the appointment they actually turned up to — then tells you which campaign paid for it.
Touchpoints
4
Lookback
90d
Credited to
Meta / prospecting-uk
Value
£1,286.00
SIG//02 The gap
Ads Manager stops at the click.
Everything that decides whether a campaign was worth running happens after the click, in systems the ad platform cannot see.
What the ad platform reports
- Spend
- £30,000
- Link clicks
- 11,482
- Reported conversions
- 1,090
- Reported cost per result
- £27.52
A conversion here is a form submission. It counts the person who filled in their details and was never heard from again exactly the same as the one who signed.
What actually happened
- Leads
- 742
- Bookings
- 218
- Attended appointments
- 143
- Attributed revenue
- £184,000
Two of the four campaigns produced almost every attended appointment. The other two produced form fills. You cannot tell them apart without this column.
SIG//03 The path
Five steps, and the fifth is the one that compounds.
Each step below runs automatically once the tracker and your CRM are connected.
-
01
Issue identity
A first-party cookie set server-side on your own tracking domain, so Safari keeps it for two years rather than seven days.
-
02
Capture the touchpoint
UTMs and platform click IDs — fbclid, gclid, gbraid, wbraid — normalised into one shape, whatever the source.
-
03
Ingest the outcome
Your CRM posts the booking, the no-show, the sale. Every ingest path is idempotent, so replays never double-count.
-
04
Attribute
All enabled models compute on ingest — first touch, last touch, linear, position-based, last paid click. Switching model is a filter.
-
05
Feed it back
Real outcomes go to Meta CAPI and Google offline conversions, so the platforms optimise for shows, not form fills.
SIG//04 Built for the hard parts
The problems that make attribution quietly wrong.
Most tools handle the click. These are the six things that decide whether the number you report in three months is still true.
Identity that survives ITP
Cookies are issued server-side over HTTP on your own domain. Nothing about identity depends on JavaScript setting a cookie.
Cross-device stitching
An identity graph links hashed emails, phones and click IDs across devices. Merges are recorded, never destructive — history stays intact.
Your funnel, not ours
Define the stages your business actually runs. Lead → consultation → confirmed → showed → client, or whatever yours is. No schema change.
Late conversions
A show that lands three weeks after the click still finds its campaign. Reports freeze after 35 days and any change is surfaced as a labelled restatement.
Integration health
Expired tokens are the number one cause of silent data loss. Connection status is monitored, alerted on, and visible before you notice a gap.
Every export audited
Each conversion sent to Meta or Google is stored with its payload, matched keys and the platform response — so match-rate questions have an answer.
SIG//05 The sentence the report produces
You spent £30,000 across Meta and Google. Those campaigns produced 742 leads, 218 bookings, 143 attended appointments and £184,000 in attributed revenue.
Return on ad spend
6.13×
Cost per attended appointment
£209.79
Click to show, median
19 days
SIG//06 Connections
Plugs into what you already run.
And an API for the booking system nobody has heard of.
Meta Ads
Sync + Conversions API
Google Ads
Sync + offline conversions
GoHighLevel
Contacts, appointments, pipeline
REST API
Anything else you run
Find out what your spend actually bought.
Connect an ad account and a CRM, and the first traces appear the same day.