How Tracklution Handles Attribution

Tracklution’s main role in attribution is to deliver as much high-quality data as possible to advertising platforms like Meta, Google Ads, and others, enabling their algorithms to learn and optimize. Tracklution itself uses last paid click attribution to label the source in your dashboard. However, this source information is primarily for reporting purposes. All valid conversions are still sent to each connected ad platform, which will then apply its own attribution logic based on its own rules and settings. This means:

• The same conversion can be delivered to multiple platforms.
• Each platform will decide how to attribute the conversion within its own attribution window and model.

Tracklution & Google Ads Attribution

When comparing conversion numbers between Tracklution and Google Ads, remember:

• Tracklution attributes conversions to the date the purchase happened.
• Google Ads attributes conversions to the date the click happened.

So, a conversion shown today in Tracklution might appear under a previous day in Google Ads if the original click occurred earlier. This is a normal and expected difference. Always keep this in mind when aligning data between the two platforms.

Tracklution & Meta (Facebook) Attribution

If you're seeing more conversions than expected in Meta, here are a few key checks:

• Ensure Tracklution is the only source sending conversion data to the Meta Pixel. Tracklution sends both Pixel and CAPI conversions, so the old Meta Pixel setup must be removed to avoid duplicates.
• Understand Meta’s attribution behavior: Meta often reports a high number of view-through conversions. For example, when a user sees an ad but converts via another channel. This can result in Meta claiming more credit than expected.
• Adjust attribution settings if needed: If Meta’s reported ROAS seems inflated, consider switching to a 1-day click attribution model. This often produces more realistic results, especially for businesses with multi-touch customer journeys.