Illustrative scenario
Budget allocation
Problem
Meta looks cheapest per sign-up, so it gets most of the budget.
Used
Click IDsCohortsPayback
Example result
Meta cohorts paid back on day 71, Google on day 38. Budget moved toward search.
Marketing attribution
Every ad dollar: where it went and what it brought back
Ad clicks recognised automatically, conversions credited with the model you choose, ROI per channel and campaign — and conversions sent back to the ad platforms so their bidding learns from real results.
- Click IDs from 14 ad platforms
- 4 attribution models
- Conversions sent back to 8 ad platforms
Channel ROILast 30 days
Conversions sent back
- 1Click ID capturedgclid · fbclid · ttclid
- 2Conversion happenspurchase · $74.6
- 3Sent back to the ad platformGoogle Ads · Meta CAPI
Sent back · 24h312
The problem
Every platform takes credit for the same order
01
Everyone claims the sale
Google, Meta and TikTok each report the conversion — added up, you sold 2.4 times more than you did.
02
Clicks, not revenue
Ad dashboards stop at the click or the add-to-cart. What the customer was worth over 90 days is nowhere.
03
Payback is a guess
Was last quarter’s campaign profitable? It depends on repeat orders nobody has joined back to the first click.
Capabilities
From the click to the money, in one place
Attribution works on your own first-party data: the click, the visit, the order and the customer who comes back.
01
Ad clicks recognised automatically
gclid, fbclid, ttclid, msclkid and other click IDs from 14 ad platforms are read from the landing URL — paid visits are labelled even without UTM tags.
- Google, Meta, TikTok, Microsoft, LinkedIn, X and more
- Ocean Engine, Baidu, Tencent and Kuaishou
- Click kept on the visitor for later conversions
Ad clicks recognisedLast 30 days
gclidGoogle Ads8,420
fbclidMeta6,110
ttclidTikTok2,930
msclkidMicrosoft Ads1,210
li_fat_idLinkedIn640
Click IDs are read automatically — no extra tags in your ads.
02
Four attribution models, side by side
Credit conversions by last session, first touch, last non-direct touch or linearly — and compare the models to see which channels open the journey and which close it.
- Last session, first touch, last non-direct, linear
- Same conversions, four views
- Per channel, campaign and creative
ClueNewsletter starts few journeys but closes 2× its share
Attribution models side by sideConversions credited
| Channel | Last session | First touch | Last non-direct | Linear |
|---|---|---|---|---|
| 412 | 388 | 356 | 371 | |
| Meta | 205 | 264 | 231 | 242 |
| Newsletter | 96 | 58 | 121 | 84 |
| TikTok | 41 | 72 | 48 | 55 |
The same 754 conversions, credited four ways.
03
Conversions sent back to ad platforms
When a recognised ad click turns into a sign-up or purchase, PathClue sends the conversion back to Google Ads, Meta, TikTok, Microsoft, Ocean Engine, Baidu, Tencent or Kuaishou — server to server, so bidding learns from real results.
- 8 ad platforms, server-side
- Offline conversions imported from CSV
- Delivery status and retries per platform
1
Ad click recognised
gclid · fbclid · ttclid
2
Conversion happens
purchase · $74.60
3
Sent back to the ad platform
Google Ads · Meta CAPI · TikTok
Sent back · last 24 hStatus
Google Ads214OK
Meta CAPI86OK
TikTok12Retrying
Offline conversions — phone orders, in-store sales — can be imported from CSV and sent back too.
04
Tracking links and campaign reviews
Create short tracking links and QR codes for posts, creators and in-store displays, then review each campaign: visitors, new users, orders and ROI.
- Short links and QR codes with UTM built in
- Clicks and orders per link
- Campaign review report
Tracking links
pc.link/autumn-ig182 orders
Instagram bio · 2,410 clicks
pc.link/kol-amy204 orders
Creator · 1,960 clicks
pc.link/qr-store61 orders
In-store QR · 880 clicks
Campaign reviewautumn_sale
Visitors18,420
New users6,310
Orders1,042
ROI3.2×
05
Channel ROI and payback
Ad spend syncs automatically from Meta, Ocean Engine and Baidu and can be imported for other platforms. ROI per channel, plus LTV and the payback day for every acquisition cohort.
- ROI per channel and campaign
- LTV curves by channel
- Payback day per cohort
- Spend synced from the ad platforms, no spreadsheets
ClueThe newsletter returns 6.2× its cost; TikTok is still below break-even
By acquisition cohortBy periodFirst touch
| Cohort | Acquired | Paying | LTV · 90d | Payback |
|---|---|---|---|---|
| 2026-07 · Google | 1,920 | 14% | $41.2 | Day 38 |
| 2026-07 · Meta | 2,410 | 9% | $22.8 | Day 71 |
| 2026-07 · Newsletter | 640 | 21% | $58.6 | Day 12 |
| 2026-07 · TikTok | 1,130 | 5% | $9.4 | Not yet |
LTV per user90 days
Ad platforms
14 ad platforms recognised
Click IDs are read automatically; conversions can be sent back to eight of them.
Google AdsMetaTikTokMicrosoft AdsX AdsLinkedInSnapchatPinterestReddit AdsYandex DirectOcean EngineBaidu MarketingTencent AdsKuaishou
Partner program
Attribute sign-ups and orders to affiliates, agencies, creators and stores — with their own read-only portal.
Use cases
What teams find in their ad spend
Illustrative scenarios based on typical setups, not customer results.
Illustrative scenario
Big sale review
Problem
A two-week sale ran on five channels; each platform claims the best results.
Used
Attribution modelsCampaign reviewRevenue
Example result
On last non-direct touch, email and paid search drove 70% of revenue; TikTok mostly opened journeys.
Illustrative scenario
Creator campaign
Problem
Ten creators promoted the same product. Which ones actually sold?
Used
Tracking linksOrdersROI
Example result
Three creators brought 80% of orders; the next round went to them.
FAQ
Attribution questions
Anything else — open the chat in the corner and ask.
Which attribution models are available?
Last session, first touch, last non-direct touch and linear. You can compare all four for the same conversions.
Which platforms can receive conversions?
Google Ads, Meta, TikTok, Microsoft Advertising, Ocean Engine, Baidu, Tencent Ads and Kuaishou. Conversions are sent server to server, with delivery status and automatic retries.
Can I include offline sales?
Yes. Import offline conversions such as phone orders or in-store sales from CSV; when they match a recognised ad click they are reported and sent back too.
Where does ad spend come from?
Spend syncs automatically from Meta, Ocean Engine and Baidu ad accounts. For other platforms, import spend so ROI and payback can be calculated.
Do I still need UTM tags?
Not for recognising paid clicks — click IDs cover that. UTM tags are still useful to compare campaigns, creatives and non-ad channels such as email.