This is the mechanical core any marketing attribution software needs to get right before anything else: every ad Ads and Pixels launches carries the network's own dynamic ID parameters in its URL — Meta's campaign, ad set and ad IDs, Google's tracking-template IDs, Microsoft's, TikTok's, and each other network's equivalent. The collector stores those IDs, plus the network's own click ID (Google's gclid, Meta's fbclid, TikTok's ttclid, Microsoft's msclkid), on the visit, and carries them onto the lead, call or purchase that follows. A nightly sync turns those IDs into readable campaign and ad names, and where only a click ID arrived, Google's click report maps it back to the ad group and ad it came from. Ads created outside the app get the same parameters through a one-time bulk update you approve.
Ads and Pixels / Results Map & Attribution
The Results Map: marketing attribution software that shows its work.
Most marketing attribution software hands you a number and asks you to trust it. The Results Map shows the path instead: network, campaign, ad set, ad and creative, sized by verified results, with cost per result on every branch. Click any ad to see its creative, its results, and why it's winning or losing in one sentence.
How a click gets tied to an exact ad
Honest labels — never a guess
Every conversion in this marketing attribution software carries exactly one of three labels, and none of them is a guess.
Clicked an ad — we captured click evidence, credited only as deep as that evidence goes. An ad ID gets credit down to that exact ad. Only a campaign or ad-set ID gets credited to that campaign or ad set, shown as "ad not known." Only a network click ID that can't be mapped, or a UTM source, gets credited to that network, shown as "campaign not known." Nothing is ever pushed down to an ad without an ad ID for it.
Platform-reported only — a network claims the conversion (view-through or modelled), but we have no click evidence for it. Shown in a separate "claimed by platforms" band, never folded into an ad's verified count.
Verified, source unknown — the conversion happened (your website or CRM saw it), but no ad touch was captured: a direct visit, word of mouth, or blocked tracking. Shown as its own "Unattributed" branch, never spread across ads it can't be proven to belong to.
The headline totals always show all three bands, so nothing is hidden inside a bigger number and nothing is invented to fill a gap.
Models you can toggle, and a note explaining the gap
Last-click attribution is the default, with a toggle for first-touch and a simple position-based view. Every report carries a plain-English note explaining why the total here won't match what any single platform's own dashboard says — because each platform only counts what it can see, and claims credit generously.
Real numbers next to claimed ones
Alongside the Results Map, every client's dashboard shows platform-reported conversions next to verified ones from your own Shopify, Stripe or CRM, so you can see exactly where the two diverge and by how much. A freshness timestamp sits on every number, because a stale figure that looks current is worse than a slow one that says so. Connection health is checked continuously: a token about to expire gets flagged before it breaks your reporting, with a one-click reconnect instead of a silent gap in next week's numbers.
What this doesn't try to do
- We don't build a black-box statistical model that assigns partial credit across ten touchpoints with no way to check its work,
- and we don't quietly upgrade "platform-reported" conversions into verified ones to make a report look better. If the evidence stops at the network level, the report says so.
Frequently asked questions
Real answers before you make a decision.
Why don't my totals match what Meta or Google shows in their own dashboard?
Each platform counts everything it can see, including view-through and modelled conversions, and doesn't compare itself to what actually happened in your CRM. The Results Map shows platform-reported numbers next to verified ones, side by side, with a plain-English note on the gap — the goal is showing why they differ, not forcing them to match.
What happens to a conversion if the ad ID never arrives?
It's credited only as deep as the evidence goes. A campaign ID with no ad ID gets credited to the campaign, labelled "ad not known." A click ID that can't be mapped gets credited to the network, labelled "campaign not known." It's never guessed down to a specific ad without real ad-level evidence.
Can I see first-touch or multi-touch views, not just last-click?
Yes. Last-click is the default model; a toggle switches to first-touch or a simple position-based view without changing the underlying evidence, only how credit is distributed across the touches you captured.
Does this work for ads created outside Ads and Pixels?
Yes, with one extra step. Ads built directly in a network's own tool don't carry our tracking parameters by default, so a one-time bulk update — a URL-only edit you approve — adds them, and the app flags which networks may re-review an ad after that kind of edit.
Is the Results Map the same thing as a normal attribution dashboard?
Not quite. Most marketing attribution software applies a statistical model to spread credit across every touchpoint whether or not there's click evidence for it. The Results Map only ever credits an ad as deep as real evidence goes, and shows everything else — platform claims, unattributed conversions — in its own clearly labelled band instead of blending it in.
Do I need to buy separate marketing attribution software, or is this built in?
It's built in — the Results Map is included on every paid plan, not a bolt-on marketing attribution software product you have to connect and pay for separately.
Is this marketing attribution software, or a full analytics suite I have to learn separately?
It's focused marketing attribution software, not a general analytics platform — it does one job (tying results to the ad that earned them) well, and links out to GA4 and your CRM rather than trying to replace them.
Does this marketing attribution software work across every network, or just one?
Every connected network feeds the same Results Map — Meta, Google, Microsoft, TikTok and Snap today — so attribution isn't siloed per platform the way a single network's own dashboard is.
Marketing attribution software that shows its work, not just a number.
Connect a network and see, within one sync cycle, which of your real conversions have click evidence behind them.