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GoFunnel

Attribution

Closed-loop attribution, from impression to lifetime value.

Server-side tracking on your own domain, identity resolution across every touchpoint, and cash-based attribution at campaign, ad set, ad and creative level. One record per buyer, auditable end to end.

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Tracking layer

First-party, server-side tracking on your own domain.

One hosted, asynchronous script that never slows the page and updates itself with no re-install. Connect a subdomain like go.yourbrand.com and the script and data run same-site, which is much harder to block.

  • Browser beacons that survive the visitor leaving, in a format that avoids a security check which fails about 40% of the time in iOS Facebook and Instagram in-app browsers.
  • Page views, single-page-app page changes, time on page and max scroll depth.
  • Video engagement for Wistia, Vidalytics, HTML5 video and Vimeo: play, 25, 50, 75 and 100% milestones and seconds watched. Muted autoplay does not count.
  • Thank-you page identity, with email or phone from the confirmation URL.

Identifiers captured

  • GoFunnel session ID
  • fbclid
  • _fbp
  • _fbc
  • gclid
  • gbraid and wbraid (Smart Links)
  • ttclid
  • msclkid
  • li_fat_id
  • ScCid
  • All five UTMs
  • gf_meta_* ad IDs
  • Custom parameters
  • Page URL and referrer
  • IP, device and browser
  • City, state, country, postcode

  • Cross-domain identity carry

    The visitor ID travels automatically into Typeform, Stripe Payment Links and Checkout, ThriveCart, Calendly, OnceHub, iClosed, LeadConnector forms and Shopify cart. Tools it cannot carry into fall back to email matching.

  • Smart Links

    Tracked redirect links for YouTube, bios, podcasts and emails. Clicks are recorded before the redirect, bots are filtered, and per-lead links are signed so no personal data sits in the URL.

  • Built to survive ad blockers and browser privacy limits

    Browser storage plus a first-party cookie the server sets and renews on every visit. Safari shortens cookies after an ad click, so identity matching never relies on cookies alone.

Identity resolution

Resolve every visit to the right person, or to no one.

GoFunnel recognises one person across every visit, device session, form, booking, call and payment. Four linking layers do the work, and the layer that made each match is recorded on it, so every attribution is auditable.

Matching ladder · first match wins

  1. 01EmailAny known alias, cleaned and repaired
  2. 02CRM contact IDFrom LeadConnector, Close, Salesforce and more
  3. 03Visitor sessionThe GoFunnel session ID
  4. 04PhoneNormalised to international format

No name-only matching. A replay found 575 would-be wrong merges between people who share names.

Safeguards

  • Shared-IP guard: ambiguous visits stay unclaimed and show as Campaign Unknown.
  • A cookie that belongs to another person is ignored.
  • A visit claimed by one lead cannot be taken by another.
  • Meta cookies never decide the channel.
  • Duplicate leads get an AI same-person check that needs 80% confidence and fails closed.

Attribution models

First touch, last touch and any touch, at every level.

Last touch skips internal hops and calendar or form bounce-backs. UTMs are matched to real Meta campaign, ad set and ad IDs, and names shared by two objects are refused, not guessed. Every record is re-stamped after each Meta sync.

  1. Channel
  2. Source
  3. Campaign
  4. Ad set
  5. Ad
  6. Creative

  • Paid

    Spend joined to every lead and payment.

    • Meta
    • Google
    • TikTok
    • Snapchat
    • Microsoft
    • LinkedIn
    • YouTube Ads

  • Organic

    Social and search traffic, split by platform.

    • Facebook
    • Instagram
    • Google
    • YouTube
    • TikTok
    • LinkedIn
    • X
    • Bing
    • Reddit
    • Discord

  • AI assistants

    Visitors who arrive from AI answers.

    • ChatGPT
    • Claude
    • Perplexity
    • Gemini
    • Copilot

  • Outbound

    Cold outreach that turns into pipeline.

    • Cold call
    • Cold SMS
    • Cold email

  • Partnerships and more

    Everything else, labelled the way you work.

    • Partnerships
    • Direct
    • No web activity
    • Custom tags

Manual source overrides and per-client source rules are built in.

Server-side conversions

Revenue-aware signals, sent server to server.

Meta Conversions API with server page views and multiple pixels, Google Ads offline click conversions through the Data Manager API with Enhanced Conversions for Leads, TikTok Events API and Snapchat Conversions API v3. Any event from any tool can trigger a route.

Route controls

  • Real value or a fixed value, in any currency
  • Fire once per lead
  • Renewals excluded by default
  • Send delay and require attribution
  • Test event codes
  • Event IDs shared with the browser pixel, including LeadConnector's own Meta event ID

Measured match-key coverage

Over 85% of events carry email, phone and Meta click data.

  • Email88%
  • Meta click cookie87%
  • Meta browser cookie86%
  • Phone85%
2,158 server-side events across 86 workspaces, measured over 7 days

Filters that read the whole lead.

Filters read the event and the lead's full history: form answers, call count and status, AI call analysis (sentiment, outcome, deal probability, decision maker present), payment count and total revenue. Each send carries hashed email, phone, name and location, plus fbc, fbp, IP and user agent, with a clean event source URL.

Events you can send.

  • Lead
  • Schedule
  • Purchase
  • Complete registration
  • Contact
  • Subscribe
  • Initiate checkout
  • Add to cart
  • View content
  • Start trial
  • Submit application
  • Page view
  • Custom

Every send is graded rich or degraded. Deferred sends wait, re-link, re-check and send, and are released after 6 hours and monitored. In Ads Manager, sends show as Qualified Traffic (CAPI Events) next to Meta Attributed Traffic.

Back-end revenue and LTV

Attribution on cash collected, not platform-reported conversions.

Every payment is matched to the lead, the ad and the closer, so ROAS is cash-based and lifetime value can be read by ad and campaign.

  • Payments matched by email, CRM ID, session and phone. Unmatched payments get ranked suggestions and reversible manual mapping.
  • Offer stacks with main offer, order bump, one-time offers and downsell, paid in full or on a payment plan.
  • Credit to the closer or the deal owner.
  • Cash collected, new cash and recurring cash, where new plus recurring equals the total exactly.
  • LTV at 30, 60, 90, 180 and 365 days and lifetime, gross and net, by ad and campaign.
  • LTV:CAC, MRR, ARR, voluntary and involuntary churn, refunds, repeat purchase rate and upsell take rates.

Payment sources

  • Stripe
  • Shopify
  • PayPal
  • Whop
  • Wix
  • Commas
  • NMI
  • Anchor
  • SamCart
  • ThriveCart
  • ClickFunnels
  • LeadConnector invoices
  • Mercury
  • Wire, ACH and cash

Client journey and data quality

Every touchpoint in order, with nothing counted twice.

Each lead has one timeline: visits with the ad, UTMs, time and scroll, videos, forms with answers and in-form bookings, CRM stage changes, calls, dials, webinar registration, attendance and replays, payments, refunds and dispositions.

Meeting states

  • Scheduled
  • Completed
  • No-show
  • Canceled
  • Rescheduled
  • No answer
  • Voicemail
  • Duplicate

Data quality

  • Funnel Check test walks that fire only into Meta Test Events.
  • Deduplication at every step, in one business time zone.
  • CRM imports keep their original dates.
  • Nightly checks for over-counting, match-key drops, held conversions, duplicate leads, spend gaps and missing scripts.
One record per leadFirst and last touch on every leadOne business time zoneCash and Cohort timing

Book a demo

See your funnel joined end to end.

Book a demo and we will walk through how GoFunnel would track, resolve and attribute your own funnel, from the first ad impression to cash collected.

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