Attribution

Attribution

The question Apointo answers is not "where did the click come from" but "which click produced this sale".

First and last touch

Capture keeps both. ft_channel holds the discovery source; lt_channel the closing one. Discovery campaigns and remarketing learn different lessons, and both matter.

Click selection

When more than one identifier exists in the history, delivery follows an order:

1. gclid (Google Ads)
2. gbraid / wbraid (iOS / web-to-app)
3. fbclid (Meta)
4. msclkid (Microsoft)
5. UTMs only

The strongest identifier available travels with the conversion; the rest stay on the record for audit.

Windows

Conversions upload with the original outcome time, never the upload time. Backfilling old sales respects real windows instead of pretending everything happened today.

Consent

Without ad-user-data consent evidence:

• Ad identifiers are stripped before delivery;
• The event is held back when delivery requires an identifier;
• UTMs and journey context remain on the record.

A Consent Mode v2 vector travels with leads forwarded by the WordPress plugin.

No click, no invention

If a lead arrives organically, it becomes an event but receives no fabricated attribution. Delivery happens only where matching rules allow.