Core concepts

Core concepts

Apointo does four things. Understanding each prevents almost every configuration problem.

Capture

Attribution is born at first touch. Capture (on WordPress) or the SDK helpers keep gclid, gbraid, wbraid, fbclid, and UTMs attached to the lead, with distinct first and last touch (ft_channel / lt_channel). Without capture there is no offline conversion, only a click and a sale nobody can join.

Identity

An event must match its click. Matching uses phone, email, or your system's external identifier. The payload carries the minimum needed to join record to click; chat history, internal notes, and clinical detail never enter it.

Canonical events

Every source system maps onto one vocabulary:

Event	Meaning
lead_captured	First attributed contact
quote_requested	Quote request
qualified_lead	Lead qualified by your rule
booking_confirmed	Confirmed booking
appointment_completed	Completed attendance
sale_paid	Paid sale
subscription_active	Active or renewed subscription
refund_retraction	Refund that retracts the conversion
client_acquired	Acquired client

A booked appointment is not an attended appointment. You choose which event feeds each platform's optimization.

The delivery ledger

Every event keeps: delivery attempts, response codes, destination receipts, retry schedules, and correlation. "Connected" is not proof; the receipt is.

Consent

Events without ad-user-data consent evidence are held back. UTMs and journey context remain available; ad identifiers are stripped before delivery.