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Browser State Capture is how we deliver Complete Attribution – one of the three dimensions of complete data infrastructure. Identifiers like gclid (Google Click ID) and fbclid (Facebook Click ID), along with UTM parameters and referrer information, are often lost during cross-domain redirects, checkout flows or server-side conversions. Our systematic approach to capturing and persisting this ephemeral data enables 85%+ of conversions to have full attribution context.

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Why this matters for your business

You spend £50 on an ad click, the customer converts – and it shows up as “direct” in GA4. You can’t prove which campaigns drive revenue. You’re optimising on guesswork.Browser State Capture fixes this by recovering the attribution data that proves which marketing campaigns actually work.The outcome: 85%+ of conversions with full campaign context. 20-40% typical conversion recovery for B2C subscription companies. Clear ROAS data showing exactly which campaigns drive conversions. Confident budget allocation based on trustworthy attribution.Timeline: Most B2C subscription companies see their first recovered conversions within 24 hours of implementation.

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See it in action: Stripe checkout redirect

The flow: User clicks Google Ad → browses wellness platform → redirects to Stripe checkout → completes subscription. What breaks without Browser State Capture: The gclid is lost at redirect. Conversion shows as “direct” in GA4. You can’t prove which campaigns drive subscriptions. Google Ads can’t optimise for users who actually subscribe. How Fidero handles this: The gclid is captured and persisted on initial page load, before the redirect happens. When the subscription webhook arrives from Stripe, it’s automatically enriched with the original gclid before sending the conversion to Google Ads. The result: Clear ROAS data. Google’s algorithm optimises for users who actually subscribe, not just click. Within 24 hours, you’ll see conversions flowing with attribution context intact.
Browser State Capture is most powerful when combined with our zero-config adapter management. When Google updates their offline conversions API, our server-side adapters update automatically. Your attribution keeps working whilst you ship product features.

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Why systematic capture matters

The key word is systematic. The pixel doesn’t opportunistically grab what’s available – it proactively captures browser state the moment the page loads, before anything can drop it. What gets captured automatically:
  • All major ad platform click IDs (Google, Meta, TikTok, Microsoft, X, LinkedIn)
  • All UTM parameters with proper precedence handling
  • Session context (referrer, landing page, initial timestamp)
  • Cross-domain handoff via encrypted link decoration for trusted domains
This systematic approach is why this achieves 85%+ attribution coverage – not 60% like opportunistic approaches.
Web-to-app subscription flows: User clicks Meta ad → signs up on web → subscribes in-app three days later. The fbclid is captured on landing page and persisted to the user profile. In-app subscription event automatically enriched with original fbclid. Meta’s algorithm learns which audiences actually subscribe.Anonymous to known journey: User clicks TikTok Ad → browses anonymously → signs up → activates premium weeks later. The ttclid is captured on first visit and persisted through anonymous → known merge. Premium upgrade event automatically includes original campaign context. You know which TikTok campaigns drive high-LTV subscribers.