A huge amount of valuable attribution context exists only in the browser for a brief moment. Identifiers like gclid (Google Click ID) and fbclid (Facebook Click ID), along with UTM parameters and referrer information, are often lost during complex user journeys, especially those involving cross-domain redirects or server-side conversions. Browser State Capture is our systematic approach to collecting and persisting this ephemeral data, forming a crucial part of our strategy to deliver complete and trustworthy data.

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Why this matters for your business

Browser State Capture directly impacts your bottom line by recovering the attribution data that proves which marketing campaigns drive revenue.The problem it solves:
  • Up to 40% of your conversions show as “direct” traffic when they actually came from paid campaigns
  • You’re wasting budget on campaigns that appear unsuccessful but are actually driving conversions
  • Your team can’t optimise effectively because the data is incomplete
The outcome you’ll see:
  • Clear ROAS data showing exactly which campaigns drive conversions
  • Confident budget allocation based on complete attribution
  • 20-30% typical improvement in attributed revenue

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See it in action

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The simple version

Imagine a user clicks a Google Ad, lands on your website, browses and then completes a purchase two days later via a link in an email.
  • Without Browser State Capture: The gclid from the initial ad click is long gone by the time the conversion happens. You can’t tell Google Ads which click led to the purchase, so your ROAS is inaccurate
  • With Browser State Capture: The gclid is captured on the first page view and stored with the user’s profile. When the purchase event arrives two days later, we automatically attach the original gclid before sending the conversion to the Google Ads Offline Conversions API

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Real-world example: Travel booking with Stripe

Here’s what happens when your payment flow involves redirects: Without Browser State Capture:
  • User clicks Google Ad → browses holidays → redirects to Stripe → completes booking
  • Result: gclid lost at Stripe redirect, conversion shows as “direct” in GA4
  • Impact: Can’t prove which campaigns drive bookings, wasting budget on underperforming ads
With Browser State Capture:
  • Same journey, but gclid captured and persisted before redirect
  • Result: Purchase correctly attributed to original Google Ad
  • Impact: Clear ROAS data, confident scaling of profitable campaigns