How Convultra Works

Convultra uses a multi-layered approach to achieve 95-98% conversion tracking accuracy. This page explains the data flow and key concepts.

Overview

┌─────────────────────────────────────────────────────────────────────────┐
│                           Your Website                                   │
│  ┌─────────────────────────────────────────────────────────────────┐   │
│  │  Convultra SDK (ultra.js)                                        │   │
│  │  • Captures click IDs (gclid, fbclid, msclkid)                  │   │
│  │  • Stores in localStorage (90-day retention)                     │   │
│  │  • Tracks sessions and page views                                │   │
│  │  • Sends conversions to Convultra                                │   │
│  └─────────────────────────────────────────────────────────────────┘   │
└─────────────────────────────────────────────────────────────────────────┘
                                   │
                                   ▼
┌─────────────────────────────────────────────────────────────────────────┐
│                         Convultra Platform                              │
│                                                                          │
│  • Receives and validates conversion events                             │
│  • Deduplicates across all sources                                      │
│  • Enriches with stored click history                                   │
│  • Forwards to connected ad platforms                                   │
│  • Powers real-time analytics dashboard                                 │
│                                                                          │
└─────────────────────────────────────────────────────────────────────────┘
                                   │
                                   ▼
┌─────────────────────────────────────────────────────────────────────────┐
│                        Ad Platforms                                      │
│  ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐       │
│  │ Google Ads  │ │  Meta Ads   │ │ Microsoft   │ │  TikTok     │       │
│  │ Offline API │ │ CAPI        │ │ Offline API │ │ Events API  │       │
│  └─────────────┘ └─────────────┘ └─────────────┘ └─────────────┘       │
└─────────────────────────────────────────────────────────────────────────┘

Phase 1: Capture

When a user lands on your website, the SDK immediately captures:

Click IDs

// Automatically captured from URL parameters
{
  gclid: 'Cj0KCQjw...',     // Google Ads
  fbclid: 'IwAR3x...',       // Meta/Facebook Ads
  msclkid: 'abc123...',      // Microsoft Ads
  ttclid: 'xyz789...',       // TikTok Ads
  twclid: '...',             // Twitter Ads
  li_fat_id: '...'           // LinkedIn Ads
}

UTM Parameters

{
  utm_source: 'google',
  utm_medium: 'cpc',
  utm_campaign: 'summer-sale',
  utm_term: 'best widgets',
  utm_content: 'ad-variant-a'
}

Session Data

{
  session_id: 'ses_1234567890_abc',
  landing_page: 'https://yoursite.com/?gclid=...',
  referrer: 'https://google.com/search?q=...',
  start_time: 1704067200000
}

Phase 2: Store

All captured data is stored in localStorage with 90-day retention:

// Click history - stores all paid clicks with full context
cvl_click_history: [
  {
    id: 'clk_1704067200000_abc123',
    key: 'gclid',
    platform: 'google_ads',
    click_id: 'Cj0KCQjw...',
    captured_at: '2024-01-01T12:00:00Z',
    landing_page: 'https://yoursite.com/pricing',
    utm_source: 'google',
    utm_campaign: 'summer-sale'
  }
]
 
// Session data - current user session
cvl_session: {
  id: 'ses_1704067200000_xyz',
  startTime: 1704067200000,
  pageViews: 5,
  gclid: 'Cj0KCQjw...',
  landingPage: 'https://yoursite.com/pricing'
}

Why localStorage?

Unlike cookies which are limited to 7 days on iOS Safari, localStorage persists for 90+ days. This means we can attribute conversions even when users return weeks after clicking an ad.

Phase 3: Forward

When a conversion occurs, the SDK sends the event to Convultra with all relevant attribution data:

// What gets sent on conversion
{
  event_type: 'purchase',
  
  // Conversion data
  value: 99.99,
  currency: 'USD',
  order_id: 'ORDER-12345',
  
  // Attribution (from stored click history)
  gclid: 'Cj0KCQjw...',
  
  // User data for Enhanced Conversions (hashed)
  user_data: {
    email: 'hashed_email',
    phone: 'hashed_phone'
  }
}

Convultra then:

Validates and deduplicates the event
Enriches with any additional stored data
Formats for each connected ad platform
Forwards via server-side APIs

Example: Google Ads format:

{
  conversionAction: 'customers/123/conversionActions/456',
  gclid: 'Cj0KCQjw...',
  conversionDateTime: '2024-01-15 12:30:45-05:00',
  conversionValue: 99.99,
  currencyCode: 'USD',
  orderId: 'ORDER-12345',
  userIdentifiers: [
    { hashedEmail: 'sha256_hash' },
    { hashedPhoneNumber: 'sha256_hash' }
  ]
}

Example: Meta Conversions API format:

{
  event_name: 'Purchase',
  event_time: 1704067200,
  action_source: 'website',
  user_data: {
    em: ['sha256_email_hash'],
    ph: ['sha256_phone_hash'],
    fbc: 'fb.1.1704067200.IwAR3x...',
    fbp: 'fb.1.1704067200.abc123'
  },
  custom_data: {
    value: 99.99,
    currency: 'USD',
    order_id: 'ORDER-12345'
  }
}

Phase 4: Recover

Convultra tracks which conversions would have been lost by traditional tracking:

Recovery Classification

A conversion is marked as "recovered" when:

Condition	Why It Would Be Lost
iOS Safari + click age > 7 days	Safari ITP deletes cookies after 7 days
Click age > 30 days	Standard cookies expire
Platform cookie missing	User cleared cookies or uses private browsing
Ad blocker detected	Platform pixel was blocked

What You See in Dashboard

Recovery Rate - Percentage of conversions that would have been lost
Tracking Uplift - How much more you're tracking vs. platform pixels alone
Recovered Revenue - Total value of recovered conversions

Deduplication

Convultra prevents duplicate conversions through a multi-tier system:

Priority 1: Conversion ID (24-hour window)
├── orderId, leadId, signupId, subscriptionId
└── Same ID = duplicate blocked

Priority 2: Click ID + Value (1-hour window)
├── gclid/fbclid/msclkid + event_type + value
└── Same combination = duplicate blocked

Priority 3: Event ID (5-minute window)
├── SDK-generated unique event ID
└── Same ID = duplicate blocked (page refresh protection)

Data Flow Summary

User clicks ad → Landing page with gclid
        │
        ▼
SDK captures & stores click ID (localStorage, 90 days)
        │
        ▼
User browses site → Page views tracked
        │
        ▼
User converts → SDK sends conversion with click history
        │
        ▼
Convultra processes → Dedup → Recovery classification
        │
        ▼
Forwarded to ad platforms → Google Ads, Meta, Microsoft, TikTok
        │
        ▼
Dashboard updates → Analytics, conversions, recovery stats

Performance

Metric	Value
SDK Size	Under 15KB gzipped
Page Load Impact	Under 50ms
Tracking Latency	Under 200ms
Platform Forwarding	Under 5 minutes
Dashboard Updates	Real-time

Next Steps

Quick Start