Attribution

Pruuv links each lead to the ad account, campaign and ad that brought it, using the UTM tags on the lead. That link powers cost-per-lead reporting, AI agent recommendations, and conversion sending back to Meta, Google, and TikTok. How deep the link goes depends on the platform: for Google Search it reaches the ad group, and for Performance Max the campaign.

There are three ways to set it up. Most clients only need Tier 1.

The three attribution tiers

Tier 1 — Standard URL tags

Pruuv reads the lead’s own UTM tags. utm_source names the platform. Then one ID picks the ad account, campaign and ad: the ad ID for Meta and TikTok, the ad group ID for Google Search and Microsoft Ads, and the campaign ID for Performance Max and other campaign-level Google types. The ID must belong to an ad that Pruuv has synced from your connected ad account.

Add these tags to your ads. They match the standard mapping Pruuv sets up when you connect an ad account.

utm_source=facebook&utm_medium={{site_source_name}}&utm_campaign={{placement}}&utm_content={{ad.id}}&utm_term={{adset.id}}

utm_source=google&utm_medium={adgroupid}&utm_campaign={matchtype}&utm_content={keyword}&utm_term={creative}

utm_source=google&utm_medium=pmax&utm_campaign={campaignid}

utm_source=google&utm_medium=demand_gen&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={creative}

utm_source=tiktok&utm_medium=__AID__&utm_campaign=__PLACEMENT__&utm_content=__CID__

utm_source=bing&utm_medium={AdGroupId}&utm_campaign={MatchType}&utm_content={keyword:default}&utm_term={AdId}

utm_source must name the platform: facebook, fb, meta, instagram or ig for Meta; google for Google Ads; tiktok for TikTok; bing or microsoft for Microsoft Ads. Presets for LinkedIn and Customer.io are in each ad account’s Matching tab (see Tier 2).

Google Ads notes

Check your match rate

Open the client’s Data Health page. On Overview, the Attributable to paid tile shows the share of leads that came from your paid platforms, and below it how many of them Pruuv matched. On CRM Logs, you can filter leads by status:

Tier 2 — Custom UTM mapping

Use this when your URL tags differ from the standard ones — for example, the ad ID sits in utm_campaign, or inside a longer value like brand_12345. Open Settings → Paid Media, click the ad account, then open the Matching tab and its UTM Matching card. Agency owners and admins can change it; other users can view it.

The row that matters depends on the platform: Ad ID for Meta, TikTok and LinkedIn; Ad Set ID (the ad group) for Google Search and Microsoft Ads; Campaign ID for Performance Max. When you save, Pruuv re-checks the leads it has not matched yet.

Tier 3 — Pruuv native attribution Coming soon

Pruuv native attribution removes all dependency on platform macro configuration. Instead of relying on the platform to inject an ad ID into the URL, Pruuv builds a first-party ID layer it fully controls.

How it will work

1. Ad scan. Pruuv scans your connected ad account (daily, or on demand from the Connections page) and catalogues all active and paused ads. Each ad is assigned a pruuv_aid — a UUID that Pruuv owns and controls.
2. URL template generation. Pruuv generates a URL template per ad with pruuv_aid baked in as a static query parameter. You copy this into the platform once (or download a CSV for bulk upload).
3. Pixel capture (live today). The Pruuv Pixel reads pruuv_aid from the URL on page load and saves it in the _pruuv_session cookie. page(), identify() and track() all send it to Pruuv, which stores it with the event.
4. Attribution match (not live yet). Pruuv will join funnel_events.pruuv_aid to its internal ad catalogue — a direct, exact match with no platform API ambiguity.

Click ID capture

In addition to UTM attribution, the Pruuv Pixel captures platform click IDs from the URL. Pruuv uses them to match the conversions it sends back to the ad platforms. A click ID improves the match; the UTM tags above decide where a conversion goes. See the Pixel SDK docs for how they are saved.

Attribution rules

Pruuv stores both the first and the last touch of a visitor:

Reports default to Last click (CRM): a lead is credited to the UTMs your CRM recorded, which is also what conversion sending uses. This matches how Meta, Google and TikTok credit leads in their own reports. Agency users can switch the campaign drill to another attribution rule:

A visit counts when the Pruuv pixel saw it at most 90 days before the lead. The last five rules share a lead between visits, so a count can show one decimal, such as 0.3 of a lead, and a count under 0.05 shows as 0. A lead with no paid touch stays Unattributed under every rule, and conversion sending never follows the rule you pick.

Attribution window

The Pruuv Pixel asks the browser to keep its cookies for 90 days. Browsers can shorten this: Safari keeps them for at most 7 days, and for 24 hours in some cases (see Pixel SDK → Cookies). The pixel restores them from a copy in localStorage, which Safari keeps until 7 days pass with no visit to the site. A visitor who converts after both are gone has no click ID or UTM data left in the browser.

Click IDs that identify()already sent to Pruuv are kept on Pruuv's side, so a lead your CRM sends later can still get them. Each ad platform also has its own limit on how old a click or conversion may be.