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Attribution

For marketers running paid campaigns on Meta, TikTok, or through GTM-driven tools (GA4, Google Ads). You'll have funnel events firing in each ad platform's dashboard and deduplicated across browser + server. You need the relevant ad platform account plus a Zellify campaign.

What each tool does#

Meta (Pixel and CAPI)
Browser Pixel + server-side Conversions API. Deduplicated by event ID.
TikTok (Pixel and Events API)
Browser Pixel + TikTok Events API.
Google Tag Manager
dataLayer forwarding. Hook up GA4, Google Ads, anything GTM.

Per-campaign configuration#

Attribution is configured on each campaign. Meta runs on Meta-sourced campaigns. TikTok runs on TikTok-sourced campaigns. GTM runs wherever you want it regardless of traffic source. You can run GTM alongside either pixel. See Campaigns.

Pixel vs server-side#

Every attribution integration that supports it sends events through both channels:

  • Pixel — fires from the browser. Subject to ad blockers, ITP, Safari tracking prevention.
  • Server-side (CAPI / Events API) — sent from Zellify's servers. Reliable, not blocked.

Events are deduplicated by a shared event id. If a purchase fires both the Pixel event and the CAPI event, the ad platform counts it once.

Related#

Event taxonomy lives in Platform: Zellify's canonical funnel event list is in Event reference. Each attribution page includes a mapping table; the canonical names and data shapes live once, in that page.
Campaigns
Where attribution is configured.
Event reference
Canonical funnel event taxonomy.
Deep linking
Attribution for mobile app installs.