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AdStrike Docs

How AdStrike works

Sites and organizations

Section titled “Sites and organizations”
  • Your organization can track several sites, each with its own tracking identifier, accepted domains, attribution window (default 30 days) and default attribution model — all configurable in the dashboard.
  • Requests from domains not listed in the site’s accepted domains are rejected.
  • API keys are scoped to your organization: a key only grants access to your own sites.
  • Your organization has a base currency: every conversion value is converted into it (exchange rates applied at processing time), so revenue is comparable across sites and currencies.
Section titled “Consent and anonymization”

The tracker resolves consent automatically from Google Consent Mode and IAB TCF 2.0, or through the explicit setConsent API for custom banners (see Tracker → Consent). Without any signal after 5 seconds, consent is considered denied. A later denied → granted transition is handled and links the anonymous session to the identified one.

Section titled “With consent”
  • Cookies: _astr_vid (visitor, ~13 months), _astr_sid (session, 30 sliding minutes), _astr_cid (id passed to identify()).
  • Full events: URL, referrer, click IDs (gclid, fbclid…), IP, user-agent.
Section titled “Without consent (anonymous mode)”

No cookie is set — every cookie operation is disabled. Data is anonymized at processing time:

Data Treatment
Visitor identifier Daily-rotating irreversible hash (derived from the date, domain, IP, user-agent and site identifier). Session continuity is resolved server-side within the day — two different days can never be linked
Click IDs Stripped: gclid, wbraid, gbraid, dclid, fbclid, fbc, fbp, ttclid, msclkid, twclid, li_fat_id
URLs Anonymized: only ref, source and utm_* query parameters are kept
IP Anonymized: last octet zeroed (IPv4), truncated to the first 4 groups (IPv6)
User-agent Generalized to browser-os-device (e.g. chrome-macos-desktop) — applied in both modes

Raw HTTP headers and full browser fingerprinting data are never stored (only timezone and language are kept).

Channel taxonomy

Section titled “Channel taxonomy”

Every touchpoint is classified into a canonical channel, consistently at collection time and in every report:

direct · organic search · organic social · paid search · paid social · display · email · affiliate · referral · ecommerce ads · unknown

  • Raw labels are normalized (cpc, paid_social, newsletter… map to the canon); ambiguous paid labels are disambiguated by the platform (social platforms → paid social, otherwise paid search).
  • When no explicit signal exists (no click ID, no UTM), the referrer is classified: search engine → organic search, social network → organic social, webmail → email, other site → referral, none → direct. A lone utm_source is never degraded to direct.
  • Checkout redirects never steal credit: a session (re)started from a payment gateway (PayPal, Stripe, Adyen, 3-D Secure pages…) or from your own domain is treated as the continuation of the same journey, not as a new marketing touchpoint.

Attribution

Section titled “Attribution”
  • Touchpoints are the visitor’s session starts within the site’s attribution window, across all their sessions — linked through the visitor cookie, and across devices through the id passed to identify().
  • Detected conversion types: conversion, purchase, sign_up.
  • Available models:
Model Credit split
First touch 100% to the first touchpoint
Last touch 100% to the last touchpoint
Linear Equal across all touchpoints
Time decay Exponential decay favoring recent touchpoints (7-day half-life by default)
Position based 40% first / 40% last / 20% spread across the middle (single touchpoint: 100%; no middle: 50/50)
Data driven Combination of time decay and position based

The dashboard serves the site’s default model instantly from precomputed results, and can recompute any other model on demand for comparison. Note: with single-touch models (first/last touch), the “conversion paths” view shows the credited touchpoint of each journey.

Ad platform integrations

Section titled “Ad platform integrations”

Connect your ad accounts to import campaigns and real daily spend, which power ROAS and CPA in the dashboard:

Platform Channel
Meta paid social
Google Ads paid search
TikTok paid social
Criteo display

Connections use each platform’s OAuth consent flow; you choose which ad accounts to sync.