Superwall

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What Gets Tracked

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Webhook Events (Superwall to DATALYR)

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Attribution Data (DATALYR to Superwall)

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Setup

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1. Connect Superwall in DATALYR

1. Go to Settings -> Integrations in DATALYR
2. Click “Connect” next to Superwall
3. Enter your Superwall Project ID
4. Copy the generated webhook URL

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2. Configure Webhook in Superwall

1. Go to your Superwall Dashboard -> Settings -> Webhooks
2. Add a new webhook endpoint
3. Paste the DATALYR webhook URL
4. Select all subscription events
5. Save

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3. Push Attribution to Superwall (Mobile SDK)

import { Datalyr } from '@datalyr/react-native';
import Superwall from '@superwall/react-native-superwall';

// After DATALYR SDK is initialized and user has been identified
const attrs = Datalyr.getSuperwallAttributes();
Superwall.setUserAttributes(attrs);

import DatalyrSDK
import SuperwallKit

// After DATALYR SDK is initialized and user has been identified
let attrs = DatalyrSDK.shared.getSuperwallAttributes()
Superwall.shared.setUserAttributes(attrs)

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How Attribution Works

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Attribution Flow

User clicks a Meta ad
DATALYR web SDK captures: fbclid, utm_source=facebook, utm_medium=cpc
Stores in visitor profile

User installs your app from the App Store
DATALYR mobile SDK initializes
Attribution data captured via web-to-app matching

Your app calls:
const attrs = Datalyr.getSuperwallAttributes();
Superwall.setUserAttributes(attrs);

This passes datalyr_id (visitor ID) and attribution data to Superwall

User signs up or logs in with email: [email protected]

Your app calls:
Datalyr.identify('user_456', { email: '[email protected]' });

DATALYR links the mobile visitor to the original web visitor

User purchases subscription through Superwall paywall
Superwall sends webhook to DATALYR
Webhook includes userAttributes with datalyr_id and email

DATALYR receives the webhook
Looks up visitor by datalyr_id from userAttributes (fastest, most accurate)
Falls back to email lookup if datalyr_id not found
Finds match with fbclid from Step 1
Links subscription_started event to the Meta ad click

DATALYR sends conversion to Meta via CAPI
Includes: fbclid, event_name=Purchase, value=$9.99
Meta attributes the conversion to the original ad

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Identity Resolution Order

1. Visitor ID lookup — Checks userAttributes.datalyr_id (set automatically by getSuperwallAttributes()). This is the most accurate method because it directly matches the DATALYR visitor.
2. Email lookup — Searches userAttributes.email or userAttributes.$email against identified visitors
3. User ID lookup — Uses originalAppUserId (skips Superwall anonymous IDs that start with $SuperwallAlias:)

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Requirements for Attribution

• The user must have been tracked by the DATALYR web or mobile SDK before the subscription event
• For best results, call getSuperwallAttributes() and pass the result to Superwall.setUserAttributes() — this ensures the datalyr_id is available for direct visitor matching
• Alternatively, the user must have been identified with an email that matches the email in Superwall’s userAttributes
• The subscription event must be within the attribution window (default 30 days)

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Conversion Postbacks

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How Postbacks Work

1. Superwall sends a webhook (e.g., initial_purchase)
2. DATALYR maps it to subscription_started
3. DATALYR resolves the user’s attribution (fbclid, gclid, ttclid)
4. If a conversion rule matches subscription_started, DATALYR sends a postback:
   • Meta: Conversions API (CAPI) with fbclid, fbp, fbc
   • Google: Google Ads Conversion API with gclid
   • TikTok: TikTok Events API with ttclid

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Supported Platforms

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Setting Up Postbacks

1. Go to Settings -> Connections in DATALYR
2. Connect your ad platform (Meta, Google, or TikTok)
3. Create a conversion rule:
   • Trigger event: subscription_started (or any mapped event)
   • Platform: Select the target ad platform
   • Platform event name: The event name the platform expects (e.g., Purchase for Meta)
   • Value: Use event revenue or set a fixed value

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Revenue Tracking

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Gross Revenue

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Net Revenue

net_revenue = proceeds * (1 - tax_percentage)

net_revenue = price * (1 - tax_percentage) * (1 - commission_percentage)

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Commission Rates

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Trial Conversions

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Store Platforms

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Event Data

• subscription_id — Original transaction ID
• product_id — Superwall product identifier
• platform — Store name (APP_STORE, PLAY_STORE, etc.)
• platform_type — Normalized platform (ios, android, web)
• app_id — Bundle ID
• period_type — Subscription period (NORMAL, TRIAL, etc.)
• gross_revenue — Full price in USD
• net_revenue — After commission and tax
• commission_rate — Applied commission percentage
• tax_percentage — Applied tax percentage
• is_trial_conversion — Whether this converted from a trial
• is_family_share — Whether this is a family share subscription

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Data Privacy

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Customer Data in Postbacks

• Email addresses are hashed with SHA-256 before sending to Meta, Google, or TikTok
• No plaintext personally identifiable information (PII) is sent to ad platforms
• All postbacks comply with GDPR hashing requirements

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Data Retention

• Subscription events are retained indefinitely for revenue reporting
• Attribution data is retained for the duration of your DATALYR plan
• Webhook deduplication keys expire after seven days

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Opted-Out Users

• Events are still ingested for revenue reporting
• No postbacks are sent to ad platforms for opted-out users
• Attribution data is not linked to ad platform identifiers

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Deduplication

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Troubleshooting

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Webhook Events Not Appearing

1. The webhook URL in Superwall matches the URL generated in DATALYR Settings -> Integrations
2. Your Superwall Project ID is correct in DATALYR
3. All subscription event types are selected in the Superwall webhook configuration
4. The webhook is active (not paused) in Superwall

• Go to Event Stream in the DATALYR dashboard
• Filter by source: superwall
• Check if events appear after a test purchase

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Events Not Attributed

1. You are calling getSuperwallAttributes() and passing the result to Superwall.setUserAttributes() — this sets the datalyr_id for direct visitor matching
2. If not using getSuperwallAttributes(), the user’s email must be set in Superwall’s userAttributes (either email or $email)
3. The same email was used when calling identify() in the DATALYR SDK
4. The user was tracked by DATALYR before the subscription event
5. The attribution window has not expired (default 30 days)

// After DATALYR SDK is initialized
const attrs = Datalyr.getSuperwallAttributes();
Superwall.setUserAttributes(attrs);

// Also identify in DATALYR and set email in Superwall
Datalyr.identify(user.id, { email: user.email });
Superwall.setUserAttributes({ email: user.email });

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Postbacks Not Sending

1. A conversion rule exists that matches the DATALYR event name (e.g., subscription_started)
2. The ad platform is connected in Settings -> Connections
3. The user has a valid click ID (fbclid, gclid, or ttclid) from their original ad click

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Revenue Showing Incorrect Values

• Commission rate mismatch: Verify your Apple Small Business Program enrollment matches the commission rate DATALYR applies
• Tax not accounted for: DATALYR deducts tax from net revenue. Check the tax_percentage field on the event
• Currency conversion: Superwall converts to USD. If your prices are in other currencies, the USD value depends on Superwall’s conversion rate

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SDK Attributes Not Populating

1. The DATALYR mobile SDK is initialized before calling getSuperwallAttributes()
2. Attribution data has been resolved (the user visited your site or app via a tracked link)
3. You are passing the result to Superwall.setUserAttributes() correctly

const attrs = Datalyr.getSuperwallAttributes();
console.log('Superwall attributes:', attrs);
// Should contain keys like datalyr_id, utm_source, etc.

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Next Steps