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Webhook Attribution

Connect your payment platform webhooks to automatically send conversion events to Meta, Google, and TikTok Ads. DATALYR uses email-based identity resolution to match purchases back to the original ad click, even when customers complete purchases hours or days later.

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What You’ll Learn

  • How webhook attribution works
  • Difference between webhook attribution and revenue analytics
  • Supported platforms and events
  • Email-based identity resolution

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How It Works

Webhook attribution connects your payment platform to DATALYR’s conversion tracking system. When a customer makes a purchase, DATALYR automatically fires conversion events to your connected ad platforms.

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The Flow

1. User clicks ad → DATALYR captures fbclid, gclid, visitor_id
2. User enters email → datalyr.identify({ email }) links email to session
3. User purchases → Payment platform sends webhook with email
4. DATALYR queries: "Find visitor_id where user_id = email"
5. DATALYR fires conversion with original attribution to ad platform

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Email-Based Identity Resolution

Webhooks only contain purchase data and customer email. DATALYR uses email to find the original ad click attribution stored in your events table. The system queries Tinybird to find the most recent event where:
  • The email matches (via user_id or identify traits)
  • Attribution data exists (fbclid, gclid, or ttclid)
  • Event belongs to your workspace
When a match is found, DATALYR includes the original attribution data (fbclid, gclid, UTM parameters, IP address, user agent) in the conversion event sent to ad platforms. Match Rates:
  • 95%+ when email is captured before checkout via datalyr.identify()
  • 90%+ for cross-device journeys (mobile ad, desktop purchase)
  • 85%+ for long sales cycles (30+ day attribution windows)
  • 0% if email was never captured with datalyr.identify()

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Webhook Attribution vs Revenue Analytics

DATALYR offers two types of integrations for platforms like Stripe:

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Webhook Attribution (This Feature)

Purpose: Real-time conversion tracking for ad platforms Setup: Configure webhook URL in payment platform Data Flow: Payment platform → DATALYR → Ad platforms What You Get:
  • Automatic conversion events sent to Meta, Google, TikTok
  • Email-based attribution matching
  • Real-time postback firing
  • No OAuth required
Use Case: Track purchases and subscriptions as ad conversions

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Revenue Analytics

Purpose: Dashboard metrics and business analytics Setup: OAuth connection with API access Data Flow: DATALYR polls API → Tinybird → Dashboard What You Get:
  • MRR, ARR, churn rate calculations
  • Revenue charts and trends
  • Customer lifetime value
  • Subscription analytics
Use Case: Monitor business health and revenue metrics

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Supported Platforms

Stripe

Track checkouts and subscriptions

Whop

Track payments and memberships

ClickFunnels

Track funnel orders and subscriptions

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Events Created

Each platform creates standardized events that trigger conversion rules: Stripe:
  • purchase - From checkout.session.completed
  • subscribe - From customer.subscription.created
Whop:
  • purchase - From payment.succeeded
  • subscribe - From membership.went_valid
ClickFunnels:
  • purchase - From order.completed
  • subscribe - From subscription.created

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How Conversion Rules Work

Once webhook events are created with source: 'stripe', source: 'whop', or source: 'clickfunnels', your conversion rules automatically filter by event source. For example:
  • Stripe purchase rule: event_name = 'purchase' AND source = 'stripe' → Fires Meta Purchase
  • Whop purchase rule: event_name = 'purchase' AND source = 'whop' → Fires Meta Subscribe
This prevents cross-platform firing. A Stripe purchase will never trigger a Whop conversion rule, and vice versa.

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Before You Start

DATALYR tracking script installed on your website
Email capture implemented with datalyr.identify({ email })
Admin access to your payment platform
Active workspace in DATALYR

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Setup Process

  1. Navigate to Sources tab in DATALYR dashboard
  2. Click “Webhooks” tab
  3. Select your payment platform (Stripe, Whop, or ClickFunnels)
  4. Copy the webhook URL provided
  5. Configure webhook in your payment platform
  6. Create conversion rules to fire events to ad platforms

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Attribution Quality

To maximize attribution match rates:

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Capture Email Early

Call datalyr.identify() as soon as you have the user’s email: 
// When user submits email form
datalyr.identify({
  email: '[email protected]'
});

// Or after signup
datalyr.identify({
  email: user.email,
  name: user.name
});

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Verify Tracking

Check that tracking is working before purchase:
  1. Visit your site with ad parameters: yoursite.com?fbclid=test123
  2. Call datalyr.identify({ email: '[email protected]' })
  3. Check Event Stream - you should see both events with the same visitor_id

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Test Webhooks

After configuring webhooks:
  1. Make a test purchase with the email you used in step 2
  2. Check Event Stream for a purchase event with source matching your platform
  3. Verify the event has attribution data (fbclid, gclid)
  4. Confirm conversion rules fire to ad platforms

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Deduplication

DATALYR automatically deduplicates webhook events using Cloudflare KV storage. Each webhook event ID is checked before processing. Duplicate webhooks (common with retries) are ignored to prevent double-counting conversions.

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Security

Webhooks are verified using signature validation:
  • Stripe: Verifies Stripe-Signature header
  • Whop: Verifies X-Whop-Signature header
  • ClickFunnels: Validates event structure
Invalid signatures are rejected with 401 Unauthorized.

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Troubleshooting

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No attribution data on webhook events

Cause: Email was not captured before purchase Solution: Implement datalyr.identify({ email }) on email capture forms

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Webhook events not appearing

Cause: Webhook URL not configured or signature verification failing Solution: Check webhook configuration in payment platform settings

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Conversions firing to wrong platform

Cause: Conversion rule not filtering by event source Solution: Edit rule to include trigger_event_source filter

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Next Steps